Marcee | September 17, 2019 | Manufacturer Marketing
With the rise of the digital world and inbound marketing, outbound marketing can get a bad rap. While it’s no longer the only way to reach potential customers, it’s still an important part of any marketing and growth strategy, alongside inbound marketing practices. Today's outbound marketing forgets old-style shout tactics — like radio and newspapers ads — and opts instead for more one-to-one, modern outbound marketing tools. Here are 5 of the best outbound marketing tools for manufacturers and B2Bs.
You might think that social media is irrelevant to manufacturers, that it’s just kids sending pictures to each other, rich people hawking fad diets and scam music festivals, and your out-of-touch aunt leaving odd comments on status updates.
But that’s not entirely the case. Social media has huge potential for manufacturers’ outbound marketing efforts.
All social media platforms have some form of advertising, and most have multiple: boosted posts, banner ads, native ads, even direct messaging ads. Not only do they offer all of these kinds of ads, they provide some of the best targeting options for running your ad campaigns.
This is because of the nature of social media profiles—users indicate their demographics, location, and interests in their profiles, likes, and other platform activity. All of that activity can be used to target the audiences who are your desired market.
You might still be thinking that as a manufacturer, you’re marketing to businesses, not people.
But, if you’ve been doing any inbound marketing, you know that even to market to businesses, you have to market to people. There are certain people at your ideal client company that are key decision-makers with regard to your product, whether that is a product designer, a sourcing specialist, or a purchasing associate. You can absolutely market to those people with social media.
For manufacturers or other B2Bs, we find that LinkedIn is one of the best outbound marketing tools available. LinkedIn has very specific targeting options for ad campaigns, down to the specific companies and job titles at those companies that you want to target.
If you want to know more about LinkedIn’s outbound marketing potential, we’ve written about it, a lot. Check out The Definitive LinkedIn Guide for B2Bs and LinkedIn Ads and B2B Marketing to get started.
If you know anything about the internet, you know that getting people to your site means showing up on Google. While appearing in the organic search results for the keywords you want to rank for requires a certain amount of inbound marketing savvy—lots of good content, SEO optimization, keyword research, and so on—Google is also an outbound marketing tool.
Like social media platforms, Google has advertisements. And like social media, Google is ubiquitous. If you run Google ads, they’re going to be seen. Plus, Google Ads also have great targeting options by keywords, location, and even audience behavior.
Google Ads include two distinct types of ads: search ads and display network ads. Search ads are native ads (i.e., ads that look like regular search results but are actually ads) that appear at the top of the results page on searches for specific keywords you select.
If you look at the first two or three results the next time you search on Google, you’ll see that they are actually ads, and are designated as such.
Display network ads are banner and sidebar ads that appear on Google sites and sites they partner with, like local news sites, weather.com, and a host of other national and local organizations’ websites. These too can be highly targeted.
Does this seem like a contradiction? Probably. But the thing is, inbound and outbound strategies should always be working together, and not only can your inbound and outbound strategies support each other, but your inbound marketing software can also help you with outbound marketing efforts.
This is one of the many reasons we use HubSpot, because there are so many great features of HubSpot’s inbound marketing software that work for outbound marketing.
How? There are a few key ways. All of the tools incorporated in your inbound marketing software such as lead management systems, prospect reports, and analytics can be used by your sales department to make sales calls and direct mail campaigns more effective. These tools can also help you see which of your marketing content is most effective and with whom it’s effective, so your outbound marketing efforts can be more targeted.
Again, this might seem like double-dipping, since email marketing is generally considered an inbound marketing practice. But, again, it can be both.You send emails out rather than waiting for them to come in, and in our book, that’s outbound marketing.
This isn’t just an email newsletter—that’s staunchly an inbound marketing practice. We’re talking about targeted email campaigns that nurture leads and bring them into the sales cycle. Using a targeted email campaign, you can push your brand, product, or service to a specific audience that has a genuine need and use for what you’re offering.
Creating valuable and targeted messages for intuitively segmented leads can yield huge results, especially when your campaigns provide the right information at the right time, without spamming or overwhelming your leads. Using email marketing effectively can transform it from just an inbound technique to a cornerstone of your outbound strategy.
A tool is anything you use to achieve a desired end state or goal. When it comes to outbound marketing, a full-service marketing agency with years of experience is going to be the best outbound marketing tool at your disposal. Especially as a manufacturing company that may not have a dedicated marketing department or any existing marketing efforts that fall outside the umbrella of sales, a marketing agency can help you reach the growth goals you care about most.
You can do all your outbound marketing all yourself—and you can use a screwdriver to get a screw into a piece of wood… but wouldn’t you rather use a drill? Hi, we’re the drill.
Manufacturers can seriously benefit from outbound marketing tools, especially as more and more of your target buyers trend online. For help developing an outbound marketing strategy that actually works, talk to Evenbound.
At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.
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