Outbound Marketing: concepts, techniques and tips

If you are a marketing professional or are trying to understand more about this field, you have certainly heard the term “Outbound Marketing”.

Just as Inbound Marketing, This strategy has its specificities and, therefore, it is necessary to understand some points. Only in this way will it become possible to include tactics and elements of this strategy, consistent with your business.

Furthermore, the alignment of strategies like these is a common factor in many companies.

Therefore, today I will explain to you all the aspects related to this strategy and help you understand which points are essential for your company. Check out!

What is Outbound Marketing?

First of all, there is no way we can continue this conversation without understanding what the Outbound strategy actually is. If you already know what Inbound Marketing is, you will easily understand this new concept.

Outbound consists of actively seeking out your company’s potential customers. But why understand Inbound?

Well, Outbound works in the opposite way to Inbound, but with the same objective: winning customers. In other words, the company has a more active role in the search for new customers, whether through unsolicited contact or mass advertising.

To understand better, we will need to compare the differences between Inbound and Outbound Marketing. Keep following!

What is the difference between Inbound and Outbound?

In Inbound strategies, we use content production, generally through the sales funnel, to filter between people who are interested in your productions and those who can become a business.

This way, we attract those who have the greatest potential to purchase your solution. This way, only getting in touch when you are absolutely sure of good negotiations.

In Outbound, we have the opposite path. Contact is made with as many people as possible, so that business possibilities are identified within a large portion of the public.

This contact is not only made over the phone, as many people think. This is because, when we think about Outbound Marketing, telemarketing strategies are excellent examples.

However, mass advertising, as mentioned previously, is also a tactic in this aspect of marketing.

To summarize:

• Inbound: we adopt a consultative stance, in which the client comes to our means of communication in search of information;
• Outbound: we use more “invasive” means, that is, an active approach without the client expecting it.

How to apply Outbound Marketing in practice?

Although the functioning of the strategy is already very clear, analyzing its practical application can facilitate understanding. After all, how to identify these strategies in everyday life?

• Ads in online media (sponsored links, banners on websites and blogs, ads on YouTube, etc.) and offline (TV, newspaper, magazine, radio, billboards, etc.);
• Participation in fairs and events;
• Cold calls and cold emails.

But, don't think that this is done randomly, even cold calls and emails, as they are called, require a high level of attention. This is because it is necessary to reduce investment in audiences that will not deliver results as much as possible.

In other words, despite being a broad audience, there is still a need to define certain types of segmentation. In this way, increasing the chances of contacting those who are able to close a deal with your company.

Do you want to understand more about the concept of Outbound Marketing and see how this strategy relates to Inbound? In our podcast we have a complete episode with two references on the subject to explain all the details.

Access now our youtube channel, or listen via Spotify!

Keep following our blog, learn all the details of the best marketing strategies on the market and boost your sales with the efficient combination of the best tactics.