Use a combination of in and outbound marketing techniques

When planning your lead generation activities, use a combination of in and outbound marketing techniques to increase awareness and build the sales funnel.  You’ll want to find the best cost per qualified lead to meet your objectives.

Inbound marketing

Inbound marketing activities focus on being found by customers and use web related technologies for implementation. Inbound marketing activities are typically part of a long term customer acquisition strategy, and the cost per lead is less than traditional outbound marketing activities.  Inbound marketing examples include:

Outbound marketing

Outbound marketing activities focus on finding customers. Objectives are usually met within a set time frame; the cost per lead tends to be higher than inbound marketing techniques.1 Examples include:

A combination is best

Use both in and outbound marketing when budget is available.  While use of the web has increased tremendously – especially the use of social media – the time people spend on the web has not.2  The proliferation of smartphones, tablets, and other mobile devices allows people to do more within the same time frame, searching or sharing information while watching videos, socializing, shopping, or working. Watching television, however,  continues to take the lion’s share of media time.3  Plus, direct mail continues to be an effective way to reach prospects, receiving higher response rates than email campaigns.4

With there being so many ways to reach prospects and customers, review your customer touch points to determine which ones make the most sense to influence given what your competition is doing.  Keeping your prospect’s attention is challenging; your message needs to break through the ‘noise’ coming from different devices.  With prospects being exposed to hundreds of advertising messages per day, you’ll want to make sure your message is targeted and resonates.5   And to increase recall, your message will need to be repeated in different mediums or communication channels to reinforce brand recognition and be top of mind when the prospect is ready to act. 6 By using a combination of in and outbound marketing tactics, you’ll have more ways to reach customers with reminders of your offerings.

Keep in mind…

  • Marketing is not an exact science. Adjust images, change messaging, and transform old tactics into new approaches. Implement A/B testing or multivariant testing to gather results on what works best for your offering.
  • Don’t be afraid to try new communication channels or guerrilla marketing activities to spur sales.
  • Your messaging will evolve just as your products and features evolve to entice prospects.
  • Revisit your target customer’s profile and customer touch points to find the most cost effective means for reaching them, wherever that may be.

Discover more…

  1. “Addressing A Common Inbound Marketing Challenge: 12 Tips for Generating More Traffic and Leads.” Forbes Media LLC. Last modified July 7, 2017. https://www.forbes.com/sites/forbesagencycouncil/2017/07/07/addressing-a-common-inbound-marketing-challenge-12-tips-for-generating-more-traffic-and-leads/#238a3062760f.
  2. Alford, Emily. “Inbound Vs. Outbound Marketing: Does It Really Have to be a Battle?” ClickZ. Last modified June 1, 2018. https://www.clickz.com/inbound-vs-outbound-marketing-does-it-really-have-to-be-a-battle/214860/.
  3. Burnes, Rick. “Inbound Marketing & the Next Phase of Marketing on the Web.” HubSpot, Inc. (blog). Last modified November 18, 2008 (10:01 am). http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx.
  4. Martin, Tom. “Inbound Marketing versus Outbound Marketing Compared.” Converse Digital. Last modified February 26, 2013. http://www.conversedigital.com/sales-prospecting/inbound-marketing-versus-outbound-marketing-sales-prospecting.
  5. Smale, Thomas. “6 Ways to Attract More Customers Through Outbound Marketing.” Entrepreneur Media, Inc. Last modified April 25, 2018. https://www.entrepreneur.com/article/312446.
  6. Shelly, Ryan. “How to Get Started with Inbound Marketing.” Business 2 Community. Last modified April 16, 2018. https://www.business2community.com/brandviews/shelley-media-arts/how-to-get-started-with-inbound-marketing-02047777.
  7. “The Ultimate List of Marketing Statistics for 2019.” Hubspot, Inc. Accessed July 30, 2019. https://www.hubspot.com/marketing-statistics.
  8. Watson, Amy. “Media Use – Statistics & Facts.” Statista. Last modified December 17, 2018. https://www.statista.com/topics/1536/media-use/.
  9. Weathington, John. “Measure Actual Customer Behavior Using Big Data Analytics.” CBS Interactive (blog). Last modified August 22, 2013. http://www.techrepublic.com/blog/big-data-analytics/measure-actual-customer-behavior-using-big-data-analytics/.
  10. “What’s Old Is New Again: Outbound Marketing 2.0.” I’m Kind of a Big Deal, LLC. Accessed July 30, 2019. https://neilpatel.com/blog/outbound-marketing-2-0/..
Sources:
1 Sukhraj, Ramona. “What Does Inbound Marketing Cost?” IMPACT, accessed July 30, 2019. https://www.impactbnd.com/what-does-inbound-marketing-cost.
2 Dana Kerr, “Overall Time Spent Online Remains Static,” CBS Interactive Inc., last modified July 28, 2009 (5:19 PM PDT), https://www.cnet.com/news/overall-time-spent-online-remains-static/.
3 Joe Mandese, “Nielsen: TV Usage Of ‘TV’ Continues To Erode, Mobile Is Fastest- Growing Segment,” MediaPost Communications, last modified November 13, 2012 (9:00AM), http://www.mediapost.com/publications/article/187163/nielsen-tv-usage-of-tv-continues-to-erode-mobi.html#axzz2PXQVPdzP.
4 Ivana Vojinovic, “Direct Mail Statistics That Will Have You Running to the Post Office,” SmallbizGenius, last modified September 17, 2019, https://www.smallbizgenius.net/by-the-numbers/direct-mail-statistics/.
5 “Google Answers Question ‘How Many Advertising Messages (From All Media Sources) Is The Average American Exposed To On A Daily Basis?'” Google Inc., accessed July 30, 2019, http://answers.google.com/answers/threadview?id=56750.
6 “5000 Brand Messages Per Day And You And You And You!” Jean-Paul Treguer & TBLowCost & Senioragency, last modified April 27, 2008, http://treguer.wordpress.com/2008/04/27/a-consumer-is-exposed-to-an-average-5000-brands-message-per-day-tvlowcost-will-help-your-brand-by-reducing-spectacularly-the-cost-of-the-most-powerful-and-influential-media/.

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