1 . Inbound Marketing is more effective than Outbound
When customers are calling you or sending you emails it means that they have already begun their Buyer's Journey. The information they receive while on hold, or from your marketing or sales representative is well received because the customer has already considered your company. With outbound marketing customers may have been inundated with all types of media from flyers to phone calls. They become desensitized to sales attempts and simply shut down.
2. Tracking the Data / Use the Right Tools
Mobile Apps, social media, mobile technology, and wearable technology are playing a large part in accurately targeting potential customers and clients in order to personalize their experience with your company. For example, health tracker apps gather information like location, food and drink choices, as well as medical health. Once that information is entered it becomes a marketing tool for companies who sell health products, gym memberships, medicines and other related products or services. Tools like HubSpot, the HubSpot CRM, Wistia and Hotjar can help you track your data and make decisions to increase user experience and conversions over time.
3. More Communication Methods / Interactive Media
With inbound marketing your customers can have access to not just customer service and sales agents, but to different types of media to illuminate your services and products. Customers can watch videos, listen to media files (podcasts), and look at landing pages that support your product. It would be difficult in an outbound capacity to make demonstrations via video content because sending out links in emails or messages is viewed as spam. Because of this, that information rarely makes it out of the spam folder. Also by targeting your audience and sending content with context, your emails can become a great source of lead generation and nurturing.
4. Opportunity for User Generated Content
Customers will come back to your company over and over if they feel like they are part of the family. When you open up a dialog where they can submit content about your services or product, you are giving the customer a feeling of belonging and in turn they will offer positive feedback. This is one of the best ways for your company to grow through word of mouth. When your customers recommend you to others you will see an increase in inbound customers simply by creating a way for them to share their experiences.
5. Smaller Financial Investment
Inbound sales representatives spend less time on the phone making calls because half the work has already been done for them. Something sparked the customer to call in and ask questions, or to walk in and inquire about products and services. An outbound sales force needs to be much larger to make cold calls and send out cold media than an inbound sales and marketing force.
Inbound marketing is growing every year. The customer has access to more information and uses that to determine who they want to do business with.