3 Reasons To Use Progressive Profiling

3 Reasons To Use Progressive Profiling

Progressive profiling uses automatically updating forms to gradually gather prospect’s demographic data and preferences over time. Although it isn’t a quick fix, there are a number of reasons it’s better to collect data this way.

With progressive profiling, when a visitor fills out a form on a website or landing page for the first time they are required to only answer a few form fields. Then each time they re-visit your site looking for more information about how you can help them achieve their goals they are willing to provide a little more information about themselves.

Best Practice:13 Progressive Profiling Tips

Best Practice:13 Progressive Profiling Tips

Progressive profiling uses automatically updating forms to gradually gather prospect’s demographic data and preferences over time. Here are 13 quick-fire tips to help you master the technique.

With progressive profiling, when a visitor fills out a form on a website or landing page for the first time they are required to only answer a few form fields. Then each time they re-visit your site looking for more information about how you can help them achieve their goals they are willing to provide a little more information about themselves.

Why Inbound Has Higher ROI Than Outbound

Why Inbound Has Higher ROI Than Outbound

Inbound is increasingly seen as a more cost effective method of marketing, because when it’s properly planned and implemented it’s able to deliver a better ROI than outbound ever could.

Marketing has changed. Prospects and customers won’t put up with irrelevant or sales-type messages from companies, nor will they tolerate intrusive outbound marketing tactics – like cold calling and print ads.

Inbound Marketing and ROI: The Facts

Inbound Marketing and ROI: The Facts

Inbound is increasingly seen as a more cost effective method of marketing, because when it’s properly planned and implemented it’s able to deliver a better ROI than outbound ever could.

Marketing has changed. Prospects and customers won’t put up with irrelevant or sales-type messages from companies, nor will they tolerate intrusive outbound marketing – like cold calling and print ads.

Instead inbound marketing has emerged as a powerful marketing tactic, driven by the idea of being found when someone searches around your product or services. Today’s marketers are using blogging, SEO, webinars, and e-books to provide useful, timely communications that have proven to have a much higher ROI than outbound marketing ones.

Inbound vs Outbound Marketing: The Difference.

When it comes to modern marketing, there are two primary approaches that can be broadly categorised as “inbound” and “outbound” marketing.

Inbound marketing is all about building a reputation, naturally attracting people to your brand and site, and converting that traffic into paying customers. Outbound marketing refers on a more traditional direct advertising approach, using mediums and messages to get people to buy a product directly.

 

Inbound Marketing

Outbound Marketing

  • Communication is two way
  • Customers come to you (via search engines, refferals and social media)
  • Marketers provide value
  • Marketer seeks to entertain and/or educate
  • Communication is one-way
  • Customers are sought via print, TV, radio, banner advertising, cold calls
  • Marketer provides little to no added value
  • Marketer rarely seeks to educate or entertain

 

The Inbound marketing approach is a natural fit for digital marketing. By attracting people who are genuinely interested in what you share through a variety of online marketing tools, such as SEO, social media, blogs and eBooks you have a better chance of converting them into a customer.

The more users interact with your online branding material, the more of an authority you become. As the content is picked up and shared from site to site, many links can be built to the company’s blog or home page. These links can significantly improve the site’s overall visability in search engines. Along with improvements in search engine rankings, content marketing can create massive buzz and consistent refferal traffic, as well as driving leads or sales.

One of the Biggest Reasons Inbound Marketing is Growing is it’s ROI

Don’t get me wrong, there is a place for both inbound and outbound marketing for any business. Both methods work. However inbound strategies aren’t as commonly adopted as traditional advertising because there’s a perception that its overall ROI is too hard to measure, or too low to be worthwhile.

On the contrary, inbound marketing actually tends to have a higher ROI than outbound advertising methods:

The average cost per lead for inbound marketing is $143.

The average cost per lead for outbound marketing is $373.

Which means inbound marketing leads cost 61% less than traditional outbound leads.

Here are some more compelling statistics on the effectiveness of inbound for generating positive ROI:

  • Companies are 3x as likely to see higher ROI on inbound marketing campaigns than on outbound (Source: HubSpot State of Inbound)
  • 82% of marketers who blog (which is at the forefront of an inbound strategy) report positive ROI with inbound marketing, and enjoy 67% more leads per month than marketers who don’t blog  (Source: Hubspot)
  • Mid-sized businesses save 31% on inbound marketing costs compared to paid search (Eloqua)
  • The average cost per lead drops 80% after 5 months of consistent inbound marketing (Eloqua)
  • 84% of audiences age 25 to 34 have left a favourite website due to intrusive advertising (Mashable)

But What If Current Outbound Marketing Efforts are Enough?

Maybe you have limited time & resources and already have your hands full with current clients, new leads are not a necessity to you because there’s more demand than you can handle. However, One-time outbound tactics can be costly and there’s no reason you can’t add another lead generation asset to your business if you have the budget.

If ever the economy takes a dive, your competitors get more aggressive, or technological improvements negatively affect what you have to offer, chances are you’re going to lose some business. With inbound, you can build something and have it constantly working for you, bringing in leads when you need them most.

It’s not like you have to choose one method over the other. Both inbound and outbound marketing tactics can and should be used together.  One day your outbound initatives may become ineffective and you’ll be left with no plan but to keep throwing money at them with hopes of generating new leads.

How Long To See Positive ROI with Inbound Marketing?

Inbound marketing isn’t an immediate, direct-response type marketing tactic. Rather it takes time to see results.

It really all comes down to how much you invest in inbound marketing. The more you invest, the more time & resources you can direct, which leads to better results in a shorter period of time.

You have to look at inbound as a long-term growth strategy for your business. It may take you a moderate investment of a few thousand dollars per month and a number of months before you see a significant impact, but once the strategy is implemented and firing on all cylinders, you’ll be generating more leads for your business than you ever have.

 


It is clear that marketing is changing on a fundamental level as the internet continues to revolutionise how we find, buy, sell and interact with brands.

The days of annoying customers with intrusive advertising and marketing tactics are gone. The new age of inbound marketing is about providing added value and earning customer loyalty instead of simply pounding a message into consumers heads and hoping it will stick.

 


Sources

Impact: 35 Stats That Prove the ROI of Inbound Marketing, by Bob Ruffolo

Hubspot: 23 Reasons Inbound Marketing Trumps Outbound Marketing , by Pamela Vaughn

Famous Wire Results: Inbound Marketing Gives a Higher ROI Than Outbound Marketing

Web Runner: Is Inbound Marketing Worth The Investment?, by Ben Levesque

Pardot: Inbound Marketing

Audience Bloom: Why Organic Inbound Marketing Almost Always Beats Native Advertising in ROI, by Samuel Edwards

CTI Digital: 5 Reasons Why You Should Prioritise Inbound Over Outbound Marketing