Marketing is hard work. When you’re staring down the barrel of dwindling revenue numbers, stagnant site traffic, and a grumpy CEO, it makes sense that you would want to make a change. Perhaps that’s what led you here, to our Intro to Inbound series.
Inbound marketing is different from traditional marketing tactics. It works with your deep understanding of your customers to create educational, interesting content that will establish you not only as a thought leader in your industry but as the place to turn when any customer has a problem you can solve.
But making a commitment to inbound marketing is a big choice and not one to take lightly, so we understand if you still have some questions.
Following are some of the most frequently asked questions new clients have had about inbound marketing.
If I invest in inbound marketing...
...how long will it take to start seeing results?
Like any marketing strategy, inbound marketing does not yield instantaneous results. A comprehensive inbound marketing strategy includes tactics that will ultimately drive more traffic and higher quality leads to your site, turning it into a lead generation machine. But that takes time. With a dedicated effort, you can expect to start seeing minor results within a few weeks and major changes to your lead generation within the first year.
...how much time will I have to devote to it?
How much time a great inbound marketing strategy takes depends on who you have working on it and in what capacity. When you work with an inbound marketing agency, you can expect a lower time commitment on your end overall, with the biggest commitment coming at the beginning of your engagement, helping the agency to understand your business and its goals.
...what will happen to my existing marketing & sales strategy?
Inbound marketing can replace your traditional marketing strategy. If your current strategy were working, you wouldn’t need a new solution.
...how will I show its ROI?
With supporting platforms like HubSpot, showing the ROI of inbound marketing is just a matter of running a few reports. Inbound marketing efforts can improve everything from site traffic numbers to conversion ratios and most importantly, number of customers. With the right tracking in place, you can see the path each new inbound customer takes so that you can directly attribute these new customers to your efforts.
...will I need a whole new website?
The answer to question largely depends on your current website. If it’s already easy to navigate and packed with great copy that speaks to your value proposition, you can definitely build an inbound marketing campaign without a total redesign. However, if the last time your site was refreshed was five years ago, it loads slowly, it looks old, or it just doesn’t work, then a revamp will likely be the only way to make inbound marketing really work for you.
How am I supposed to create great content if...
...I can’t write?
It’s true, content is an integral part of inbound marketing. And even though the definition of content extends well beyond blog posts and ebooks, it does require a certain amount of writing. The good news is that you can write, and you can also learn from inbound best practices how to do things like write an amazing blog post and create landing pages that convert. Also, the help of an agency or a team of freelancers can help add to any content deficits you may find.
...I don’t have time?
Inbound marketing takes time, but it is worth the investment. When your inbound marketing strategy starts to really work, it’s more than likely you’ll be able to cut back in other areas of your budget, including outbound marketing and advertising, because your website will be generating more leads than you ever thought possible.
...I can’t afford to hire an agency?
A great inbound marketing agency can be a major help in setting up and maintaining an inbound marketing program that works. But the truth is that an agency is not in everyone’s budget, and we understand that. You can do inbound marketing by yourself, but the money you will save is often spent in the hours you will have to spend creating campaigns, generating content, and promoting your efforts. It can be done, and it can work, just be prepared to invest a lot of blood, sweat and blog posts.
PS: Check out our entire Intro to Inbound series here: Intro to Inbound