If your marketing consist of chasing and pushing strangers into giving you their money, you can just as well give up.

I get at least one cold call a week. Sometimes it’s a person that just recites a standard script without giving me the chance to say no thanks, and other times I’m greeted by an optimistic robot who is sure that whatever it’s selling, would be a no-brainer for me. At least when it’s a recorded message, I don’t need to worry about hurting the feelings of a person who’s just trying to make a living – I can just end the call. But the impersonal nature of such a call leaves an even worse taste in my mouth.

Why does mass cold calling not work anymore? Because it’s impersonal. Because the person on the other side of the line has no idea who you are and what your challenges and desires are. And most importantly, because the call is about the company the caller is representing, and what they get out of that call – your money. And how dare you say you’re not interested before you’ve even heard the whole script? So it’s not about the prospective client and how their lives are going to improve after they’ve bought the thing.  

 

The Difference between Inbound and Outbound Marketing

Chasing and pushing your potential customers into buying from you doesn’t work anymore. You need to pull them in.

Let me explain.

There are two ways of marketing:

  • The old: Outbound marketing. This is where you chase potential customers. Cold calls, generic ads, etc.
  • The new: Inbound marketing. This is where you attract or pull potential customers in through valuable, free content and advice.

Inbound marketing is hardly a new approach, but so many are still stuck in the old ways of doing things. Why? Because inbound marketing is harder work and it takes time before you start to see results. We all want quick solutions, right?

With inbound marketing, the goal shifts towards creating experiences for your prospective and current clients that make them feel good and valued, and most importantly, you give them valuable content or products from the start so that they achieve a goal or have a question answered even before they start giving you their money.

And then, when they’re ready, they’ll come to you – money in hand.

According to a study by Corporate Visions, 74% of buyers choose the rep that was FIRST to add value and insights.

 

A Deeper Look at Inbound Marketing

So what does pulling in people look like? You can provide value through free webinars, blog posts, ebooks, newsletters, Facebook lives, a free trial, and so on. For example, let’s say you host a webinar about the different project management tools that sync with Xero, the pros and cons of each of them, and how to choose the right one. Say someone attends your webinar who is feeling overwhelmed by all the different options available and have no idea which app to choose for his business, but after listening to your presentation, he now knows exactly which one to choose. You’ve provided value to that person. You answered a question that he was battling with. When that person needs an accountant to help them implement the chosen app, you’ll be the clear decision. He’ll contact you.

 

Ready to Make the Shift?

Making the shift from pushing to pulling can be hard. You’re afraid that you’ll give away too much free stuff and never see any money for your effort. It takes up valuable time that you don’t necessarily have, and you know it’ll take a while before you see significant results. But, to be frank, you don’t have a choice anymore. In a few years’ time, your outbound marketing strategies are not going to bring you any results. The sooner you get onboard the inbound marketing train, the better chance you stand to pull in enough of the right clients.

Are you choosing push or pull?

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