Creating an Outbound Marketing Strategy
What exactly is outbound marketing? Outbound marketing is when your campaign message is sent directly to potential buyers. Unlike inbound digital marketing where customers have to find you through internet searches, outbound marketing directly interacts with your targeted audience.
Ross Media’s outbound marketing solutions are designed to target the best prospects in your PMA and are the perfect complements to your inbound digital ad spend. We have developed the winning combination of direct mail, email, and voice mail drops to equip your campaign with the right tools to increase conversion rates.
Start With Direct Mail
Direct mail is still a highly effective way to reach your future buyers for several reasons. Firstly, direct mail is highly targeted. By using accurate and secure data (a must, since 40% of a direct marketing campaign’s success depends on the data per Compu-Mail), you can reach the exact customers you need. It still gets high conversion rates – according to the DMA, customer response rates increased year-over-year by 43%. Direct mail is tangible, making it easier for customers to interact with your campaign. Last but not least, direct mail allows you to utlize data and print personalization, giving you the change to speak 1:1 with your buyers. To make the most out of your direct mail campaigns, be sure to use relevant content and strong calls to action. According to the Data and Marketing Association, humans have an attention span of about 8 seconds, so it’s important to deliver a campaign that packs a punch.
Enhance with Email
Email marketing to your database is an easy and low cost channel, making it a no brainer. Customer open rates average 20% and are even higher for an engaged audience. How can you get your audience engaged? By taking a targeted and personalized approach to your emails. When you email your customers letting them know to stop by and take advantage of your great offers, be sure you feature their names and any other personal information you can. Also make sure your email is responsive and works across devices because two-thirds of emails are read on either smartphones or tablets.
Deliver with Voicemail
Ringless Voice Mail Drops are changing the game when it comes to conversion rates. RVM drops are personalized messages that are sent directly to your customer’s phone without the hassle of a phone call. Your customers are not interrupted and your message is left for them to listen to on their own time.
Consumers are prompted to return the voice mail message, and that number can either forward them to your dealership’s call center or your receptionist. Ringless voicemail drops are another easy way to add more touches to your marketing campaign.
A well-rounded campaign will be more effective than a campaign that is only hitting one touchpoint. The success of your campaign can be proven through your marketing agency’s reporting and analytics. There you will be able to see the benefits of an outbound marketing approach.
Schedule a consultation to find out how our outbound marketing can help your dealership’s marketing strategy. Contact Alex Woodward today!