Advertising on television and in newspapers, on external advertising media, and through cold calls is a traditional option. Outbound marketing uses it. And even though Internet marketing is on the rise, the classics still work. Especially with the older generation.
Outbound marketing: definition
Outbound marketing is classic advertising, the traditional promotion of a business and its products.
Completely the opposite of inbound marketing, which uses innovative online promotion.
Outbound marketing is television advertising, handouts, radio ads, mailings, newspaper ads, and outdoor advertising.
The essence of outbound marketing is to spread ads as widely as possible to the audience through one or more methods of promotion.
Outbound marketing: effectiveness
Consider situations in which outbound marketing will be effective:
- members of the target audience are in transportation on a particular route and see a billboard ad about an event being held;
- a student waiting for that shuttle bus, and pays attention to a city light that had the same ad on it;
- a customer in the supermarket heard an advertisement for the event on the radio.
Characteristics of outbound marketing
Among the most important characteristics of outbound marketing we find:
Only the company speaks in the communication: In other words, the consumer has no opportunity to express criteria, judgments, and opinions because he must confine himself to receiving the content of the advertising message.
It goes indiscriminately: Even if it reaches a large audience, it may not be effective because the people the message reached did not care. It's a big risk because you can invest a lot and get nothing in return.
It's product-oriented: The only message being conveyed is about the benefits and advantages of the product or brand being advertised.
Your ultimate goal is to sell: You are not interested in the consumer's needs, but in selling your products or promoting your brands.
You may lose credibility: Because the customer thinks the product or brand attributes are exaggerated, and may not believe the content is credible because he thinks the company can't speak ill of its own products.
It's traditional: Because it focuses only on selling, not on providing creative solutions and answers that address the customer's wants and needs.
The customer feels invaded: Because you are interrupted or distracted when unwanted or just unwanted messages of this type appear. This can be very uncomfortable for the user because it doesn't add value.
Outbound and inbound marketing: the main difference
Outbound marketing involves a strategy for spreading the word. Inbound is a strategy for attracting a target audience.
The key difference is that inbound allows you to attract customers not with another announcement of a 20% discount on all products, but with value to the customer. You increase loyalty to the company by trying to be as useful as possible to the target audience. Completely free of charge. How? Through content.
A few examples:
- Selling men's clothing? - Create a blog and publish useful articles on men's styles.
- Provide legal services? - Register a YouTube channel and teach your target audience how to stand up for their rights.
- Teach dance? - Give short lessons on individual moves on your Instagram account.
- Offer photo equipment for rent? - Teach potential customers how to properly handle equipment through an email newsletter.
- Sell courses for preschoolers? - Post helpful tips on self-development for kids on Facebook.
There are literally dozens of options for all niches. Beginning to cooperate with you in this format, a person begins to trust you and subsequently becomes your client. And perhaps even a fan of the brand, who is ready to give money for any of your offers.
Outbound marketing Upsail
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