How to market your new business (3 of 3)

"Good marketing makes the company look smart. Great marketing makes the customer feel smart." Joe Chernov, VP Marketing, Pendo.io "Good marketing makes the company look smart. Great marketing makes the customer feel smart." Joe Chernov, VP Marketing, Pendo.io     Hi   Last time we looked at Inbound Marketing and all the ways you can bring customers to you, like using social media, SEO, earned media and even writing a blog.    Today, we focus on Outbound Marketing and how to get the most from a limited spend.   Outbound marketing   Outbound marketing is often called interruption marketing, and for a very good reason. This style of marketing takes your message out to customers and tries to grab their attention wherever they are.    Outbound marketing is an age-old technique, but technology has opened new channels for outbound marketing that can bring immediate, measurable results and help you target your audience with laser precision.   Offline advertising   With modern online advertising platforms, offline advertising can seem a bit antiquated. But as online ad channels become more popular, offline advertising is becoming less expensive. And it can still be a great way to get your brand in front of a large audience.   Some of the offline marketing channels you might consider include: TV advertising Radio advertising Outdoor display advertising Print advertising Direct mail Branded promotional items (swag) Trade show exhibitor space   While these channels can make it hard to target a specific audience, with a bit of research you can at least narrow your audience down. For television, radio or print advertising, make sure you get audience demographics.   Pay-per-click   Pay-per-click marketing is, as it sounds, online advertising that charges you per clickthrough. The way the amount you pay per click is determined will depend on the platform, but most come down to a strategy of bidding for keywords. Hi   Last time we looked at Inbound Marketing and all the ways you can bring customers to you, like using social media, SEO, earned media and even writing a blog.    Today, we focus on Outbound Marketing and how to get the most from a limited spend.   Outbound marketing   Outbound marketing is often called interruption marketing, and for a very good reason. This style of marketing takes your message out to customers and tries to grab their attention wherever they are.    Outbound marketing is an age-old technique, but technology has opened new channels for outbound marketing that can bring immediate, measurable results and help you target your audience with laser precision.   Offline advertising   With modern online advertising platforms, offline advertising can seem a bit antiquated. But as online ad channels become more popular, offline advertising is becoming less expensive. And it can still be a great way to get your brand in front of a large audience.   Some of the offline marketing channels you might consider include: TV advertising Radio advertising Outdoor display advertising Print advertising Direct mail Branded promotional items (swag) Trade show exhibitor space   While these channels can make it hard to target a specific audience, with a bit of research you can at least narrow your audience down. For television, radio or print advertising, make sure you get audience demographics.   Pay-per-click   Pay-per-click marketing is, as it sounds, online advertising that charges you per clickthrough. The way the amount you pay per click is determined will depend on the platform, but most come down to a strategy of bidding for keywords. Search Engine Marketing   Search engine marketing (SEM) is paid marketing through ads that appear at the top of search results pages.   For more info on Google ads click here.    Social Media Paid Marketing   Social media paid marketing works on many of the same principles as other pay-per-click marketing. The strength of social media marketing is the ability to target very specific audience demographics with your ads.   As with organic social media marketing, paid social media marketing comes down to knowing what platforms your audience is most likely to engage with, and the kind of content that gets the most engagement on each platform.   Each social media platform offers different ad formats, but for most of them the basics of a good ad remain the same: use attention-grabbing imagery, use video whenever possible, show people using your product or service, create a killer headline, lead with benefits and provide a clear call to action.   Display advertising   Display advertising is closer to traditional advertising than a channel like Google Ads. You've certainly seen display ads before, lurking down the margins of webpages, at the top below the site's header image or running along the bottom.   The downside of display advertising, of course, is that it can seem obtrusive and annoying. It also has a much lower clickthrough and conversion rate than Google Ads. Search Engine Marketing   Search engine marketing (SEM) is paid marketing through ads that appear at the top of search results pages.   For more info on Google ads click here.    Social Media Paid Marketing   Social media paid marketing works on many of the same principles as other pay-per-click marketing. The strength of social media marketing is the ability to target very specific audience demographics with your ads.   As with organic social media marketing, paid social media marketing comes down to knowing what platforms your audience is most likely to engage with, and the kind of content that gets the most engagement on each platform.   Each social media platform offers different ad formats, but for most of them the basics of a good ad remain the same: use attention-grabbing imagery, use video whenever possible, show people using your product or service, create a killer headline, lead with benefits and provide a clear call to action.   Display advertising   Display advertising is closer to traditional advertising than a channel like Google Ads. You've certainly seen display ads before, lurking down the margins of webpages, at the top below the site's header image or running along the bottom.   