With more people switching off to digital advertising, marketers are shifting their focus to the more effective methods of inbound marketing.
Not long ago I was catching up with a mate, and the conversation led to digital marketing. He has three primary age girls and like many, they spend a fair bit of time online. They watch clips on YouTube, but as soon as an ad pops up, they impatiently push the skip button, rather than waiting for the skip now countdown to finish.
The situation is being mirrored everywhere. Kids, adults, everyone is getting more savvy about digital advertising. And more annoyed.
Of course, this isn’t news.
Statistics are already showing that despite its skyrocketing growth, paid digital advertising is becoming less effective.
Why inbound marketing makes perfect sense.
In order to attract new customers, businesses have to provide them with something they love. And once attracted, they need to convert them into lasting customers.
In a nutshell this is the essence of Inbound Marketing.
In the digital space we can compare the two marketing methods.
TRADITIONAL vs INBOUND MARKETING
Cold Calling SEO
Cold Emails (SPAM) Blogging
Interruptive ads that Attractive ads that
are ‘Marketer’ centric are ‘Customer’ centric
Inbound marketing can make you more ‘attractive’ to your customers through the creation of quality content across a variety of different media, such as:
- Interactive Tools
- Photos & Infographics
- Video & Podcasts
- Presentations & eBooks
And then putting that content in the right context – i.e. publishing the right content in the right place at the right time, so that it’s helpful and relevant – rather than interruptive.
And the numbers back up Inbound Marketing.
- 54% more leads are generated by inbound marketing than outbound
- Inbound marketing leads are 61% less than outbound leads
If inbound marketing is so much more effective than outbound marketing, what’s the catch?
By nature inbound marketing is multi-channel because it approaches people where they are spending their time. This includes:
- Keyword Search
- Social Media
- Websites & Landing Pages
- Marketing Automation
Because there are so many channels and a different tool for each channel – trying to manage a campaign across all these different platforms can take up a lot of time and resources.
Which is where Right Hand Man comes in.
Right Hand Man can help get you away from a reliance on outbound marketing that people want to switch off, to inbound marketing that people want to engage with.