Aligning Marketing Tactics With Business Goals


Certain marketing tasks, like improving website conversions, need to be executed through traditional inbound marketing channels. Inbound marketing is when your company invites website walkers, prospects, and the general public to opt-in to receive certain information, offers, or promotions. For example, when you register for a membership site, you receive an email inviting you to opt in. Each site owner has its own criteria for what they’re willing to offer. For example, if you register for an informative newsletter called White Paper Power, you probably won’t receive a link to a page about how to use White Paper Power’s product, but you may be encouraged via an event in the Natural Health Business Calendar invite you to sign up for the event. You may opt-out of a Newsletter invite by simply joining the event list, thus eliminating your information from the mailing list.

Through outbound marketing tactics, you can develop a high-level objective of using the marketing channels offered. This objective can be a particular motivation to use a certain channel that offers another benefit that could be valuable to a certain market segment. For example, a microphone portable delivering a series of seminars about health and wellness for the older generation could be considered an outbound marketing channel. Throughout the seminars, the presenter talked about the benefits of using mouthwash and provides statistics demonstrating the high rate of sexually transmitted diseases such as HIV, using mouthwash, and types of oral Fresheners. So, the host made a point to couch this information in a way that was not targeted at the older population, but that was instead aimed at providing compelling information to the older population. This type of tip is a great example of generating outbound leads that can be qualified in the future.

Outbound marketing tactics that focus on providing valuable content also have an impact on B2B marketing. The subject matter may be focused on a different type of audience, and the topic framework may be something that is exciting or meaningful for that audience. For example, there may have been recently a lot of previously positive content about pet issues or baby care publications. And it may make sense to pull from these popular topics. However, you may want to consider the audience and what their experience with these subjects have been. If the older population gets passionate about a particular topic and is talking about it, you may have found a group of passionate prospects who are interested in solving a problem that you have the solution that they have previously experienced but maybe just looking for an expert to solve. So if you plan to market a solution using a blog, consider narrowing your approach to those who will be reading your text.

A trusted partner may also be an outbound marketing channel that your company might want to consider. We have seen situations where the parent company is interested in partnering with a vendor who is a trusted partner. The parent company may be interested because of the contacts they have in that vendor’s market. But more than that, the parent company may be interested because they have seen success in a new area, and if the vendor were to provide consulting services for the parent company, it would give the new partner exposure to the parent company’s market that they could not otherwise achieve.


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