4. Print media advertisements
Print media ads can be placed anywhere from local and national newspapers to consumer and trade magazines. They offer the advantage of targeting readers in a particular area, from
a particular demographic, or with a particular interest.
Example
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Here is A Nerd's World's top 10 print ad campaigns of 2018 – it is topped by Ikea's humorous Valentine's Day campaign.
While they are not digital, it is possible to feed back into digital campaigns via print
ads, by including social media handles or URLs. Print ads can also include a telephone number or address as part of a call to action. In some cases, print ads will be 'attention grabbers', designed to make readers stop in their tracks.
Usage
Cons
– Can be hard to track ROI
– Decline of print readerships
+ Target a specific audience
+ Potentially wide audience
+ Typically lower cost than broadcast ads
Pros
3. Broadcast media advertisements
Target a wide audience through TV and radio advertisements. This type of outbound marketing content can take messaging to a larger audience and help to build a brand.
Example
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Nike's 'Dream Crazy' ad, which featured the NFL star and anti-Trump
protester Colin Kaepernick, topped the list of 2018's best TV ads in Ad Age.
TV and radio advertisements can take many forms - from campaigns which are intended to entertain, amuse, or inform and educate. In many cases, brand recognition can be the primary objective.
Usage
Cons
– Typically high cost
– Hard to track return on investment (ROI)
+ Large audience
+ Can be targeted according to station or channel
Pros
Example
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The first example in this article includes a brochure designed for Majestic, a luxury real estate brand, complete with printing techniques such as copper foiling
and debossing.
There are plenty of ways in which brochures can be distributed.
They might be handed out in a convenient carry bag at trade shows
and conferences, or alternatively sent directly to the door of recipients.
They can also be left in purposely designed stands which can be placed
in strategic locations.
Usage
Cons
– Potentially inconvenient to carry
– No digital 'search function'
+ Physical presence
+ Stand out from the crowd
Pros
2. Brochures
If you were thinking that brochures have become outdated in the digital age, think again. This type of marketing collateral can still add a lot of value to outbound marketing campaigns. That's because brochures offer a physical, tangible presence which the recipient can touch and feel. They can sit on a shelf or coffee table and
act as a lasting reference point, rather than a digital communication which can
fight for online attention.
Outbound marketing content
1. Videos within email marketing
Videos sent via email marketing allows marketers to send targeted content to a list
of existing or potential customers. In an age where the email inbox is replacing the physical letterbox, bite-size videos sent via email can offer a way for recipients to engage with a brand in a media form which has become increasingly popular.
Example
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Fashion brand Trelise Cooper produced this engaging embedded video for an email marketing campaign.
Videos can be hosted on YouTube, with a clear call to action leading viewers
to a landing page. Alternatively, the video could be hosted on a website, with
the objective of driving visitor numbers. It is crucial that the next stage of the
customer journey is mapped out, giving viewers a clear indication of how they can learn more about a product or service.
Usage
Cons
– Could be considered 'spam'
– Cost of production
+ Engaging
+ Digestible
+ Popular format
Pros
4. Studies
If you are looking for a content magnet to draw web users in, why not conduct
a study which reveals some interesting facts? You can also attract the attention of journalists who could quote your article, therefore increasing the amount of backlinks
on your site, thanks to other content creators linking to the page on your site where
you have published the study. Depending on the nature of the study, you could also
gain some useful business insights.
Example
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Ticketbis conducted a study into which Premier League football ground welcomed the most tourists. The article was placed on a national newspaper website as an exclusive and included a backlink.
The results of a study could be publicised in a press release which is sent to various media parties, also including a link to a full report which is hosted on the content creator's website. Journalists could be encouraged to link to this page and the resulting news stories could be pushed out across social media.
Usage
Cons
– Can be time-consuming
– Can be costly
+ Increase exposure
+ Increase authority
+ Build backlinks
Pros
3. Games
Online games allow web users to stimulate their brains, have fun, or simply switch
off from work! Interesting and interactive games challenge web users in a positive way and drive visitors to a site. It could be an interactive fitness challenge or a crossword focused on a specific industry – games can be designed to align with certain
business characteristics.
Example
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Audi released its Audi A4 Driving Challenge game last year, which was downloadable for free on the iPhone.
Games can be created and shared across social media platforms.
There is the potential to offer prizes which require an email address
to be submitted in order to access the reward. This is a good data
capture opportunity.
Usage
Cons
– Might not lead to conversions
– Potential of high design costs
+ Interactive
+ Potential to go viral
+ Data capture
+ Mobile compatible
Pros
2. Calculation tools
A surefire inbound marketing strategy is to produce a tool which can help web user
s to calculate things. From calculating annual income to working out expected insurance fees on a house or car - there are many ways in which online calculators
can save people time and money. This is a good opportunity to drive visitors to
a site and to collect data from potential customers.
Example
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Inbound marketing software provider Hubspot devised a calculation tool which helps marketers work out their expected return on investment from ad campaigns.
Online calculation tools can be given a unique URL which offers a link to a landing page on a company's main site, or alternatively be hosted within a company's existing online home.
Usage
Cons
– Visitors may only use the tool without engaging with the wider site
– Can be unrelated to business type
+ Visitor numbers
+ Data capture
+ Positive PR
Pros
Inbound marketing content
1. Long-form posts
Rather than continuing to churn out the standard 500-word blogs, why not aim for something more substantial? Long-form posts can attract more attention online in the places that often make the difference - search engines. Because they can rank higher within search results for certain search terms, they stand more chance of getting read, being clicked on and attracting visitors to a site.
Example
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Search Engine Journal should know a thing or two about SEO, and they came up with their own impressive piece of long-form content with an SEO Trends piece, featuring input from 44 experts.
Long-form posts can form a part of
an organisation's blog, and be published periodically as a more detailed study or researched feature on a certain subject.
These type of posts, which can consist of
as many as 10,000 words, can help to
underline a company's authority on
a topic, as well as offer SEO benefits.
Usage
Cons
– Take longer to produce
– Take longer to read
+ SEO advantages
+ Conducive to keywords
+ More informative for the reader
Pros
Outbound marketing in general
What is outbound marketing?
Outbound marketing is a traditional technique of product promotion, directly contacting customers through activities from cold calling to email marketing
and trade shows.
Cons
– May be intrusive and annoying
– Customer negativity towards being ‘sold to’
– May be expensive
+ Great for short-term results
+ You may reach people or coms that you wouldn’t reach otherwise
+ Potential to start the customer conversation sooner
Pros
Inbound marketing in general
What is inbound marketing?
Inbound marketing uses content designed to attract prospects,
which can then be converted into leads and customers.
Cons
– You may have to wait for results
– Content is time-consuming to produce
– Very competitive
+ Great for long-term results
+ Build authority and trust
+ Engage with people interested in your offer
Pros
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