Inbound marketing is perhaps one of the most misunderstood forms of digital marketing there is. Many businesses have been told they should be considering it, but they’re not sure how or if it’s right for them.
Today, we’re clearing up common marketing myths that might be stopping your company from embracing Inbound. Read on for the facts…
Inbound Myth #1: You need to have a big budget.
The Myth: Some businesses might have heard that in order to execute a full Inbound marketing campaign, you need to spend a lot of money. But while it’s true that a full Inbound campaign can take up a chunk of budget, it’s not the full story.
There are many different options for executing an Inbound marketing campaign that work with any budget. For example, at DigiForce Marketing we offer mini-Inbound campaigns that run on a smaller-scale cycle. This doesn’t require the same amount of content as a full Inbound campaign, so it’s more affordable and a great way to test out Inbound.
There are also other ways to save on costs. For instance, savings can be found by batch creating content, using an automated email marketing program, or re-purposing the value content that is shared.
A final word on Inbound costs – even when the initial cost of an Inbound campaign is higher, the ROI of Inbound campaigns is usually higher, too. Good Inbound campaigns are designed to capture quality leads. This may result in bigger client accounts that bring more revenue to your company – so the cost is well worth it in the end.
Inbound Myth #2: You need to be in a certain type of industry or business to benefit from Inbound.
The Myth: There are some misconceptions out there that certain businesses benefit more from Inbound marketing than others. For example, some think that B2B (business-to-business) companies are more suited for Inbound than B2C (business-to-consumer).
Inbound marketing is for everyone. That sounds like a blanket statement, but it’s true. However, businesses targeting different markets (B2B vs. B2C, for example) may approach their Inbound campaign differently.
At its core, Inbound is a strategy that focuses on attracting customers, or leads, via company-created value content, like a downloadable eBook, or whitepaper, pre-recorded podcast, etc. And virtually any business can create this content – in fact, we’ve yet to meet one who couldn’t.
But, of course, that value content might differ from business to business. An insolvency company is going to offer different value content from an essential oils business. A software developer will offer different value content from a clothing company.
The type of value content you create comes down to understanding your buyer and their buyer’s journey. Inbound generally happens at the attraction stage of the buying process, so think about what free resource your customer might find value in – that type of thinking can be universal!
Inbound Myth #3: You need an existing email list.
The Myth: In order to have a successful Inbound campaign, you need to have a pre-existing email list for marketing.
While having an existing list is certainly helpful, it’s not required. In fact, even if you’re starting from zero emails, an Inbound campaign is a great way to build up your list.
Email is one part of the Inbound strategy, but you also might advertise your Inbound campaign through your social media, on your website, sales staff, conferences, word of mouth, etc. And in order to receive the value content you’re offering, people need to give you their email to download it.
This can be an effective to get around CASL (Canada’s Anti-Spam Legislation). Since people who download your value content are giving you permission to email them, you can begin to build your email list.
Inbound Myth #4: If you do Inbound, you don’t need to do anything else.
The Myth: Inbound can be the only digital marketing strategy you employ.
While Inbound marketing can have a high-success rate, it doesn’t operate in a silo. The best Inbound campaigns happen when they are part of a bigger marketing strategy. In fact, in order for an Inbound campaign to be the most effective, it’s a good idea to have an optimized website, consistent social media, a blog, and an idea of your target audience.
Inbound Myth #5: The Inbound market is too saturated.
The Myth: Inbound is a fad and with everyone jumping on the bandwagon, your content won’t stand out from the crowd.
Inbound is here to stay.
Customer behavior is changing, and traditional outbound marketing methods aren’t as effective nowadays. Softer marketing, like Inbound, can actually help your business stand out from the competition.
By positioning your brand as a thought authority and showing that you know what you’re talking about – even before a customer has contacted you – you create an inherent sense of trust.
The reason that Inbound often works well is that it builds up recognition over time with your prospects – making it the opposite of a fad.
There are many options for building Inbound marketing into your business. Why not get started today? At DigiForce Marketing, we’ve created many successful Inbound campaigns, tailored towards different industries.
Call 1-888-701-4441 today to learn about our Inbound services or visit www.digiforcemarketing.ca.