Outbound marketing is often called the traditional way of marketing or push marketing. What do we know about outbound marketing?
The marketing can be defined as strategies initiated by companies to connect with a wide range of customers to push awareness and improve leads at scale.
This type of marketing deals with different marketing tactics and techniques that target a number of potential customers.
Some of these involve the use of content syndication, trade shows, cold calling, cold emailing, traditional and digital advertising.
Push marketing is the opposite of the pull or inbound marketing. Inbound marketing is where people find brands that can solve their problems for them.
However, when you talk about push marketing, it deals with the evolution of pull marketing. Push marketing makes use of the notorious carpet bombing strategy.
It is effective in covering a huge section of a brand’s targeted demographic, and considered to be too aggressive.
Types of Outbound Marketing Strategies
If you are familiar with the traditional advertising or media, you might have heard words like below the line (BTL) and above the line (ATL).
Do you know what these terms mean? We have listed some avenues that outbound marketing can utilize these terms.
The Traditional Advertising
This type of advertising is referred to as above-the-line (ATL) advertising. They include making use of billboards, magazines, newspapers, radio, and television.
The traditional advertising strategy helps businesses to push their campaigns to the public without a refined targeting tactic.
ATL advertisement is effective in brand awareness business campaigns. Although, we have heard about the skepticism that hovers around ATL effectiveness, they are still powerful tools.
Digital advertising started in 1994, and the first ad that utilized this strategy didn’t do well in targeting. However, this has changed over the years.
Digital ad has become sophisticated and powerful online. Here are some of the types of digital ads that outbound marketing still make of use:
- Display ads
- Email ads
- Native advertising
- Social media ads
- Search engine marketing (SEM)
- Over-the-top (OTT) ads
- Video ads
When you make use of the digital ads, it helps you target a specific customer base based on different criteria.
Some of the criteria include the customer’s habits, interests, behavioral characteristics, psychographic, geographic, and demographic.
When you make use of the advance way of targeting like custom audience and retargeting, you hit a wider range of audience.
Digital ads have become part of the below the line (BTL) advertising because of their accurate targeting nature.
Through-the-line (TTL) Advertising
Outdoor marketing best practices include making use of TTL advertisement. TTL strategy makes use of BTL and ATL ad types to achieve its goals.
For instance, a company might run an outdoor marketing campaign across social media platforms, newspapers, or television.
Through-the-line advertising can involve digital-out-of-home (DOOH) advertising – this type of advertising strategy uses the traditional outdoor media to show dynamic ads.
How Can Outbound marketing Help Your Brand?
Outbound marketing can help you achieve a lot in your business. Aside the aforementioned best practices, you can still make use of the following:
Telemarketing or cold calling is referred to as the most notorious type of communication. By cold calling, you call a database of people.
These people could become your prospects, and you spice up their interest, and convert them into potential customers.
You don’t have prior communication with the people you call. Hence, the name, cold calling. Another step of cold calling is warm calling, where the person had shown interest in your business.
Cold calling is very challenging outbound marketing system to push sales.
The reason may include the recipients not ready to participate in your call or ‘do not disturb’ (DND) service activation.
Outbound marketing has not died off in business campaigns. You can take advantage of this push marketing to reach a wide range of audience.
Even cold calling can be modified when you make use of warmer business campaign strategies to bring your products or services to people.
The social media and email marketing can help make cold calling easier for you. Since people don’t know about your products or services, you should push your business with ads.
Outbound marketing best practices can improve the way you conduct your business online.