Your Marketing: An Investment or an Expense?
While your CPA may disagree, we like to think of conventional or outbound marketing as an expense, and we think of Inbound marketing as an investment.
Why? (Advertising vs publishing)
Whenever you run a conventional marketing campaign, you may see results. But once you stop the campaign, the results also stop. You run some ads—they even could be PPC ads—and they pull while you’re running the ads. Stop running the ads, the ads and the results disappear.
Inbound marketing for construction companies means publishing, not advertising. When you publish, you’re not sticking something on someone else’s media like a magazine, you’re putting the content on your website or your social media channel. You control everything: The content itself, frequency, longevity, keywords, and target audience—everything. One good blog can get thousands of views, driving lots of traffic to your website where some of that traffic will become customers, generating very postive ROI for your business.