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5 Ways Inbound Marketing Trumps Outbound

[fa icon="calendar"] Jan 6, 2017 5:35:33 PM / by Jeff Thomas

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There is little doubt that outbound marketing is still an effective tool, especially for big national brands with huge marketing budgets. Even for certain types of small to medium-sized businesses, outbound marketing can be an important tool for getting the word out. But there is little question today, that for many types of businesses, inbound marketing pays significantly higher dividends than more traditional outbound marketing. Here are five clear ways that inbound takes the prize.

  1. Inbound performs 24x7.

    Outbound marketing is dependent upon regularly interrupting consumers with marketing messages. But the cost and availability of outbound platforms limit the frequency with which the marketer can communicate with prospects (and even if you have infinite budget and availability, too-frequent interruptions are counter productive.) By contrast, inbound marketing works around the clock, and the cost is largely unaffected by the airtime or placement. It is available any time a consumer has interest. 

  2. Inbound can respond to prospects' questions.

    The very nature of outbound marketing is to inform and persuade. But it cannot provide answers to the questions that interested parties have about the marketers products or services. Most frequently, the call-to-action of outbound marketing is to drive the prospect to a person or place that can answer the questions that come to the surface as a prospect's interest elevates. Inbound marketing is all about anticipating and answering the questions of buyer personas, and nurturing the relationship through the buying process all the way to conversion.

  3. Inbound marketing is more closely aligned with the way consumers buy today.

    In the good ol' days of mass media marketing, a marketer would blast the airways and print publications with clever advertising designed to tantalize and attract consumers. Because today's consumers are much more sophisticated and skeptical, those tactics rarely work with complex products and services (considered purchases). The way consumers self-educate, research, narrow their options, and ultimately make buying decisions is very different now. Inbound marketing strategies respond to this difference. Through content marketing, marketers anticipate their ideal prospects' needs, produce rich, and informative content that answers their questions. They then present their prospects with informed options and coach the prospect through the buying process so that they feel confident in their decisions. 

  4. Inbound marketing is more cost effective.

    Outbound marketing is inherently expensive, in large part because it works largely only when the ad is running (i.e. the memory of consumers is limited) and no matter how many times they've seen a competing ad, the last-heard/seen ad is often the one that motivates them to take action once they have a felt need. Because inbound marketing works 24x7, responds to prospects' needs, and is more closely aligned with their buying process, it tends to be much more cost effective. It is rare than an outbound ad is deemed to be evergreen, but great online content can produce results for years with no significant additional cost.

  5. Inbound is more versatile, responsive, and agile. 

    Outbound marketing campaigns are typically months in the making, and require significant planning, scripting, negotiation, production, scheduling, etc. To get the best deals, marketers secure placement in bulk, well in advance, and are held to publishers/broadcasters stringent schedules. Errors are commonplace due to tight deadlines, and the quality of the end piece is often directly related to the amount of allotted lead time and review process. Last minute changes or shifts in direction are nearly impossible, and always risky. Conversely, inbound marketing is extremely agile and revelations about what will attract and hold the attention of prospects are readily converted into action quickly and effectively. The expectation of perfection on the part of consumers is less with inbound, and still, errors can often be identified and remedied even after publication with little or no damage done. Furthermore, content can be changed or created in direct response to consumer feedback within minutes, hours, or days of receiving it.

Is Inbound Marketing Right for You?

If you have yet to commit to inbound marketing, but are starting to wonder if it might be right for you and your organization, we'd be delighted to explore it with you. Since committing to inbound marketing and witnessing the benefits our clients have seen through the utilization of content marketing to drive their inbound strategy, we have become a top inbound marketing agency and Certified HubSpot Partner. We are proud to be serving Colorado, Missouri, and Washington state, as well as clients across the country. We'd love to help you too.

 

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Topics: Inbound Marketing

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