Old and costly they may be, plenty of creative professionals still list outbound marketing as part of their strategies (despite the increasing doubt on their effectiveness).
Marketers have always been speculating if this age of digital and social media has whether or not spelled the end of outbound marketing. But despite these rumors, there are those who still say such speculation is largely overrated and that businesses shouldn’t be so quick to retire their outbound marketing resources.
Now it’s true that many businesses in today’s marketing environment are pushing new social and digital plans. Yet while these strategies are crucial for the development of new lead generation and engagement tactics, it’s important to remember the unique power older methods had on target markets. That power can be the missing ingredient to total marketing success.
Use Truly Social Storytelling: Although there’s a lot of a real-time interaction happening on LinkedIn, Facebook, and other social platforms, the content developed for these channels tends to sit in a tightly-controlled social circle. Brands aren’t using those stories, opinions, comments or reviews outside of it. In many cases, not even the social team and the direct marketing team communicate or plan together.
If you want to grow, you have to let loose and become comfortable with authentic, fan-driven content and discussions. You should actively invite customers to become participants in content rather than just bystanders. Social digests, remixed contest, inside communities, and automated content alerts are just a few examples of how content can be extended into outbound marketing.
Control the Influence of Data: Data can be like a hose. It’s very common for brands to want to capture consumer data based on precise segmentation and analyzed scenarios. However, like a hose, controlling the flow in such smart and efficient ways is still a major challenge to businesses.
Most of the time, the volume of information is either overwhelming or grows outdated by the time it’s analyzed, and utilized. Sometimes it’s best to keep B2B marketing simple by focusing on the basics like budget, interest, and authority. Brands can make massive steps with even the most basic profile targeting by allowing slight changes while keeping campaign development from stalling any form of analysis.
Put Interesting Flavors: Content on the web lives and dies in very short periods of time. The average Facebook post has a lifespan of just a few hours while a tweet has an even shorter lifespan of two minutes. To extend the typical length of social media content, make it awesome, remarkable, and shareable. For every bit of content you create, it’s best to ask yourself occasionally if people will like it or not. Don’t just glare at the negative responses, get rid of it, and start over.
Your audience wants real, authentic experiences and, in many cases, it’s even better to have other people say things about your business instead of you micromanaging it. What other people say about a brand is far more valuable and believable than what a brand says about itself.
The key to keeping outbound marketing relevant is to be more active when sharing real and creative stories that are relevant to consumers. It’s about using more than a Facebook ad and a banner to encourage them to share and participate.