The benefits of inbound marketing via blogs, social media, content publishing, and search engine optimization grows stronger with each passing year, and statistics now show it surpassing outbound marketing both in effectiveness and cost per lead. A recent survey of 644 companies entitled, The State of Inbound Marketing, shows a shift in marketing budgets away from the conventional outbound tactics of direct mailings, phone solicitations, and print marketing.
Instead, companies are opting for marketing sources that bring in customers who are actively looking for information about their products online. The Internet has become the vehicle of choice and convenience driven by consumers searching for products and services through blogs, Facebook, Twitter, and LinkedIn. And, all of these approaches utilize multimedia to increase organic search results and pull-in active consumers.
This survey distributed by HubSpot showed that the more companies directed their efforts towards inbound marketing, the greater the reward in the form of more leads at a lower cost per lead. Specifically the data showed that outbound marketing efforts cost $373 per lead, while inbound marketing efforts cost $143 per lead. In a struggling economy this is a price differential which has not gone unnoticed by businesses. In the survey, most companies said they plan to expand their use of inbound marketing in 2011 because of past successes in this arena. In fact, 27% of these companies consider blogging, social media usage critical to their businesses, and 85% dubbed these mediums either “useful”, “important”, or “critical”.
Pawpro Media produces high quality, creative videos that motivate and cause consumers to respond. Video is a critical and cost-effective element in an inbound marketing strategy.