Inbound marketing works by creating quality content that pulls people toward your business and product, where they naturally want to be. It helps attract, convert, close and delight your customers. A strong inbound marketing strategy will drive qualifies leads. It’s the opposite of the traditional outbound methods but the two together, mesh into the perfect marketing strategy.
Let’s explore and bust some of the common myths surrounding inbound marketing.
1. You cannot measure your ROI from Inbound Marketing
There is a lot to consider when determining the effectiveness of inbound marketing and lead generation strategies - visitors to site, leads, email click through, SEO ratings.
HubSpot reports that 85 percent of businesses that are using inbound marketing see traffic increases within seven months. You won’t see results in the first two weeks. However, after a number of months of investment in inbound marketing, start to look at the data and see what is effective and what is not.
To get a real insight into ROI, Hubspot recommends Closed- Loop Marketing. Hubspot define Closed-loop marketing as "marketing that relies on data and insights from closed-loop reporting. “Closing the loop” just means that sales teams report to Marketing about what happened to the leads that they received, which helps Marketing understands their best and worst lead sources"
This is the best way to measure the ROI on your Inbound Investment.
2. Inbound is just about Blogging
There is no doubt about the power of blogging in driving organic traffic to your site. According to Hubspot, companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 - 4 monthly posts.
However, while blogging will help drive visitors to your site, you still have a bit of work to do to increase those qualified leads. For example:
- Develop an offer
- Create a killer landing page
- Promote your content
- Invest in a social media ad campaign and sponsored content
- Use your email
- Nuture leads
- Create a customer engagement campaign
- Measure everything
3. All that matters is the number of Leads you get
All that matter is qualified leads. Only qualified leads will generate sales. You need to be specific in who you target. This is why the buyer persona is so important. The sales and marketing team need to come together to generate leads. To produce those high quality leads, think about lead nurturing - 79% of marketing leads never convert into sales due to a lack of lead nurturing. Remember it's about quality not quantity.
4 Inbound would replace my Sales Department
Inbound is not designed to replace anyone. In fact, Inbound Marketing helps and strengthen your sales force. It allows your marketing team to provide your sales team with warm qualified leads - the kind of leads that will want to engage in conversations with your sales team.
5. Inbound Marketing has a Formula that works for everyone
Inbound doesn’t have a special one-size-fits-all formula. How your company accomplishes each step will differ to others.You build your inbound foundation based on customer insights and buyer persona. Buyer Persona differ across brands, comppanies, industry and products. The amount of blogging you do, marketing emails you send, and social media posts you write isn't a concrete number for every company using inbound. An Inbound marketing strategy is specific to your company, your goals, your KPI's and more importanly your ROI.