Convincing Your Clients to Adopt an Inbound Marketing Strategy

    If your clients have always used outbound marketing techniques, and if these have worked reasonably well, they may be resistant to a big change, like incorporating inbound into their strategies. Your clients know that creating an inbound marketing strategy will require plenty of effort and hard work, and they may be skeptical that the strategy will even produce results. However, you have statistics on your side that should be powerful enough to convince even the most stubborn of clients that inbound marketing is highly beneficial.

    Inbound Marketing Statistics

    • Just having a blog can generate 126 percent more leads. Of all marketers, 43 percent of marketers have gained customers from their blog alone, but this number increases to 82 percent for marketers who post content every day, reports HubSpot.
    • Despite rumors that SEO is dead, SEO leads have a 14.6-percent close rate, says HubSpot. Compare this to outbound leads, including direct mail, traditional advertising, trade shows, and telemarketing, which have a close rate of just 1.7 percent.
    • Inbound leads, from sources such as social media, email marketing, blogs, and SEO, cost 61 percent less than outbound leads, according to Search Engine Journal.
    • Nearly 60 percent of companies have already adopted an inbound marketing strategy and 48 percent have completely integrated their strategies, says HubSpot. The popularity of inbound marketing is growing — and those who lag behind risk losing ever more of their clients to competitors.

    Outbound Marketing Statistics

    If your clients are still unconvinced, compare the above facts to these statistics about outbound marketing from Vital:

    • People in the 25 to 35 age group leave websites with excessive advertising 84 percent of the time.
    • The Do Not Call register now consists of 200 million people.
    • At 85 percent, most TV viewers are not even watching commercials.
    • The reason why few leads are acting on your direct mail CTAs could be because 45 percent of direct mail is never even opened.

    How to Combine Inbound and Outbound Marketing

    Clients with well-established outbound strategies may be less resistant to change if you come up with ways to combine outbound tactics with an inbound strategy. Here are a few ideas to try:

    Lead Magnets

    Impatient clients want to see conversions at the top or middle of the sales funnel, but this requires providing leads with an incentive. You may be able to gain prospects’ contact information by using lead magnets in your content strategy.

    Tripwires

    Immediately after a lead magnet, use a tripwire offer (a very inexpensive product or service) for an instant conversion.

    Advertising

    Paid advertising in places like search engines and social media is a great technique to complement organic search and social media integration.

    It is important to stress to your clients that an inbound marketing strategy will not produce miracles overnight, although it can lead to conversions quite quickly at lower costs and higher success rates. Monitor engagement and analytics closely, particularly at the start of launching your strategy, to fine tune your efforts for the best possible results.

    Topics: Inbound Marketing Strategy

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