Our Blog

Inbound Marketing versus PPC or it is Influence versus Persuasion

There are many views on Inbound Marketing against PPC. Inbound Marketing is not the same as PPC while the results may appear the same they are completely different. The same can be said that Influence is not the same as Persuasion.

Persuasion is the principle of convincing someone to do something once whether it is to attend an event, make a purchase or on click on a screen. The success achieved through persuasion can be short term and damage any long term influence. People that have been persuaded once against their better judgement will be more careful next time. There are similarities between PPC or Adwords and persuasion, anyone can get their company mentioned on Page One once they spend enough of their marketing budget. They may try to persuade you that they have something to do or have relevance with what you are looking for.

Inbound Marketing and Influencers are not looking for one off success or quick wins but long term success and relationships. Anyone running PPC sometimes start and finish with their own needs and the conversion or message tends to be one-sided. With Inbound Marketing think like influencers and see the world through your target market's eyes change how you engage with them accordingly. The goal is to build long term trust and respect through organic search, social media or blogs. It may take time and effort but will return your investment over time.

Remember there is a reason why only 25% of people click on PPC, could that be trust?

What is your view?