Most business owners we meet want more customers. More customers usually makes for more profitable and stable businesses which provides security in your finances and also fosters a better, more fun work environment. This is all common sense right? So how can we reach our target customers efficiently and in a way that doesn’t make you miserable? Should we buy ads in a magazine, engage in cold calling, email blasts or mailers? All of those methods will provide results and with enough effort prove to be successful.
“A man who stops advertising to save money is like a man who stops a clock to save time.” – Henry Ford
There are two main types of marketing out there when you simplify the subject.
Inbound Marketing & Interruption Marketing.
Interruption marketing is simply interrupting a person’s normal activity or thought to get attention. It’s a tough hill to climb. The potential customer was not genuinely interested in your goods and service yet you want to take their time to explain what it is you have. Interruption marketing has many forms. Here are just a few we see the most.
- Email Blasting with paid lists
- TV, Radio and Print Ads
- Pop Up Ads
- Cold Calling
- Ads Via Trolling
- Social Media Advertising
The cost of interruption marketing is typically high but predictable so this type of advertising can work with the right product and customer. It’s just not for everyone and it’s not the most fun to engage in.
The alternative to Interruption Marketing is Inbound Marketing. This type of marketing is simply marketing that earns attention organically by having the right message at the right time for the right customer! How can anyone do that?!?!? It sounds like the definition of luck. Luck = Preparation + Opportunity. It’s more than luck and can be done with the right amount of effort, thought and planning. Here are some examples of Inbound Marketing.
- SEO (Search Engine Optimization)
- PPC Ads (Pay Per Click)
- Authoring eBooks
- Publishing a Book
- Public Speaking
- Word of Mouth
- Thought Leadership
- Networking Groups
If you notice, all of the inbound marketing techniques do not interrupt anyone but rather accommodate the person’s desire at the moment. You happen to be in the right place saying the right thing at the time the potential customer was open to hearing about it or even asking for information from you. This is the best case for selling your goods and services. There is almost no friction or awkward conversation. Inbound Marketing is the most fun and engaging way to earn new customers. The conversation with customers that find you rather than you finding them is always much more pleasurable and requires less “selling” and more relationship building. People find you because of your creativity, talent and effort you put into your products and services.
There will always be a place for both types of marketing but I believe one is more rewarding than the other.
If you are interested in learning more about inbound marketing and want to start your own campaign give us a call. We would love to show you how to grow your business and have fun while you’re at it.