The world of inbound marketing can turn out to be vague, ineffective, and frustrating at times. This is so, especially when you are engaging in an activity but not getting the desired results at a particular point in time.
This is typical among businesses who are desperate to grow and appreciates the value of using inbound marketing but desires fantastic results as though it was magic.
Having a comprehensive understanding of how inbound marketing works as well as some misconceptions will make your expectations realistic and orientate you on the right way to carry out activities.
Here are five misconceptions about how inbound marketing functions as part of your overall business development efforts.
The Results happens Overnight
Inbound marketing isn’t advertising. If you feel you can just start a campaign and see an immediate result, it’s unfortunate the results are not instant. However, there are some useful tactics that can instantly boost your website traffic, lead generation, and blog subscribers, but this won’t serve the long-term purpose of instantaneously transforming your company into an epic inbound brand. The most effective way therefore to increase your site authority, social media following, email list, and leads is by engaging the right combination of inbound options and in their right doses. Inbound marketing is a long-term commitment, where all the components build up to establishing lasting relationships with customers. This could take months or even years.
There’s No Proof Inbound Marketing Works for Everyone
Firstly, Inbound marketing is relatively new and has accrued so many results which can serve as proof. If you’re hesitant, we recommend checking out HubSpot’s case studies that detail some of their inbound marketing success for over 10,000 companies. Not only does inbound really work, it’s cheap – inbound leads cost 61% less on average than leads from outbound marketing methods like billboards, direct mail, or radio advertisements.
Secondly, Inbound marketing won’t drive results for a business that is not selling products or services. So, if there’s something to sell that meets a need of a segmented market, implementing digital marketing will drive results. Some companies and industries may have to work a little harder to build buzz around their offerings, but it’s totally possible.
There is no one-size-fits-all approach to digital marketing that’s guaranteed to work for your organization, but taking your business online and discovering what strategy yields maximum results for you is definitely the way of the future.
The ROI can’t be accurately measured
Traditionally, marketers have been used to a great deal of difficulty tracking results from offline marketing tools such as billboards, branded vehicles, etc. However, unlike advertising and other indirect marketing elements, inbound marketing has Key Performance Indicators (KPI) that makes it very possible to track the effect of online campaigns individually and very accurately. Therefore, it’s downright easy to determine the exact dollar value of your inbound marketing campaign.
Handy tools such as Google Analytics can help increase your brand and reach by literally tracking which clicks from your email outreach or social media posts eventually convert into customers.
The important thing about accurately measuring the ROI of your inbound marketing efforts is deliberation and consistency. Consciously make the effort to track the progress and impact of all of your campaigns and adjust them based on what your KPIs are telling you. Then, be consistent with each campaign and keep content relevant and recent. Patience is a virtue, and with most good things, results of inbound marketing won’t come until you’ve been working at it for a while.
Inbound marketing alone is not self-sufficient
Most people feel that inbound marketing should do everything for them. While it can be very efficient and significant to your business growth strategy, we do recommend complementing it with other methods as long as they are working.
Therefore, companies are advised not to throw all traditional forms of marketing out just because they are so caught up in the new world of inbound marketing. Outbound marketing options such as TV, radio, billboards can be integrated as a way to boost results from inbound marketing.
Anyone can do inbound marketing
Fact be told, inbound marketing isn’t about an individual or separate efforts, it’s about a coherent strategy.
If you are getting started with inbound marketing, leverage on experts with the specific skill set, journalistic qualities, and at the very least that has an understanding of digital marketing in its entire scope, from SEO to digital advertising.
Companies that are just getting started with inbound marketing often rely on existing employees to get the job done, and often find themselves in situations where web designers, secretaries, or even technical managers are in charge of social media.
If you are getting started with inbound marketing and need professional assistance building the right strategy, contact us ASAP.