May 11, 2025 • 15 mins
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello.
(00:00):
Hello.
Thank you for tuning in to theKaffeen Espresso Podcast today.
And today we're gonna be talkingabout what is outbound marketing
and how to leverage proproactive outreach without
feeling salesy.
So look, I did a marketingdegree.
I've spent 20 years in themarketing industry, and even I
still have to Google the termsinbound and outbound marketing
(00:22):
because a bit like the termabove the line, below the line,
like the, it feels like the, itfeels like the suns are shifting
and it doesn't always feel likea certainty what it means.
So I just wanted to firstlyacknowledge.
Even if you are a professionalin this area, it can, these
(00:42):
terms can be discombobulating,just acronyms and jargon.
Not the best a but also thatwhat the relationship is between
them and how you should beapproaching them.
So I just wanna give you aninitial thought of inbound
marketing is great.
But what if you can't afford towait?
(01:04):
Outbound marketing gets resultsfaster, but most people avoid it
because they think it's salesy.
And in this episode, I want tobust that myth and show you a
different approach how I wouldrecommend to do it right.
So let's get started withinbound versus outbound and why
waiting for clients isn'tenough.
So when it comes to attractinghigh value clients, there's
(01:27):
always a debate between inboundand outbound marketing.
The truth is, I really do thinkyou need both.
Inbound marketing is.
Attracting clients who arealready looking.
So inbound marketing is reallyabout pulling in potential
clients who are activelysearching for solutions, whether
it's through blogs, videocontent, lead magnets, podcast
(01:47):
episodes, books.
The goal is to educate andnurture these prospects until
they're ready to buy.
The benefits is, the benefitsare that it's non-invasive.
People are engaging on their ownterms.
It genuinely builds long-termtrust and credibility, and it
will continue to generate leadsover time on your behalf.
(02:10):
But the real challenge is itreally does take time.
You need a steady stream ofcontent.
You need to be optimizing it,and you need patience to see
results.
It very much is a long-termstrategy, and the problem is, as
with most long-term strategies,remembering to be consistent and
to do those things, you createmore content, optimize it, et
(02:30):
cetera.
It's frustrating when you needresults.
Sooner rather than later.
I'm saying that because mostpeople start thinking about
marketing a new businessstrategy when they need clients
immediately.
The real state they should beconsidering that in is several
months, maybe even years priorto when they actually need
clients for this to work well.
(02:54):
Then contrast that with outboundmarketing.
Outbound marketing isproactively reaching the right
people.
It's really about initiatingconversations with potential
clients, even if they aren'tactively searching for services
like yours.
It includes everything fromdirect outreach, like LinkedIn
messaging to traditional methodslike cold calling cold emailing,
(03:14):
or billboard advertising.
Really basically getting up inyour face is how I describe it.
So what are the advantages ofthis?
Faster results for sure,directly connects you with
decision makers, which meansthat you're not beating around
the bush, you're getting to thepoint and they know what you do
and who you do it for.
It builds brand awareness withpeople who wouldn't have found
(03:37):
you otherwise.
I have come across so manybusinesses who.
I think once they built thewebsite and hit publish on
Squarespace or wherever, peopleare gonna start queuing up ready
to come and see them.
The reality is just'cause youbuilt it, the people aren't
waiting for it to arrive of themarketplace.
And so it's really important tobe making people aware to be
(03:59):
doing outbound so that peopleknow that, especially if you
offer an in innovative serviceor product, and they may not
even know it exists.
Just thinking of a Henry Fordquote.
I'm pretty sure it was HenryFord.
I feel like I quote Henry Ford alot.
I weirdly aligned with that guy.
But he said if I'd asked peoplewhat they wanted before I built
the car, they'd have set afaster horse.
(04:20):
If you don't know what you'relooking for, how on earth are
you gonna find it?
And I feel like there's someCheshire Cat from Alice and
Wonderland quotes there too, butI'm not gonna go down that
rabbit hole.
Nah ha.
What else is good about it?
So it gives you more controlover who you engage with, but
the challenge is that itrequires a really clear targeted
strategy, otherwise it can feelpushy or ineffective.
(04:42):
I would argue that you reallyneed both, and this is why,
because outbound gets you infront of high value clients.
