Online Outbound Strategy

Tweet: #outboundleadgen

Effective Approach to Online Outbound Marketing for B2B & B2C

How to create an online approach to

developing prospects into leads and

leads into customers.


People — Who are you trying to reach?

Quantifiable goals — What do you want to

achieve?

Measurements — How will you measure

success?

Strategy — Which channels/messaging/design

will deliver the best results?

Define approach


You’ll need:

Offer

Call to Action

Landing page or microsite (unique URL)

Form (progressive profiling)

Thank you page (measurable conversion)

Conceptualize campaign


Direct mail

URL

QR code

Dedicated phone number

Social networks

Ensure wallpaper and

profile are up to date

Easy social sharing

Outbound calls

Live events and collateral

Landing pages and

microsites

SEO — spread the word

organically

Personal emails from

sales team

Promote offer on product

pages

Blog about the effort

Partner private label

Approach holistically (ideas)


Ensure offer is appropriate for buying

stage

Be consistent in content and design

across all channels

Use a professional designer

Test every step

Use responsive designs for mobile market

Create content


Never send a campaign not supported by your

website

Do not send clicks to your home page — a

landing page is a minimum; consider a microsite

Use unique URLs or versioned landing pages for

tracking

Landing pages are great for SEO; create as

many as you need

Develop web support


Which metrics can you track?

Which are needed in order to measure

success toward quantifiable goal?

From where do these metrics come?

Email metrics

Visitor metrics

Inbound/outbound calling metrics

Establish tracking metrics


Which components should you test?

Subject line

CTA

Color

Format

Messaging

Time/date of send

Pre-plan A/B testing points


Grouping names within

your list into like interests,

position in the buying

cycle, demographics, or

other criteria relevant to

your business in order to

provide more relevant

content and increase

conversions.

Segment based upon

behavior, demographics,

position in the sales funnel,

and so on.

Identify most-valuable

segments — those

representing the greatest

opportunities.

Ensure each segment

contains enough names to

produce meaningful metrics.

Segment lists


Metrics matter, track everything.

Clicks

Use link clicks to understand interests — email and web

Measure abandonments, be prepared

Forms

Use forms

Progressively profile — don’t ask for too much info

Auto-respond to completions — measure as conversions

Calls

Follow up immediately — the sooner, the better

Use analytics to launch auto-responders — nurture campaign

Profile the audience


Nurturing campaigns — Auto-responder emails

for the engaged audience

Drip campaigns — Stay top of mind for the un-

engaged audience

Call center — Book meetings or respond to

form completions

Personal emails — sales team or CSR

Follow up


Review analytics to measure success against

quantifiable goal — be prepared to deploy A/B testing

components during campaign.

Email engagement

Unique landing page URLs

Form views

Form completions (conversions)

Outbound/inbound call metrics

Follow-up call metrics

Review analytics


LANGE GRAPHICS CREATIVE HELL CAMPAIGN

In practice


Who are you trying to reach: Marketing

agencies

Quantifiable goals — Get 1000 poster requests

from target-audience decision makers.

Measurements — Total number of requests for

lenticular samples.

Strategy — Email, direct mail, follow-up calls,

landing pages, blog articles, social media, press

releases, partner promotions.

1. Define objectives


2. Wireframe entire campaign


3. Write content; build creatives


4. Establish metrics points


Subject line A:

Are you in creative hell?

Subject line B:

Free poster: Welcome to Creative

Hell

5. Prepare A/B testing points


Monitor/measure clicks, submissions from each

segment to ascertain best-converting profile.

Marketing agency

Communications agency

PR agency

Graphic design firm

Web design firm

Trade printer

Agency owner

Agency director

Creative director

CSR

Copy writer

Graphic designer

6. Segment lists and profile audience


7. Create follow-up


8. Review analytics


It’s not inbound or outbound — it’s holistic

It’s a good plan

It’s cohesive, consistent, and a

professional presentation

It’s relevant and timely

It’s great follow-up

It’s tracking, testing, and tweaking

Summary


Spider Trainers designs, develops, and deploys

custom blast, drip, and nurture campaigns.

Visit our resource center to learn more:

Free online or downloadable Return on

Marketing Investment calculators

Profiling Personas

20+ Ideas for Automated Marketing

Prospects, Leads, & Subscribers

Marketing Metrics

Drip-marketing Toolkit

Great Big Book of Things Marketers Count

Great Big Book of Things Marketers Say

Contact us:

Chuck Meyer

Client relations manager

651 702 3793

[email protected]

http://www.spidertrainers.com

PO Box 280487

Lakewood, CO 80228

United States

Spider Trainers

mailto:[email protected]



http://www.spidertrainers.com/

