Why You Should Drop Disruptive Advertising for Inbound Marketing
Everyone can agree pop-up ads are annoying. They’re unwanted and disruptive for web page viewers, making for a bad UX. 73% of internet users automatically disapprove of pop-up ads.
When a website user is bombarded with pop-up ads, they are immediately inclined to click away from the ad and ignore it. It puts a bad taste in their mouth about the brand and does not encourage engagement or conversion.
What makes a pop-up ad bad?
- They’re not related to anything you’re doing. Most of the time, when you see a pop-up ad, it’s when you are browsing a website and this ad pops up in the middle of the screen, completely unrelated to what you’re doing. These kinds of pop-ups can feel intrusive, spammy, and they interrupt customer experience.
- This is not to be confused with being offered useful content from the website you’re already on, like a pop-up in the bottom of your screen guiding you to related articles, pages, etc.
- They can bring in leads, but not maybe not qualified leads. You want targeted ads being shown to the right people who will convert, not someone who has no interest or is not qualified to convert.
- Some pop-up ads even auto-play videos that are completely unexpected and unwanted. Ads should add to the UX, not detract.
Inbound Vs. Outbound Marketing
Pop-up ads are a perfect example of outbound marketing, a traditional form of marketing aimed to obstruct the potential customer. Other examples of outbound marketing include cold calling, tv/radio ads, and cold emails that feel like spam because the recipient has no prior engagement with the company. This form of marketing is less effective than inbound marketing because it hinders potential customers from converting.
“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have.” – Hubspot
It’s time to transform your marketing. Customers are looking for value and solutions to their problems. Start using marketing tactics like:
- Writing blogs about your clients’ common problems and how to solve them
- Running social media campaigns to stay active and relevant
- SEO optimization for your website
- Downloadable content on your website such as e-books or instructional videos
With inbound marketing, you are creating an environment in which customers are more likely to buy and have a better sales experience, boosting your conversion rates and using your time and resources in a more valuable way.
Want to learn more about inbound marketing and create a plan? Reach out to us today and see how we can build your new marketing strategy.