Now, while inbound buildscredibility for long-term
growth.
Outbound ensures that you aren'twaiting around for leads while
inbound nurtures them.
Once they do engage, combiningboth creates a system that
(05:05):
attracts nurtures and convertswithout solely relying on one
approach.
If you are only doing inbound,you might be waiting much longer
than necessary for clients.
If you're only doing outbound,you might be missing out on
long-term trust building thatmakes sales easier.
So I wanna talk a little bitabout how outbound can be
relationship based and notpushy.
(05:27):
And also how the the warmapproach that we use that gets
replies without feeling spammy.
So I, the, there is a way ofengineering outbound so that it
is more intelligent and.
Targeted and less just slappingyou around the face with a fish.
(05:50):
It's super important to be awareof who is most likely to buy
from you now.
Who you are gonna best serve andwho might have a greater
propensity to be moving forwardwith hiring you over the shorter
to medium term.
You need to be realistic aboutthese things.
(06:10):
Sometimes when we see thingsfall down with clients, it's
when they're not realistic abouthow long it takes from somebody
first coming into contact withtheir business to becoming a
client.
They expect results way fasterthan would be natural.
Just because you showed up ontheir doorstep and said, Hey,
we're here.
We think we might work welltogether.
Doesn't mean they're gonna say,oh yeah, actually we've got a
(06:31):
project just waiting.
Here you go.
Here's the brief.
It has happened in the past.
But it's very rare andinfrequent.
I'm not gonna claim that is theway it works.
However, if you are being reallysmart about it, if you are using
the filters, for example, inLinkedIn Sales Navigator in a
search to find the right kind ofpeople who want to work with
(06:52):
you, you can also use thosefilters to.
Wisely determine interest andpropensity to buy, which means
that you are building a group ofpeople that you'd be then
reaching out to with youroutbound and introducing
yourself to, but which is muchmore likely to have a higher
result rate, a higher hit ratethan if you are doing an
(07:12):
activity where there is no realfiltering down in terms of the
targeting of who you're reachingout to in place.
I think it's really important aswell to craft a message that
gets engagement withoutpitching.
I would never ever recommendreaching out to somebody and
saying, Hey, we think we'd workreally well together.
I know I literally just saidthat in the previous sentence,
(07:33):
but that was just.
Placeholder text in thatcontext.
It, this doesn't work.
You need to build some goodwillfirst.
If you just go directly, asksomebody for something, you
rarely get what you want inreturn.
This works in so many differentways.
If you are trying to get theattention of wait staff in a
restaurant and you smile, thenthey are more likely because
(07:55):
you've given them something,intangible.
Without a a value attached to itbut they feel warmer towards
you.
They're more likely to listen toyou than if, say for example,
you snap your fingers.
It's really similar when you'rereaching out to prospective
clients.
If you go out to them and say,Hey, I think we should book a
call.
I really think we can help you.
(08:16):
It is a bit like the snapping ofthe fingers at the wait staff.
And it's super important to beapproaching that initial a
approach with something an offerto them that is higher value.
Now, you may be thinking my timeon a telephone call and my
advice on their business is highvalue.
This is our hourly charge outrate.
And and I can see it from yourperspective, but it doesn't work
(08:39):
like that.
You'd need to position it in adifferent way.
The way that works for a lot ofdigital first businesses is
offering something called a leadmagnet.
This is infrequently used in themore kind of creative services
aspect of the business that wework in.
And often those clients, ittakes a while to educate them on
what this is all about.
(09:00):
But if you already have a leadmagnet in place, believe me when
I say the inbound outbound.
Combination approach onLinkedIn, which is what our
specialty is, it can be set upso quickly and efficiently in
actually just three hours if.
You already have a lead magnetin place that you know, engages
(09:22):
your prospective clients, andalso you need to know that your
prospective clients are hangingout on LinkedIn.
That is also super important,but if you don't have a lead
magnet in place already, I justwanna make you aware that is an
item, something.
It might be a recorded webinaryou gave.
It might be a a PDF covering.
Responds to a pain point orchallenge that they feel it
(09:43):
might be a free copy of a book,which you offer.
It might be a five day emailminicourse it.
