Does Disruptive Advertising Annoy You?
You can’t blame media companies for trying to make a living. But consumers are growing ever weary of ubiquitous disruptive advertising, such as pop-up ads on websites that are not relevant.
There is another way for marketers. With inbound marketing, you provide something of value to prospects – white paper, product comparison data, promotional offer, etc. – and, in return, they provide something of value to you – their email address, information about themselves, and their attention.
Here’s an example: You create a white paper providing advice on how your target audiences can save money. You promote it in a blog using carefully selected key search terms. You promote the blog via social media and in an email to your prospects list. Every communication contains a link to a landing page where interested persons download the white paper after providing their name, email address, company name and zip code.
You have engaged with your prospects in a helpful manner and collected additional email addresses. Don’t stop now! You continue providing your contacts helpful information and continue learning more about them.
I became interested in inbound marketing about five years ago (better late than never), but it wasn’t until JTMarCom became a partner agency with Hubspot a year ago that I truly understood the full picture — how an inbound marketing software platform such as Hubspot provides a measurable system for finding leads through content and nurturing them through the purchase funnel from consideration to brand evangelist.
Tying marketing communications to measurable results is the holy grail, particularly for companies that don’t have big research budgets to measure things like brand equity before and after an advertising campaign. How does the old saying go? I know that 10 percent of my advertising is working; I just don’t know which 10 percent.
With Hubspot, you know exactly what is working on the most important metric of all – gaining new customers.
At JTMarCom, we do a lot of work in the tire and automotive aftermarket industries, and it is amazing to see how many companies are running ads on industry websites that simply link to the company’s website.
Wouldn’t it be so much better to link the ad to a landing page (such as the example below from MuleSoft) where you can capture information about prospects for future communications. The landing page contains a “smart” form so you can learn more about your contacts each time they visit one of your landing pages.
According to Hubspot, companies with 100 to 200 website pages generate 2.5 times more leads than companies with 50 or fewer pages.
I’ll be focusing a lot more on inbound marketing in future blog posts. It is the best approach I’ve seen for tying marketing to sales.
If you’ve had experience with inbound marketing or would like to learn more, please leave a comment. I would love to hear from you.