The New Internet Marketing Mantra
Quit looking for customers. Make it easy for customers to find you.
Doing more of the same doesn't produce better results and it doesn't even produce the same results anymore.
- 44% of direct mail is never opened.
- 86% of people skip through television commercials.
- 84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”
But here's a real shocker. You know those ads that run along the right hand side of the page on the internet? Research shows that viewers brains have trained their eyes so that they don't even scan the right side of the page. It's as though that column doesn't exist. So even money spent on internet ads goes down the drain.
What's going on? How can we get to potential buyers?
We need to rethink the entire notion of going after customers, and figure out how to get buyers to come to us. A few years ago, marketing guru Seth Godin began talking about permission marketing. Today marketers refer to it as inbound marketing. Brian Hannigan of Hubspot says you should:
“help yourself “get found” by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a “hub” for your industry that attracts visitors naturally through search engines, the blogosphere, and social media. I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing, and I advocate that those ratios flip.”
Is it time for a change in the way you think about marketing for your business?
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