Why Inbound Marketing Matters Reason 1: Outbound Marketing Is Being Ignored More & More
When is the last time that you heard a radio ad or a television commercial and actually bought the product that was being pitched?
Better yet, when is the last time you actually clicked on a piece of junk mail/spam, read the thing, and purchased what they were selling you?
How about the last time you talked with a telemarketer for longer than 30 seconds?
If you can’t remember… Don’t worry, you aren’t alone.
- Over 200 MILLION people are on the national Do Not Call Registry. (not that it seems to matter)
- An estimated 85% of TV viewers skip commercials.
- 84% of people aged 25-35 leave websites with excessive advertising… assuming they don’t have a free adblocker and saw the ads in the first place
The Reason outbound Marketing is ignored
There’s a reason outbound marketing is increasingly ignored.
People are being bombarded with interruption based marketing.
According to the New York Times, the average adult that lives in a city is exposed to over 5,000 ad & brand messages per day. They even print branding on our egg shells and we act like that’s a perfectly normal thing to do.
The Problem: Traditional ads don’t work
And here lies the big problem; since we are exposed to so many ads on a daily basis our brains have adapted and now tune them out.
The younger your target market is — the harder it’s going to be to get them to even notice your ad, no less actually listen to the call to action.
People now view traditional advertisement for what it is — an interruption.
Why Inbound Marketing Matters Reason 2: It allows you to provide value and earn a prospect’s attention
The internet has changed the game when it comes to… well… everything.
Information is now readily available on pretty much anything. One of the results of all of this free information and self publishing is the creation of a consumer that is more educated than ever before.
This makes it harder for companies to make bombastic claims in outbound marketing campaigns without having proof to back it up. Prospects won’t fall for it anymore. When comparing 3 similar products, a quick internet search might not clear up why product A is marginally better than product B. But it will tell them all they need to know in order to remove product C from the list.
At the same time, the internet has also made it possible for companies to educate consumers, provide valuable information and earn trust much more efficiently than was ever possible before.
For example: Let’s say someone was researching how to improve their website and searches for “Best Houston Web Design Tips”. One of the results Google shows them is a post that breaks down the 10 things all good websites have in common. This post has now given them actionable information and it didn’t cost the prospect anything.
Creating valuable content is at the heart of any good inbound marketing strategy. Not only does it build good-will in the mind of potential customers, but your website also gives you the opportunity to request permission to contact the customer.
Why Inbound Marketing Matters Reason 3: It costs less than outbound and works better
Here’s how Guy Kawasaki (who played a vital role in developing Apple’s early marketing strategy) describes the differences between inbound vs outbound marketing:
“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”
Outbound marketing is built around the concept of spending just enough money to buy a person’s attention in order to make some money back when they buy your product. With more and more people ignoring interruption based advertising, you have to be willing to part with more and more marketing spend in order to acquire a customer.
Compare that to inbound marketing which is built around the concept of earning a potential leads attention and providing value before ever asking for a dime.
Outbound marketing also makes the conversation one sided. Advertisers are forced to find a clever way of saying “check out how sweet my product is — do you want to buy it?”Obviously it is usually much more of a sophisticated and subtle offer that is being presented, but that is the core message of every outbound ad.
Inbound marketing is a two way street where users choose to engage the company after deciding it is worth their time to talk to them.
To find out what method is working better, just take a look at where companies are investing their marketing spend. According to a Hubspot study, the average budget spent on inbound marketing cornerstones, like company blogs and social media channels, has doubled in the last two years, and 61% of corporate marketers will be investing even more in the coming years.
Do you think inbound marketing matters?
I’d love to hear your what you think in the comment section below!