It could be a checklist, itcould be any one of a number of
things.
If you search leave magnetonline, you'll find a plethora
of options.
Don't just do anything.
There's if this sounds like you,then get in touch because
there's a way we can help younavigate to the thing that is
(10:06):
the right fit for you, that ismost likely to create goodwill
with your prospective clients.
But if you do have that leadmagnet in place already, then
you are three hours away fromhaving this work for you on
LinkedIn.
I just wanna give you a recap ofwhat we've talked through really
briefly on this mini podcastepisode today.
(10:28):
Outbound done right is when youare reaching out to people.
When it's relationship based,it's not pushy.
You are reaching out to themwith a warm approach, something
that generates goodwill, thatgets replies.
Positive feedback withoutfeeling spammy.
You are never just going andasking for the call.
(10:49):
You are getting engagementwithout pitching.
And a crucial thing that we'venot talked about here which I
think is something for anotherepisode, is following up.
Because something else we see alot of, and we're gonna talk a
lot about rejection over thenext few podcast episodes but
(11:09):
another we we will be coveringoff in that respect is the fact
that.
Lots of people reach out tosomebody, don't get the response
that they hope for or anyacknowledgement and then give
up.
And actually, so much is in thefollow up.
And there's some incrediblestats around why it's important
to follow up that I want toshare with you in future
episodes.
But if you are keen to implementthis inbound outbound combo.
(11:38):
In your business using LinkedIn,then I really recommend joining
us in the LinkedIn lead liftoff.
If you've already got a leadmagnet and you know your clients
are hanging out on LinkedIn, itgets you set up with an
automated outreach system inthree hours.
So you're making the most ofthis channel.
You can go to the link in theshow notes or head to
(12:00):
www.kaffeen.co/llo and you canget access to that.
There.
There's a cap on the number ofpeople we can work with because
this is a one-to-one service andthere is a beta price currently
of.
If this sounds of interest toyou, I really recommend you
don't delay.
(12:20):
We're gonna be launching it to amuch wider audience soon, and
I'd love to see you in therebefore it gets booked up.
Okay?
Until in the next episode, seethem.
Bye-bye.
Hello.
(00:00):
Hello.
Thank you for tuning in to theKaffeen Espresso Podcast today.
And today we're gonna be talkingabout what is outbound marketing
and how to leverage proproactive outreach without
feeling salesy.
So look, I did a marketingdegree.
I've spent 20 years in themarketing industry, and even I
still have to Google the termsinbound and outbound marketing
(00:22):
because a bit like the termabove the line, below the line,
like the, it feels like the, itfeels like the suns are shifting
and it doesn't always feel likea certainty what it means.
So I just wanted to firstlyacknowledge.
Even if you are a professionalin this area, it can, these
(00:42):
terms can be discombobulating,just acronyms and jargon.
Not the best a but also thatwhat the relationship is between
them and how you should beapproaching them.
So I just wanna give you aninitial thought of inbound
marketing is great.
But what if you can't afford towait?
(01:04):
Outbound marketing gets resultsfaster, but most people avoid it
because they think it's salesy.
And in this episode, I want tobust that myth and show you a
different approach how I wouldrecommend to do it right.
So let's get started withinbound versus outbound and why
waiting for clients isn'tenough.
So when it comes to attractinghigh value clients, there's
(01:27):
always a debate between inboundand outbound marketing.
The truth is, I really do thinkyou need both.
Inbound marketing is.
Attracting clients who arealready looking.
So inbound marketing is reallyabout pulling in potential
clients who are activelysearching for solutions, whether
it's through blogs, videocontent, lead magnets, podcast
(01:47):
episodes, books.
The goal is to educate andnurture these prospects until
they're ready to buy.
The benefits is, the benefitsare that it's non-invasive.
People are engaging on their ownterms.
It genuinely builds long-termtrust and credibility, and it
will continue to generate leadsover time on your behalf.
(02:10):
But the real challenge is itreally does take time.
You need a steady stream ofcontent.
You need to be optimizing it,and you need patience to see
results.
It very much is a long-termstrategy, and the problem is, as
with most long-term strategies,remembering to be consistent and
to do those things, you createmore content, optimize it, et
(02:30):
cetera.
