“Times, they are a changing” and if you haven’t heard already, inbound marketing is IN and outbound marketing is OUT. As times have changed so have buyers’ habits. It’s no surprise then, that marketing habits have also changed. The secret is out: inbound marketing has become the most efficient way to tackle a business’s reputation, as well as attract and convert their leads into customers. Here are 5 reasons why outbound marketing is officially old school.
1. Communication is one way
Let’s face it, outbound marketing has one way communication: the marketer’s way or the highway. Outbound marketing focuses on pushing products or services on potential customers. It is not solution based rather, it aims to tell the consumer about something, instead of attracting them with educational content. Inbounding marketing is a two-way street. Communication is interpersonal and human based. Unlike the outbound strategy, inbound methodology allows the customer to play leader in their buyer’s journey.
2. Customers are hunted down
There’s nothing more old school than hunting down customers. Outbound marketing uses the interruption approach when it is clear that today’s customers don’t like to be interrupted. The internet has transformed how people solve their everyday problems. They first identify their problems, and then seek out information to educate themselves on the best way to solve these issues. Customers want solutions, not invasive product ads thrown at them.
3. People are now in control
After years of being preyed on by the marketing hunters, customers have taken their lives back. They have realized they are in control of how they purchase. Therefore, it’s only fair that marketers change their approach. In this way, outbound marketing strategies are out, inbound strategies are in. Inbound marketers are mindful that people are in control of what information they receive and how, while outbound marketers leave the company in control.
Obviously for businesses, the return on investment associated with marketing is important. According to HubSpot, inbound marketing costs 62% less per lead than traditional, outbound marketing. The truth is in the numbers. I would call this killing two birds with one stone: getting more for your money and delighting your customers instead of interrupting them.
5. Outbound marketers don’t seek to entertain
Traditionally, outbound marketers strive to get their message or products to their potential customers by reaching out to them. Inbound marketing strategies on the other hand, aim to educate, problem solve, and delight potential customers, current customers, and past customers by attracting them. Once customers have identified their needs, they will reach out to you. Annoyance and interruption are things of the past.
The old school outbound marketing approaches have rightly become a thing of the past. As consumers’ buyer journeys have evolved, so have marketing approaches. It only makes sense. Business to human marketing is now what people and businesses desire. The inbound methodology will attract and convert your customers by giving them control. Don’t stay in the old school mindset, evolve into the new school!