The original format of digital marketing focused on understanding the Google algorithm and following the guidelines to avail the potential of the internet. Even though the method comes with high-powered results, it is, at its base, not focused on the human connection.
As the marketing campaigns have grown in size and scope, most digital marketing agencies feel that the need to add the human element. At this point, outreach marketing plans focus on solving this issue.
What Exactly Is Outreach Marketing?
Outreach marketing is influencer marketing when conducted on the grassroots level. You see, many consumers do not trust products or services promoted by the company itself.
A good influencer marketing strategy involves using a blogger or social media influencer to promote a product. But in this circumstance, the viewers know that the influencer is being paid for their reviews.
So how can a common man trust the review that comes from a paid source?
The solution to that lack of trust is outreach marketing. In outreach marketing, the person will not gain financial benefits for promoting your product or service; they will do it for the exchange of favor. There isn’t a strong emphasis on financial payments for any digital marketing campaigns conducted in outreach marketing.
Outreach marketing campaigns are mainly developed by new entrepreneurial ventures where the company does not have a hefty marketing budget. When the company needs to get the word out to consumers, they develop organic social media, SEO, and ad campaigns that focus on small budgets and engaging content.
Benefits Of Outreach Marketing
Outreach marketing has many benefits; a few of them are listed below.
- Outreach marketing focuses on third-party recommendations. The strategy has come out incredibly successful because people trust peer reviews far more than influencer marketing techniques.
- Rather than focusing on the growth potential of your connections, the brand simply focuses on developing organic relationships with the users. One honest review from an enthusiastic user is considered better than a full-fledged affiliate marketing campaign.
- Outreach marketing invites brand followers into the brand itself. Rather than having one brand ambassador, you will have three hundred promoters of your brand if your brand followers are incentivized to promote your brand.
- The model frees brands from having to develop campaigns. Now the brand focuses on forging and growing relationships with the users of the brand.
Email Marketing Vs. Outreach Marketing
Outreach marketing has a strong engagement with email-focused outreach to potential consumers. But the email marketing campaign structure is opposite to the outreach marketing concept.
Here are a few stark differences for you to understand:
While the email marketing subscriber list only includes active clients of the brand, the outreach marketing email list sends brand promotion and advertisements to all of the users.
You gain your audience for outreach marketing through email list generators that shortlist the consumers who will be interested in your product. On the other hand, email marketing campaigns only send emails to subscribers who submit the email address to the brand.
Outreach campaigns have various other channels like social media pages, while email marketing focuses on the email lists alone.
How To Do Outreach Marketing
Now that we have clarified the outreach marketing process, here are the main outreach marketing ideas that you should know.
a) Create Killer Subject Lines
The email opening rates in the modern campaigns are a mere 18%, and that is a crying shame. Your subject line decides whether you will make it to the 18% or not. That is why you should make sure that it gets attention the right way.
Make sure that your subject line does not make unnecessary promises; instead, review the questions regarding your subject matter that are posted online. It will allow you to understand the one question your readers want to have answered. Use active call to action. Or hit the customer pain-point without sounding offensive or promotional.
b) Use Value-Driven Content
Outreach marketing campaigns are deeply connected to value creation because you are cold calling your potential leads. Your reader has to find the content in your outreach compelling, informative, and reliable.
Avoid gaining an audience through clickbait and impossibly high, pie-in-the-sky scheme suggestions. Focus on explaining everyday issues in your niche and how these issues can be solved effectively.
c) Research Regularly
You can repeat the same piece of information several times, but in a new way each time. The good news is that new information comes out in every niche all the time. Subscribe to prominent news outlets in your field, so you remain what’s going on around in the industry.
You will gain an endless array of information that will be interesting. And you will be able to develop a sturdy and robust content line through the use of all the presented research.
d) Put Benefit First
You need to make sure that your concluding paragraph is rephrased in the first paragraph as well. The key to a good following is that you always start with the value of your discussion in the content.
You need to show your audience how they will benefit from the content that is being presented so that they will be inclined to continue working through your content. Starting your email with the value of your content is an excellent and wholesome replacement for the clickbait culture.
e) Incentivize Sharing Of Your Content
No one is going to share your content on social media channels because you told them to do so. They will only share your content on social media channels if you provide them with a real incentive.
So find a small prize, like access to more engaging content if you share our content with 15 individuals, etc. That will push people to share your content online and provide you with the reason to share more of your content with them in return.
Outreach Marketing Tactics
Now that we have discussed the outreach marketing process and explained its concepts, we are going to discuss ways for you to grow your outreach campaign. Here are a few simple and pretty famous tactics for you to try if you want to build the audience of your outreach marketing campaign.
A research study in digital marketing has shown that 83% of modern consumers prefer trusting recommendations from their peers. That is why you should focus on gaining the attention of a considerable number of users for your product.
Blogging and influencer marketing are two separate phenomena. Bloggers do not have hundreds of thousands of followers. They simply have a small number, maybe in hundreds, of followers who are highly trusting of the blogger’s opinion.
Influencers are expensive and charge high rates for every product. Bloggers can be used through exchange guest posting, do follow links, and coupons of the products. Their readers are also an excellent way to grow your peer recommendation circuit effectively.
We have been discussing the issues with influencer events because individual influencer outreach is expensive. But the simple solution to the expense issues is a collective influencer event. Rather than negotiating per post rates with 15 different influencers, you invite fifty influencers to an event.
You will gain robust outreach prospects and the influencers will be interested in promoting your product. The event will also increase local attention so that the local community will notice your brand as well. If you have the budget, then influencer marketing is an excellent tool in your belt.
A simple word of mouth is a great way to sell your products. While various digital marketing strategies are great, outreach marketing is about consumers who want to know their buyers. So every time a customer knocks on your door, have a professional and pleasant experience ready for them.
Give an honest review for your product and provide services is a great way to ensure that you have customers coming in regularly.
There are many ways to share the positive reviews that you receive from your clients. You can take screenshots of your positive reviews and post them on your social media page. It is hard to get your clients to write you a positive review, but you can post the positive reviews in chat after taking their permission. If it gets tough, simply provide them with an incentive they’d like for a review.
That is a growing culture in online shopping where individuals usually review the products online.
Social Media Influence
Outreach marketing is best conducted on social media where consumers and sellers can quickly and effectively communicate. If you have a small brand, then you will find that an outreach marketing campaign that focuses on social media will be beneficial.
Post your entire catalog on Facebook and promote your products there, you will be surprised by how quickly your users will become interested in your product.
Outreaching Gives You Wings
All in all, outreach marketing is digital marketing for entrepreneurs and small businesses. The modern digital marketing campaigns require a hefty budget, and ROI expectations are rarely fulfilled, while outreach can make help you spread your network without having to spare much time or money.
The positive aspect of outreach marketing is that it requires a minimalistic budget, so even an average ROI feels like a considerable return. You will see the healthy development of your brand if you consider outreach marketing seriously.