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Mike Lieberman, CEO and Chief Revenue ScientistMon, May 9, 2016 10 min read

What My Mother Taught Me About Inbound Marketing

Who Knew Your Mom Was An Inbound Marketing Guru?

Inbound Marketing Lessons From Your MomI know that Mother’s Day was yesterday, but our mothers could use an extension. They put up with our antics for years and years, so let’s give them an extra shout-out.

Who knew your mom actually knows something about inbound marketing? Well, she does.

There is a whole host of lessons your mom has been trying to teach you that apply directly to inbound marketing. In fact, if you follow her teachings, you’ll notice an improvement in website visitors, social reach, leads and even new customers.

Give it a try. Honor your mother by applying these top-notch lessons from Mom.

Do Unto Others As You’d Have Done To You

Or something like that. If you apply this thinking to your marketing, you might change some of your tactics. Do you like getting cold calls? Do you even answer your office phone? What about direct mail: Do you read it or toss it right into the recycling? Do you respond to unsolicited emails? Do you attend as many trade shows as you used to?

When you want to have a question answered, research something or try to learn something new, don’t you start with search? Think about your own buying behavior: Has it changed over the past few years? Do you like being sold to or working with pushy salespeople? You don’t actually have to answer any of these questions because I already know the answers.

Your prospects feel the same way. The sooner you adjust your marketing to match their buying behavior, the sooner you’ll see much better results from your marketing and sales investments. Begin considering what you like, how you buy and the experience you’d prefer to have if you were starting to think about buying what you offer.

Don’t Talk About Yourself

Remember the last time you met new people? Did they talk all about themselves a lot? How did that make you feel? What about the time you met someone new and they asked questions to get to know you better first? How did that feel? This might sound silly, but it’s very important.

The more you attempt to get to know your prospects during their buyer journey, the better your chances will be of getting them as new customers.  If your marketing and sales are all about you, you’re going to turn people off. If the process is designed to get to know your prospect, their pains and how you might be able to help them, they’re going to be very engaged.

You only have one chance to make that first impression, and if it ends up being salesy, or all about you, it’s very likely they’ll be looking at your competitor’s website in just a few seconds. On the other hand, if your site is helpful, engaging and offering value on every page, you have a chance to bring new prospects into your world and show them just how helpful you and your company can be to them.

Be Helpful

Speaking of being helpful, this is key to inbound marketing. You don’t have to convince anyone of anything. In fact, if you think this is the goal of sales and marketing, you’ve actually underestimated your prospects.

The more helpful you are, the more emotionally connected they’ll be to your business. People make purchase decisions emotionally first and rationalize those decisions second. So, being helpful actually makes people like you, get to know you better and start to trust you. Getting them to know, like and trust you is critical. It means they’ll feel safe when they hire you, and this is a requirement to getting the sale.

Consider two companies with the same offering ...

Company A is emailing you and asking to schedule a call, send over pricing, send you company brochures and find out if you’re ready for their contract. They call you every couple of days and email you every day. How do you feel?

Company B spent an hour with you on the phone getting to know you and your business. Then they sent over a couple of articles that address your specific concerns, and in those articles were potential solutions to your challenges. Every few days, they offer more educational information. They invite you to a webinar that addresses your exact issue. They let you know that they’re available should you have any additional questions or concerns.

Which company would you do business with? Again, no need to answer that, as it’s obvious.

If You Mess Up, Try Again

No one is perfect. Your mother is constantly letting you know that and encouraging you to pick yourself up, brush yourself off and get back in the game. Mistakes teach us valuable lessons. I actually think we learn more from our mistakes than from our successes. Pat Croce, a favorite business leader of mine, has been know to say that life is all about the recovery; it’s not about getting knocked down, but what you do when you stand back up. Couldn’t agree more.

Don’t be afraid of inbound marketing. Don’t be concerned that you might make a mistake or mess something up. Chances are you will make mistakes. The key is understanding why those mistakes happened and making sure they don’t happen again. Inbound marketing requires – no, demands  this approach. If you’re hiring an agency, don’t expect the team to be mistake-free. Work with them to understand the implications of the failed test and then look forward to seeing the results from a response to it.

Don’t Be Afraid To Try Something New

This is one of my favorites. If you keep doing what you’ve always done, you can expect the same results. If you keep going to the same trade show every year and don’t get the results you expect, stop going. If your auto-dial program isn’t working, stop expecting it to get better. Just because you don’t understand something, you’ve never done it before or it didn’t work for someone else, that doesn’t make it bad, wrong or not worth trying.

Albert Einstein said, “The definition of insanity is doing the same thing over and over again, but expecting different results. If you keep executing the same marketing and expecting better results, you might want to stop and consider some other options.

Trying something new is often an amazing experience. You’re going to learn how to do it, and you’re going to be starting an adventure. You’re going to be working with new people who know how to do what you want to do. It’s going to be hard, its going to take time and you’re going to make mistakes, but like your mother would say, “Nothing worth doing is easy.”

Give inbound marketing and inbound sales a try. Your mother would be proud.

10 Questions You Need To Ask Before You Hire An Inbound Marketing AgencyStart Today Tip – Your mother would never steer you wrong, and neither will we. Inbound is new to almost everyone, and it comes with its fair share of challenges. To make it work, you need patience, a long-term perspective, a solid marketing strategy, experiential planning and a team capable of executing, optimizing and ensuring you get the results you expect. Your tip for today is to consider your mother’s advice and decide if you’re ready for this new adventure called inbound. If so, jump in: The water is warm, and your mother’s advice is going to get you to the point where your marketing becomes a sustainable competitive advantage.

Square 2 Marketing – Inbound Results Start With ME!

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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.

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