Change is a good thing, right? If so, why are so many of us hesitant to make adjustments which can lead to bigger and better things? Especially in the business world, we frequently encounter issues which keep us from making the necessary innovations to foster growth. Some of them lie in our own uncertainties, some of them are out of our hands. I know that Inbound marketing has the potential to revolutionize your marketing results, but I also know there will be objections to making that kind of strategic shift. As such, I'd like to help you along by responding to some of those arguments.
1. Inbound takes too long to demonstrate ROI
I'll be frank: it's true that the Inbound strategy is more of a marathon than a sprint. When implementing an Inbound campaign, you can expect to invest several months before seeing robust results. But patience pays off for runners, and it pays off even more for Inbounders.
For proof, look at the countless success stories of companies that have boosted traffic and improved ROI by employing an Inbound methodology. Or, just take this statistic to heart: 93% of companies that shift to Inbound see increased lead generation.
If you're willing to invest the time into redesigning the way you sell, you'll be rewarded with exponential growth. On top of everything, you can expect that growth to steadily continue as you acquire new customers and build loyal relationships with advocates.
2. Shifting my entire strategy will be too costly
Although Inbound offers prospects, leads and customers a plethora of high quality content to experience at their pleasure, it is actually much less costly than traditional efforts. While this could certainly be considered a time investment, it is much less of a financial burden. In fact, Inbound marketers report an average cost per lead at well below half that of outbound marketers.
To make matters even better (how often do we get to say that?) and also return back to argument #1, Inbound is holistically focused upon measuring the value and success of every campaign facet. Long gone are the days of the proverbial spaghetti on the wall approach (buy impressions, hope the message resonates) – we've moved on to creating and optimizing communication which yields scientifically measurable revenue contributions.
3. Social and Inbound strategies aren't relevant to my buyers
Perhaps the oldest line in the book! Many business owners are not interested in exploring Inbound on account of the belief that their audience simply will not respond to this new-age approach. This argument is certainly valid, and I'm willing to admit that I also used to assume that social media and online marketing would have little resonance with older or more professional audiences.
Then I found out that 78% of salespeople are using social media to sell. And that B2B companies that actively blog generate 67% more leads per month than those that don't. And that 41% of B2B buyers report using content to make a purchase decision.
I could go on all day, but I'll spare you the continuing of my intentionally poor sentence structure and leave it at this: Inbound has led to success for companies in every industry, of every size, with customers of every profile. It doesn't matter if you're a fence manufacturer, an agency, or a cupcake baker: every customer responds favorably to being treated with respect and offered resources by their prospective vendors.
Now that we've addressed and debunked some of the objections one might consider when exploring an Inbound methodology, I'd like to ask you to write down three areas in which your marketing and sales could improve. Next, spend a few minutes browsing through Master Inbound and see how our strategy has the potential to not only improve those areas, but to truly give your entire business a major push toward the direction of success. Even better, this program gives you all the necessary resources to make the shift on your own.
If you're still unsure or are wondering about something specific, start a discussion in the comments below. Myself and the rest of the Master Inbound Instructors will be thrilled to explain why a strategic shift is the first stepping stone to your success.
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