Stop Interrupting and Ask Permission
In case you hadn't heard, interruption marketing just doesn't work anymore. Your business contacts are sick of telemarketers and direct mail, and they've become experts at ignoring old-fashioned marketing efforts. The average small business can't afford to throw away money on marketing techniques that fail. Stop interrupting and ask your customers permission to build relationships. Join us to discover exactly why inbound marketing is the best way to avoid being hated by your business contacts:
2/3 of US Citizens, or 2 million people, are on the FTC's do not call list. Telemarketing has gotten a pretty bad rap, and American's just don't like being interrupted to chat about new plumbing fixtures during dinner. Besides, Telemarketing is really expensive. The average cost per lead is among the highest of any marketing form at approximately $309.
44% of direct mail is recycled or tossed without a second glance. Depending on whether you're sending out catalogues or postcards, prices per lead can average up to $75.32. It's a costly endeavor entirely: the direct mail industry uses 100 million trees and 28 billion gallons of water annually.
No one ever accused commercials of being cheap. Video production and editing costs aside, running a 30-second commercial during Fox's hit show Glee can run you around $435,000.00 Since the average American watches nearly 5 hours of television daily, it's sure to be a guaranteed way to get noticed, right? Actually, Americans just aren't interested in commercials: 86% skip over ads.
Running radio ads is among the more cost-efficient forms of interruption marketing. While prices widely vary by radio stations, businesses typically pay a flat fee of around $100-$500 dollars per spot to have their clip put in rotation, and can pay a little more for a prime spots. Bank Rate estimates that around 90% of radio ads don't result in any profit. In our era of iTunes and Spotify, it's hard to connect via radio waves.
It's a fact that consumers react better when you ask for their permission to connect. Rather than waste your precious budget on interruption marketing, go inbound to build trust in marketing:
55% of US consumers under 35 access Facebook on a daily basis. 15% of millennials check in with their favorite brands at least once weekly on social media. Only 28% of younger consumers directly search for their favorite brands, with the remaining 72% of millennials discovering brand pages through their friends' activity in their news feed. If you're looking to connect with younger consumers, television or radio ads aren't your best bet. Publishing content that will inspire your younger contacts to like, comment and share is the best way to extend your reach.
81% of Americans consider blogs a reliable source of advice and product recommendations. 61% have made purchase decisions based on blog content. Blogs don't just dramatically increase your company website's search rankings, they have real social influence over your market, drive leads, and are a magnet for inbound links.
Email marketing works, and it's becoming more effective as Americans adopt smart phones. Emails opens on a mobile-enabled device increased 80% in the first half of 2012. Besides, email works: 59% of business to business marketers say that email had the biggest positive impact on revenue of any marketing channel. The more you segment, the better your success: customer loyalty program emails have a 40% higher open rate.
When you go inbound, you don't have to pay radio stations or direct mail affiliates to carry your message. Social media, blogs and email are all free. Inbound marketing works, and it's the most cost-efficient method of marketing your brand in the 21st century. Stop interrupting your customers with telemarketing calls during dinner and start using social media, blogs and email to build relationships.
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