Inbound internet marketing is much different and opposite to traditional outbound marketing. Today it’s about getting the consumer’s attention online. I’ll start with a description of traditional outbound marketing.
Traditional Disruptive Marketing
Outbound “disruptive marketing” used to be easier. Spend a lot of money on advertising, TV ads, promos, direct mail, newspaper and print ads, cold calls, radio spots, special offers and tradeshows, and watch the leads pour in.
Today it seems like everyone is bombarded with a million marketing messages per day and consumers know how to block out disruptive marketing tactics. The whole outbound marketing thing isn’t doing the job as effectively anymore because of modern defense tactics.
- 4% of junk mail is discarded without being opened.
- 72% of Americans are on the national do not call list.
- More TV viewers are switching to online entertainment.
- Paid circulation has fallen by 50% since the mid 60's.
- We use DVRs to record shows and skip commercials.
- We use spam blockers to purge email.
- We screen our phone calls.
It's About the Internet
Today the internet is transforming how people shop and buy. It’s the great equalizer and has taken the power away from traditional marketing and sales and put it in the hands of consumers. Consumers find reviews and statistics, they research products and do comparative shopping online – at any time and any place they choose.
A Case for Inbound Internet Marketing
Now it’s about getting the consumer’s attention through inbound marketing with blogging, tweeting, social media, and a bunch of other new strategies. It’s about earning the attention of prospects, making it easy to be found online and drawing visitors online by providing content they value.
In order to be successful, marketers need to know and employ the new inbound marketing tactics and here’s why:
- Google alone had 1,873,910,000,000 searches in 2012.
- That averages out to 5,134,000,000 searches per day.
- 7 out of 10 Google users make more than one query per day.
Facebook has over 1 billion users. In fact, if Facebook could be a country it would be the third most populated country in the world below China and India. Facebook would have three times the population of the US.
- China at 1,360,810,000.
- India at 1,235,870,000.
- Facebook at 1.11 billion.
- United States at 316,975,000.
The problem with inbound marketing is that there are hundreds of new methods and tactics but they are disconnected from each other. There are solutions that solve parts of the inbound marketing puzzle, but they don’t work together. Plus it takes a lot of time to create a continuous stream of new, relevant great content.
Successful Online Marketing
A proper inbound internet marketing system must work together to produce a holistic strategy that is doable, repeatable, measurable and flexible. It must employ specific, measurable, attainable, relevant, time-bound marketing goals and report clear and up-to-date analytics for:
- Calls To Actions
- Landing Pages & Forms
- Lead Generation
- Lead Nurturing & Scoring
- Customer Conversion
- Customer Re-conversions
A successful inbound marketing system helps best prospects seek and find websites, give their lead information, move through an automated marketing system and mature into sales qualified leads ready to purchase. The final result is more and longer site visits, an increase in viewer interaction and higher lead conversions. The goal is to generate qualified leads and drive more sales revenue using inbound marketing best practices. Here are some statistics:
- Inbound marketing results in the right leads finding you.
- Inbound marketing results in 60% lower costs of leads.
- Companies that blog get 55% more website traffic.
- 93% of Americans want companies to be on social media.
- Companies that excel at lead nurturing get 50% more sales-ready leads.
What Would Business Look Like With 50% More Sales Ready Leads?
If you’d like to learn more about inbound marketing or you’d like to know how you rank against your competition online, we have a free Inbound Marketing Assessment. It’s full of tips on how to improve your online marketing. Just click the link, fill out the form and get your free Inbound Marketing Assessment.