Inbound Marketing

Preparing your business for that shift to inbound marketing

You know you want to find sustainable ways to grow your business that don’t rely on knee-jerk tactics. You know that for your business to grow, you need to think long term, and strategically. And you know that you’ve got business objectives to meet to ensure this long-term success. Inbound marketing takes a long-term approach to growing a business, while also affording it short-term gains. As wonderful as this all sounds, making that shift over to inbound marketing isn’t as easy as flipping a switch (we wish it were!). Instead, it requires a few changes – but ones that are well worth making.

Change your business from a product-centric one to a customer-centric one

Perhaps one of the toughest things about shifting over to an inbound marketing approach to attracting new customers is altering your mindset from a product-centric to a customer-centric one. And by this we mean, stop thinking about your product and how you’re going to get people to buy it and start thinking about how your product can help people address their pain points. Remember, that your audience cares little for your business and products – they only care about how to take care of their needs. Inbound marketing is an opportunity to meet people at their level and speak to them about their needs and interests, all while finding ways that your product or services can add value to your audience.

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Even if you won’t be implementing your inbound marketing strategy yourself, brush up on those inbound skills

Even if you’re going to enlist the help of an inbound marketing agency to do the nitty-gritty behind implementing your inbound marketing strategy, get yourself and your marketing team up to scratch on the technicalities of how inbound marketing works, inbound marketing best practice and the practicalities of implementing an inbound strategy. A great place to start (after you’ve read through our guide about inbound) is the HubSpot Academy. They offer five inbound certifications aimed at preparing both newbies beginning their journey in inbound and those fully entrenched in the system.

Get to know your partner agency and ensure lines of communication are clear at all times

Make sure your partner agency is as well versed in your business and industry as you are. Spend time getting to know each other, give them a thorough run down of the business and its products, and supply them with as many resources as possible about your industry. Also, ensure that they’re familiar with the key contact people in your marketing team and that lines of communication are clear and open at all times – this gives your inbound strategy the best chance of success. It makes it that much easier for your inbound marketing agency to implement your strategy.

For an inbound marketing strategy to generate leads and grow your business, you need to set goals

Inbound marketing is nothing without SMART goals. Why? Because inbound is very much a science as well as an art. It’s fuelled by data – data that indicates whether a strategy and its tactics are achieving its goals. Without these goals, we wouldn’t need inbound in the first place. However, businesses today can’t survive without goals. These goals need to be specific (e.g. increase lead conversions by 20% by Q4), measurable (otherwise it’s pointless setting them), attainable (there’s no use setting a goal you’ll never reach), relevant (to your business and industry) and timely (i.e. a deadline needs to be set). These SMART goals help you focus on what you want to achieve, how you’re going to do this and helps you keep up the momentum for doing so. The most important thing is that you, your team and your inbound marketing agency agree on and understand your goals.

Finding the right agency to partner with is a key ingredient in the success of your inbound strategy and the growth of your business. To learn more about how inbound marketing can help achieve this growth, download our guide:

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