Inbound and Outbound Marketing Campaigns
No matter what kind of business you run, where you operate, or what your goals are, you need solid inbound and outbound marketing systems.
The basic premise of any successful marketing campaign is that you need to attract the right kind of customer to your brand. This target audience consists of people who are more likely to discover your brand, land on your website, and (most importantly) spend money once they’re there.
In both inbound and outbound marketing, targeting the right audience is the key. Now, let’s talk about the various doors this key opens.
What is Outbound Marketing?
You can think of outbound marketing as traditional marketing. These methods work best with older and more traditional target audiences, but with the right marketing strategy, you can capture the attention of any consumer with outbound marketing.
To give you a better idea of what outbound marketing is, here are a few examples:
Traditional advertising methods like commercials on television, over radio channels, and in newspapers are all outbound marketing methods. You’re reaching out to try to bring consumers in.
Telemarketing, or cold calling, is another outbound marketing method. Although telemarketing is a bit outdated, it does still work—with the right audience.
Attending Trade Shows
Attending trade shows is a great method to get your brand’s name out there. Consumers who attend trade shows are in the right mindset to discover brands and spend money—and it’s your chance to show them why your product, business, or service is what they need or want.
Snail Mail Advertising
Direct mail sent via snail mail like UPS, USPS, or FedEx is another example of outbound marketing. You could send brochures, postcards, or catalogs to local stores near you or consumers likely to buy your product or service.
What is Inbound Marketing?
Now that we’ve covered outbound marketing, let’s talk about inbound marketing. While outbound marketing involves a proactive reach out into the world, inbound marketing is a more subtle approach. Here, you create content consumers want, and you wait for them to come to you.
By creating and distributing engaging content, people naturally come to your website, discover your brand, and eventually buy something.
Many marketing agencies and successful businesses are moving away from traditional outbound marketing advertising and towards inbound marketing.
The rise of social media and the pervasiveness of the internet have created big shifts in how people live their lives and where advertising is most likely to work. To put it plainly, inbound marketing is extremely effective.
Adding a blog to your website could help you discover 67% more leads, cut advertising costs by 60%, and add 97% more indexed links (which help your website land on the first page of Google’s search results).
So, inbound marketing is obviously a good idea for your business. And there’s good news: with our comprehensive services, you can improve your inbound marketing strategies.
Buyer Persona Creation
As with any successful marketing campaign, the first step toward successful inbound marketing is buyer persona creation. Buyer persona creation is a marketing method that helps you get a better idea of who your target audience is.
First, we’ll gather data on your target audience. We want to know basic things like their age, gender, and occupation. But that’s not all. To get a comprehensive look at your audience, we’ll also examine their:
- Marital status
- Parental status
- Economic status
- Racial, cultural, or ethnic identity
- Interests, hobbies, and passions
- Attitudes, personal beliefs, fears, desires, and more
- Preferred media, including social media
- Pain points and needs
Instead of looking at a collection of data, which can still be helpful, a buyer persona collects this information and creates a profile of an imaginary customer.
Your business might need just one buyer persona, or you might have several archetypes of customers. Think about a mail-service birth control company—they might have a single buyer persona of a woman in her mid-twenties.
A different company that sells clothing will likely have a more expansive collection of buyer personas.
Regardless of what your brand sells, buyer personas will give you—and your marketing team—a better idea of what kind of people are in your target audience and how to cater to them.
You might be thinking, “I have no idea who buys my products!” Don’t worry.
We’ll help you create custom buyer personas for your unique business by collecting data from various sources, including online reviews, social media insights, and CRM software.
Gathering emails for your email list and newsletter is one of the best things you can do to promote your business. But this inbound marketing technique doesn’t end there.
You also need to send consistent, high-quality email campaigns with stellar timing. How are you supposed to do that? With email automation.
Email automation allows you to craft an entire email campaign at once. By writing all emails together, you can ensure that your consumers receive consistent emails that align with each other—and with their unique needs.
Then, you automate the emails to send after each individual customer meets specific criteria, whether that’s signing up for your email list, purchasing their first or second product, or leaving feedback.
Email automation allows you to provide better customer service to your clients, and it saves you countless hours.
Running professional social media profiles on the social media platforms that your target audience uses the most is one of the single best things you can do for your business.
The idea behind inbound marketing is that you let your consumers come to you. When you promote your business via social media, customers are more likely to have a positive experience of your brand since it’s their decision to spend time viewing your marketing material on their own time—not with pushy ads they don’t want to see.
With the Invisible Hand’s marketing packages, we can offer you complete social media management, where we’ll take care of creating content, scheduling posting, managing messages, and more.
Meanwhile, you can sit back and enjoy more followers, increased web traffic, and more sales.
Content marketing is one of the core pillars of inbound marketing, and it involves managing a blog.
Although it sounds simple, there are countless tips and tricks to know if you want this marketing method to work. To achieve great content marketing, you need to post high-quality, optimized content regularly.
Why? A collection of reliable blogs improves your website’s SEO, which will help you climb the ranks on search engines like Google. And appearing on the first page of Google can be a complete game-changer for your business.
Blogs also give you an opportunity to show off your knowledge and expertise to your target audience. Great content marketing can build brand trust and even solve your customers’ problems.
But blog writing takes time, and SEO writing takes expertise. Luckily, our professional team at the Invisible Hand has both.
SEO and SEM
SEM stands for search engine marketing, and SEO translates to search engine optimization.
Search engine optimization involves creating organic website traffic from people who are searching for select keywords, and search engine marketing refers to the sponsored content you see in your search results.
Before moving on to paid ads with SEM, you need great SEO. And we can help you with both.
Great content will keep people on your pages, and it could even convert them to customers—but they need to discover your content first. SEO ensures that people find you when they search online.
And not just any people—your target audience.
To optimize your website, we’ll examine what your target audience searches online for and determine which keywords have the highest chances of landing someone on your site and converting them into a customer.
Then, we optimize every piece of content on your website—including blogs and regular site copy—with those keywords. Thanks to SEO software and analytics, we can seamlessly embed your keywords into your site.
In this regard, SEO is a science, but it’s also an art form. You need talented writers who know the ropes in order to write the best SEO content that delivers results—and we have them on our team at the Invisible Hand.
The Invisible Hand: The Marketing Consultants You Need
At The Invisible Hand, we offer various outbound and inbound marketing plans for any business’s needs.
We know that you have unique goals, and you need a custom marketing plan to achieve those goals. With our range of services, you can choose what works best for you—and if you’re not sure, we can help you decide.
From all-inclusive marketing packages to social media management and content creation bundles, our team at the Invisible Hand is ready to help.
Reach out today to discover how we can help you grow your business.