05 03 2018

Someone once said that if you do what you’ve always done, you’ll get what you’ve always gotten.

That statement is completely true. Except in marketing.

Every so often, a bunch of marketers jump on a soapbox to declare: INBOUND IS DEAD! Now, this soapbox statement is both completely true and utterly false.

It is 100 percent true, if you do not change your strategies and move where the market is going, your inbound journey is over.

 

eBooks and Pogo Sticks

 

Ebooks might have worked in the past, and for some industries are still going great, but unless YOU can think of creative and innovative ways to attract customers, then you’re not really a marketer at all.

Every so often, a bunch of marketers jump on a soapbox to declare: INBOUND IS DEAD! Now, this soapbox statement is both completely true and utterly false.

Marketing is all about people. You have to understand what they want, what drives them and what their pain points are. What they love, what they hate and what they think is cringe-worthy.

It is your job to serve up an intentional message, using a relevant medium, at a time the audience is open to it.

At ALSOF Publishing, our best content offer is a tool, not an eBook. It's The Marketing Spend Calculator and it generates one (Marketing Qualified Lead (MQL) a day.

 

The Marketer's Job

 

You’re there to help solve THEIR problem and resonate with THEM, not trick or mislead them.

The principle is always the same, even when old strategies become stale.

The people you intentionally mislead will never become high quality leads and you will end up damaging both you and your client’s brand.

So why are people no longer biting at our traditional lead baits? Is it because they do not want our free e-books or industry reports? Not at all! It’s that people no longer want to give their private information to a source they do not know and trust, in exchange for free content.

We hand over our information to Facebook, Google and Amazon every day. But we don’t seem to mind so much because we KNOW them and have a relationship with them.

We hand over our information to Facebook, Google and Amazon every day. But we don’t seem to mind so much because we KNOW them and have a relationship with them.

I mean, who hasn’t entered their email address as me@me.com or phone number as 0000-0000 on an opt-in form? We are fiercely protective of our private information, and savvy about the ways marketers try to tease it out of us.

 

It is what it is

 

The mature digital society is awash with marketing messages, 89% of people check their phones within 5 minutes of waking up, and the average 18-24 year old checks their phone 86 times a day, according to this report by Deloitte

The way our brain filters the onslaught of digital marketing messages is using a process of selective filtering to pay attention to only a fragment of the information our brain receives. We ignore the rest.

Psychologists have different theories on exactly how the brain does this, but that’s beside the point. We do it. We have to.

 

To become honoured marketers, we need to become more honest consumers.

 

So where does this leave inbound marketing?

 

We’ve used the tried-and-tested recipes to the point of exhaustion. Our messages are no longer getting through.

Even the most naive consumer is hoarding more information than they consume. Most of us have an inbox full of messages we’re going to get around to reading.

This is the part where the best marketers rise up and start asking better questions. Like, what kind of content or ads would my ideal customer love to have? And can I help build a brand with such strong consumer trust so that they’re happy to exchange their personal information for that high quality content?

Marketers who choose to embrace this opportunity will rise above the rest. We need to get back to basics, and rediscover what today’s consumer really wants.

Flogging old inbound strategies will get you nothing but dodgy, bouncy leads that cost a lot and put no money in your client’s pockets.

Flinging annoying pop-ups at them, offering e-books they’ll never read, and flogging old inbound strategies will get you nothing but dodgy, bouncy leads that cost a lot and put no money in your client’s pockets. Plus in the process might just annoy some people and weaken their brand’s integrity.

The solution to any problem is always found in an understanding of people. Of how they think and see their world.

 

To become honoured marketers, we need to become more honest consumers.


Justin Theng
Multi-award winning marketer, Justin Theng, is the owner of ALSOF Publishing. His background stems from leadership roles in some of the world’s most celebrated agencies.
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