As a marketer we have a responsibility to make our marketing campaigns as effective and relevant as possible. In recent years, this has involved inbounds networks (inbound marketing), such as research on our own leads and content to generate new ones.
But as inbound has become increasingly important in so-called traditional channels, the way of thinking about marketing has become as important as the way we do it.
Inbound marketing is not only a practical technique, it is also an influential philosophy. And the more effort we put into our inbound networks, the more we can look at how we do traditional marketing.
Why? Because we still need traditional short-term marketing, small wins, while we take care of the long road to inbound marketing. But rather than opposing them, the two styles can be complementary .
So how can we gather these two marketings? Here are some tips for choosing the right direction.
Measure the commitment:
One of the biggest advantages of inbound marketing is its ability to measure the level of engagement of your leads . Because inbound networks are often digital, they bring a lead to become a customer, and knowing how to go about it, has made it possible to determine how the channels work.
But traditional marketing often focuses only on one stage: the final conversion . And like anyone who has ever done a marketing campaign you know it’s not impossible to have leads that have never become qualified or have never completed the questionnaire that you have offered them. It’s even more common to hear that none of your leads have become a qualified lead.
By using a lead scoring system, you will be able to determine which leads at the end of the cycle are truly qualified before buying and which leads in the middle of the cycle are ready to listen to your sales team. This will help your sales team prioritize the leads they need to talk to directly, and know who they can talk to when they have no emergencies.
One of the biggest differences between inbound and outbound marketing is the interruption . Inbound leads, by nature, come to you and engage, while outbound leads, do not necessarily want to commit to starting. To minimize this unnecessary interruption, which can be very expensive, it is important to do two things:
- Make the outbound network push for engagement whenever possible
- Focus on hyper targeting in outbound networks
For example, do not send too general mail to people in your database who have never heard of you. You can spend money smarter by sending this content to a list of leads that has already engaged with your brand.
If the outbound network through which you are communicating does not have this option, then focus your efforts on finding the most relevant database when communicating with your campaign.
To get an even stronger detonation on all these networks, keep the next step in mind …
Inbound and outbound, as for digital or traditional marketing, have often been separated into two worlds. But the best use of networks or marketing tools requires the marketer of reflection. Indeed, they must know how each network works with all the others.
So if you are at a trade show, rather than capturing leads through a digital scanner, or distributing business cards, insert leads that will have chances to become skilled in your marketing system immediately on tablet or smartphone and start to them. send emails right away . If you are embarking on an emailing campaign, include a landing page that will lead to educational content rather than a vulgar offer.
If you separate inbound and outbound marketing, they will have less impact on your strategy . Once you understand how they work, insist that the outbound becomes more inbound and you will have the ability to determine which networks are best for your marketing.