What Is Outbound Marketing? – Information And More
What Is Outbound Marketing? – Outbound marketing is when a company starts the conversation by reaching out to people to tell them about their products or services. It’s like shouting, “Hey, check this out!” to get attention. This is different from inbound marketing, where people come to you when they’re interested, like searching online or reading a blog.
Examples of Outbound Marketing
Think of ads you see or hear every day:
- TV commercials
- Radio ads
- Newspaper or magazine ads
- Billboards
- Phone calls from salespeople (cold calling)
- Emails you didn’t ask for (spam)
Outbound marketing is often harder to track (like knowing who saw your billboard) and can cost more than inbound marketing. Companies might spend up to 90% of their budget on it!
Types of Outbound Marketing Channels
Here are seven ways companies use outbound marketing to reach people:
- Traditional Advertising (Above-the-Line, or ATL) This includes ads on TV, radio, newspapers, magazines, or billboards. These are great for telling lots of people about a brand but aren’t super specific about who sees them. Example: A Coca-Cola billboard making you aware of their drink.
- Digital Advertising These are online ads, like:
- Ads on Google (Search Engine Marketing)
- Banner ads on websites (Display ads)
- Ads on Instagram or TikTok (Social media ads)
- Ads in streaming apps like Netflix (Over-the-Top ads)
- Ads in emails
- Ads that blend in with articles (Native advertising) Digital ads can target specific people, like showing toy ads to kids your age.
- Through-the-Line (TTL) Advertising This mixes traditional and digital ads. For example, a company might advertise on TV, in newspapers, and on Instagram all at once. It can also include digital billboards that change ads dynamically.
- Cold Calling This is when a salesperson calls someone they don’t know to try to sell something. It’s called “cold” because the person isn’t expecting it. If the person shows interest, it becomes “warm calling.”
- Email Marketing This is when companies send emails to lots of people to promote their stuff. If they send emails without permission, it’s considered outbound (like spam). It’s a way to reach many people at once.
- Content Syndication This is when a company shares its content, like a blog or article, on someone else’s website. For example, a guest post on a popular site to get more readers.
- Events and Tradeshows Companies set up booths at events or conferences to meet people in person. They might show off products, give out free stuff, or talk to potential customers. Example: A tech company at a gadget expo.
Why It Matters
Outbound marketing is a classic way for companies to get noticed. It’s like waving a big sign to grab attention. However, it’s less personal than inbound marketing, where people find you because they’re already interested.
Fun Fact
Next time you see a billboard or get a random sales call, you’ll know it’s outbound marketing at work!