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How to be Confident Inbound Marketing will Succeed

by | Dec 10, 2015 | Inbound marketing | 0 comments

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Are you worried that inbound marketing won’t work for you?

I would be surprised if this wasn’t one of your main concerns, as inbound marketing does require a good investment, and you don’t want to waste your money.

The many businesses I have helped by turning their inbound marketing investment into more sales will sing inbound marketing’s praises.

But they were once the same as you; worried and unconvinced that inbound marketing is the best solution for their business.

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In this article I hope not to necessarily convince you that inbound marketing will succeed – instead, I want to explore the facts, and the reasons why you may feel unconvinced.

Hopefully once you have finished reading this article, you will be better informed to make the right decision about whether inbound marketing is the route you want to go down for your business.

Lets first look at the reasons why you’re worried:

You are doubtful it will work in your industry

Many business come to me with this very issue, and I even wrote a full blog post on this very topic called 7 Signs Inbound Marketing Will Work in Your Industry

to you determine if it is indeed a good fit.

Suffice to say that if you are concerned about this, you need to search for case studies within your industry to see if anyone else is doing it well.

A great resource to do this is looking at HubSpot’s (an inbound marketing software company) website, as they have 100s of case studies covering a wide range of industries and sectors.

Even if you cannot find any case studies, this doesn’t necessarily mean it won’t work – perhaps no-one else is doing it which could mean there is a massive opportunity for your business to take the lead.

You think the costs are too high

I don’t hear this concern as much as you would think, because I am careful when I tell someone what the cost of inbound marketing will be.

When I first meet you and you ask me that question, I won’t be able to tell you straight off the bat – not because I am trying to hide anything, but because I won’t know myself.

Not until I understand your challenges and what you are trying to achieve.

Then, I will be able to work out a cost based on the amount of work required to achieve your goals.

Not only this, but if I told you a figure straight out the gate without attaching any value to it, of course you will say it’s too expensive.

However, if I was to demonstrate how much revenue it could achieve for your business, it would then put that cost into a better light.

If you are working with an agency, they will work with you to understand these numbers.

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For me, this is one of the first things I do, and if inbound is not going to be profitable for you then I will recommend that we go our separate ways.

The quicker we establish this, the better for everyone.

Make sure you know the expected returns before you say ‘yes’ to inbound marketing.

You think it’s going to take too long to see results

Yes, it’s true that inbound marketing can take 6-18 months to work. You need to think of inbound marketing as a marathon.

The time it takes to work can be shortened, but what that comes down to in most cases is budget. If you want results in three months, then you have to do a lot more work over a shorter period of time – which will cost you more.

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As long as you understand the first few months of inbound are going to be tough, but also understand that it will get better, then this should not be a concern for you.

However, all the explaining and reassurance in the world will not really matter if six months down the line you haven’t seen any results.  

It is usually around this period when I start to hear my clients’ concerns that it is not working. I get this concern so often, I decided to write a guide about what to expect after your first 6 months of inbound marketing. Have a read –  I’m sure you will find it helpful.

Interesting stats and resources that support inbound marketing

There are so many convincing facts about inbound marketing out there so I have curated a short list to the ones that I found to me the most compelling.

Conclusion

Feeling confident that inbound marketing will work requires some faith at the end of the day, but you don’t want to base your decision on faith alone.

You need to overcome your fear that it won’t work in your industry and to do that you need to be confident that it has worked before, by reading case studies and looking at the length of your current buyer’s cycle.

If someone takes minutes to decide whether to buy from you, then inbound may not be the best fit.

Ensure the cost of inbound marketing clearly demonstrates plenty of value to your business and check out the inbound marketing stats above.

But always remember that inbound marketing is not for everyone, so maybe you don’t need any convincing that it will work because perhaps it won’t.

I would love to hear the reasons you think inbound would not be successful for you.

Let me know in the comments below and I promise to reply.

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