It’s amazing how much of the marketing budget is still spent on outbound intrusive marketing which ends up either in spam or in trash. And there is so less effort spent on being found by those who are in fact searching for someone just like you. It’s time to stop wandering in the lanes distributing flyers and stand tall in the center of the square so your customers can see you clearly. Especially if you are an SME, having limited budgets and precariously balanced cash flows.
Why is Outbound marketing so costly?
Direct Cost – There are always mammoth costs involved in outbound marketing. Huge budgets are sanctioned for designing, printing, distributing the flyers, buying databases and engaging agencies. Any marketing department will tell you the same story. And are the results proportinate? Statistics say conversions rates for outbound marketing campaigns are very low, usually 1-3%. Inbound marketing is inexpensive. Having a website is a basic thing these days for all companies. You just have to put correct content and tools to convert your website into a lead generation machine. The conversion rates are great in inbound marketing. You know that prospects are interested because they have engaged in conversations with you. They have checked on you, they have found a match between what they want and what you do and have approched you with something specific. In short, they have qualified themselves.
Loss of opportunity – It’s the age of Internet and mobile phones. Everyone has easy access to information, the means to get it at their fingertips, just when they need it. So chances are people are looking for you over internet, over mobile apps while your attractive flyer was thrown away by them a week ago as junk mail. Sounds familiar? You are losing an opportunity a second by not being where you should have been. How often can you send a flyer or make a sales call? You can be present on internet 24 by 7. That eliminates so much unpredictability about “being found” and “being reachable”. Increases your odds, isn’t it?
Brand Image – Unwanted communication is bad publicity. Unsolicited mail is Spam. Being available at your customer’s beck and call is service. Service builds credibility and loyalty. Intrusion gets negative brand image and should be avoided as much as possible.
Environment damage – It is quite disturbing to know how much junk we get in mail. Read here to know the statistics. One less flyer is definitely a help.
Why is Outbound marketing so costly?
Direct Cost – There are always mammoth costs involved in outbound marketing. Huge budgets are sanctioned for designing, printing, distributing the flyers, buying databases and engaging agencies. Any marketing department will tell you the same story. And are the results proportinate? Statistics say conversions rates for outbound marketing campaigns are very low, usually 1-3%. Inbound marketing is inexpensive. Having a website is a basic thing these days for all companies. You just have to put correct content and tools to convert your website into a lead generation machine. The conversion rates are great in inbound marketing. You know that prospects are interested because they have engaged in conversations with you. They have checked on you, they have found a match between what they want and what you do and have approched you with something specific. In short, they have qualified themselves.
Loss of opportunity – It’s the age of Internet and mobile phones. Everyone has easy access to information, the means to get it at their fingertips, just when they need it. So chances are people are looking for you over internet, over mobile apps while your attractive flyer was thrown away by them a week ago as junk mail. Sounds familiar? You are losing an opportunity a second by not being where you should have been. How often can you send a flyer or make a sales call? You can be present on internet 24 by 7. That eliminates so much unpredictability about “being found” and “being reachable”. Increases your odds, isn’t it?
Brand Image – Unwanted communication is bad publicity. Unsolicited mail is Spam. Being available at your customer’s beck and call is service. Service builds credibility and loyalty. Intrusion gets negative brand image and should be avoided as much as possible.
Environment damage – It is quite disturbing to know how much junk we get in mail. Read here to know the statistics. One less flyer is definitely a help.
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