Why Interruption Marketing Does Not Work

By Gary Brewer

Traditional methods of marketing such as telemarketing, email marketing and even television advertising are becoming more difficult methods to reach your targeted audience.  With the introduction of Caller ID, Spam Filters and TiVo consumers have tuned out marketers who continue to interrupt them with unrelenting messages, offers, enticements and commercials.  Let’s face it, we are getting tired of being sold to and being interrupted.  So what do you do?

You need to pull “targeted” customers to your business or service instead of blindly pushing out content to an audience that may or not be your ideal client or even in the buy cycle.  How would you like to tell your message to only clients that need or are interested in your products or service and are actually in the market and ready to make a buying decision that very moment?  Well with technology you can and here is what you will need to know to get started.

There are 3 parts to Inbound Marketing Methodology

1. Get Found {SEO, Blogging, Social media}
2. Convert {Landing Pages, Lead Tracking, Competitive Analysis, Lead Scoring}
3. Analyze and Repeat (Marketing Analytics, Competitive Analysis, Lead Scoring}

We recommend that you not rely on just one element expecting to see great results. You need to have multiple arrows in your quiver all aimed at the same goal.  For example, Link building is great but if your Link juice is not coming from relevant sites your traffic will not be relevant.  In addition, SEO is like sex in high school everybody is talking about it but not everybody is having it. You need both on-page and off-page SEO and include proper tags, titles and crawl path instructions in your code so that Google can index your site for the content your audience is searching for.

One mistake we notice with many clients is they will do everything right to get visitors to the site but they have trouble converting. Upon further review we notice uninspiring imagery,  insufficient compelling call to action content and most importantly, poor navigation.  You have 3 seconds for the visitor to decide what they are going to do on average before they bounce back to the  search engines.

Here is a good recipe for getting started.  Install a WordPress Blog on your website.  Make at least 2 – 4 posts a week and use original content in the beginning if you can.  Although posting repurposed content is good for SEO it does not foster site trust.  If  you are going to use Facebook, join relevant groups and create your own Fan Page. This will generate a relevant following and qualified Leads.  See this video for more information on Facebook Groups and how to use them  http://bit.ly/29wuJ

For more information or to learn about how to use Inbound Marketing Methodology to grow your business, visit us at www.digitaleyemedia.com



One Response to “Why Interruption Marketing Does Not Work”

1. Dr. Tapp says:

   December 28, 2009 at 1:26 pm

   Interesting blog. We are currently considering various media for marketing purposes. While I agree with declining benefits of interruptive marketing, social media approaches have limitations we have yet to resolve at our own company. Moreover, in some industries, Social Media can be impaired by ambiguous regulatory restrictions (e.g. Healthcare)