Before undertaking any digital marketing campaign, it is essential to plan.
As we all know; fail to prepare, prepare to fail.
In our guide, we’ll explain every step to take in your outbound digital marketing campaign so that you can achieve success. First, we’ll explain what outbound digital marketing is and how it compares to inbound strategies.
What is outbound digital marketing?
Outbound digital marketing refers to any form of communication whereby the business opens a dialogue with customers first. Outbound marketing is where the business seeks customers out, as opposed to inbound marketing where the customers find you when they need you.
There are many methods of outbound digital marketing. From mass emails to paid adverts on social media, outbound marketing focuses on the harder sales approach. By actively seeking out potential clients, you can help to generate leads by showing your audience why they need your product or service.
Step by step guide to an effective digital marketing campaign
- Create goals
Using your business objectives and conducting market and competitor analysis to create goals is essential for starting your campaign. Your business objectives are not enough for you to devise your marketing strategy, especially not your digital campaign. Once you have your business objectives prepared, consider how you’d approach these from a marketing perspective.
For example, if your business objective is to increase your customer base, your marketing goals would be broken down from this into;
- Generate more leads
- Reduce cost of generating leads
- Increase customer loyalty
- Retain existing customer and encourage brand ambassadors
As your marketing campaign is digital, you then need to break these goals down again and transform them into digital marketing goals such as;
- Generate more leads through targeted social media advertising
- Use mass emailing to reduce the cost of lead generation
- Use a newsletter sign-up to retain leads
- Use promotional activities on social media and website for existing customers to share with their networks.
Once your digital marketing goals have been set, you then need to find the appropriate key performance indicators so that you can measure your success and targets to help drive your campaign.
- Define your audience
Once you have your goals set, it’s time to start deciding who you want to direct your campaign to. It is now the perfect time to develop your ideal customer persona. Before you can create a compelling campaign, you have to decide the target audience so that you can craft the marketing to reach them.
Create your perfect customer personas by fleshing out all of their characteristics and attributes. Considers aspects such as their emotional needs, purchase power, as well as life plans and aspirations. Start to think about their whole lifestyle and don’t be afraid to go in-depth into every detail; you might uncover a unique aspect that you can incorporate into your campaign.
Other important aspects you should think about include; media preferences and brand perceptions, it may help you with brand positioning and how your business should align itself for future success.
- Consider your outbound marketing options
There are many different strategies you can employ in your marketing campaign, which includes;
Social media advertising
Social media advertising is where you pay a social media network to promote or advertise your content. This could consist of a promoted tweet or post or an advertised page or competition.
Social media advertising is now one of the most crucial aspects of advertising with incredible spending that has overtaken television advertising. In just one quarter in 2016, Twitter saw an advertising revenue of $545 million and Facebook’s advert revenue was over $6.8 billion. In fact, across all social media in 2016, advertising spending reached $32.97 billion.
It is clear that social media advertising is a powerful tool, but with so much competition, your approach must be unique in order for it to work. Before you start; you need to test the waters. Start by tracking your current social media posting and analyse what has made certain aspect high performers. Measure aspects such as most shared, commented, clicked and liked to find the common denominators. Once you know what your audience likes, you’ll have more chance of success with a paid advert.
It is then important to target your advert at your ideal customer persona. The cost of advertising will be wasted if it doesn’t reach the right audience. Consider vital elements of your customer persona and then target an aspect that is likely to resonate.
Key considerations for social media advertising;
- Repetition and rotation – you don’t want to annoy your target audience
- Sample first – you’ll receive instant feedback on social media, so test first to formulate a winning advert
- Consider costs across different networks – not all networks will run the same advertising strategy
- Be mobile responsive and location-savvy. Geolocating adverts can be hugely successful for walk-in businesses.
Affiliate marketing works by promoting a product or service to your audience in order to receive a commission from the business. For online shoppers, this works particularly well. When a shopper conducts research, they may read up on the product on an affiliate site will then be taken to the merchant site to complete the sale.
Using affiliate marketing in an outbound strategy, you can utilise banners and pop-ups to attract a vast range of consumers and hopefully by target a broader range of consumer; you’ll see a trend of consumer that is interesting in your product.
Search engine advertising/Pay Per Click (PPC)
This form of marketing creates adverts on search engine result pages. For various search engines, you can bid on keywords in order for your product or service to appear when users search or type in a specific phrase. When their search listings come up, if you have made a worthwhile bid, then your product or service will appear alongside their other listings.
There are many forms of social media advertising you can adopt; from text-based adverts to shopping adverts to product listings. These adverts are very visual based that provide key information at a glance and are ideal for a compulsive purchase.
Important aspects you need to consider for search engine marketing include;
- Keyword research
- How to group and structure keywords
- Cost of different search engines and account structure
- Ad campaigns, groups, text and landing pages
- Whether ad auctions are right for you.
Outbound emailing requires you to email and reach out to new prospective customers that haven’t already subscribed to your newsletter. The best way to do this is to form a relationship with other businesses to share email lists or buy a list in preparation for your email campaign.
Another strategy is to create your own list of emails, based upon the service you are selling and the type of customer that you want to attract. It is easy to beging list building so that you can find the right audience for your campaign. Whether this a job for someone in-house or outsourced to a freelancer who specialises in this task.
Once you have collated your email list, you can use effective segmentation strategies to deliver a more specific message to each of the groups. Remember, while this is still an outbound strategy you can implement some inbound techniques so that you are still providing benefits to your readers and encouraging them to research your product or business further.
Display advertising are prominent adverts that are situated on web pages. From banners, billboards or videos, display advertising is designed to convert customers quickly. You can purchase advertising space on many websites in order to get your brand promoted and showcased to your target audience.
You can have many different types of display advertising, such as native advertising which blends seamlessly into the web page and will often only be detected by a subtle ‘sponsored’ message somewhere on the advert.
Other types of display advertising include rich media whereby a video will start to play immediately or after the user scrolls over the footage or interstitial which is a full-screen advert which is displayed in the process of changing from one web page to another.
Implement and measure
Once you have defined your strategy using your chosen techniques from the above outbound digital options, it is time to implement your marketing plan and then measure its progress so that you can adapt it over time.
If outbound digital marketing still has you baffled, then speak to the team at LeftMedia, who have years of experience in marketing approaches and will work to deliver the best results for your business. Skyrocket your outbound digital marketing campaign by talking to us about your project.
Ready to start planning your next outbound campaign?
Download our free planning template and get started straight away.