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Posts tagged ‘outbound marketing’

9
Sep

How to successfully combine inbound and outbound marketing?

when to combine inbound and outbound marketing

What to use in the marketing mix?

The debate about outbound marketing being “interruption” marketing, and inbound marketing about “deserving the attention of buyers” is actually a flawed argumentation.

The question is about how you successfully go about in combining inbound and outbound marketing.

It is true that traditional advertising is less effective.

People today like to skip TV commercials when they can. They are blind for online banners (on average 0,2% click on banners). They sign-out for telephone calls (2 out of 3 people in USA are on do-not-call list). And they opt-out of commercial email, with Google Gmail helping them with easy opt-out buttons.

But when you combine the inbound philosophy with the power of outbound, both re-enforce each other. Combining inbound and outbound marketing works when you:

  • Using advertising to create awareness, with messages they care about.
  • Paid content promotion about content they want to read.
  • Send emails that are relevant to them
  • Use outbound call center calls that are timed and relevant to them as respond to a pre-qualified need.

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16
Oct

5 Dangerous Threats to Your Content Marketing Success

Source : Flickr, by papilly

Lately there has been a lot of attention going to Content Marketing. Although it’s one of my favorite subjects, blindly going for a content marketing strategy can be dangerous.

Forgetting the core reason for a content marketing strategy

When developing your content marketing strategy, you start developing a process to position content along the buying cycle, or even better: along the complete customer life cycle.

Every piece of content needs to drive the buyer further down the buying cycle, or increase the satisfaction level of existing customers. Having a good content creation process that inherently has checks built-in to make sure the right Call-To-Action (CTA) is assigned to each piece of content.

These CTA’s are developed to progress your buyer through the buying cycle. Marketing automation techniques like the ones I described in this post can be used to automate some of your work.

So when implementing content marketing: don’t forget what you want to do with your content. In the end, you are doing this to do business!

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