You have been researching, reading, comparing for months … you need to start showing results, you discovered that likes, followers and comments are not enough, and you want to start having a real impact on the business.
And you already have the solution: Inbound marketing! You know the methodology, but above all its results, you have heard from other companies that have implemented it, you identify the benefits, you are ready to go. But is your boss on the same note?
If you are clear that this is the way, and you are about to present the new proposal to your boss, keep in mind the following 8 keys, which will help you strengthen your arguments and convince your team that this is the solution ideal:
- Results: for the first time in your digital strategy you will be able to measure the results of your campaign in terms of conversion and the impact that digital marketing efforts have on sales (ROI).
The times of following vanity indicators such as the number of followers or likes are over, and those of concentrating on what is truly important have arrived. After all, Marketing is there to help the company grow, right?
2. Metrics: now you will have access to marketing metrics that provide valuable information for evaluating the performance of activities and making decisions in real time. You will be able to measure the impact of your content and know the way in which users interact with blue world city islamabad in the digital environment.
3. It works: it sounds silly (why would you present something that doesn’t work?). But your boss doesn’t know what you know, so sharing some global statistics on the methodology could make you understand the impact that this type of strategy has had on the market.
On this page You will find some that HubSpot has prepared (focus on the Content Marketing Statistics segment).
4. Know your audience: Let’s face it, we are both from marketers, we have both cared about knowing our “ideal user”, but even with that last investment you made in market research, could you say that you really know him?
The inbound methodology starts from the following base: the user is the center of the strategy, that is why it is so important to know him, understand him, know what he needs and what hurts him, how he behaves and how from what we do we can help him.
(If you read this and thought “Oh! I don’t know my buyer personas”, take the opportunity to read Do you know the buyer persona of your brand? 5 keys to identify them).
5. With inbound we become an authority: when we start from the basis that we know and understand our users, we have thousands of opportunities to publish valuable content that helps them solve their problems, makes life easier for them, educates them.
If we know the user’s pain and through content we are able to connect it, we have an advantage over our competition. When you have a question or problem, who do you look for? Who knows!
6. Lean on real cases: you are going to travel and you are looking for a hotel, do you choose the one you saw on the internet or the one recommended by your best friend? It is a fact, we more easily accept solutions that have already been tried by someone else … if the other did well, why shouldn’t it go well for me?
Remember that someone has already traveled the path they are about to trace, and also obtained good results. Building a solid foundation of success stories will give you arguments that you can use during the discussion.
7. Lean on experts: if you are thinking of implementing an inbound strategy from the hand of an agency or consultant, ask them to accompany you to the proposal presentation meeting; no matter how much you have studied, the advisor has done this many times and can speak, not only from theory but from the experiences they have had, enriching the speech and arguing based on real case facts.
8. Educate yourself: if you want to convince someone of something, you first have to believe it yourself and be prepared to answer any questions that may arise during the discussion. Make a list of questions that you think your boss might ask you and answer them in advance, so you are always one step ahead.
Here you have it: 8 keys to strengthen your inbound marketing speech and convince your boss and your team that this is the best solution. If you still think that there are topics that you should strengthen, visit Tajarat properties blog and delves into the posts related to the subject.
Learn more about inbound marketing and read everything you need to know about the methodology inthis link.
Popular wisdom and 4 questions you can answer your boss, and leave him happy, using inbound marketing
“To great evils, great remedies”, so says popular wisdom and in the face of the discomforts that your digital marketing strategy leaves you, the best antidote could be inbound marketing.
Let’s not tell ourselves lies, sometimes for not having the necessary and clear answers, digital marketing strategies are punished with less budget, less human talent, less attention. “That happens even in the best families”, but “to the chest.”
As “on horseback you can’t look at his tusk”, take advantage of this list with 5 questions that you can answer to your boss to leave him happy and convinced that they are not “going backwards like the crab”, and all thanks to inbound marketing.
1. The boss asks: What are the goals of our strategy?
To begin with, “you have to catch the bull by the horns.” We know that every digital marketing strategy has a goal, but with inbound “you have to have your pants on well”, since the objective must strictly respond to the following aspects:
Specific: clearly communicate what is expected, why it is important, who it involves, where it will take place and what restrictions apply.
Measurable: have concrete criteria to measure progress and meet the objective.
Achievable: be realistic and achievable for your team.
Relevant: be important to your business and be aligned with a central initiative.
Aligned in time: have a planned date of when you will reach the goal.
Rather, when they read that objective or goal, everyone says: “Of course, a rooster does not crow.”
2. The boss asks: How much income do we generate for the company with our strategy?
Don’t worry, that is a question that the boss is obliged to ask because “sometimes the collar is more expensive than the dog”, so it is very normal that he wants to know how much the strategy costs him and how much he gets from it.
One of the challenges in marketing is precisely this: demonstrating ROI. In addition, it is known that measuring and demonstrating it can affect the success of the strategy, its permanence and future budget.
Doing it is difficult, but Inbound makes things easier and makes it possible to know how much your company has sold thanks to your digital marketing. You will no longer have to be “praying to God and giving the mallet” trying to find an answer to this
Remember that “with the rod that you measure, you will be measured” and having the figures that justify your strategy will always have the boss satisfied, because he will know that thanks to it he is increasing his customers and it is already known that “full belly, happy heart”.
3. The boss asks: Who is the target audience for our strategy?
Most companies believe that they have this clear issue but “from said to fact is a long way”, since their target audience is based on the assumption that they are not validated with an investigation.
With inbound marketing you have to make a “clean slate” and establish the buyer persona, that is, the representation of your ideal client, based, not on what you think of him, but on a series of interviews with your clients current.
Analyzing the answers and finding the similarities, you will be able to create the profile of your buyer, in which we must make it clear: where and how does he live? How does he consume content? In which channels? What interests him?
Who And what influences him? What can you contribute? What challenges does he face in his day-to-day life? Among other issues.
This task is like “looking for a needle in a haystack”, since the more specific your ideal client is, the easier you can reach them with your strategy. With Inbound it’s not “tell me who you’re with and I’ll tell you who you are”, rather, tell me what you do and who you are and I’ll tell you what you need.
If you want to know more about the subject, look at these 5 keys to identify your personal buyers in a digital strategy.
4. The boss asks: Who of our contacts are interested in our products and services, who are ready for sales, who have already bought from us?
If your digital marketing strategy is based on content, it is essential to segment your contacts so that the ideal message reaches them at the right time.
With Inbound you will know when a lead “is another matter”, that is, when it is cold or when it is hot. Having this information clear is crucial since the success of a sale is in contacting the prospect at the perfect moment: if you do it before it is like “selling ice to the Eskimos” and if you do it later, you already know that, “Shrimp that he sleeps, the current carries him away ”.
With these clear answers we will have “the upper hand” (change the word “frying pan” to “boss”, how does that sound to you? Right, right?). Remember that “he who sows, reaps”, and we are sure that with inbound marketing that is guaranteed, because “a good tree huddles with good shade”.