Outbound vs. Inbound Marketing

POutbound Marketing Why there's no school like the Old School. OK, we admit it; Internet marketing is definitely worth looking into and even worth investing some of your time and money. Www ?? ( NEW! That being said, if you think that the 'old school style of marketing is dead you're dead wrong. OLD!" Direct mail, TV, Radio, Email and Telemarketing are not only still viable but attract much more direct attention to your product or service than even the most powerful social marketing and they do it in a much quicker fashion. How SO?! OLD School Marketing VS New School Marketing OLD School Marketing is any marketing NEW School Marketing is any marketing that floats on the periphery of other media and relies on luck in order to possibly that puts your product or service directly in front of the customer with no question as to what you connect with customers. It is unfocused do and what you offer right now. It is focused, and targeted communication with a customer to and direct promotion is frowned upon. promote the purchase of a good or service. THEN- I'M OFFERING HI! BUT BLA G BLA 2x • Message is consistent and clear. • Customer has an exact idea of what is being offered. • Call to action is clear and concise. • Message is superfluous to other media. • Customer has no idea if offer exists. • No call to action whatsoever. • Response is direct and definite • Response is possible but not probable. Okay, but how about the cost!? Social media is free? Not! The Hidden costs of 'Free' Social Media & SEO marketing. BLOG TAKES TIME MAINTENANCE Many people assume that social media & SEO is 'free' since it will go out on the internet and not on the TV, Radio or in a Telemarketing campaign. The truth is; • Custom Blogs cost big bucks to create and maintain. • Professional Twitter and FaceBook pages range from $500. - $1000. • Blogs and Social sites need regular, and costly, maintenance. • Social Media Campaigns have a high initial set-up fee. • Training to get your people up-to-speed on Social Media is costly and time consuming. • You may need to hire someone full-time to take care of maintaining social / internet media and creating new and interesting content. • It may take months or even years to build up an audience for your content. SOCIAL MEDIA AUD. What about targetting? Is your message reaching its target audience? • There are no guarantees with ranking organically in Google & Bing. • Google changes their algorithms upwards of 40 times a month! • Negative media is just as visible as positive and much more damaging. • Your media is easily stolen and used for other purposes / by other companies. • Content is king. If this fails your attraction to customers fails. • Directly marketing a product or service is frowned upon, leaving you to offer peripheral info to try and connect with customers. ?? The simple fact is, with Social Media and SEO and other online marketing you have no idea if your message is reaching your targeted audience and almost no way at all to measure any response. ROBLOGS SOCIAL nd hey there is this thing called.. 'The Social Media Waiting Game' • Social Media takes upwards of 6 months to a year to 'get going'. • Tweets, Blogs, and other social media need constant updating. • If your customer doesn't go online they don't get your message. • About 10% of what you do will actually help your bottom line. • There are MILLIONS of Blogs that will compete with yours, and that goes for Tweets and posts too. IMEDIA You think Social Media is all Positive? Think again. •1 in 5 people will leave harsh feedback online. •1 Negative customer review on YouTube, Twitter or Facebook can cost a company about 30 customers. • 75% of 'Likes' on Facebook come from advertisements. • 48%: The percentage of Twitter users that either never or rarely check Twitter $ dn When you take away the face-to-face connection you find that many people are forgetful, uncaring and sometimes downright nasty. On the other hand.. Direct Response Marketing gives you just that, a DIRECT response. There's no waiting involved. NICE! 7OFFER Ads!> The Continued Power of Direct Response Marketing • People see or hear your ad right away. • When your ad is sent it gets a response directly. (Hence the name.) •There's no question about what you do and what you offer. •There's little lag time. Once an ad hits you get a response. •There's no maintaining necessary. This is the 'Shelf Life' of Direct Mail VS Social Media 98% LOST ACCEPTANCE A SPAM JUNK! Direct Mail • Lands in actual mailbox on a specific day. Social Media • Tangible, it can be touched and therefore is more 'real. • May or may not reach your virtual desktop. • Can easily be 'lost' once the user clicks on another webpage. • Company has total control of message and offer. • Message and offer are specific and precise. • Is pushed