When we say inbound marketing, what comes to mind? Do you think of customers coming to you, instead of you going to them? If so, you’re dead-on!
Sounds too good to be true, right? Wrong!
This is likely the type you’re familiar with. It’s your cold calling, interruption ads, high-pressure sales, etc. While this method can be effective, it has a few drawbacks:
- Manual: Outbound Marketing techniques only work as long as you work with them. Nobody will hear your phone pitch if you don’t call them.
- Predictable: If consumer behavior has grown to ignore the places you advertise, are you accomplishing anything? Not only are people ignoring your interruption ads, but with ad-blocker usage growing at a rate of 43% per year, they simply aren’t being seen.
- Dead Leads: You’re marketing to everyone, including people who may never want your product or service no matter what you do. Would you spend a whole day trying to sell a steak to a vegetarian? Probably not.
- Expensive: You’re paying to market to those dead leads!
Just look at the stats:
- 44% of snail mail is thrown out without being opened.
- 86% of people skip TV commercials and hover over YouTube’s “Skip ad in __ seconds” button until it makes that beautiful transformation into the “Skip ad now” button.
- 91% of users have unsubscribed from emails because they didn’t feel they were getting any value.
- 84% of adults between 25 and 34 have actually left a website because they were annoyed by interruption marketing!
With all of these changing consumer behaviors, don’t you think it’s time to find a cost-effective alternative?
Also called permission marketing, this style works to earn people’s interest and make them want to view your marketed information. Blogs, social media, and SEO are all inbound tactics you can take advantage of. Here’s what you can expect:
- Branding: Do you remember the name of the clothing ad you scrolled past yesterday? Likely not. Do you remember the brand of the new computer you’re interested in? Of course; you’re going after their information!
- Higher-Quality Leads: If someone messages you about the dresser you’re selling on the local swap & buy, they are much more likely to buy than if you hand out flyers in the mall. The same is true for business. Focus on the people who want that dresser!
- Generating Interest: People subscribed to a magazine make a point to check in regularly to see what’s new and exciting. You can accomplish the same with a blog because your content can keep customers informed and up to date so they keep coming back.
- Cost-Effective: This method costs 62% less than interruption marketing, and produces more revenue. Spend less, make more!