Inbound vs. Outbound Marketing

Posted July 29, 2021 in
As I start to think about future budgets, and how the whole TAYA mindset might change them, I have come up with the question in my mind of how much will we still have to do/spend on "outbound" marketing, like PPC ads, TV, Direct Mail, etc... I understand it will vary by industry, but with us, I'm not sure I see the spend on "traditional" marketing going down much.

We sell a fairly unknown process (to level sunken concrete.) It is sometimes surprising to me how few people even know the technology exists. So, much of our marketing is trying to educate folks that there is an option rather than replacing their concrete (or just living with the trip-hazards.) We will get some inbound (meaning they'll find us) for folks that are searching for concrete replacement, but, it can be hard to grab those folks (and hard to get in front of them when that is not what we do.)

I just wondered if there was anyone else here that sells a service like ours--one that is not very well known--and how that affects their marketing spend.
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Stephanie Baiocchi
Great question, Dale. Naturally,  Liz Murphy wrote a great article on this topic: 

I'm curious what your thoughts are on it! Mostly the concept of being more "inbound with your outbound" haha
Dale Pease
Thanks. And yes, once again,  Liz Murphy  gives me just the information I need in an easy-to-understand format! I was intrigued by the idea that outbound gets you diminishing returns. It does seem like we need to spend more and more every year for similar results. So inbound can really ramp up and start to take some of the burden off of our outbound campaigns. I also love the idea of tying our outbound marketing to inbound tactics. Instead of a 10% off coupon, maybe a: Get a Free Guide called "Everything you ever needed to know about concrete leveling." Or even combine the two. Get 10% off by reading our guide. Ooh... the wheels are turning. :-) Thanks!
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Stephanie Baiocchi
Ha, so glad you found it helpful  Dale Pease  ! I totally agree - the concept of paying more for the same thing is definitely what I've seen to be true with relying on traditional outbound in the traditional way. But as you can see, you have options!
Liz Murphy
You hit the nail on the head here, Dale Pease !

Most traditional marketing is often focused on "selling a solution"; you can flip that on its head and instead of selling yourself, you instead focus your campaigns on solving a problem/answering questions with messaging framed in the words of your ideal buyers.

Additionally, I interviewed one of our Google ads specialists a while back to talk about how paid media (a traditional outbound method) can actually be used to augment and accelerate inbound campaigns, content offers, and so on. It's a fantastic article, and I think it'd be a super relevant read for you right now.

cc  Stephanie Baiocchi  
Chris Duprey
Dale Pease I'd talk with  Justin Sexton or  Brian Dalinghaus about this. 

They are in a similar industry and working with me. I know we've dropped their paid spend pretty significantly with plans to do even more in the coming months.

Without knowing all of your specifics, I strongly believe your traditional can come down if you go all in with a TAYA approach.
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Craig Keller
The way you're describing the product leads me to believe that video/youtube is going to be huge for you guys. Sounds like the type of product you need to see to believe, and also a solution to a problem someone might be looking to learn how to resolve via youtube videos.
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Dale Pease

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