Catching a wave of socially relevant topics makes blogging fun, gives you a little extra lift in search, catches your audience with interesting creative twists on trending topics and keeps everyone on their toes. So today, I give you the five reasons Alex Rodriquez hates inbound marketing.
1. You Can't Hide The Results – Inbound marketing is a process by which you set goals and then work day-in and day-out to achieve those goals. These goals are directly tied to overall company goals and so everyone in the company should have visibility into the performance of your inbound marketing campaigns.
Historically, marketing professionals worked to disconnect themselves from the overall results of the company. Today, more and more marketing people are interested in sharing results from inbound marketing across their organizations. One of the biggest reasons for this increased sharing is a need to drive original thought leadership and educational content.
These ideas and content often come from outside the marketing department. To be able to show a services team that the whitepaper they helped author drove 18 new leads for the business in one month is a great story to tell across your company. In contrast, Alex Rodriguez clearly never thought that his results would get out.
2. You Get Tested Every Day – Inbound marketing requires you to test and analyze your progress every single day. How are you doing this month vs. last month at this time? How are you doing this year vs. last year? How are you doing right now vs. a historical rolling three month period? This testing shouldn't feel like a burden...it’s really a major advantage. Once you start thinking about your marketing like this, you start making the adjustments you need to stay ahead of the game every single day.
This approach to your marketing means your website traffic is improving month over month and your business is getting more leads. The long-term impact of this approach is staggering. Some clients see a four or five times improvement in website traffic after 12 months and they see a two or three times improvement in the number of leads generated online.
As with most major league sports testing, most of the players are given a heads up as to when and how the tests are going to be administered. Everyday testing would be a major deterrent.
3. You Need A Strategy – Inbound marketing requires a strategy. You can't make it up as you go. Well, I guess you could—but you wouldn’t see the kind of results we typically see for our clients. You need a well-rounded marketing strategy that utilizes inbound marketing tactics while including strategic messaging to catch your prospects' attention, clear differentiation that sets you apart from your competitors and a 12-month plan to work off of as you progress through the year.
If Alex Rodriguez had an inbound strategy, he might not be looking at a major league ban today.
4. You Can't Blame Other People – Inbound marketing makes you accountable. You can't blame other people when you create the content, you manage your website, you handle the tracking, you do the blogging and you nurture all your leads. Complete transparency means you have the ability to impact results day-in and day-out. If you’re not getting to your goals and you are executing the right inbound marketing tactics, in the right way, at the right time—you should be seeing results.
It’s no one’s fault but yours. Conspiracy theories, mob involvement and major league cover-ups won't cut it anymore. I will say that if you took short cuts, especially in the creation of your marketing message or differentiation that might be at the root of your issues. If you didn’t want to do the hard work to be remarkeable in your space and now you’re not getting the traffic and leads you expected—well, that still comes back to you.
5. If You Don’t Perform, You Might Be Out – Inbound marketing does deliver highly accountable marketing programs. After implementing over 100 of these programs over the course of the last 10 years, we know what is going to work and what’s not. Every client is different, every industry is a little different, but with performance expectations comes accountability. If your inbound marketing program isn’t delivering on its defined goals, consider making some major adjustments.
Start Today Tips – Don’t wait until you get caught doing something you knew was wrong. Be proactive about your situation and start looking towards inbound marketing as the answer to marketing that works. Set goals, drive performance and then shout from the rooftops when your marketing starts working like it should.
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