Reason #2 - Outbound Strategies are Less Effective
This article focuses on the 2nd reason listed in Inc.com's 10 Reasons Inbound Marketing is Necessary in 2016. Outbound strategies are not as effective as inbound.
A few years ago, we could rely on techniques like e-blasts, cold calls, and flyers. It was relatively easy to create an outbound message that grabbed the attention of a target audience. In the past people weren't as wary of sales efforts as they are today. Because they are constantly disrupted by outbound sales efforts, people seldom return cold calls and seek to eliminate unnecessary or irrelevant information immediately from their inbox. Also, many marketing-related emails never reach their intended target because of spam filters. In the development of filters to eliminate emails about physical enhancement medications, many important and desired emails are also sucked into a black hole.
More Competition, Fewer Resources
Understanding your real marketing costs for the pursuit of a project is very important. Firms have limited resources so it is important to make the most of what you have.
In 2012 the Association of General Contractors (AGC), in conjunction with FMI Corporation, published a report based on a comprehensive survey they conducted. It was focused on gaining a better understanding of how firms view and execute business development differently in today’s environment when compared to their experiences during the boom years that preceded the great recession. *
This comprehensive survey revealed several trends that have continued over the past few years.
Do you think branding is marketing mumbo jumbo? It's time to think again.
Within the Professional Services industry, branding is often seen as marketing mumbo jumbo; a logo or tagline that everyone has but isn't very important. Wrong!
Branding IS the external representation of your firm's internal vision and core values. Your brand identity, voice and story should tell the world why you exist and the value you bring clients. If correctly developed, internalized and shared, your brand is how the external world will perceive your firm.
Why the Goose?
Geese honk to communicate with the flock so they can preserve the "V" formation that enables them to conserve energy and fly for longer distances.
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DEBORAH BRIERS, CPSM, MBA