Do you believe in Inbound Marketing Myths? When inbound marketing was first coined by Brian Halligan, co-founder and current CEO of HubSpot, in his book Inbound Marketing: Get Found Using Google, Social Media and Blogs marketing professionals overwhelmingly supported the use of the new marketing tactic. Thus far the book has sold over 50,000 copies and ranked as high as #17 on Amazon’s best seller list. And, as with any new and innovative product or strategy there will be those who doubt it and debate its’ effectiveness. Those doubters have claimed that inbound ineffectively identifies when leads are ready to become customers, that e-mail no longer presents an effective way to bring in business. But those claims amount to little more than Inbound Marketing Myths (and we have statistics to prove it).
The 2 Most Common Inbound Marketing Myths
Myth #1: Inbound Does Not Identify Who Is Ready to Buy
Not being able to identify potential buyers can make it difficult to quantify how effective your inbound marketing campaign has been. If you cannot identify who is ready to buy you will not be able to target and convert those customers teetering on the edge between a sale and disappearing back into the unknown. That lack of information has some claiming that inbound is ineffective and fails to convert potential customers who are deep into the sales process. But that’s just one of those common inbound marketing myths. Sure, you may not be able to convert potential customers without knowing where they are in the sales process but it is possible to identify exactly where they are if you have the proper data. We, Fat Guy Media, along with some help from analytics software and Hubspot we will be able to track those people currently navigating your site and target them accordingly. Inbound is not about just using inbound, you have to analyze it and allow it to constantly evolve. That is how it works and grows. You would not plant a garden and say that your job was done. It takes routine care. Care that we will give to your inbound campaign to make sure it is strong and working properly.
Myth #2: E-mail is Dead
How often do you use your e-mail throughout the day? We are guessing that your answer probably exists within this region: a lot. Other alternatives have been developed but gained little traction thus far. According to the Direct Marketing Association (and Hubspot), 66% of consumers have made an online purchase as a result of a marketing email. So, where those claims that e-mail is dead are coming from we are not sure but it may be coming from sources that do not know how to use e-mail marketing properly; making the claim that e-mail is dead the second of our inbound marketing myths. Like any tool, it does not matter how nice it is, you need to have some prior training to know how to use it well. We have considerable experience designing templates, using analytics and targeting e-mail campaigns to boost your conversion rate. Inbound is not a magical marketing term that will automatically overhaul your conversion rates. It is a tool, which when in the right hands can yield significant results. Results that we can help you see. If you would like to schedule a consultation or have any further questions about inbound marketing myths please feel free to give us a call at 516-535-5353. We look forward to hearing from you!