Outbound Marketing: The Method of Disruption
How do you market your franchise? Do you run TV and radio commercials, put up billboards, send out mailers to local homeowners and businesses, advertise at trade shows? If you use marketing practices like these, then your franchise engages in “outbound marketing.”
Outbound marketing tends to be disruptive in nature, as it involves reaching out to a broad audience and soliciting their business at a time when they may not be actively thinking about services like the ones offered by your franchise. In these moments, you are asking the consumer to stop what they’re doing and pay attention to your marketing message—meaning you are fighting for their attention.
Inbound Marketing: The Method of Attraction
“Inbound marketing” does the opposite: it uses quality content and strategic campaigns to compel potential customers to reach out to your franchise on their own. For example, you can create educational blog posts, online articles, e-books, and videos that capture users’ attention when they are already searching for topics related to your services. After consuming one or more of these pieces of content, the consumer may decide to visit your website and/or call your franchise to learn more.
Other inbound marketing practices include search engine optimization (SEO)—which makes it easier for your franchise website to get found in the organic (or free) search results—social media marketing, and even online advertising (such as paid search and social media advertising). The main differentiating factor behind inbound marketing is that it gets interested leads to come to you rather than the other way around.
With 4 out of 5 consumers turning to search engines for information about local products and services, inbound marketing should be a key component of your franchise marketing plan.
Quadruple the Effectiveness of Your Franchise Marketing
While outbound marketing can be effective for increasing brand awareness and generating new business, you may be able to improve your efficiency and results if you start shifting more of your franchise’s focus to inbound marketing. According to HubSpot’s State of Inbound 2016 report, organizations that primarily conduct inbound marketing are over 4x more likely to call their marketing strategy effective than organizations that focus primarily on outbound.
So why is inbound so effective? This could be due to a number of reasons, such as its ability to draw more qualified leads (people who are already interested in your services), as well as its cost-effectiveness compared to many forms of outbound marketing.
Our franchise marketing team at Scorpion would love to help you bolster your inbound strategy and drive more customers to your franchise locations. We’ll start by revamping your website and then producing digital content and campaigns to get your site easily found online by the right consumers.
About the Author
Jordan Wilson is the Senior VP of National Brands at Scorpion. For nearly a decade, he has worked with businesses of all sizes, from Fortune 500 companies to franchises at the local level. Professionally and personally, Jordan fosters the relationships he develops with his clients, always striving to exceed their goals and expectations. Jordan graduated from the University of Mobile where he played college soccer and won the National Championship in 2002. He is an avid traveler, and he loves a good Irish Pub, LSU Football, and spending time with his family.