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The fact that your current marketing digital strategies work for you does not mean that they cannot be further improved. A good digital marketing agency should believe there is always a room for further optimization & improvement, and one way to do that is to incorporate some outbound marketing tactics into your strategy.
When considering starting exit tactics, carefully identify specific objectives to use those tactics. The departure will cost more in terms of money and time. Instead of organically attracting people to your website, you must pay to put your content in front of people. In addition, that scope must be customized for those specific viewers, which requires more strategy in its creation.
Developing a list of ideal prospects to target is essential to obtain ROI with any of these best strategies for marketing.
1. Make the most of social media networks
Complement your incoming social media efforts and focus on the sensitization stage with outgoing reach directed by using paid ads or chasing specific accounts.
You can start segmenting specific accounts by tagging them in your posts to get attention and interact with their content in their profiles.
On LinkedIn, you can send connection requests to employees of the companies you would like to work with to explain why you contacted to start a conversation. On Twitter, you can follow the prospects with the hope that they follow you and relate to the relevant content you share.
This targeted use of social networks works at the intersection of marketing, sales, incoming and outgoing. Marketing is generally aimed at a broad audience rather than a single person, while sales speak directly with individuals. Account-based marketing is a strategy in which marketing initiates a conversation with a specific person or company and then transfers that convert to sales.
Paid social networks are another extension of your incoming social media strategy. Instead of just promoting your content to your entire audience, you are promoting a specific ad for people within a particular company or industry.
2. Generate conversations through mail
A classic approach to marketing is to send things by mail to people. While that still happens, the increase in digital content has made physical email unexpected and, in some way, detrimental to what people expect. Due to the novelty of physical mail in the B2B world, people tend to spend more time with the physical mail they receive than with their digital equivalent.
When considering what loot to send to people, think about what people really want. Send branded items that may be useful, not messy. Reusable branded bags, coffee cups and stickers tend to be safe and universally appreciated items.
To improve your loot strategy, try to direct your loot towards your specific contacts. The loot is not universal. When creating your loot packages to send and give away, start with a standardized collection of bags, shirts, caps, sockets, stickers, books, etc., and then customize each package for your recipient.
Business cards are a creative way to incorporate loot without giving people more than they want. A windshield replacement store with a business card that functions as a pocket ice scraper or a graphic design firm that includes a ruler at the bottom of your card gives someone another reason to hold on to your contact information (in addition to keeping in touch).
One of the sales representatives used to send metal business cards that opened like bottle openers with a bottle of Vermont beer. That package effectively provided your contact information, a useful article and a reminder of our company.
After sending the loot, have a follow-up plan so you can continue the conversation that started with the loot. Do not wait to be answered, contact and ask if they liked the items you sent.
3. Spread the red carpet for your target audience
Use personalization tokens and smart content in your marketing content to talk directly with your target accounts and create a personalized experience on your website.
Use smart CTAs to ensure that site visitors do not target content offers that they have already downloaded. Design your chatbot to include a person’s name or company in your greeting.
Your personalized experience can extend beyond your website as well.
For example, you can create email workflows for specific companies where you customize each email with a copy that will change to fit the recipient’s company. You can use that smart content to extract copies of your website and design how your product or service can help you achieve your goals in a specific and personalized way.
Those emails are not totally outgoing; You are not sending cold emails, but as soon as they become your website you start receiving these specific emails.
4. Find a way to get Facetime
Face-to-face interactions make a lasting impression. To achieve them, you can attract people, go to them or meet virtually.
You can organize events to attract potential customers or attend industry events and conferences to establish contacts with target accounts. You can also visit the prospectus offices if that is geographically feasible.
When you travel, make the most of those trips. If you attend a conference in an important city or visit a partner’s office, contact any of your nearby target companies and try to book a meeting with them as well.
5. Expand your reach with digital events
- It is not always easy for people to reach you physically or for you to travel to them. One way to relieve that geographical distance is to connect virtually.
- You can create digital face-to-face interactions through virtual events such as webinars, virtual conferences and questions, and answers on social networks.
- While those digital interactions are not as personal as a meeting in person would be, it is still making a stronger connection than it would by email.
- They jointly created virtual content that both creators promote is an excellent way to present their content in front of an audience outside their database.
- Working with partners to co-organize webinars and on-demand sessions can increase everyone’s reach by allowing each company to communicate with people in each other’s database while using the experience on the subject of everyone involved.
Let’s Wrap Up:
Demand generation strategies seek to generate demand through any necessary means, and one of the main fundamentals of demand generation is brand awareness. Complementing your inbound marketing efforts with some outbound tactics can increase the reach of your brand, as long as you do it in a highly specific way.
