Inbound Marketing versus Interruption Marketing
Is Your Inbound Marketing Campaign an Interruption?
What You Should Know About Inbound Marketing versus Interruption Marketing
One of the greatest enjoyments we have at Social180 is helping our clients attract, maintain and grow customer relationships. As we all realize, all three are challenging. However, attracting customers tends to have more challenges than the others. So many businesses believe that if they could only attract more opportunities, they could also win and grow customer relationships when this is just not the case.
Are you in an industry where you provide great value to your customers and as a natural consequence, you gain more new customers through inbound marketing, or what is commonly called “word of mouth” marketing? Do you face a constant battle when trying to enter new markets, only to have to prove your value against competitors who have spent much more money on their advertising, yet do not provide comparable service or quality? If this is you, you should know that you are not alone.
Many businesses overlook the importance of inbound marketing, building “word of mouth” through social communities known as social media marketing, traditional next door neighbors, or otherwise. Social180 believes that in order to be effective with inbound marketing, you should know and understand the difference between inbound marketing and interruption marketing. We help businesses utilize, and we promote the use of, inbound marketing.
In our constant pursuit to read about and find new opportunities to help clients effectively utilize social media marketing – specifically inbound marketing – we recently read an article and watched a slideshare on Inbound Marketing for Startups by Rand Fishkin, CEO of SEOMOZ which does a good job of framing up a good thought process in this area. Basically, inbound marketing is natural, organic word of mouth marketing, whereas other aggressive tactical advertising methods are what Rand calls “interruption marketing” – meaning they interrupt the natural flow of progress.
As an analogy, imagine you are visiting with your next door neighbor in your front lawn when a young man in suit comes up and interrupts the conversation only to try to get you to sign up for a magazine subscription. This is not a fun experience, right? In contrast, imagine you are in conversation with your neighbor about last night’s crazy weather damaging your roof and how you need to figure out if it needs to be completely replaced, and she says, “Have you ever visited the Colleyville Roofers website? I found it when dealing with our roof, and they did an awesome job. They were very professional and were in and out in 3 days.” Which of these scenarios do you prefer?
The word of mouth referral from your neighbor is more likely to create what we call inbound marketing, whereas the young man interrupting your conversation is exactly that – interruption marketing. This social influence can be similar online, i.e. if you participate in a social media community (say Google+) and you see that someone has +’d the Southlake Fences website and also made a positive comment about a personal experience, you might be more inclined to do business with that company than buying from someone who walks up to your front door out of the blue to interrupt your normal flow of life.
As a contrasted example of interruption marketing online, have you ever tried searching a topic online only to find a website that creates 20 new pop-up windows (about completely unrelated products) blocking the one paragraph of barely useful information? That’s often the same site that won’t let you close the window without clicking a phrase like, “No, I don’t want to buy the most amazing product ever“.
As we continue to share more thoughts around inbound marketing and how it can help businesses grow, consider some of the basics for businesses to improve in this area:
- Create a consistent presence online and share experiences so people can see the quality of your work
- Ask your clients to connect with you online and share their experiences for others to see
- Use blogs that help educate your audience and build your value with them (be a go-giver before being a go-getter per Zig Ziglar)
- Be committed to learning how you can consistently share added value with your customers and other local businesses in social spaces such as – Google+, Facebook, Twitter, LinkedIn, etc. – versus just expecting them to come to you.
Come back to our Social Media Marketing Blog for future posts on Inbound Marketing and how to grow “word of mouth” referrals online. Also, be sure to visit , Rand’s Inbound Marketing for Startups to see his valuable slideshare about growing with inbound marketing. And lastly, visit one of our social communities – Google+, Facebook, Twitter or YouTube – to learn more about how Social180 can help your inbound marketing and social media marketing efforts.