First, I have to say that because I have three kids and work virtually with my clients, I don’t go out much. But this last weekend was a rare occasion as I went to the movies with my husband to see “The Fighter”. By the way, great movie and superb acting by Mark Wahlberg and Christian Bale!
This isn’t a movie review but I wanted to share something that really got me thinking and pretty annoyed during one of my occasional outing! You know what I’m talking about…the never ending advertisements while you wait for the movie to start! I’m sure that every car manufacturer and phone company where represented!
I have to say, none of the products stood out to me because they were all pitching the same message “buy me”,” I’m the best”, “I’m the greatest”, “I’m cool”! These advertisers didn’t care who was sitting in the movie theatre, they just pushed their ads randomly on people hoping that it would resonate with some of us watching. I’m pretty sure that most of us were there to get away and watch a movie, not to buy a car or phone! Although we actually watched the ads, trapping people and forcing their products on us probably wasn’t the best way for advertisers to get our attention. Push marketing as it is known, is getting less and less effective and can be very costly. According to Hubspot.com, your average human today is inundated with over 2000 outbound marketing interruptions per day and more and more find ways to block them out. This might include radio, tv or news paper ads, cold calling, telemarketing, direct mail or e-mails. Hubspot’s research shows that only 1-3% of all consumers respond to this type of marketing.
On the other hand, inbound marketing relies on the belief that customers come to find you. People are more in control of what information they receive and how they receive it. Some of the information or tools that can attract potential customers to your business using inbound marketing can be a blog, videos, ebooks, webinars, search engine optimization (SEO) and interacting on different social media networks such as Facebook, Twitter, LinkedIn, etc. This method requires time and commitment but if used effectively can be extremely successful. Marketing efforts are much more targeted and allows for small businesses and entrepreneurs to reach their audience without breaking the bank. Wouldn’t you prefer having your customers choose you rather than you targeting them and pushing your product or services?
So next time that you are planning a marketing campaign for your business, try to think of ways that you can use inbound marketing to create valuable relationships by providing content and information that your customer actually need and want.
Have you been using inbound marketing strategies? Is it working for you?