Inbound Marketing Blog

Madison Marketing Group

Outbound Marketing

3 Bad Email Marketing Practices Keeping Readers from Clicking Through

Whether it’s the typical embarrassing relative who shows up during the holidays or the colleague whose jokes simply aren’t funny, we all deal with embarrassing situations that make us uncomfortable. 

While strange relatives and cringe worthy co-workers are something we take in stride, you may have a bigger problem on your hands if your teeth clench every time the topic turns to your email marketing results in company meetings. 

If you can relate, don’t worry.

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Best Alternatives To Cold Calling

Few would argue that the marketing environment hasn’t undergone profound changes since the internet gained the kind of cultural traction it has today. By simply navigating from website to website, users are exposed to a media atmosphere unlike anything that existed in the 20th century. The ability to tailor content toward a particular audience rather than casting dragnets into seas of uninterested prospects allows marketers to abandon techniques like cold calling and instead focus on attracting attention through the virtue of genuine interest.

This is the philosophical difference between the traditional “outbound” marketing method and the newer inbound strategy. In practice, it can actually save marketers a substantial amount of time, which would otherwise be wasted on hopeless prospects.

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4 Tips For Finding Interested Customers

Ask your parents what marketing was like when they were growing up. Chances are they’ll tell you about the corny commercials, the increasing use of billboards, and the dinnertime phone calls. And while you can surely relate, as these outbound strategies are indeed still used, you have to admit they’re a lot less common.

Companies across industries are trading out old school strategies for inbound marketing techniques. Why? Well, as your parents will be quick to testify—traditional tactics don’t work. Outbound marketing (generally) is annoying and interruptive. Billboards, cold calls, and mailings send a message, sure, but it is one that falls on many closed ears.

Though outbound techniques allow companies to reach a large audience (you can’t miss a billboard), it’s the wrong audience. The random passer-by or bored channel changer is, more often than not, uninterested in the message they see.

Inbound marketing is designed to attract customers who are interested, to reach only those who want to buy. By honing in on this audience you can save your company some serious time and money.

Here are 4 ways to reach the right customer:

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Does Your Marketing Strategy Match Consumption Habits?

You see it everywhere. The magazines and newspapers that once had a place next to coffees and donuts everywhere have been replaced by smart phones and tablets. Instead of getting their news once or twice a day on television, folks are connected to media 24/7 in the age of Twitter, Facebook and RSS feeds.

The rapid decline of print media has been well documented, and now it appears the Internet is on the verge of passing television as the No. 1 source of news among Americans. A recent Pew Research study indicated television news is "increasingly vulnerable" and "losing its hold on the next generation of news consumers." And as you can see from the graph (via The Atlantic) from the study, these declines have been accompanied by a rapid increase in online news consumption:

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Mobile Marketing Basics

Mobile marketing (B2C marketing via smartphones) seems to be a topic of interest these days among our clients and prospects. It’s the same kind of interest that began to creep into the minds of business owners some fifteen years ago: The internet isn’t going away, is it? Something’s happening.

*Some noteworthy mobile stats:

By the end of 2012, an estimated 100 million people in the US will own a smartphone.

In 2011, more than half of the US smartphone population used their devices to perform retail research while inside a brick-and-mortar store.

64.2 million US smartphone users accessed social networking sites or blogs on their smartphones at least once in December 2011. (Up 77% from the previous year.)

20.3% of US smartphone owners scanned a QR code in 2011.

In 2011, Apple iOS devices (iPhone, iPad, iPod Touch) accounted for 60.1% of all connected device traffic, while Android claimed 32.4% of the market share.

This data points toward an eventual mobile ubiquity in the US. And in case anyone cares to debate me on that, consider this: in 2 years, tablets, leveraging the groundwork previously lain by smartphones, are already used by 40 million US consumers — a universality that took the smartphone 7 years to accomplish.

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Outbound Marketing: 5 Ways to Blow Your Lead

As an inbound marketing specialist, I know how to spot a failed outbound marketing attempt when I see it. So when a salesman approaches me and spits his spiel, I can usually save us both the time and energy by politely declining or cutting to the chase and explaining what it is that he can do for me.

So needless to say, I was surprised when an inbound form I filled out on a school’s website requesting information about a post-graduate degree program turned into a tidal wave of outbound marketing techniques that eventually forced me to change my phone number.

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