It's frustrating when you needresults.
Sooner rather than later.
I'm saying that because mostpeople start thinking about
marketing a new businessstrategy when they need clients
immediately.
The real state they should beconsidering that in is several
months, maybe even years priorto when they actually need
clients for this to work well.
(02:54):
Then contrast that with outboundmarketing.
Outbound marketing isproactively reaching the right
people.
It's really about initiatingconversations with potential
clients, even if they aren'tactively searching for services
like yours.
It includes everything fromdirect outreach, like LinkedIn
messaging to traditional methodslike cold calling cold emailing,
(03:14):
or billboard advertising.
Really basically getting up inyour face is how I describe it.
So what are the advantages ofthis?
Faster results for sure,directly connects you with
decision makers, which meansthat you're not beating around
the bush, you're getting to thepoint and they know what you do
and who you do it for.
It builds brand awareness withpeople who wouldn't have found
(03:37):
you otherwise.
I have come across so manybusinesses who.
I think once they built thewebsite and hit publish on
Squarespace or wherever, peopleare gonna start queuing up ready
to come and see them.
The reality is just'cause youbuilt it, the people aren't
waiting for it to arrive of themarketplace.
And so it's really important tobe making people aware to be
(03:59):
doing outbound so that peopleknow that, especially if you
offer an in innovative serviceor product, and they may not
even know it exists.
Just thinking of a Henry Fordquote.
I'm pretty sure it was HenryFord.
I feel like I quote Henry Ford alot.
I weirdly aligned with that guy.
But he said if I'd asked peoplewhat they wanted before I built
the car, they'd have set afaster horse.
(04:20):
If you don't know what you'relooking for, how on earth are
you gonna find it?
And I feel like there's someCheshire Cat from Alice and
Wonderland quotes there too, butI'm not gonna go down that
rabbit hole.
Nah ha.
What else is good about it?
So it gives you more controlover who you engage with, but
the challenge is that itrequires a really clear targeted
strategy, otherwise it can feelpushy or ineffective.
(04:42):
I would argue that you reallyneed both, and this is why,
because outbound gets you infront of high value clients.
Now, while inbound buildscredibility for long-term
growth.
Outbound ensures that you aren'twaiting around for leads while
inbound nurtures them.
Once they do engage, combiningboth creates a system that
(05:05):
attracts nurtures and convertswithout solely relying on one
approach.
If you are only doing inbound,you might be waiting much longer
than necessary for clients.
If you're only doing outbound,you might be missing out on
long-term trust building thatmakes sales easier.
So I wanna talk a little bitabout how outbound can be
relationship based and notpushy.
(05:27):
And also how the the warmapproach that we use that gets
replies without feeling spammy.
So I, the, there is a way ofengineering outbound so that it
is more intelligent and.
Targeted and less just slappingyou around the face with a fish.
(05:50):
It's super important to be awareof who is most likely to buy
from you now.
Who you are gonna best serve andwho might have a greater
propensity to be moving forwardwith hiring you over the shorter
to medium term.
You need to be realistic aboutthese things.
(06:10):
Sometimes when we see thingsfall down with clients, it's
when they're not realistic abouthow long it takes from somebody
first coming into contact withtheir business to becoming a
client.
They expect results way fasterthan would be natural.
Just because you showed up ontheir doorstep and said, Hey,
we're here.
We think we might work welltogether.
Doesn't mean they're gonna say,oh yeah, actually we've got a
(06:31):
project just waiting.
Here you go.
Here's the brief.
It has happened in the past.
But it's very rare andinfrequent.
I'm not gonna claim that is theway it works.
However, if you are being reallysmart about it, if you are using
the filters, for example, inLinkedIn Sales Navigator in a
search to find the right kind ofpeople who want to work with
(06:52):
you, you can also use thosefilters to.
Wisely determine interest andpropensity to buy, which means
that you are building a group ofpeople that you'd be then
reaching out to with youroutbound and introducing
yourself to, but which is muchmore likely to have a higher
result rate, a higher hit ratethan if you are doing an
(07:12):
activity where there is no realfiltering down in terms of the
targeting of who you're reachingout to in place.
I think it's really important aswell to craft a message that
gets engagement withoutpitching.
