At times, the world of online marketing can be cold, sterile, and impersonal. Everyone has received canned, generic newsletters and hit “delete” without thinking twice. It’s easy to do when a company’s marketing feels like it was created by a computer rather than a person.It’s for this exact reason that most marketers struggle and fail. They miss out on three key items that are essential to any successful marketing effort.
This guide should give you some ideas on how your organization, regardless of size or industry, can start that process.
While inbound marketing is effective on its own, there’s still incredible value in making face-to-face connections through outbound marketing to add a human touch to your brand.
At Influence & Co., we highly value in-person events with potential and current partners, clients, and relationships. While our company’s focus is on content and other inbound marketing tactics, we jump at the opportunity to meet people in person. Because most of our work is done behind a computer screen, this offers us the opportunity to show we’re normal (sort of), friendly people and foster close personal relationships.
Love them or hate them, tradeshows and conferences are still the top methods for connecting with others in your industry. They’re fantastic ways to break the ice with people who share similar goals and backgrounds.
That said, you shouldn’t just jump on a plane, roll up to the conference, and walk out with a stack of business cards. You’ve got to do your homework if you want to maximize your conference experience and make meaningful connections.
There are a variety of ways your personal research efforts ensure you’re set up for success at an event. I outline many below, but there are a variety of inbound initiatives you can undertake to be prepared as well.
After an event, there are ways you can leverage your inbound efforts to further your success. Remember, you and your team are creating your inbound content because it’s adding value to your audience. You’re not being an egomaniac by sharing your articles; you’re being smart. Here are three ways you can do this effectively and organically:
As you can see, there are plenty of ways to leverage your inbound content in your outbound marketing and conference efforts. Remember, though, that there’s just as much opportunity to have your outbound efforts feed your inbound ones.
The majority of the people you meet at a conference won’t be ready to start working with you right away. While you want to make sure it’s a reason and not an excuse, there are plenty of situations where it makes sense to touch base six months down the road, when it might be a better fit.
Here are some specific ways you can use these opportunities to fuel your inbound marketing department’s success:
It’s important to note that there’s no such thing as “handing a lead off.” Nothing another person does can replace your personal relationship with the lead. Emailing contacts once every two months is still important for staying in touch and continuing to add value.
While there are numerous positives that come from your efforts to combine your inbound and outbound marketing processes, there are some pitfalls and best practices to be aware of.
There are many ways you can make sure your inbound and outbound marketing and sales efforts work together, rather than in separate silos. It takes time and effort to strategize your company’s specific overlaps, but when you put these things into practice, they will boost the reach and effectiveness of both areas of your business.
Do you undertake any specific efforts to make sure your inbound and outbound teams’ work complements each other? I’d love to hear any good points or tactics I might have missed.
I am a Vice President of Influence & Co. I'm passionate about entrepreneurship, technology, Mizzou, and all St. Louis sports teams. I've contributed to Forbes, Entrepreneur, Under30CEO, and Linked2Leadership.