Over the next couple of weeks, we are going to focus our blog on answering the critical questions that come up time and time again during our engagements. One of those questions is, “How much time does your program require from me and my team?”
The answer to that question has more to do with you than it does with us. Let me illustrate. If you take our advice and work with us based on our guidance, we typically require about one to two hours per week.
This includes a one-hour conference call once every two weeks as well as various requests for information and direction. Once we begin creating educational content, we may require additional time to interview you or a content expert at your firm to create whitepapers, e-books and blog posts. All in all, the time should never exceed three hours per week.
Now, you might find yourself spending much more time than this if you insist on rewriting the content we deliver, if you extensively edit our work, change your mind and cause us to rework product that’s already been delivered or rework content that’s already been approved.
This might sound silly to you. You might even be thinking to yourself, “Why would anyone do that?” But it happens more than you think. If you end up in this scenario, yes, an inbound marketing program could require up to 10 hours a week from you and your team.
Here are a few tips to consider when you are deciding which type of time investment you want to make.
When it comes to reviewing inbound marketing writing, don’t edit it. Your job as a client and subject matter expert is to censor our work, not to edit it. What this means is that you should be checking the writing to make sure it’s technically correct.
Remember, we are not writing it for you or any of your employees. We are writing it for your prospects, and we are writing it so it gets optimized, shared and so it connects with your prospects. Trust us and watch the results flow in. Rewrite it and run the risk of sabotaging your own marketing.
Don’t change your mind. If you change your overall strategy, if you change your mind on how we recommended you be remarkable, if you change your mind on how we architect your website midway into the engagement, then it’s going to take a lot more of your time to approve all this work, as we redo it based on your new strategic direction or perspective.
Other people in your company might need to participate from time to time. For example, we like to survey your sales people or customer service teams to see what questions prospects and customers ask you on a regular basis. You should know that these requests are few and far between, but they do help us create the perfect educational content for your business.
Don’t get uncomfortable midway into the engagement. Don’t start an inbound marketing engagement if you think you are going to get impatient and bail out midway through the work. Inbound marketing is something you have to be committed to and continue to support for years, not weeks or months.
If you are going to hire an internal resource to support the program, make sure he or she gets the proper direction from you right from the start. New people who are trying to establish their own power positions can undo a lot of positive progress, and without the proper education and perspective, may require a lot more time to be invested than necessary. They need to know that you are all-in on inbound marketing and that their roles are to learn how to execute, optimize and become inbound marketing experts. We are more than happy to teach new team members the ins and outs of inbound marketing in exchange for their support.
Keep in mind at the time you need to invest to run an inbound marketing program is entirely up to you. The more you let us do what we do, the less time you have to invest in it and the better your results.
Start Today Tip – It makes sense to think about the time you are going to have to invest to get an inbound marketing program up and running. It also makes sense for you to decide upfront if you are going to be able to trust the firm you hire and allow them do what they are hired to do. Once you decide how you are going to work on your inbound marketing program, you quickly learn how much time it's going to take from you and your team.
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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.