Interruption marketing is dead!

You might not have heard the term before, but I bet you immediately understood what we meant.  You live the reality every day of your life.  The incessant stream of marketing messages is simply overwhelming, and the sheer volume of data which you must process is stupefying.  And to understand why inbound marketing has huge potential for your business development you have to first understand the shifting landscape.

  • Is caller ID awesome or what? (You’re probably among the 2/3 of Americans on the “Do Not Call” list)
  • How quickly do you delete emails – those that sneak through your filtering? (91% of people have unsubscribed from emails they once opted into)
  • Actual postal mail – especially the advertising type – read much lately?  (44% is never even opened)
  • Ads?  Right… (86% skip TV ads)

Even if you intended to be generous with your time and gracious to all advertisers, you simply couldn’t digest all the marketing messages with which you are barraged.  But aside from a chronic feeling of stress from fending off the deluge, you are happy to filter all the extraneous messages of interruption marketing because you have a secret weapon.

34,000 Google searches per second – Just Google It!

You remember when you had to use the yellow pages or Thomas Register…or even when an internet search turned up some listings which you then researched elsewhere?  Those were the days!  Now you just ‘Google it.’

Did you realize that now statistics show organic search results account for between 70-85% of the clicks, and paid listings just the small remainder?  You’ve probably begun to do the same, a behavior which has been reinforced by Google’s increasing ability to deliver answers to the questions you have – not just a couple of search terms.  They call this relevance, and the frequent “algorithm” updates which Google makes are primarily designed to continuously improve this metric.

This works, you and everyone else has changed the way you use the internet.  It used to be you searched for a specific item/service by name, model, etc. Today you are far more likely to search using a phrase that describes the problem you want to solve or the outcome you desire.  When you view the results, you expect to become informed and educated about the options.

That expectation has several implications:

  1. Google ranks the results according to the volume, freshness and diversity of “content” which they find relevent.  That means you are more likely to be shown listings which refer to sites which provide valuable information that is frequently updated and presented in various formats including video, infographics, blogs, and presentations – and often which is publicized through various social media tools.
  2. A simple static website (you know the one which has the about us page “we were founded in 1967…”, a products page (“Our HY17P solution does this and our 98Ux82 solution does that”) and a contact us page…with a couple others in between) doesn’t help educate.  If you’re looking for a solution to a problem, that’s not helpful.  Understanding how a company views a problem and suggests you tackle it, however, is very different.
  3. You focus on those results that provide the education you need to become conversant.  (Remember when you used to rely on salespeople to help with that?) Because you can do so much of it efficiently, on your own, you now will often search for solutions long before you would have in the past (when it’s just a ‘what-if?’ instead of a ‘must’) and you can substantially defer the time-consuming interaction with pushy salespeople until you are ready to actually buy.

Well guess what?  As great as this is for you as a buyer….it’s very bit the inverse for your business development efforts.

Inbound Marketing – simple but not easy

So if you know that most people will now turn to Google to research their problems and options; and they’ll do it on their own reaching conclusions and forming opinions before your “rain makers” ever get to talk to them; then hadn’t you better figure out how to engage prospects according to these new rules?

And if you think you’re “already doing this”, you’re wrong.   The web designer (whose earnings are tied to your website edits) and the SEO “expert” who talks “geek speak” and shows you graphs of traffic?  Honestly, they don’t understand what you need to do, nor can they assist with the strategic approach required.  Therefore both from ignorance and a financial need to keep their relationships intact they’ll probably offer a dismissal of the approach.   You can research it more on your own here.

Inbound marketing requires a holistic approach but is focused on outcomes (conversions & customer acquisition) rather than outputs (traffic & sexy design.)  It is a fabric which is based on content (blogs, whitepapers, ebooks, videos, infographics, presentations, webinars, etc.) that you create to help educate potential buyers.  But woven into that fabric are a number of other tools which collectively support the effort

The average cost for leads with inbound marketing is approximately 1/3 the cost using traditionally methods

Most importantly, since every company has tight budgets, the average cost for leads with inbound marketing is approximately 1/3 to cost for traditionally acquired leads.  And the inbound methodology enhances conversions of traffic to prospects, automatically nurtures prospects through the gestation of a longer purchasing cycle until they become qualified leads, and facilitates to conversion of those leads into loyal clients.  And the entire process is tracked real-time with granular metrics to facilitate continuous improvement.

And what might really surprise you?  Even if you are adamantly opposed to international expansion?  Start a vibrant inbound marketing program and you’ll suddenly start to discover pockets of qualified and interested prospects in various spots around the globe.  Do you have to chase them?  Of course not.  Intrigued and want to explore the option?  Perfect…and Consilium is just the group to help with that too.

Can you afford not to learn more about how it can help your business prosper in today’s brutal markets?