Whether you sell B2C or B2B, paid advertising also known as outbound marketing is often overlooked by your audience. Those in your market normally are annoyed by unnecessary ads, emails, and often do not take the time to look at your boosted posts.
Statistics from the 2016 State of Inbound Report compared the opinions of the C-Level Executive, Vice President, Director, Manager, and the Individual Contributor. Out of all five percentages in regards to these types of professionals, paid advertising, which includes print ads and outdoor sales, ranked highest as the poorest sales tactic used today.
Why is this?
Paid advertising or outbound marketing is often referred to as traditional marketing outlets. Traditional marketing can take many forms such as print ads which include newsletters, bulk mailings, newspaper print ads, flyers, magazines, or billboards.
Additionally, there are non-personalized email blasts. These can be an annoyance to your audience and overlooked most of the time, as these types of emails tend to go into spam.
However, if you are going to attempt to do any email marketing, it is a smart idea to make that email personalized. Kim Stiglitz shares some valuable statistics on the personalization of emails:
- By personalizing emails, you can improve your click-through rate by roughly 14% and conversion rate by 10%.
- By including the sendee’s name in the subject line, the email is 26% more likely to be opened.
- 74% of email marketers have found that personalized email messages increase customer engagement.
- 53% of email marketers believe that personalized communication with their current clientele profoundly impacts company revenue.
So, if you decide to use email as a marketing channel, make it personalized!
Traditional marketing can be interruptive to your buyer persona due to the number of companies that try to sell to consumers every day. Personalizing emails helps by grasping the attention of the target without overwhelming. Today, most consumers use the internet to research companies, products, and services before making a purchasing decision. With this information, consumers today are more than half way through the buyer’s journey before making it to sales.
Inbound vs. Traditional
The use of inbound marketing on a consistent basis assists business owners and sales professionals by drawing in their customers instead of having to chase each potential sale.
When using an inbound marketing strategy, you are more likely to build trusting customer relationships and generate qualified organic leads. This approach differs from traditional marketing strategies, which consists of all those paid advertisements.
Traditional marketing is simply not as effective as inbound or digital marketing tactics. Traditional methods tend to be quite costly, wherein the end, most of your advertising money ends up thrown away. By using an inbound marketing strategy, you are drawing people to your business, not pushing them away.
Do you agree that paid advertising in today’s marketplace is less effective? Let us know in the Comments below.
To learn more about how inbound marketing can increase your businesses revenue, download our guide “3 Revenue Growth Opportunities Your Business May Be Missing.”