Combining Inbound and Outbound Lead Generation

Inbound marketing is quickly becoming the most effective way to generate leads, but outbound marketing tactics can still offer complementary—and profitable—opportunities.

The older, more traditional strategy of outbound lead generation, driven by product-pushing external advertising, is falling out of favor with most businesses as inbound lead generation, based around building value and reputation, becomes more relevant and more profitable in a tech-savvy, ad-indifferent world.

But don’t abandon outbound lead generation just yet. When serving as complements to a central inbound marketing campaign, outbound tactics can help improve your ROI, diversify the demographic makeup of your leads, and help strengthen your brand with consistent communication over multiple channels.

Here are just a few examples of ways you can use outbound marketing tactics to complement an inbound strategy:

Combine SEO with Retargeting

Search engine optimization, including onsite and offsite strategies, is a fantastic way to improve your ranking for common Internet searches and get new leads to your site. But as an inbound strategy, SEO campaigns tend to be one-dimensional unless combined with complementary tactics.

Consider launching a retargeting campaign, taking advantage of the new traffic from your SEO efforts with custom web ads tailored to your target audience.

Develop Content and Syndicate to a Target Audience

Whether you’re blogging regularly, creating whitepapers, or hosting informative webinars, your inbound marketing strategy needs to include quality, informative content. Remember, your goal here is to provide value to your customers, not to use content as a direct sales effort.

Instead, syndicate this inbound content with outbound lead generation tactics. Consider purchasing a list and sending an email newsletter with your latest blog posts, or a single blast with a link to download a whitepaper on your site. This way, you’ll get all the benefits of an inbound strategy and still drive new traffic to your site with an outreach program.

Mix it Up with Social Media

Social media platforms like Facebook and Twitter allow you to manage inbound tactics (such as starting a conversation) and outbound tactics (such as posting a short video ad) within the same medium. Carefully balance the two, with at least a 2:1 ratio of inbound to outbound posts, to get the best results.

No matter what your budget or specific end goals are, integrating outbound and inbound marketing tactics is the best and most efficient way to generate a wide spectrum of quality leads. Take advantage of the range of solutions available to you, and the scope of your leads will improve dramatically.