Unless you can rely on word-of-mouth or a customer referral marketing strategy, most businesses need to market their services or products to potential customers either through outbound or inbound marketing. Is your business going the traditional outbound marketing route of cold calling, email marketing, mailing flyers, advertising and more? Or, is your business well versed in inbound marketing by trying to bring buyers to you through activities like content marketing (i.e. blogging, publishing in-depth articles, case studies, etc.) and search engine optimization? Do you do some of both?
Often perceived as interruptive or intrusive, outbound marketing can work well if done right. I recently had the pleasure of talking with Sampath Mallidi, co-founder of OutreachGo and Intandemly, about the differences between inbound and outbound marketing. Briefly, inbound marketing is a newer, non-salesy approach that’s focused on creating engaging and educational content to attract customers. As you can see from the image below, inbound marketing activities focus on capturing leads that are driven by demand. Most of us turn to search engines such as Google, Bing and Yahoo when doing research about products or services we’re interested in purchasing.
Optimizing Content for Search Engines
If you go the inbound marketing route, you need to make sure that you create high-quality content and that it’s properly optimized for search. There’s a ton of value in developing content that ranks well on Google and this is where search engine optimization (SEO) comes in. By applying organic SEO practices, you’re connecting content to search engines, which enables people to find you. For example, one of our clients started out with only 319 organic search visits from Google to their website per month. After implementing SEO best practices and working with this customer for 3-1/2 years, organic search traffic from Google reached a new all time high and that number grew to 3,920. That’s a 1,248% increase in Google organic search traffic in 41 months and the best thing of all, sales increased accordingly. SEO can take some time, but if you’re patient and track the results, it can be a gift that keeps on giving.
If Done Right, Email Marketing Can Work Great
Outbound marketing practices, like email marketing, are a good option to support your overall marketing efforts. For example, if you’re in sales, you always have to be reaching out to people to get appointments. If you’re in marketing, you also need to reach out to people to promote your business and get feedback. So how do you do this without being seen as salesy? It’s about making personal connections. In our interview, Sampath said, “You need to make them feel like you’ve worked hard before you reached out. I use the term ‘intelligent hyper-personalized’ email.” Sampath acknowledged that this can be very tiring and hard.
To make this process easier for people, Sampath and his team created a tool called OutreachGo, which is an intelligent email outreach tool. “We help users find anyone’s email and we offer information about the prospect they’re trying to reach,” stated Sampath.
How does it work? OutreachGo’s predictive software searches for email patterns of the company’s name you provide and then returns information about the company. It has thousands of templates that you can use to customize your email interaction with the company. You can also track the results of your email efforts and it integrates with major CRMs like Salesforce and Hubspot. “By creating a personal connection, in less time, you can promote the stuff that you really want to,” said Sampath. I had a blast discussing this topic with Sampath and hope that you’ll find some time to view the recording of the interview:
Digital Marketing: A Tools-Driven Process
Digital marketing has really become a tools-driven process with all kinds of options. For example, many tools, such as Google Search Console, Google Analytics, Google Trends, Google Market Finder, Moz, Spyfu, Ahrefs, etc. can help you with your SEO strategy. CRM tools like Salesforce, Zoho, Hubspot, etc. help you manage your customer relationships. You can also get a lot of data from the social media channels you’re using, like LinkedIn, Facebook, Twitter, Instagram, etc. to help you make decisions about your online marketing strategy.
Incorporating email marketing into your overall marketing mix is a good idea when you combine it with inbound marketing activities. Ultimately, however, SEO is what keeps bringing leads to you over time. Our in-person and online SEO courses will teach you everything there is to know on how to drive high-quality organic search traffic to your website. For additional information and to stay informed about upcoming classes, I invite you to join our email list and to follow our SEO Training LinkedIn page.