Are You Doing it Wrong?
Creativity is the life-blood of advertising. It is quality, not quantity when it comes to content.
How big is your net?
Logic suggests bigger is better — but it is counterproductive — needle/haystack scenario.
Here is the problem.
That needle needs to be found.
What if?
Instead of trying to fight the inevitable, you simply make a smaller haystack. This is the major difference between inbound and outbound marketing:
Well-defined audience
Targeted copy
Research
In a nutshell:
Outbound marketing pushes messages to a wide audience, inbound marketing is magnetic. Rather than blasting out tons of generic messages to an audience — who may, or may not be interested in your service — inbound marketing targets those who possess a higher likelihood of needing what you have to offer.
Examples of outbound marketing include:
Email spam
Generic paid ads
Cold calling
These methods are referred to as"outbound marketing" because marketers push their message out generically — to everyone. They are looking for a few needles in a very large haystack.
Investing and defining your ad strategy leads to more opportunities. Contracting a content consultant is a great way to get the maximum value out of your advertising dollars.
What if they came to you?
Story time.
Let’s say you gather 200 leads. Great job.
Imagine — you send 100 messages — all with the same tagline, content, etc. Now, imagine that 2 out of those 100 people respond — would you think of this as a success?
Some would, sure.
It’s two potential clients! A theoretical two-percent in this scenario is generous. Do you know why? The research was there but the quality was not.
Now, picture this:
You send the other 100 messages - except - in this scenario you do your homework:
Who is the audience?
What concepts can I relate to my product or service?
Are there any psychological triggers associated with my product or service?
Can I personalize this concept?
They’re sent. Let’s say that you obtain a response rate of 26 out of 100. Not too shabby, right? It took ten-times as long but you have much more potential clientele. Research and time pay dividends in advertising.
Want a fun fact?
This is an example from my own experience. Trial and error. Want to know what I’ve found? Research and quality will always win out. No matter the industry — the content you produce will win over more leads when it is thoughtful and purpose-driven.
What direction is your advertising heading? Investing in a content consultant is an efficient way to steer your business into revenue growth.
Creating quality content takes time BUT:
Using research-driven content generates three-times as many leads per dollar than traditional marketing.
Inbound marketing costs an average of 62% less per lead than outbound marketing.
The majority of people (70%) prefer to learn about a company by reading content than traditional advertising.
Investing in ethical search engine optimization creates organic growth.
Here’s the reality.
Many outbound marketing strategies can no longer be relied upon to deliver results. General mass spamming may have had a place before but not in today's world of enhanced algorithms. Now, it is paramount to focus on quality content and targeted messages.
Is this a bad thing?
Definitely not. The consumer has evolved with technology. Quality + relevant online content is the present and future. Is your business on board? Reach out here to start today.