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: