The way people seek and consume information has undergone a massive sea change in recent years. Consumers are searching for content that matters to them, rather than having to wade through a scattershot of messages that don’t.
“61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company.” (Custom Content Council)
Fun Fact: A 30-second Super Bowl spot is $4 million while a 60-second spot goes for $8 million according to Forbes Magazine
CPMs— or cost per 1,000 website impressions — on digital platforms can vary widely depending on which social media platform you’re using, but generally, Twitter is the cheapest at $5.76, while LinkedIn and Instagram come in at $6.05 and $6.70 respectively. FaceBook is the most expensive at $9.06 CPM.]
Certainly, for some companies, outbound marketing is effective if they have millions of dollars to throw at broad targets to see what sticks. But in today’s tech-savvy world full of cellphones, laptops, satellite radio, DVRs, and social media, even well-funded traditional marketing efforts aren’t reaching the audiences they once were.
For small businesses that don’t have marketing budgets in the millions, there are few options for inexpensive marketing more effective than an inbound strategy.
Because you have to consider the ROI on traditional marketing options for small companies. A billboard in the sticks is inexpensive— but who’s going to see it? A 3 am radio spot is great if you’re trying to reach insomniacs, and let’s face it, most circulars end up in the trash.
So rather than using interruptive traditional— and expensive — strategies that aren’t effective, companies are focusing on building relationships with their customers and acting as a valued resource to them.
“80% of business decision makers prefer to get information in a series of articles versus an advertisement.” (Exact Target)
All the data suggests, if you can provide valuable content to your consumers, capitalizing on subject matter that’s engaging and helpful to them, they will be searching for you, not the other way around.
And what company doesn’t want that?