There has been a battle between adherents of inbound marketing vs outbound for some time now, but the reality is usually a bit less black-and-white: neither approach is a sure-fire way to market your product. You will almost always need to leverage both in order to be successful.
We’ve discussed the importance of balancing your inbound and outbound efforts in the past, so to follow up, we are providing you with 7 practical tactics that you can implement today to accelerate both your inbound and outbound marketing programs.
- Combine great inbound content with outbound sales emails
Repurposing content is the holy grail of any content marketer – after all, it means more bang for your buck! So why not take that amazing white paper that you are using to bring in leads, and include it as a value-add in your next sales email to a hot lead?
- Use inbound data to inform your outbound efforts
Inbound efforts will bring prospects into the top of your funnel, but it can be difficult to tell which of these prospects are genuinely interested in your product or service. That’s where data comes in. Dig through the social profiles (using one of the many great social selling tools out there) of inbound leads to determine the best ones to focus your outbound efforts on.
- Email and retarget visitors who have engaged with your content
If you’ve got some gated content, like an ebook or whitepaper, you’re no doubt already collecting leads via an email form. This is a classic inbound tactic. But to take it to the next step, you could begin sending emails (outbound) to these new leads, and retarget them with ads across the web.
- Optimize your search
SEO can get overlooked in the face of fancy new inbound tools and outbound results, but it is an important aspect to both of your programs. Your target audience is searching for your product – or one like it – so if you own your search results you’ll be in a much better position to attract new leads via inbound and close on them via outbound.
- Get to know your customers’ problems – and how to solve them
Inbound tactics, like social media marketing, can tell you a lot about the problems your customers face. Use this information to develop sales pitches and content that addresses these issues directly, and show how you can solve them.
- Encourage communication between your inbound and outbound teams
Whether your outbound efforts find their home in your sales or marketing department, both teams should be talking to each other regularly. Internal communication is critical for the success of inbound and outbound, especially when the two tactics are working in tandem.
- Measure the ROI of both inbound and outbound
Inbound and outbound are not competitors – they both help bring in and close leads. If you’re measuring their results separately, you’re missing the nuances of how one supports the other. Develop metrics that can tell you how well they are working in tandem for a truly holistic picture of how your marketing efforts are paying off.