Change is inevitable. Thanks to explosion of the Internet and social media as marketing tools, one of the biggest changes most businesses are experiencing these days is the diminishing return associated with many traditional advertising vehicles. Inbound marketing is all about embracing this change and helping you think differently about how you market your business.
How do you match today’s buyer behavior with your marketing? In today’s post, we break down both sides of advertising and marketing (the old and the new) to give you the lowdown on what your company needs to be doing differently.
The Old, Outbound Way Of Marketing
Let’s start with what many of us learned in college: reach and frequency. The idea was that if you tell as many people as possible, as many times as possible about your business, eventually they will buy from you.
Examples of this old approach are everywhere: billboards, radio and television ads, Yellow Pages, trade shows and direct mail. Yes, we know you see these forms of advertising countless times per day. In fact, most Americans see more than 3,000 of these ads each day. As a result, we’ve become numb to them. We ignore them, treating them like white noise. As a result, their effectiveness decreases every single day.
Outbound advertising methods like these attempt to communicate value to influence people to buy a product or service. “What’s so bad about that?” You’re probably asking. Well, we’ll tell you: it simply pushes out the same message to everyone and anyone without any personalization. As a result, it connects with almost no one and gives you few options but to continue this inefficient approach to growing your business.
Your customers are getting better at ignoring these sorts of outbound advertising messages every day. As if that weren’t bad enough, there are an increasing number of tools now available to help them tune it out. With the advent of spam folders, Do Not Call lists and DVR, for instance, customers are now able to filter these ads and, in some cases, eliminate them completely. Look at your own behavior. Do you like watching commercials?
Hopefully, you’re asking yourself what the point is of spending thousands of marketing dollars on a regular basis…all on people who are actively trying to avoid your message. That’s why this type of old school advertising is extremely hit or miss and alienates customers who have no relation to the company’s products. It’s expensive, inefficient and having it in your marketing strategy just doesn’t pack the same punch that it used to.
The New Way: Inbound Marketing
What's the alternative? The good news is you have more options than ever before. The even better news: these options cost far less and deliver much better results.
We suggest blogs, social media, videos and your website: Instead of shoving unwanted messages in the customer’s face, you are engaging him or her in a conversation using digital technology that communicates a valuable message. This engages the customer at a deeper level, personalizing the conversation on his or her own terms.
That’s Inbound Marketing for you…it’s not enough for customers and prospects to simply be aware of your product or service anymore. You need to focus on cultivating a trusting, loyal customer base through targeted communication. This approach ultimately leads to an ongoing, established dialogue and a strong community of clients or customers. Not only that, you save thousands of dollars and receive a significantly greater Return on Marketing Investment (ROMI). With the “new school tools” that form the foundation of Reality Marketing, you get a more successful, efficient and effective Marketing Machine.
Square 2 Marketing – Leading The Reality Marketing Revolution!
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.