Advertising is Dead. Long Live Inbound Advertising!

Key Takeaways

Inbound advertising focuses on providing valuable information to potential customers, while traditional advertising is forceful and interruptive.
Inbound advertising is more effective than traditional advertising because it provides potential customers with what they want, when they want it.
To be successful with inbound advertising, focus on creating valuable content, using social media, and running targeted advertising campaigns.

Remember the days when you couldn’t fast-forward through commercials on TV? Or when you had to sit through a barrage of ads before you could watch a video online? Those days are gone, and for good reason. Traditional advertising is dead. Long live inbound advertising!

The Problem with Traditional Advertising

Traditional advertising is characterized by forceful messaging to an uninterested audience. It’s like a used car salesman trying to convince you to buy a lemon. No matter how good the salesman is, you’re not going to buy a car that you don’t want. And that’s the problem with traditional advertising. It’s not what people want.

The Solution: Inbound Advertising

Inbound advertising is the opposite of traditional advertising. It focuses on providing useful information to potential customers, rather than trying to force them to buy something. Inbound advertising is like a helpful friend who gives you advice on how to solve a problem. You’re more likely to listen to your friend than to a used car salesman, right?

3 Rules for Inbound Marketers Using Advertising

If you’re an inbound marketer, here are three rules to follow when using advertising:

1. Don’t Depend on Advertising

Advertising is expensive and not scalable. It’s not a sustainable way to grow your business. Instead, focus on creating valuable content that will attract potential customers to your website.

2. Make Sure Your Ads Are Useful

Your ads should provide valuable content that helps potential customers. Don’t just try to sell them something. Instead, offer them something that will make their lives easier or better.

3. Make Sure Your Advertising Campaign Is Cost-Effective

Track the performance of your advertising campaigns and compare it to other channels. Make sure that your advertising is generating a positive return on investment.

Additional Advice

Here’s some additional advice from Doc Searls, co-author of The Cluetrain Manifesto:

“Don’t advertise. Tell stories. Stories about your customers, stories about your products, stories about your company. Stories that are interesting, informative, and entertaining. Stories that people will want to share with their friends.”

Inbound advertising is all about telling stories. Stories that connect with your audience and help them solve their problems. So, if you want to be successful with inbound advertising, start by telling great stories.

Bonus: 5 Tips for Creating Great Advertising Stories

Make your story personal.
Use humor.
Keep it short and sweet.
Make it visually appealing.
Use a call to action.

Conclusion

Inbound advertising is the future of marketing. It’s a more effective, more efficient, and more sustainable way to reach your target audience. So, if you’re not already using inbound advertising, I encourage you to give it a try. You won’t be disappointed.

Frequently Asked Questions:

What is the difference between inbound and outbound advertising?

Inbound advertising focuses on providing useful information to potential customers, while outbound advertising is more forceful and interruptive.

Why is inbound advertising more effective than outbound advertising?

Inbound advertising is more effective because it provides potential customers with what they want, when they want it. Outbound advertising is often seen as intrusive and annoying.

How can I get started with inbound advertising?

There are many ways to get started with inbound advertising, but some of the most effective methods include creating valuable content, using social media, and running targeted advertising campaigns.