Most of my clients generate leads and fill the top of their sales funnel with trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and traditional advertising media. These methods are considered outbound marketing. This is when a marketer pushes his message out far and wide hoping that it resonates with that needle in the haystack.
Outbound marketing techniques are getting less and less effective over time for two reasons.
First, your average person is bombarded with over 2000 outbound marketing interruptions per day. With the increase usage of DVRs, caller ID and spam filters and the continued fragmentation of traditional media such as TV and radio, outbound messages are not as effective as they once were.
Second, most purchases start online. People search the internet for information about products and services long before they enter a business.
It is vital that companies start using inbound marketing to get found by people already learning about and shopping in their industry. Today companies spend 90% of their efforts on outbound marketing and 10% on inbound marketing.
Brian Halligan of Hubspot says, "The best analogy I can come up with is that traditional marketers looking to garner interest from new potential customers are like lions hunting in the jungle for elephants. The elephants used to be in the jungle in the '80s and '90s when they learned their trade, but they don't seem to be there anymore. They have all migrated to the watering holes on the Savanna (the internet). So, rather than continuing to hunt in the jungle, I recommend setting up shop at the watering hole or turning your website into its own watering hole."
After 33 years of outbound marketing for clients, I have seen the success of inbound marketing strategies. Small businesses can compete with large ones by optimizing their websites and their inbound marketing efforts.
If you would like to learn more about inbound marketing, contact me for a FREE Consultation.