There are many in the industry that say that outbound marketing is no longer a valid method for reaching customers, with many companies focusing on inbound strategies, such as content marketing, social media and other online sources. However, in 2013 survey of 1,000 IT executives, Discover.org found that 75 percent of those questioned decided to attend an event after an outbound marketing contact, and 60 percent said that they had evaluated a vendor based on a call or email. In order to keep outbound marketing relevant, however, there are a few key tips to follow.

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2. 3 Tips for Outbound Marketers Who Want to Stay
Relevant
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Adys Lynn Dill
3 Tips for Outbound Marketers Who Want to Stay Relevant
First, this is a great def inition on what outbound marketing is.
There are many in the industry that say that outbound marketing is no longer a valid method f or
reaching customers, with many companies f ocusing on inbound strategies, such as content
marketing, social media and other online sources. However, in 2013 survey of 1,000 IT executives,
Discover.org f ound that 75 percent of those questioned decided to attend an event af ter an
outbound marketing contact, and 60 percent said that they had evaluated a vendor based on a
call or email. In order to keep outbound marketing relevant, however, there are a f ew key tips to
f ollow.
Make it Personal
One of the best tips f or keeping outbound marketing relevant is to keep the message personal.
Research social media and include personal details identif ied when speaking to the contact. Use
creative methods f or reaching customers, such as a handwritten letter rather than a generic, one-
size-f its-all mailing. However, remember that people are busy, so lack of response or apparent
non-interest may not mean the person isn’t interested in the message. They simply may not have
time at the moment to respond to the message. The lack of interest could also have to do with
the time of day the call is made. Very f ew business people f ind lunchtime calls welcome, as this is
of ten downtime f or them. Research has shown that calls between 8 and 9 AM is of ten a good
time to reach out as the day has not yet become hectic. Late calls, between 4 and 5 PM also can
garner results as the day is winding down. Ref erence: LinkedIn
Offer Incentives
Use outbound marketing to promote inbound marketing strategies using contests or promotions.
Send an email with a link to the company social media site where they can “like” f or a raf f le or
special of f er. Include links in all printed materials, and remind employees to include links in their
email signatures. Employees can also help build outbound marketing ef f orts by adding company
links in their own social media prof iles. Use QR Codes that allow mobile users to simply click and
visit a special landing page that of f ers discounts, incentives or additional inf ormation. QR codes
can be added to anything that is printed, including posters, f lyers and even t-shirts.
Track Results
Probably the most important tip f or keeping
outbound marketing ef f orts relevant is by
tracking the results of any campaign. This helps
tweak strategies as necessary, f ixing what isn’t
working and strengthening what is. Although many companies understand that they need to track
the results of inbound marketing ef f orts, many overlook the importance of tracking results f rom
telephone calls, mass mailings and email blasts. Tracking can help identif y what target markets

3. respond to what type of marketing so that advertising dollars are directed to the appropriate
location.
Although there has been talk f or years of how outbound marketing ef f orts, such as bulk mail,
email and cold-calling is no longer ef f ective, studies show that those types of marketing
campaigns can have relevance if they are handled properly. By combining outbound marketing with
inbound marketing, campaigns have a greater chance of success overall.
Are you interested in moving away f rom a heavy outbound campaign and instead investing more
time into inbound marketing? Virginia SEO can help! Fill out our contact f orm and let us know!
Adys Lynn Dill
SEO Consultant at Virginia SEO
Adys Lynn Dill is a mother of one and really enjoys spending time with her f amily.
Besides taking care of her husband (the other baby), she spends her time doing
graphic design as a part of the f amily business. The Dill Design is a local web
design company in Virginia, and they specialize in small business websites. Lynn also participates
heavily with Virginia SEO, and is head of social media marketing, and a key member of the content
generation team. Lynn enjoys social media so much that she is on it more than a normal person
should be some days.
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