Inbound vs. Outbound – inbound wins hands down! It is 4x more effective!
Stats will tell you that inbound trumps outbound in today’s mercantile world. In fact many people rightly believe that outbound marketing belongs to a bygone era before the internet came about. However, whilst the reasons for this may currently reign, there are ways for it to be done that yield exactly what you don’t want from your hard marketing endeavours. Additionally, with everyone gravitating towards this method, it’s harder to make a dent with prospects.
Are your inbound marketing endeavours hurting your goals instead of taking you ahead? Or worse, haven’t they much of an impact at all? Then you are doing something wrong, and usually it is in the unremarkably routine efforts that the fault can be found.
Before embarking on this means of marketing, there is a foundation that needs to be laid. If you have been adopting traditional marketing efforts this whole time, you may be unfamiliar with inbound marketing strategies. It is a jump you need to take and a plunge you must be willing to experience. Half-baked measures will get you nowhere in the long run. For instance, you can’t treat inbound as a buffet – pick the things you like and disregard the rest. Paradoxically, you can’t jump in head first and try to do everything all at once. You should transition the process and pace your company to adjust by setting reasonable goals. Your goals must be realistic and marketing efforts need to be backed by valid and updated data. They need to resonate with real people, and campaigns can’t be created in a void, disconnected from the organic buying process of your customers and prospects. And finally you need to evaluate your results at each step, taking measures to calibrate, re-align and fine-tune the process.
The biggest mistake people make with inbound marketing – which invariably leads them to speculate about the credibility of this method – is that they don’t have a thorough long-term plan. Without a road-map guiding you from step A to step B, inbound marketing can’t work its magic. You need to lay out the long term goals, and plan the short term ones to assist you in leading you there. For instance, if you have your buyer persona updated frequently and your content is truly king, but you haven’t figured out the proper channels of promotion or you haven’t considered the full sales cycle, then you’re just left with talent without a stage. You need to nurture your leads, be present on omni-channels and be prepared to complete the cycle from obliviousness to agnosticism and eventually to savant buyer.
To ensure you aren’t using inbound marketing as a new-fangled MO that’s all furiously sparkly without a hint of substance, in this whitepaper we enumerate and elucidate where your inbound marketing results can go askew.
Read on to find out where you missed your footing.