Sep 15, 2017
You may have heard recently that outbound marketing is so over. Consumers have been flooded with messages in all channels — TV/radio, email, the internet, telemarketing, the environment and, yes, the mailbox — to the point where they just tune it all out. Inbound marketing is where it's at, some experts are proclaiming.
What is inbound marketing? It's what you put on your website, social media pages, blog and news sites, and wait for customers to find you. If the content is relevant, informative and entertaining, these prospects will be half way down the sales funnel before you even make contact with them.
Inbound marketing is an excellent way of pre-qualifying customers, or rather, of letting them pre-qualify themselves. Anyone who arrives on your doorstep through these channels is highly likely to be genuinely interested in what you're selling. Unfortunately, the number of people who will find you this way is limited.
Take, for example, people who look for products and services like yours on a search engine such as Google. Optimizing your website so that it will show up in search engine results (SEO) is an extremely complex and competitive endeavor. Most marketers admit that it has become nearly impossible for any but the largest, most well-known business to achieve a page one placement on Google. And few people keep looking past page one or two.
If your new lead acquisitions are stagnating, it's time to take a fresh look at traditional outbound marketing channels. They are still the best way to reach people who never heard of you, whether your target is a wide audience or a specific niche.
Each outbound channel has evolved in response to customer saturation and inbound channel competition. Here we will focus on direct mail's best advantages in today's marketing climate.
At Click2Mail, we believe that the smart money is on the integration of inbound and outbound marketing. Both have their strengths, and their place in reaching today's media-savvy audiences.