During the Big Game advertisers paid an average of $3.5 million for a 30 second spot to reach the 11 million plus fans watching the most viewed sporting event in the world. But did that help their business? At Agency Entourage we’re always looking for ways to show how powerful blogging can be and here is yet another example.
A customer of HubSpot learned the hard way that spending big bucks on traditional media doesn’t have the same return on investment (ROI) that inbound marketing does. They spent $54,000 on 3 in-game and 17 pre and post-game TV spots during the Big Game on February 5th. The ads encouraged the viewers to visit the company’s website and gave a phone number. Only 7 people called.
On top of that, the commercial resulted in no online leads and zero opportunities or customer conversions. Oops. On the bright side, their blogging efforts generated twice as much traffic to their website as the TV commercial did.
It looks like earning your way into your customer’s hearts is better than buying your way in. Inbound marketing pound for pound and cent per cent is the best investment of your marketing dollar. Your business will see much better results at a fraction of the cost.
Blogging is a wonderful way to increase organic traffic and drive customers to your website. It can be hard since you must create consistently great content that takes time and energy, but the return is worth the effort. Bottom line is, you’ve got to earn your way in, you can’t buy your way in. That’s the way it is with relationships, in business or otherwise.
Do you need help with your inbound marketing?