Inbound Marketing Campaigns: 7 Tips for Convincing your Boss to Invest
Before we begin, lets get one thing straight - inbound marketing isn’t a trend; it’s a standard. Anyone waiting for the popularity of blogs, social media and email marketing to die down will be waiting a long time and we’d like to take a moment to remind you of what happened to the dinosaurs…they didn’t make it!
Time to get your foot out of the tar pit we call traditional marketing and evolve.
Step one – convince your boss to invest. Inbound marketing takes time, money and constant care. If you’re going to develop and execute a new strategy, approval and support from the head honcho is a must. Follow our lead with these 7 tips to get the reinforcement you need:
1. Know Your Stuff
Do your research – end of story. Start reading up on best practices from websites like:
Participate in a free online training course and become a certified inbound marketer. It’s inevitable that your boss will ask tough questions and you’ll need a comprehensive understanding if you want to convince them properly. Plus, online learning sessions will delve deep into every component of a successful inbound strategy to teach you how to properly align and utilize each lead generating tactic.
2. Educate Your Boss
Chances are, if you need a tune-up on inbound marketing, so will your boss. That’s right, marketers; it’s your turn to hold the ruler! Set up a meeting with enough time to give your boss a crash course. Create a presentation in PowerPoint, Keynote or whatever else you use to wow clients. Customize the presentation so that it’s relevant to your industry. Take your boss through the major components of inbound marketing as they relate to your company and its target audience so they understand how each inbound tactic will guide leads through the sales funnel.
3. Give Your Boss The Facts
Who doesn’t love statistics! Check out the 2013 State of Inbound Marketing for reality slapping good stats that will undoubtedly grab your boss’s attention. Incorporate them into your pitch to develop importance behind the initiative. Here are some of our favorites!
75% of website visitors never scroll past the first page.
Companies that blog see 55% more website traffic and 70% more leads.
60% of the sales cycle is over before a buyer talks to your sales person.
Companies average 9,100 leads after 1.5 years of inbound marketing.
4. Get Mathematical
Don’t just tell your boss how inbound marketing will impact their bottom line. Show them. Get all Albert Einstein up in that meeting and bust out some real life numbers. Here are a few equations that will help to refine your inbound marketing goals:
Monthly revenue goal / Average sale revenue = Number of sales you’ll need per month to reach your goal.
# of current clients / # of current leads = Lead to client rate (percentage)
Projects per month (as discovered in equation #1) / Lead to client rate (as discovered in equation #2) = # of leads you’ll need per month.
5. Involve The Sales Team
Since you love them so much, here’s one more savory statistic: Companies with a strong sales and marketing alignment get 20% more annual revenue. There has long been a rift between sales and marketing teams but in this new age of advertising, it’s time to sign a peace treaty and join forces. Information sharing between both departments is essential to advertising success and if representatives from sales and marketing pitch to the boss, the importance of investing will be all the more evident. Time to play nice, marketers!
6. Designate a Digital Agency for Support
Prepare for approval by teaming up with a digital agency that can provide web design and development support, professional grade content writing and a CMS solution to assist with implementing and tracking campaigns. This added layer of support ensures that your boss’s investment will yield a substantial return.
7. Talk About Tracking
Above all else, remember that inbound marketing is a science. Its effort and outcome is measurable and this is a fact that your boss will appreciate. Talk to them about tracking progress, calculating the success of every tactic and changing the strategy if something isn’t working.
Make sure your boss understands that you aren’t selling them a bag of magical jumping beans, here. You’re asking for permission to be progressive, to push the envelope, to drive your company toward greater success and to do so using proven marketing tactics! Take the time to properly educate and make sure that your points are company specific. Base your pitch on facts, not fluff and get used to working more closely with the sales team (even if they’re a little weird). Lastly, make friends with an experienced digital agency that can support your inbound marketing efforts. Simply put, give your boss an offer he or she can’t refuse!