For any company out there that may still believe that inbound marketing is simply a passing craze, here are seven reasons that show why inbound strategies outperform traditional marketing strategies and are the wave of the future.
1. It’s More Cost-Effective
Let’s just skip to the bottom line: finances. Outbound marketing is far more expensive than inbound, and inbound marketing produces a real return on investment, which is often difficult to produce with traditional marketing tactics. Hubspot reports that, per lead, inbound marketing costs 62 percent less than outbound marketing. Also, inbound campaigns don’t require the constant updating and revamping that outbound campaigns require to remain effective and visible.
2. It’s More Impactful
It’s not subjective in any way to state that outbound marketing campaigns are simply not as effective as their inbound counterparts. Customers on the whole have made the decision that outbound marketing feels intrusive. This has led to the popularity of marketing-blocking devices such as DVRs and online streaming, Caller ID and the FTC’s “Do Not Call” list. Inbound marketing doesn’t have to bypass these blocks. Rather, it’s based on the premise that the customer will find you rather than the other way around.
3. All Leads Are Qualified
When you’re letting the consumer find you instead of the other way around, the hardest part of your marketing is already done: that hit is a qualified lead. The majority of visitors to your site or page will have already decided to spend money at a business like yours. Great! Now you just need to convince them that you’re the best company for them to do business with.
4. Customers Want Choices
Consumers are tired of being bombarded with irrelevant data and messages, which is pretty much the definition of outbound marketing. Instead, they are much more proactive in their own buying choices: researching, debating, and eventually choosing the business they feel suits their needs the best. Aligning your business to become relevant and useful in their life puts you in position to gain new customers.
5. Long-Term Value
Outbound marketing decays in value over the long-haul. While an online ad campaign may result in a temporary sales spike, once that campaign is over, traffic drops right back down. Effective integrated inbound marketing programs provide ongoing benefits without a loss of value, allowing for continued traffic expansion and lead conversion.
6. It’s budget-Friendly for Small & Medium-Size Businesses
Outbound marketing favors large companies with deep pockets, while inbound strategies level the playing field. Smaller businesses in particular can benefit from this, as they can become just as visible online as larger competitors – even when both business and marketing budget exist on a much smaller scale.
7. It’s Consistent & Ongoing
True integrated inbound marketing works 24/7 while outbound marketing relies on time slots or “campaigns” to make an impression. Hoping that the right audience member sees or hears your ad or message at the precise time that they’re ready to spend money on your goods or services seems like a huge shot in the dark. Compare this having a welcoming, engaging site ready and waiting for the customer who’s already in search mode. Inbound marketing works for you full-time and then some.
Written by David Kaufer
David Kaufer is Founding Partner and Chief Dynamic Office in Kaufer DMC. He’s also a huge Oregon Ducks & Microbrew nut, Dad of awesome 8 year-old twin boys, husband, and big Sustainability and Autism advocate.