Think of the last time you watched traditional television. You were enjoying a great show and then the ads started playing. What is the thing that you normally do? Personally, I would get off the couch and get a drink, get some snacks or let the dog out. This means that even though statistics might say 100,000 people saw your ads, how many of those saw your ad? This is hard to quantify.
This is what is called outbound marketing, also known as Marketing. This is the form of marketing we all grew up with. Radios, billboards, sports sponsorships and as mentioned before, television advertisements.
Outbound marketing is really falling out of favour, tests have shown that even Google Display Advertisements are declining. Display advertisements are the advertisements users usually see next to website content. Ad blockers are already reducing the number of people see these advertisements. But even when blocked, users are now trained to ignore those. The average click-through-rate is 0.05%.
The tactics for outbound marketing are not doing well. HubSpot, an inbound marketing agency, did a report on the most popular methods of marketing. Most marketers who responded said that paid advertising like display, billboard and broadcasting are becoming increasingly less effective.
Inbound marketing is the opposite of outbound marketing, as the name implies. Inbound marketing works by making customers be interested in you, as a business, before making them turn into customers. By providing relevant and helpful content you will be helping customers out. Making them trust you.
Website visitors have gotten savvy enough to realise that they are being marketed to. With the amount of knowledge that people have access to, the knowledge of how marketing works are spreading. This means that traditional methods are becoming less successful.
That’s why Inbound Marketing is becoming more popular. You are providing real value and help to prospects and leads. By providing access to helpful content, users will feel like you are there for them. Making them feel friendly and more warm towards you and your business.
Inbound versus outbound marketing
Inbound marketing is a great way of getting customers to want to visit your website and providing the customer with value. By helping the customer throughout their buyer’s journey, you will be able to keep them engaged with you and on your website.
It requires a lot of content and information for users. But with the right automation systems, it will also cause you a lot less hassle to maintain. The right systems also have good reporting, so you know what the ROI of your Inbound marketing campaign will be.
Outbound marketing, however, is expensive. If you want to run an outbound campaign, on average it costs $25,000 for a 30-second advertisement on national television during prime time. That price doesn’t include production and the other costs.
These costs are high, but you will reach a big audience. Even though we realise that outbound marketing is not as effective as inbound marketing, it is a good way to raise brand awareness.
We believe that Inbound marketing is the best way to get more website visitors online, but we are of course a HubSpot digital agency. However, the ROI proves itself.
If you would like to see how Inbound could work for you, don’t hesitate to contact us today. You can reach us on Facebook, LinkedIn, Twitter, and you can book meetings with our digital marketing specialists below.