It’s very hard to convince those in management to switch to inbound marketing, because change is hard. You’ll be hard pressed to find someone willing to change the way your marketing operates.
Here’s a step-by-step method you can use to make the switch:
Blend Inbound and Outbound
Many marketers are merging their inbound and outbound techniques. According to Marketing Charts, 90% of marketers believe using online data to enhance offline marketing is critical. More marketers are becoming comfortable with blending online campaigns with traditional approaches. Ask them about making inbound marketing tactics part of an outbound campaign.
Connect Commercials to Social Media
If your business relies on commercials, take baby steps towards blending social media into the action. The inclusion of a hashtag, for instance, allows you to blend online messaging with your advertising.
Attach a Landing Page to Print Advertisements and Direct Mail
Your print advertisements may get you noticed, but you want to inspire people to take action. When your team assembles the next ad, suggest they put some copy on it pointing to an online destination. You can use QR codes, or list a URL and then create a customized landing page just for this advertisement.
Pair Inbound Campaigns With Traditional Campaigns
Try and run some inbound campaigns of your own. Promise routine tasks will get done, as will the additional campaigns are tests you’re running. This requires more time in the short term, but an increase of your budget won’t be required.
Re-purpose Your Existing Content
If you’ve been in business a while, you likely have a great deal of content and expertise. As you’re trying inbound marketing, this knowledge will be handy. Transform your current marketing material into content you can share across social media channels.
Set Up CTAs and Landing Pages
Ask if you can play around with the website. Assure your boss you want to improve upon pre-existing content, in addition to making key new additions. Create a call-to-action on the homepage. Think about what offers your visitors might like. If most traffic is coming in on your keywords, a case study might be the best offering. When people start talking about purchasing your product, your sales team will want try more inbound marketing.
Humans, by nature, are visual. Think about cool ways to increase engagement via social media. Create memes around an industry fad – use memegenerator.net to create easily-shared visuals. This will build on your social reach.
Be Strategic With Your Blog Content
Set up a company blog, and start writing. Don’t just write blindly and hope someone finds you online. Start sharing that post with those who would find value in it. Of course, that includes social media followers. Write about topics that relate specifically to your company. Write guest blog posts for other sites that will help you generate some inbound links.
Look at Your Metrics
Start collecting metrics that demonstrate how effective they are. Create reports showing how many times your hashtags were mentioned on Twitter. Use website analytics to see how many users went to your customized landing pages or website because of your blog. Determine which keywords drove the most traffic to your website. Figure out what worked well, what needs more effort, and what efforts should be dumped.
Organize all your results into a concise presentation proving how significant your ROI is because of inbound marketing. When you use data from recent campaigns, your case supporting inbound marketing is made for you.
Get PageLadder Posts by Email
Latest posts by Logan (see all)
- One Will Always Listen to Their Peers - February 26, 2013
- How Instagram Is Bringing The Opt-Out Economy Back To Social Media - February 25, 2013
- Analytics vs. Insights: Going Deeper Than The Numbers - February 21, 2013