aside every time 'new' info comes along. • It can be pegged to a peg board, clipped to a clipboard or magnetized to the fridge. • Is sometimes difficult to pass from one device to another. • Is not targeted but very general • 98% go to their mailbox and take mail every single day • Is not seen if customer is not online • Message can be addressed directly to specific consumer As you can see, Direct Mail will have a uch longer and lasting effect in the marketplace and may bring in customers for weeks while social media is forgotten or pushed aside. TV and Radio Media? Really? Why TV is still Worth Watching as a Marketing Device • Personalized to the type of channel being watched. • Can go out at very specific times like 'prime time' • Has an impact and response that can be measured specifically • Includes info directly related to the product / service / offer • Can create a lasting impact if powerful enough • Targeted to viewers of specific channel • High Impact Branding • Highly Emotional Response can be created • Allows small business to reach large audience quickly TV is still the most powerful media in the world and, even locally, can be used to create a client base and create sales much faster than almost any other media known to man. Are you Listening? Your Customers still are! • Public Radio is still one of the most powerful media in the world. • Different formats allow for specific targeting of offer • Sound creates lasting images and memories • Prices for radio have actually stayed stable If you think Radio is down for the count you might be surprised to know that many small businesses are using it successfully every day to promote, brand and grow their businesses. over the last 10 years • Audio cues create trust among potential customers • More power to negotiate a good rate than most other media Telemarketing is not only still viable but can be easily implemented for a very low cost and can be measured precisely and tweaked indefinitely. Hi! • Personalized to the type of channel being watched. • Can go out at very specific times like 'prime time' • Has an impact and response that can be measured specifically • Includes info directly related to the product / service / offer • Can create a lasting impact if powerful enough • Targeted to viewers of specific channel • High Impact Branding • Highly Emotional Response can be created • Allows small business to reach large audience quickly Ads- Hi! AWESOME OFFER! Then.. When you see the whole picture it is hard to not see that Direct Response marketing still has a tremendous power to reach your target audience, create an affinity for your brand and produce revenue for your small business. The short term-costs may be slightly higher but the short-term response is much greater and the revenue production much faster. But.. Yes, you should invest in online tools like social media but these need to be seen as long-term goals rather than short-term producers of real revenues. And that's why, when it comes to marketing your small business, Direct Response Marketing is still taking Social Media to school when it comes to revenue production. In fact, it still gets an 'A' in our book. 1. http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/ 2. http://www.fearlesscompetitor.com/2012/08/07/the-real-roi-of-content-marketing/ 3. http://www.bruceclay.com/blog/2009/02/roi-for-seo-proving-value-to-the-cfo/ 4. http://smallbusiness.chron.com/advantages-disadvantages-social-media-marketing-21890.html 5. http://www.maxmailhq.com/blog/post/the-pros-and-cons-of-social-media/118 6. http://socialmediatoday.com/johnsouza/559299/pros-cons-traditional-vs-social-media-marketing 7. http://blog.gmrwebteam.com/be-warned-of-the-cons-of-social-media-marketing/ 8. http://searchenginewatch.com/article/2170034/Goo- gle-Sheds-Light-on-AdWords-Quality-Score-with-Comparative-Indicators 9. http://avenueright.com/blog/bid/54975/Local-Television-Advertising-Benefits-Resources 10. http://www.inc.com/guides/2010/09/how-to-buy-tv-advertising-on-a-budget.html 11. http://www.powerhomebiz.com/vol118/admediums.htm 12. http://www.strategicmediainc.com/radio-advertising-blog/2011/04/top_3_advantages_of_radio_adve.html 13. http://www.powerhomebiz.com/vol118/admediums.htm 14. http://www.sideroad.com/Business_Communication/advantage-of-radio-advertising.html 15. http://www.mackcollier.com/cost-of-social-media-in-2012/ 16. http://www.the-dma.org/cgi/disppressrelease?article=1474 17. http://socialmediatoday.com/pjsweeney/503547/cost-social-media-marketing 18. http://mashable.com/2012/06/25/small-businesses-social-media-tips/ 19. Book: Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers: Andrew R. Thomas, Dale M. Lewison, C 2007 20. Book: Opportunities in Direct Marketing; Anne Basye; McGrawHill; 2007 Brought to you By: SOURCE DEMAND Infographic Design By: Whimsy Couple