Stop Wasting Your Money on “Getting Your Name Out There”
During the years at Back9 Creative, I have seen so many business owners commit to costly ad campaigns. Whether that be radio or Newspaper etc. And then they say advertising doesn’t work. But it’s that type of getting your name out there brand awareness crap that doesn’t work for most companies… So, Stop it!! Stop wasting your money!
Think quick. Have you ever caught yourself saying something like “we need to get our name out there” in reference to your company’s marketing or advertising efforts? If so, it’s time to stop. This outdated way of thinking where you shout out a message to anyone and everyone in hopes that someone in your target market will hear it, listen to it, and then even respond to it, simply doesn’t work in today’s world.
It’s interruptive, old-school marketing that is expensive, often ineffective, and frankly, a waste of money. Furthermore, it’s damn near impossible to measure. Instead, it’s time to shift your focus to inbound marketing, a methodology that puts your ideal customer first and focuses on their needs and buying journey. In this blog post, we’ll explore why outbound marketing doesn’t work and why you should invest in inbound instead.
Why Outbound is a waste of money
First, let’s dive a bit deeper into why outbound marketing, also known or ‘sold’ as branding, isn’t effective in today’s world. Think about it – when was the last time you paid attention to a billboard or radio ad? Would you rather have someone shout at you about their company or product, or would you prefer to find information on your own terms?
Chances are, you’re not alone in wanting the latter. Your potential customers have all the control these days – they conduct their research and make purchases on their own terms and in their own time. Outbound marketing requires frequency and saturation to be effective, and that can be costly. Only big companies like Nike or McDonald’s can afford to saturate the market like that. So I’ll say it again. Stop wasting your money!
Inbound marketing, on the other hand, is all about understanding your ideal customer and creating content that appeals to them. This doesn’t mean creating ads or messaging that pander to your customers – it means creating content that genuinely helps them solve problems or make informed decisions. By doing so, you’re building a relationship with your customer and gaining their trust over time. This methodology is not only effective but also more cost-efficient in the long run.
Where to begin
To get started with inbound marketing, you need to understand your ideal customer or buyer persona. Who are they? What are they looking for online? What are their pain points? Once you understand this, you can create content that addresses their needs – whether that be problem-solving articles, comparison guides, or product reviews. This content should be distributed on channels where your customer is already looking for information, whether that be search engines, social media, or industry-specific forums.
Of course, inbound marketing isn’t free. But if done right, it’s an investment – not a cost and therefore is not a waste of money. It does require time, effort, and often expert help to execute effectively. That’s why it’s important to develop a plan and a digital marketing roadmap. Identify what you want to achieve through inbound marketing and break it down into achievable milestones. Invest in the right agency or personnel to help you execute your plan.
The bottom line.
Outbound marketing (for most businesses) simply doesn’t work in today’s world. It’s just not sustainable over the long term. It’s expensive and without the right frequency, often ineffective in getting your message in front of the right audience. Instead, stop wasting your money and invest in inbound marketing, where you focus on your ideal customer and their needs, which is a far more cost-efficient way to achieve your marketing goals. It requires effort and planning, but the results speak for themselves. If you’re still clinging to the “getting your name out there” mentality, it’s time to shift your focus and start investing in inbound marketing. Your customers will thank you for it – And so will your bottom line!