It is known as interruption marketing, since it is based in the promotion of a product through continuous advertising, public relations and sales campaigns. It’s goal is to sell products and services, in a non reciprocal way. That means that the customer-company relationship goes only from the company to the user and not otherwise.

It is called interruption marketing because the actions normally appear spontaneously, without the user requesting it, and interrupting what the user was doing on the website.

Most of the traditional advertising that is known is part of outbound marketing, such as media ads, billboards, merchandising and direct sales booths, among others. But online marketing also contains examples of outbound and they are often the most disruptive, such as banners on websites and social networks, paid ads on Google, video ads, etc.

Strategy for outbound marketing:

What is going to be sold?

First of all, the services and products to be offered must be established concretely. Incorporate a value, which will be provided to users specifically to pursue the goal intended.

How is it sold?

Make an analysis of which strategy is best suited to the solutions you intend  to future customers. A important part of the strategy is the sales funnel that is the way in which a company plans and establishes processes to get in touch with the different users and reach a final objective.

This may be the conversion of customers, achieve a registration, close a sale, among others. Because of this,  you need to think about what your sales funnel will look like and what phases it will be composed of. What will be the first step to reach them.

To whom is it sold?

In a marketing campaign of any kind, it is essential to be clear about who the customers are, what their concerns are, how they should be addressed and in what language. When defining the buyer person, you must be as precise as necessary.

What do you count on?

Define the tools available to achieve an effective campaign at each stage of the sales funnel. This can be done using a commercial dossier, web pages, landing pages, CRM, e-mail templates and commercial ads.

Advantages of Outbound Marketing

  • Faster ROI: unlike inbound, which requires SEO, outbound is able to reach the target audience from the moment it starts prospecting. Depending on the sales cycle, the company can attract customers in as little as one week. The return on investment is faster.

  • Ease of measuring results: data on purchase seasonality, customer behavior and ideal discourse is information that is easily obtained. Conversion rates reach good levels and with this, faster results.

  • Ease of finding professionals in the area: experience in traditional marketing allows many of these skills to be transferred to outbound. For the time being, what needs to be improved is business intelligence.

  • Speed to validate premises: with outbound marketing you can get in touch with a thousand leads in a month, thus obtaining a large enough sample to validate if the audience, the speech and the communication are correct.

  • Contact assertiveness: contact personalization in sales increases the final conversion because the buyer is talking directly to another person. People are more likely to make the purchase if the process is done in a consultative manner. And it is even better if the salesperson is positioned as an expert in the area.

Outbound marketing, when well thought out, has a lot of potential. These are actions that have been traditionally carried out and have had good results. But now, these actions will be incorporated into digital marketing, which guarantees a global promotion of the brand that starts from the local level.

This new form of marketing offers digital actions of great importance to achieve the objectives of the company, and at the same time the results of these actions can be measured.