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What is outbound marketing ?

What is outbound marketing?

Contents

Introduction

Outbound marketing is a proactive approach in which companies reach out directly to prospects through a variety of advertising channels. Unlike inbound marketing, where the aim is to attract customers with relevant content, outbound marketing imposes commercial messages in an active and often intrusive way. At MirrorProfiles we do both. In fact, outbound marketing will enable you to go out and find prospects who have never sought you out: these are outbound leads. Often more difficult to close than inbound leads, but these are subject to very strong competition and particularly like benchmarks, so their acquisition time is longer. To ensure a constant flow of new customers, you’ll need to work on both types of marketing. This article focuses on outbound marketing and gives you tips and advice on how to make the most of outbound prospecting.

What is a CRM strategy?

Outbound marketing refers to a strategy in which a company goes directly to meet its prospects and potential customers via various advertising channels. Rather than waiting for customers to come to them, the company takes the lead and actively disseminates its commercial messages.

In concrete terms, outbound marketing includes actions such as Linkedin messages, mailings and telephone calls. For example, when you receive a flyer in your mailbox for a supermarket promotion, that’s outbound marketing.

In the digital arena, this strategy takes the form of promotional emails, Linkedin messages, SMS messages and phone calls. For example, a software company could use professional Linkedin MirrorProfiles to send prospecting messages to potential leads. The aim is to generate appointments for sales representatives.

The main aim of outbound marketing is to generate rapid sales and increase brand visibility. This approach is particularly effective for short-term campaigns or new product launches. But also to optimize customer acquisition costs and ensure a steady flow of leads. It’s not good to focus on outbound marketing, but neither is it good to focus on inbound marketing. It’s all about finding the right balance, and that’s what we call the marketing mix.

Outbound marketing is based on a proactive, direct approach. Messages are designed to attract immediate attention and prompt action, whether it’s replying to a Linkedin message, calling a number or clicking on an email. This method is highly effective if well targeted. For example, a Linkedin contact who looks like your customers, with a special offer, is more likely to convert than a generic message sent to a large audience.

In short, outbound marketing is an active method of capturing consumers’ attention and prompting them to act quickly. This strategy remains a powerful tool for achieving rapid results and increasing your company’s visibility.

How do you choose your CRM strategy?

Outbound marketing offers a number of tangible and immediate benefits, making it an essential strategy for many companies.

  1. Reach a target audience quickly: One of the main advantages of outbound marketing is its ability to reach specific people in a short space of time. For example, thanks to a well-executed SalesNavigator search, you can obtain a high-quality prospecting database with recent data in just a few clicks. Ideal for adapting your Linkedin copywriting to generate qualified appointments.

  2. Precise targeting: Outbound marketing enables audiences to be precisely targeted. For example, with Google Ads or social network advertising campaigns, you can reach specific demographic or geographic groups. This optimizes your budget by ensuring that your messages reach the right people.

  3. Adaptability and flexibility: outbound campaigns can be quickly adjusted according to the results obtained. By testing different approaches through A/B testing, you can continuously refine your message and improve your campaigns. This flexibility is a major asset when it comes to reacting quickly to market changes and consumer feedback.

  4. Complementarity with inbound marketing: Outbound marketing can reinforce your inbound marketing efforts. For example, well-designed Linkedin posts can draw visitors to your website, where they can then be fed educational content. What’s more, retargeting allows you to remind visitors who haven’t yet converted of your offer, maximizing your chances of success.

  5. Ideal for certain industries: Some companies, especially those with seasonal activities or targeting specific niches, find outbound marketing particularly effective. For example, start-ups or innovative companies are obliged to use outbound marketing because, by nature, their product or service is new and therefore not much sought-after by their target prospects.

  6. Rapid testing of marketing hypotheses: With outbound marketing, you can quickly test new ideas and strategies. This makes it possible to validate or invalidate marketing hypotheses without having to wait a long time. This ability to test quickly helps companies to adapt and innovate constantly.

  7. Increase immediate sales: The main objective of outbound marketing is to stimulate direct sales. By targeting potential consumers with compelling messages at the right time, you increase the chances of rapid conversion. Promotional campaigns, for example, can encourage immediate purchase and generate a rapid return on investment.

In conclusion, although outbound marketing is often perceived as costly and intrusive, its advantages in terms of speed, targeting and flexibility make it a wise choice for many companies. It’s a complementary strategy to inbound marketing, maximizing results while adapting quickly to market needs.

Include MirrorCRM in your strategy

Outbound marketing campaigns on LinkedIn involve using the platform to make direct contact with potential prospects. Unlike inbound marketing, where customers come to you through attractive content, outbound marketing involves a proactive approach to initiating contact. On LinkedIn, this includes sending direct messages, sending invitations to connect, and promoting content directly in the news feed of targeted users.

Renting customizable LinkedIn profiles, also known as professional accounts, is an innovative strategy offered by MirrorProfiles to maximize your lead generation. These profiles are specially designed to be automated and used with prospecting tools, enabling you to considerably extend your reach on the LinkedIn platform. Here’s how it works, and what it can do for you.

MirrorProfiles enables users to manage multiple LinkedIn accounts, considerably increasing prospecting capacity. For example, instead of being limited to 100 invitations per week with a single account, a user can use multiple profiles to multiply this number. By managing five additional accounts with MirrorProfiles, you can send up to 2,400 invitations per month. Even with a 20% acceptance rate, this represents 480 potential new connections, well beyond the capacity of a single profile. Properly optimized, you can easily achieve a 50% acceptance rate on your outbound prospecting campaigns.

MirrorProfiles lets you segment your prospecting efforts using different profiles to target specific market segments. Each profile can be customized to suit a particular segment, increasing response and acceptance rates. This approach allows you to personalize your messages, which is crucial for effective prospecting. For example, one profile might target decision-makers in the technology sector, while another focuses on healthcare professionals, with messages tailored to each audience.

Despite the use of multiple accounts, it’s essential to maintain consistency in your messages. All LinkedIn profiles should reflect your brand or message in a uniform way, while adapting to the specificities of each market segment. This consistency reinforces your brand’s credibility and improves perception with prospects. For example, although messages vary slightly to suit the interests of each segment, they all need to align brand values and image consistently.

Let’s say your objective is to generate 100 qualified leads in one month. With a single LinkedIn profile, this would be mathematically impossible. However, by using MirrorProfiles to manage six accounts (your original account plus five leased accounts), you can achieve this goal. With 2,400 invitations per month and an acceptance rate of 20%, you’d get 480 new connections, far exceeding your initial target of qualified leads. This method maximizes conversion opportunities and expands your network exponentially.

By integrating MirrorProfiles into your outbound marketing strategy on LinkedIn, you can not only increase your KPIs, but also improve the overall effectiveness of your campaigns.

In short, outbound marketing is a proactive strategy that enables companies to quickly reach a large audience and increase their visibility. Although often perceived as intrusive, it offers immediate and significant results when properly targeted. Using tools like MirrorProfiles to manage multiple LinkedIn accounts and segment prospecting efforts can greatly optimize outbound marketing campaigns. By maximizing prospecting volume and maintaining message consistency, companies can not only increase their KPIs, but also improve the overall effectiveness of their campaigns, leading to greater profitability and higher ROI.

Picture of Tristan Bance
Tristan Bance

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