Can I share a secret with you? Not every company should attempt an Inbound Marketing strategy.
When your current marketing programs are delivering more leads than you can shake a stick at, you’re the market leader in your industry and your sales team is delirious with joy at their high close rates and fabulous margins, you probably don’t want to mess with the system.
On the other hand, if you’re dissatisfied with any of those factors, Inbound Marketing just might be worth a look. But how can you tell if your business has what it takes to succeed?
How Do I know if Inbound is ‘Right’ for My Business?
Successful Inbound Marketing has as much to do with mindset and commitment as it does with strategic expertise. Regardless of industry, geography or size, the businesses that take off with Inbound Marketing have a few key characteristics in common. Answer True or False to the following questions to find out how your mindset measures up:
- I am willing to commit to creating targeted content that answers my customer’s basic questions and needs?
- I am willing to share my content far and wide because I am confident that even if my competitors ‘borrow’ my ideas, I will already be developing new even more powerful alternatives for my customers.
- I believe that in order to be truly valuable, my content must be about my customers, NOT simply a brochure about my company, my products or my services. And I am OK with that.
- I have or I am willing to invest in publishing and analytics tools that work together like a well-oiled machine, allowing my team to focus on publishing the right content in the right place at the right time without unreasonable delays due to technology limitations.
- I understand that relationships go through stages as people interact with my company, and that each stage requires different marketing actions.
- I believe that as I learn more about my leads over time, I can better personalize my messages to their specific needs.
- I understand that Inbound Marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with me.
- I recognize that Inbound Marketing is a marathon, not a sprint. I am willing to commit to maintaining our inbound program over the long term.
- I need more and better leads, but I am not desperate for sales right now today to keep the doors open. I understand that inbound is an investment in my future and long term success, not a quick fix for a company in triage.
- I am comfortable with change and recognize that my marketing team must be able to adapt quickly as the online marketplace changes.
If you answered True to at least 7 of the 10 characteristics outlined, inbound may be worth your investment of time, resources, and money. The statistics show that the returns on an inbound investment exceed most other offline or silo’ed marketing approaches.
Is Your Business Ready for Inbound Marketing?
Request a free Inbound Marketing assessment with a Kinetix B2B marketing strategist to find out.