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Outbound Marketing: Meaning, Funnel, and Process
Outbound Marketing: Because of its very important role in business development, marketing strategy has always been one of the main concerns. Well, outbound marketing is one method of many strategies implemented by businesses.
In addition to outbound marketing, there is also inbound marketing. In general, these two methods are distinguished by their main focus.
However, to understand more clearly about outbound marketing, let’s look at the discussion below!
What is Outbound Marketing
Outbound marketing is a traditional marketing method that is done by sending messages to potential customers, without any requests from these potential consumers.
Sending email marketing to telemarketing is an example of outbound marketing because the marketing team encourages the message to be sent to potential customers and hopes that the message will be well received.
In the past, these marketing messages might have been delivered through radio, television, magazines, or newspapers. Then, as technology develops, outbound marketing messages take the form of email or SMS.
Regardless of the media used, this method is considered less and less effective over time.
Today people are inundated with about 2000 outbound marketing messages per day. In addition to competing with other marketing teams, consumers themselves use a variety of ways to avoid these messages, from using ad-blocking extensions in browsers to filtering caller ID.
However, this does not mean that this method cannot provide optimal results. However, before discussing how to run a successful outbound marketing strategy, let’s look at the process first.
Process of Outbound Marketing
In general, the outbound marketing process is implemented in the following four stages.
- Direct communication
Direct communication is a method used by businesses to communicate directly with consumers.
In this form of communication, companies reach consumers directly through various media, such as social media, email, telephone, or SMS.
Although companies send out many marketing messages, direct communication generally employs a personalization strategy to make potential customers feel special and interested.
- Mass communication model
Then, outbound marketing is delivered in the form of a mass communication model, namely the delivery of information to many audiences whose positions are far from the source of information.
Therefore, companies take advantage of the media as previously mentioned, namely social media, email, or telephone. Then, companies may also use other media such as television and radio.
- ROI Acceleration
These methods have been considered one of the fastest methods to achieve ROI or return on investment.
ROI is the ratio of return on investment invested in business operations.
- Target reached faster
Finally, the outbound marketing process can make the company’s target.
Running a successful outbound marketing strategy
To successfully run outbound marketing, business owners need to take advantage of various elements and techniques. The following review will discuss these techniques one by one so that your marketing strategy is successful.
Get to know potential customers and stay focused
Want to successfully implement an outbound marketing strategy? In the first step, you need to know potential customers and determine the number of sales from each consumer so that your sales goals.
To do that, you have to start by creating a buyer persona profile for potential consumers. You can determine potential customers based on their acquisition channels, namely:
- Seeds: Potential customers who come to the company because of word-of-mouth promotion. They do not require a complicated acquisition process and these potential customers are the most potential.
- Nets: Potential customers who meet your brand through inbound marketing. This potential customer deserves to be one of the focuses.
- Spears: Prospects derived from outbound leads. You still need to evaluate whether these potential customers need to be followed up or not.
Have a reliable sales team
Typically, companies hire a sales team that includes two types of sales professionals:
- Hunter: The sales team that makes the first contact with the prospect and schedules the meeting
- Closer: The team in charge of showing products, preparing commercial proposals, contracts, and closing or completing sales transactions.
Companies recognize that salespeople can become less productive because the focus is broken down into prospecting and closing processes. Therefore, recruiting a reliable sales team for each stage of the sale is the solution.
Adjust marketing techniques to the character of potential customers
When starting outbound marketing, you may need to use several techniques and identify the methods that give you optimal results.
One technique that is widely used is cold mail or cold calls. The purpose of a cold call is to find potential customers who have not made a purchase or contacted your business. Unfortunately, cold calls are often seen as coercive and intrusive to privacy.
Regardless of the cons that arise from the audience, cold calls or cold mail can be very effective if planned and implemented properly, for example by applying the AIDA ( Awareness, Interest, Desire, and Action ) approach.
Use a certain framework to assess potential customers
It should be understood, that not all lists of potential customers that you have will buy your product or use your services. Therefore, you need to apply a certain matrix to assess potential customers. Know the suitability of potential customers with your business.
By doing this identification, you can eliminate consumers who are considered potential, but actually, are less likely to transact. So, the team resources you have can focus on following up on really potential customers.
Do a follow-up and analyze the results
If you already have a list of real potential customers, do a follow-up. Make sure you have documentation for each follow-up process.
That way, if the process fails, you can analyze the error and market the product more optimally at the next opportunity. Meanwhile, if it works, you can duplicate the formula for the next sales pitch.
Outbound Marketing Funnel
If we look deeper, the outbound marketing funnel is a sales funnel. Sales funnel or sales funnel is a process that includes two main objectives.
First, consumers make purchases with directions from the company. Second, the identification process by the company is based on the product or service chosen by the consumer.
This goal is achieved by implementing several steps, starting from creating awareness until consumers repurchase or build customer loyalty.
This process is not simple, you need to introduce the brand to consumers. When consumers become interested, you need to make sure the consumer experience when interacting with your business is satisfying so that they are willing to transact.
Then, you also need to prepare special strategies for building customer loyalty. Well, if you want the whole process to run easier, make sure your business is already using a full-featured POS application.