The downside of display advertising, of course, is that it can seem obtrusive and annoying. It also has a much lower clickthrough and conversion rate than Google Ads. Email campaigns   Email marketing is an incredibly effective tool. It drives better acquisition and retention than just about any other marketing activity. It also delivers an incredible ROI. A 2015 report by the Direct Marketing Association found that for every $1 spent on email marketing, companies generated an average return of $38.   Building an email list   One of the benefits of email marketing compared to other forms of outbound marketing is that, assuming you're complying with anti-spam regulations, your emails are marketing to an audience that's already asked to receive your marketing materials.   If you're a startup, that means you'll be building your email list from scratch. And that means you need to offer people something of value in exchange for their email address. Consider offering downloadable guides and resources relating to your industry in exchange for email signups.   Writing an email that gets clicks   Whether or not you segment your list, your email marketing success hinges on creating an email that people want to open and click on.   The first hurdle after your email lands in a customer's inbox is getting them to open it in the first place. This means crafting an enticing subject line that piques their curiosity.   For some helpful tips click here    Landing pages   Much of your marketing will rely on the strength of your landing pages . A landing page is the page users are directed to when they click through from an ad or email. The more you customize landing pages to your specific marketing channels, the better they'll perform.   A good landing page starts with a good headline. Your headline is the place to put forward your unique service proposition. What sets your company apart? How will interacting with your brand make your customers' lives better or easier?   Click here for more helpful tips about landing pages.   Measuring the ROI of outbound marketing   Measuring the ROI of outbound marketing tends to be much easier than measuring the ROI of inbound marketing. For digital channels, you'll be able to see how many people clicked on your ads, and which of those ended in conversions.   If the focus of your marketing campaign is conversions, you'll be able to set up your Google Analytics and your Google Ads dashboard to track conversions through SEM, social media marketing and display advertising. You can also use Google Analytics to track your email campaigns (this is a cinch if your campaigns lead to dedicated landing pages).   Pros of outbound marketing Easy to measure ROI Immediate results Cons of outbound marketing Expensive Ads have a limited lifespan Conclusion   Successful marketing requires both reaching out to customers and enticing them to come to you. It also requires you to engage with multiple channels.  Once customers begin coming to your door, you'll be in the fortunate position of needing to scale your business. But the way you scale your business requires some strategic thinking.    More on that next time! Email campaigns   Email marketing is an incredibly effective tool. It drives better acquisition and retention than just about any other marketing activity. It also delivers an incredible ROI. A 2015 report by the Direct Marketing Association found that for every $1 spent on email marketing, companies generated an average return of $38.   Building an email list   One of the benefits of email marketing compared to other forms of outbound marketing is that, assuming you're complying with anti-spam regulations, your emails are marketing to an audience that's already asked to receive your marketing materials.   If you're a startup, that means you'll be building your email list from scratch. And that means you need to offer people something of value in exchange for their email address. Consider offering downloadable guides and resources relating to your industry in exchange for email signups.   Writing an email that gets clicks   Whether or not you segment your list, your email marketing success hinges on creating an email that people want to open and click on.   The first hurdle after your email lands in a customer's inbox is getting them to open it in the first place. This means crafting an enticing subject line that piques their curiosity.   For some helpful tips click here    Landing pages   Much of your marketing will rely on the strength of your landing pages . A landing page is the page users are directed to when they click through from an ad or email. The more you customize landing pages to your specific marketing channels, the better they'll perform.   A good landing page starts with a good headline. Your headline is the place to put forward your unique service proposition. What sets your company apart? How will interacting with your brand make your customers' lives better or easier?   Click here for more helpful tips about landing pages.   Measuring the ROI of outbound marketing   Measuring the ROI of outbound marketing tends to be much easier than measuring the ROI of inbound marketing. For digital channels, you'll be able to see how many people clicked on your ads, and which of those ended in conversions.   If the focus of your marketing campaign is conversions, you'll be able to set up your Google Analytics and your Google Ads dashboard to track conversions through SEM, social media marketing and display advertising. You can also use Google Analytics to track your email campaigns (this is a cinch if your campaigns lead to dedicated landing pages).   Pros of outbound marketing Easy to measure ROI Immediate results Cons of outbound marketing Expensive Ads have a limited lifespan Conclusion   Successful marketing requires both reaching out to customers and enticing them to come to you. It also requires you to engage with multiple channels.  Once customers begin coming to your door, you'll be in the fortunate position of needing to scale your business. But the way you scale your business requires some strategic thinking.    More on that next time!     Need help with your internet marketing strategy? Then hire a marketing expert from Freelancer!     Speak to a Technical Co-Pilot for FREE to see how they can help grow your business today!   Hire a Marketer   © 2022 Freelancer Technology Pty Limited. All Rights Reserved. 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