In the last decade or so, inbound marketing has gotten a lot of positive attention and press. Search any marketing blog, and you’ll see tons of puff pieces about how wonderful inbound marketing is. This style of reaching out to consumers in a way that feels organic and customer-led is certainly worth the praise it receives, but not at the all-too-frequent expense of outbound marketing. Too many professionals take aim at this more traditional method of marketing when it actually has far more merits than many modern marketers give it credit for.
Here’s what you need to know about outbound marketing in the modern day – including outbound lead generation best practices – and how to use the technique properly.
What is Outbound Lead Generation?
Outbound marketing – led by outbound lead generation – is the traditional form of outreach that businesses have used for years to make connections and contacts within their target audience and industry. This is the kind of marketing that many people think of when the words “telemarketing” or “call center” come to mind. Because of these associations and the misuse of these marketing techniques in the past, many people also have a negative opinion of outbound marketing – one that is largely undeserved.
Outbound lead generation is the creation of business connections by actively reaching out via advertisement efforts. That can mean a variety of things, but for call centers, it typically means calling the industry peers, sponsors, or consumers your company needs to reach out to and making a sales or partnership pitch. This type of marketing – sometimes called interruption marketing – was once the only way of doing things. However, the advent of inbound marketing approaches has made many people abandon the time-tested technique of outbound lead generation – which is a big mistake!
Outbound Marketing – Traditional but Not Outdated
There is a misconception that outbound marketing is a technique with little to no place in the modern market. However, those that truly understand how marketing works in the modern day know that outbound marketing is not dead or even outdated - users simply must adjust their strategy and approach to fit today’s consumer needs.
Because of the synonym of “interruption marketing” that is often used for this type of approach, people mistakenly believe that there is no way to effectively outbound market these days. What you may not know is that you likely encounter effective outbound marketing efforts every day.
You know those pop-up ads that have led you to download mobile games or sign up for services you otherwise might not have known about or considered. That’s outbound marketing. Remember when you passed by the advertisement on your way to work or school that led you to your favorite store’s big seasonal sale? Outbound marketing again. What about those flyers you accepted from a sweet child in front of the grocery store that convinced you to show up to a community fundraising event? That is a prime example of outbound marketing – and one that likely flew right under your nose since it was delivered so sweetly!
The truth is, outbound marketing is simply outreach to people who might be interested in the goods, services, or other products you have to offer. It’s a technique that will never truly have an expiration date, so long as people understand that it needs to be adapted to fit the audiences of the day and the culture in which it is employed.
Outbound Lead Generation: Best Practices
As you can tell, it’s important to be thoughtful in your approach to outbound marketing. Understanding outbound lead generation best practices will help you deliver a positive experience to the contacts and connections you make – and convert more of those contacts into customers or clients! Here are some tips for making this traditional approach work for your modern business:
- Offer your consumer the chance to give you their attention willingly – or at least make them feel like they have that opportunity.
Outbound marketing should be more about permission than anything else these days. Your viewer, listener, or consumer wants to feel like they gave you permission to have their attention. Make an effort to provide your consumer with a chance – or even the perception of a chance - to grant that permission and listen to your message willingly. They’ll be much more likely to be receptive to what you have to say if they believe they gave you permission to say it in the first place.
- Make your consumer feel heard and understood.
Tailoring your marketing approach to individual consumers – or at least to groups of like-minded consumers – will deliver a more enjoyable experience for the consumer. Everyone wants to feel like they matter to the companies whose goods they consume, and marketing on a personal level will help you make your consumers feel this way. Listen to feedback during calls, use that feedback to improve future campaigns, and give your consumers reason to believe you’re listening and care.
- Deliver an experience, rather than just a message or pitch.
Today’s consumer wants more than just a message from advertisers – they want an experience. Experiential marketing is an important component of modern marketing and turning your outbound lead generation into an experience for each contact you make will increase the chances that you can convert that contact into a customer or client.
- Be willing to integrate your outbound approaches with inbound techniques.
No matter how much attention you give to your outbound marketing efforts, you will undoubtedly still need to utilize inbound marketing techniques. The trick to doing both successfully is to see them as a complementary system, rather than two techniques at war with one another for preference. When you can make your outbound efforts work together with your inbound approach, you’ll realize far more return on your investment and more successful marketing campaigns overall.
If your company is planning to put outbound marketing to work in the coming year and you need help understanding outbound lead generation best practices, contact us here at ChaseData Corp. We have the tools, training, and technology you need to reach out and make meaningful connections with the people who are destined to become your best customers!