Avoiding the Industrial Marketing Pendulum
From keylines to computers and airbrushing photos to Photoshop, I have seen many changes in my nearly forty years in marketing. Across those decades, several new lead generation channels have emerged, too. Most have been successfully incorporated into the mix, but here’s what I call the “industrial marketing pendulum.” Whether it’s the Internet, websites, SEO, or social media, each has been touted as the silver bullet of lead generation. However, over-reliance on these trends can lead to the pendulum effect. This effect shifts focus from proven tactics to the latest lead generation idea. Lead generation is divided into two strategies: outbound or push marketing and inbound or pull marketing, and a balanced approach is key.
Outbound marketing
Outbound marketing is more traditional and currently at the far end of the industrial marketing pendulum. It includes prospecting calls, direct mail, networking, print/online advertising, trade shows, and email marketing in B2B campaigns. This group of tactics is also known as direct marketing. All these channels are sent directly to the markets you want to target. Because, in many cases, it is a one-to-one communication with the prospect, results tend to be much quicker than inbound marketing.
Inbound marketing
Inbound marketing tactics are newer to the marketing mix and on the upturn of the industrial marketing pendulum. Tactics include blogs, social media, white papers, webinars, networking, and community involvement.
It is also known as content marketing. The reason is because your social media, blog, and website content is meant to engage the audience and keep them coming back. The hope is that they will discover your company’s expertise and value, leading to a sale. Consequently, the return takes longer than outbound marketing efforts.
Mixing stops the industrial marketing pendulum
Our experience working has shown that the most effective results stem from a balanced mix of inbound and outbound strategies. By harnessing the power of both types of marketing, you can build brand awareness and attract potential customers in your target markets. This balanced approach acts as a shield, ensuring that your business development efforts remain steady and unaffected by the industrial marketing pendulum.
Pappy
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
About Conach
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.
For more information visit conachmarketing.com or contact us or call 989.401.3202.