And Why We, As Advisors And Consultants, Might Have Failed Our Clients
WARNING: There’s a rant coming in this blog article.
There are a variety of definitions for inbound marketing, but at its core inbound requires you to earn your prospects’ attention instead of renting it.
Here’s what I mean. If you buy advertising — like a print ad, a radio spot or space at a trade show — you’re renting the audience of the magazine, radio station or conference company. You pay to get your name or message in front of those potential prospects once. Very rarely do you get the names or contact information for those people; you simply get access to them. The rest is up to you. This is what we’re calling rented attention.
On the other hand, if you publish high-quality content, create a compelling educational website, work to have your content (or site) found in the search engines and provide your content to other related websites, you have the potential to earn your prospects' attention because you provided value, insight or educational information that helps them with their goals. The marketing described here earned the attention of prospects.
Earned or rented? Which seems better to you?
I get it. I’m an extremist when it comes to inbound marketing. Every day, I reiterate why interruptive, outbound marketing sucks and why strategic, inbound marketing is the way to go.
So, I must have an agenda. I want you to buy inbound services from our agency, right?
Well, what if I’m correct? What if there comes a day when all you do is inbound? Then what?
What if all of your cold calling, direct mail, pay per click, print ad and trade show efforts start to deteriorate at such a dramatic rate that you’re left with no way to connect with prospects? And what if that day is tomorrow, not five years down the road?
Here are some alarming data points to consider if you still think outbound is going to get you to your goals.
People who talk about brand development usually don’t understand the power of inbound marketing or the concept that marketing’s main goal is not about the brand, but rather lead generation and revenue.
Don’t get me wrong. I know that keeping a brand consistent and having one that perfectly tells your story is important. But, I’m ready to graduate away from marketing that “gets your name out there” and into marketing that drives revenue.
Getting off on the right foot in 2015 is going to be critical. So, knowing what inbound marketing is and what it isn’t should be at the top of the list.
Inbound marketing is a practice that helps you focus your marketing efforts on people who are already looking for you. This is not like traditional marketing, which encourages you to put your messages “out there” and interrupt your target prospects in the hopes that they will want what you’re offering.
Let me illustrate the fundamental differences between inbound marketing and traditional outbound advertising.
Square 2 Marketing, the #1 Inbound Agency on the planet, acquired Primum Marketing Communications. We’re on a mission to help our clients generate over 1 million leads. Close this window to learn more about how Square 2 Marketing might help your company get leads .
Square 2 Marketing is a data-driven digital marketing and sales agency obsessed with driving revenue for our clients.