I remember sitting down with a clients who used to manage around 500,000 contacts on their CRM and would spend 9 million euros on printing brochures and flyers for promotional purposes. The same client had a few big contracts with call centers where they would call anyone and everyone reading the same script, hoping if they would make a purchase, at times even begging the person not to hang up or to reconsider on the service they currently use!
When I asked them what is the conversion rate from calls to prospect (meaning what percentage of receivers of the calls would actually turn into potential customers) they told me around 1 to 2 percent! Does this number really justify the investment?!
So I am going to take a step back and introduce two arguments and marketing approaches companies usually consider:
Outbound Marketing, what does it entail?
As described by "Brian Halligan" CEO of HubSpot,
"outbound marketing includes trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising. I call these methods "outbound marketing" because marketers push his or her message out far and wide hoping that it resonates with that needle in the haystack."
considering that the average buyers receives around 8 daily outbound calls it drives them further away from making a decision to buy the proposed offer. And we have all felt that this type of marketing always interrupts us in the middle of an activity. Most of us have experienced being in a meeting, receiving a phone call and thinking it might be important, rushing out of the meeting to take it and suddenly understand that it is a cold call from a call center reading a written message that asks us to buy a product or service which we already have a better alternative at home! God I hate those calls!
So to put me at ease Brian Halligan, during the Inbound 2016 keynote in Boston said with confidence that "Cold Calling is dead"
Inbound Marketing, is it really effective?
numbers speak for themselves. Over 3.5 billion people search every day to find answers for their questions. And in many cases you have the answer for it. So we just need to appear in the right place in the right time to the eyes of the prospects. in simple words, people are searching for you, you'd better be there for them.
Inbound marketing is as much about creative marketing process as it is about science and numbers. You need to tweak your online presence through the website, blog, and social media to be there when people are searching for you. It happens in 3 simple steps:
- creating relevant content for your prospects
- optimizing your content for search engine
- pushing the content to even more people via social media
numbers show that companies who follow an inbound marketing strategy tend to generate more qualified lead and gain a better momentum on their marketing efforts around 10 times more in a course of 3 years than those who run seasonal or periodical outbound campaigns.
Inbound marketing is all about knowing who you should sell to and attract them with content. We are all human after all, so you have to be helpful so that people will appreciate you.
There is more to the story than just that. In order to create an effective inbound marketing strategy you need to find the right tools and choose the right channels to reach your buyers and also consider carefully topics such as Marketing Automation and lead generation optimization.
Are you thinking at this point "Am I doing it right?" or "How inbound is my digital marketing strategy?" We made a free Inbound Marketing Team Starter Pack which contains basic and advanced inbound marketing ebooks, guides, reports and templates; basically hundreds of dollars worth consulting value to help get you in the right direction. Download now!