Inbound marketing works. Whether you've already starting your inbound marketing journey or are only considering an inbound approach, here are 5 things to keep in mind:
- Inbound Marketing Takes Time - nothing happens overnight. An inbound marketing approach requires thoughtful consideration of your customers and the creation of valuable content for them. Crafting whitepapers, planning and rehearsing webinars, building publishing schedules and blogging consistently all require adequate set-up and ramp-up time.
- Your Traffic Might Decrease Before It Increases - If you're currently spending $10,000, $20,000 or more on PPC and then transition large portions of your PPC budget to your inbound efforts - your website traffic driven by PPC will dimish - so be sure to make your management team aware of this pre-emptively. As mentioned previously, planning and building your inbound content will take time, so be patient. If you do limit your PPC budget, consider a regular blogging schedule so that your site continues to be indexed by search engines regularly.
- You Need CRM Integration More Than Ever - Your investment in inbound will return high quality leads. Don't let your lead generation efforts go unnoticed. Share your leads seamlessly with your sales team by integrating your marketing automation software with your CRM. Your sales colleagues with thank you and their feedback will support and refine your lead nurturing process and help you map the right content to the most appropriate portions of your sales funnel.
- Inbound Marketing Requires Commitment - If you can't dedicate resources (whether internal or outsourced) to support your marketing efforts, you're not prepared for an inbound commitment. Don't ever make inbound marketing someone's part time job.
- Inbound Marketing Is For The Enterprise - everyone in your organization, not just your marketing department, must participate. Participation doesn't have to be hard. Your sales rep can easily share new content and blog posts through LinkedIn accounts with free utilities like dlvr.it. When more employees share your content, your reach will extend further and faster. Inbound is for your enterprise, not just for the marketing department.
Are you new to inbound? Let us know what questions you have. Have you inbound marketing success? Share that with us, too!