Does intrusive marketing actually help a construction brand?
June 28, 2012
Outbound marketing is popular with a number of construction brands as it enables them to reach a wide audience of prospective clients. Outbound marketing is frequently called an interruptive medium because it commands consumers' attention no matter what they are doing. Examples include canvassing, telemarketing or radio advertisements.
While it may secure some leads, Construction Marketing Ideas questions whether this approach is indeed an effective way of generating leads. Author Mark Buckshon asserts the wear-and-tear on associates made to do this work can undermine the authenticity of the brand, and he goes as far as calling outbound marketing an "irritant."
"The idea behind these strategies is that if you get in the face of enough people, and can handle the rejection of those who want nothing to do with you, you’ll sell a lot more than if you do nothing," he explains.
However, inbound marketing strategies can be just as useful without wearing prospects' patience thin. Inbound marketing involves getting potential clients to come to you through organic means, such as social media and search engine optimization. This weeds out any potentially bad leads and provides a higher percentage of relevant prospects.