Shocking in that we hardly ever stop to do consider them, even though we would all know about them and would like to adopt them.
Here are the 5 “revelations” outlined for you to discuss with your colleagues:
1) Always Consider Context
Your business is numbers-focused, but you do not really care about industry averages too much? So based on your current spend consider how much of your marketing spend right now goes towards outbound (conferences, billboards, direct mailings, newspaper ads, etc.) and how much on inbound (blogging, online lead generation, content marketing, etc.)? Compare your chart to where you were a year ago.
2) Boil The Problem Down
Review why your company has to approach marketing differently now compared to 5 or 10 years ago. Consider the fact that the way people’s buying has changed. Instead of coming to your business and talking to a salesman, buyers now search for information, recommendations and prices online first. This way, 57% of the sales process is completed before the prospect talks to the sales team!
To get their message through to buyers, marketers have bombarded everyone with unwanted phone calls during evening meal-time, stuffed letter boxes with junk mail and put up advertising hordings every 10 feet on the high street. But the traditional marketing playbook is broken, because people have found ways to block these out: no-call lists, video recorders, spam filters and much more.
3) Look For Proof
No business changes its mind about where to invest big chunks of money without solid proof. Use the State of Inbound Marketing Report or the 100 Powerful Inbound Marketing Charts to show him why inbound marketing is worth the invest. You can show them facts like: “Inbound leads costs 67% less than outbound leads.”
4) Explain How Inbound Marketing Works, But In Everyday Language
From a financial perspective it makes complete sense, it just has to be explained correctly: Inbound marketing creates long-term assets. Real-life example can explain how the process works. If you need a good example, check out the HubSpot case study library. Inbound marketing has a compounding return, because the assets that you create deliver returns long-term without any additional investment. You could even show this by comparing PPC vs. Inbound. Would rather rent or own assets?
5) Develop Your Plan
You have your plan on how to optimise your marketing for inbound. You can use the Marketing Grader Tool to get a snapshot comparison of where you and your competition stand. Place your company with your top 3 competitors on one slide.
Use this to make a case for why your business needs to use inbound marketing to get ahead, be a market leader, or not left behind. Map out your detailed marketing goals and explain needed next steps. Remember: you are not asking permission, you are educating and asking for support on this.
If you will need some extra data points here (100-Stats-Charts-and-Graphs) are the 100 most powerful charts of the 2014 State of Inbound Marketing Report.