Internet search engines changed the marketing world forever. Today, we can cater our digital profiles to find exactly what we’re looking for on our time. This has been great for the consumer and presents new opportunities for lead generation via inbound marketing. However, some experts feel that this technological shift has made outbound marketing obsolete, or at least ineffective. While these older marketing strategies certainly have stiff competition, they can still generate leads and foster long-lasting business relationships.
Telephone Scouting
Cold-calling doesn’t always work, but when it does, it’s one of the most effective lead generation strategies. We’re social creatures, and it’s much easier to establish a relationship with someone when you can see or hear each other directly. Of course, marketing companies can’t and don’t just start calling people at random.
Before hitting dial, a good amount of research must be done. This is where the internet has greatly helped outbound marketing strategies. Lead generation services will collect relevant data to narrow the list of potential leads. Then, the message must be made clear. What is the business trying to achieve? Who is it trying to reach and why? How could this relationship benefit both parties? Having a clear message will make each call more effective.
Direct Mail/Email
Calling people directly takes time and energy. Even though most of us have our phones attached to our bodies at all times, it can be difficult to reach people at a moment’s notice. Plus, some people simply won’t answer their phone if they don’t know the number. Snail mail and email marketing create a buffer so businesses can still get their message out there without a direct phone call.
This might not be quite as potent a way of generating leads, but it is more cost effective. It’s much easier to type a message and send it out to relevant contacts all at once than make hundreds of phone calls that might not reach anyone. Plus, some people respond better to this type of marketing. It’s less aggressive and doesn’t interrupt their day. They can read the letter on their own time and decide if they want to follow up.
Advertising
Most people say it doesn’t work on them, but advertising gets all of us one way or another. Deploying radio, TV, newspaper, and internet ads can be incredibly effective at fostering brand recognition and generating leads. It’s also expensive. Therefore, a business should only invest in advertising after research has been done on demographics, interests, and other factors.
Just as phone calls and emails should be targeted to smaller pools of people, advertisements are only effective if they reach an engaged audience. Otherwise, a business is wasting money on dead air. It may be reaching several people each day, but how many of those people care about the product or services? How many are actively seeking what that business has to offer? We’re all surrounded by ads all the time, so when they’re thrown in front of us, we can only pay attention to the ones that mean something to us.
This is partially why inbound marketing has become so effective. People research the things they’re into, so search engines cater results based on this data. However, outbound advertising is still a powerful way to get leads. It just requires a fair amount of research and thought.
Modern businesses must employ both inbound and outbound marketing strategies to maximize their reach. Just because inbound strategies have grown in popularity and effectiveness doesn’t mean phone calls, emails, and ads don’t work anymore. It’s all about collecting data, contacting the right people, and building lasting relationships. This is exactly what we focus on at ProScout Lead Generation Services. Contact us at our Chattanooga or Nashville, TN offices here to learn more!
