Inbound vs. Outbound Marketing
I was at a pool party yesterday with some friends.
We were "celebrating" Memorial Day by remembering how much we love each other. It was pretty fun.
I got to talking to a friend of mine who's a CEO of a new company. They specialize in "outbound marketing." Like, profiling a company you want as a client and then finding the best way to connect with them.
As opposed to "inbound marketing." Bringing your current customer lists or prospect lists closer to you. Drawing them in.
I thought the distinction was a good one as it relates to getting clients and customers from email (email marketing).
Email marketing (in the sense we're talking about it here) is generally inbound marketing. You're using the lists of people you already have to generate business.
For example:
On your email list you would want to nurture people over time. Create connection with them.
If you're going out and researching and then cold emailing companies... you still want them riveted to your emails, but you want to create an initial connection. It's higher-touch. More one on one.
There's a cool thing here, though: imagine how you'd talk to that oneperson you're outreaching to in that cold email?
Probably pretty chummy, right?
You'd want to create connection between the two of you real quick. Share a bit about yourself. You'd then want to set the context for your communication. And finally make a call to action to respond to you.
Same principles, different wrapping.
That's why I like having a welcome sequence to automatically followup with someone when they join my, or my client's, inbound list: to quickly create connection and enroll the new subscriber into the story of the business.
Then you're accomplishing your goal of connection right out the gate.
Best part is, once you have a sequence up and running you'll never have to write it again.
(For an outline of an excellent welcome sequence, see yesterday's email.)
Or, if writing isn't your thing, I'm holding a little "Memorial Day Welcome Sequence Sale" this week.
I usually charge $650 to write one, however this week I'm offering to do it for $500 - if you decide you want it by tomorrow.
To claim the deal, all you gotta do is reply to this here email and lemme know you're interested.
Cheers,
Chen "boundin' boundin' boundin'" Lehner
If you talk about cold emailing, however, that would be outbound marketing.
Persuasion Pirate