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Posted by: Brandon Moore

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It’s time to face the music and admit it: interruption marketing is dead. Your old traditional outbound marketing techniques just aren’t working anymore, especially on the younger generation that has grown up in a sea of noise and has learned to tune out interruptions. Your flashy banner ads, auto-play pop-up ads, and forced video ads aren’t working. They’re being ignored. To the younger generation, they’re nearly invisible.

If your sales organization relies solely on outdated traditional marketing methods, like cold calling, radio and TV commercial spots, and online advertising, you’ve probably seen your profits suffer lately. Eventually, you could meet your demise because of this mistake. But you can save your sinking ship and combat your drowning profits, by shifting your efforts towards inbound marketing instead.

The Internet Has Changed the Game

You might be reluctant to stop using outbound marketing because you’ve seen good results in the past. But the internet has changed the game. Sure, years ago, before the explosion of the internet, it was commonplace to advertise virtually exclusively through interruptive means. But the sales process has now changed because of the web. Consumers now want to be in charge of the buyer’s journey. They want to find their own information. And they want to make their own decisions.

And thanks to the internet, there are far better ways to get your message across now—ways that are adapted to the new way people buy. You can keep trying to force your message on consumers through interruption, but you won’t see the same results anymore.

Why You Need to Ditch Interruption Marketing

Outbound marketing techniques are very expensive, and they have a low ROI. There are limitations when it comes to segmenting and targeting the right audience. There are no ways to prove that any increased sales are linked to any particular marketing methods. These methods provide no means for building a database of contacts to increase your reach. And rather importantly, with interruption marketing, your organization risks turning off customers to your brand, since no one likes to be disrupted by messaging that they have no interest in.

But the number one reason you need to ditch this archaic marketing method is because it doesn’t work—it doesn’t match today’s sales process.

Why You Need to Implement Inbound Marketing

Inbound marketing was created as a means of reaching out to consumers through their preferred methods—using the internet. It is about using the internet to your advantage to attract leads, convert them into prospects, close them into customers, and delight them into brand promoters. It allows you to send the right message, to the right audience, at the right time, and at the right place. It is the most effective way to market your brand in today’s digital world.

And it has a remarkable ROI. It’s relatively inexpensive to implement and can allow for sustainable, long-term results. It’s easily measurable with tracking and analytics so you’ll know exactly how effective your strategies are. It can allow for hyper-segmentation, provide you with a wealth of information about your buyer personas, and can help you easily build a database of prospects to follow up on.

But most importantly, inbound marketing is not interruptive. It’s about providing your leads, prospects, and customers with the information that they want and are actively seeking out online, on their own time. With inbound, you have customers coming to you, instead of you having to chase them down.

Inbound marketing is customer centric. It puts the consumers first—their needs, wants, problems, and desires. It allows you to educate consumers and provide solutions, while also building trusting and honest relationships that build loyalty.

Stop wasting your time, efforts, and money on ineffective interruption marketing and increase your bottom line by implementing inbound marketing instead.

 

 How to Create an Effective Inbound Marketing Campaign