Many companies are looking for a quick fix to their marketing problem.
They want results and they want them now.
PPC (Pay-per-click) is appealing because of the speed in which you begin seeing results.
Inbound Marketing vs. PPC
In this episode of Inbound Sales Journey we discuss how to position inbound marketing against PPC.
Speed should only be one factor to consider when making the decision of where to spend marketing dollars.
Now before we jump in and discuss why inbound marketing is the best long term solution, I want to make a quick note about PPC.
Gray and I are not advocating that there is no value to a PPC campaign and that you should never spend money on PPC. In fact, it can be a great tool to use to spur initial growth and achieve quick results.
That said, inbound marketing is a more sustainable and cost effective long term solution. It is important to help a prospect understand both sides.
Let’s dive in and discuss how to position inbound marketing against PPC.
Renting vs. Owning
Use a common analogy to explain the difference between inbound marketing and PPC.
Think of inbound marketing and PPC the same way you think about owning a house vs. renting an apartment.
Inbound marketing is an investment in the same way a house is an investment. Its value appreciates with time. Leads begin to increase and build upon themselves the same way equity grows in a house.
Compare that with PPC.
PPC, like renting, gives you immediate results but has no long-term benefit. When you stop paying rent, you lose your place to live. When you stop paying for PPC, your leads vanish.
The Root of the Problem
Business culture places a premium on instant gratification. The quicker you can show your boss/client/peers etc. results the better.
The problem with this ideology is that the quick fix is usually not the best long term solution. This is why so many companies are using PPC as their primary marketing method.
Your job as an agency is to look out for the long-term welfare of your clients. That is why it is so crucial to explain to them in ways they understand the value of inbound marketing.
PPC is not some evil monster out there. It can be a good strategy to leverage in the beginning. The key is to look past the now and into the future. Create a winning strategy that sets clients up for long term success.
