Eight inbound marketing myths and tips to help improve your business
When we receive inquiries about managing digital advertising, we examine the potential client’s website first. If the website is difficult to navigate, has bad information and doesn’t have any online forms, we tell the client the website needs work before traffic is directed to it. If your home needs cleaned, the weeds have taken over the yard and the lights are out, how do you expect to welcome visitors?
Without a solid inbound marketing foundation, any investment in outbound marketing won’t give your business the return on investment you need. Inbound marketing is focused on sending high-quality content to your audience when they need the information. Inbound marketing uses content, social media, websites, e-mail and more to help your audience solve problems.
When inbound marketing is done well, it inspires your audience to seek more information, drives prospects through the sales journey to become customers and converts customers to be your ultimate word-of-mouth sales machine.
Still skeptical? Here are some common myths about inbound marketing and what you need to know to make the right decision for your business:
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Inbound Marketing Myth #1: Do not purchase ads or other forms of outbound marketing
This is not true.
Without a solid foundation, why would you try to build a house? Inbound marketing represents the messaging and communication of your business. If you have an ad that links to your website but your website offers next to no information about your business/services, will that build trust?
The answer is no.
When it comes to generating leads and turning them into customers, outbound marketing is a powerful tool. Imagine a potential customer sees an ad and is taken to a website that has up-to-date information and valuable content that answers their questions or helps them solve a problem. Converting this potential customer becomes much easier when trust has been built.
If your website isn’t producing leads, ask yourself:
- Do I have blog posts that educate people about my product or service?
- What kind of free ebook or white paper can I offer?
- How can I show my audience how successful my product or service is with a case study?
- What kind of testimonials help tell my story?
Inbound Marketing Myth #2: Inbound marketing costs a lot and doesn’t give much in return
False. Super-duper false!
Here’s the truth: The average cost per lead for outbound marketing is a whopping $346. Conversely, the average cost per lead for inbound marketing is only $135.
Compared to outbound strategies, leads generated from inbound strategies are acquired at a 61% lower price. Outbound marketing typically centers on short-term marketing goals and are limited by the amount of money put behind it. Inbound marketing lasts indefinitely. For example, timeless or evergreen blogs can have a compounding effect on your website’s Search Engine Optimization (SEO), bringing in traffic for years to come. Another good example is a guest blog or article on a high traffic website. That one article can be a major source of traffic.
Inbound Marketing Myth #3: It takes too long to see the results of your inbound marketing efforts
Sort of true.
This is where using outbound marketing in conjunction with strong inbound marketing strategies come into play.
Inbound marketing is a long-term strategic game. It does take time and consistency to develop content and to see results. Blogs, for instance, take time to be indexed through search engines. They also might need updating and refreshing from time-to-time. However, they will continue to be a lead-generating tool for the life of the website. Your social media fans and followers, however, will immediately notice when you begin to post quality content.
Once your website is up to snuff, outbound marketing will produce the results you want.
Inbound Marketing Myth #4: It’s just about blogging
This is not true.
Blogging plays a very important role to inbound marketing. However, it’s only one piece of the puzzle. Inbound marketing relies on many types of content that informs the process of your business, pre-qualifies leads, promotes a new sale or encourages your customers to engage.
Other forms of inbound marketing include videos, social media graphics, SEO, ebooks, social media, public relations, etc. The content should focus on three goals: to attract, to engage and to delight. Inbound marketing is not solely centered on your website. It’s about the whole story of your brand and how you tell it.
Inbound Marketing Myth #5: It takes a lot of effort
This is sort of true.
Inbound marketing takes strategy, planning, tweaking, testing and tweaking again. It also takes consistency and quality.
But so does owning a business.
If you can be doing something that can increase qualified leads and the average lifetime value of a customer, isn’t the effort worth it?
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