I would never ever recommendreaching out to somebody and
saying, Hey, we think we'd workreally well together.
I know I literally just saidthat in the previous sentence,
(07:33):
but that was just.
Placeholder text in thatcontext.
It, this doesn't work.
You need to build some goodwillfirst.
If you just go directly, asksomebody for something, you
rarely get what you want inreturn.
This works in so many differentways.
If you are trying to get theattention of wait staff in a
restaurant and you smile, thenthey are more likely because
(07:55):
you've given them something,intangible.
Without a a value attached to itbut they feel warmer towards
you.
They're more likely to listen toyou than if, say for example,
you snap your fingers.
It's really similar when you'rereaching out to prospective
clients.
If you go out to them and say,Hey, I think we should book a
call.
I really think we can help you.
(08:16):
It is a bit like the snapping ofthe fingers at the wait staff.
And it's super important to beapproaching that initial a
approach with something an offerto them that is higher value.
Now, you may be thinking my timeon a telephone call and my
advice on their business is highvalue.
This is our hourly charge outrate.
And and I can see it from yourperspective, but it doesn't work
(08:39):
like that.
You'd need to position it in adifferent way.
The way that works for a lot ofdigital first businesses is
offering something called a leadmagnet.
This is infrequently used in themore kind of creative services
aspect of the business that wework in.
And often those clients, ittakes a while to educate them on
what this is all about.
(09:00):
But if you already have a leadmagnet in place, believe me when
I say the inbound outbound.
Combination approach onLinkedIn, which is what our
specialty is, it can be set upso quickly and efficiently in
actually just three hours if.
You already have a lead magnetin place that you know, engages
(09:22):
your prospective clients, andalso you need to know that your
prospective clients are hangingout on LinkedIn.
That is also super important,but if you don't have a lead
magnet in place already, I justwanna make you aware that is an
item, something.
It might be a recorded webinaryou gave.
It might be a a PDF covering.
Responds to a pain point orchallenge that they feel it
(09:43):
might be a free copy of a book,which you offer.
It might be a five day emailminicourse it.
It could be a checklist, itcould be any one of a number of
things.
If you search leave magnetonline, you'll find a plethora
of options.
Don't just do anything.
There's if this sounds like you,then get in touch because
there's a way we can help younavigate to the thing that is
(10:06):
the right fit for you, that ismost likely to create goodwill
with your prospective clients.
But if you do have that leadmagnet in place already, then
you are three hours away fromhaving this work for you on
LinkedIn.
I just wanna give you a recap ofwhat we've talked through really
briefly on this mini podcastepisode today.
(10:28):
Outbound done right is when youare reaching out to people.
When it's relationship based,it's not pushy.
You are reaching out to themwith a warm approach, something
that generates goodwill, thatgets replies.
Positive feedback withoutfeeling spammy.
You are never just going andasking for the call.
(10:49):
You are getting engagementwithout pitching.
And a crucial thing that we'venot talked about here which I
think is something for anotherepisode, is following up.
Because something else we see alot of, and we're gonna talk a
lot about rejection over thenext few podcast episodes but
(11:09):
another we we will be coveringoff in that respect is the fact
that.
Lots of people reach out tosomebody, don't get the response
that they hope for or anyacknowledgement and then give
up.
And actually, so much is in thefollow up.
And there's some incrediblestats around why it's important
to follow up that I want toshare with you in future
episodes.
But if you are keen to implementthis inbound outbound combo.
(11:38):
In your business using LinkedIn,then I really recommend joining
us in the LinkedIn lead liftoff.
If you've already got a leadmagnet and you know your clients
are hanging out on LinkedIn, itgets you set up with an
automated outreach system inthree hours.
So you're making the most ofthis channel.
You can go to the link in theshow notes or head to
(12:00):
www.kaffeen.co/llo and you canget access to that.
There.
There's a cap on the number ofpeople we can work with because
this is a one-to-one service andthere is a beta price currently
of.
If this sounds of interest toyou, I really recommend you
don't delay.
(12:20):
We're gonna be launching it to amuch wider audience soon, and
I'd love to see you in therebefore it gets booked up.
Okay?
Until in the next episode, seethem.
Bye-bye.
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