Inbound marketing is our core business. And this is the method used by We are the words to market our services. But this is not a panacea for all our customers when it comes to finding customers. And in your case?
At first glance, I specify that I run an inbound marketing agency. I am an avid follower of this approach to generate attention and attract prospects. Do not misunderstand my words. I do not question the effectiveness of inbound marketing. Simply, it’s not a panacea. No marketing method is the universal recipe.
Admittedly, marketing has changed, evolved. But its original function continues, intact, in our daily lives. Our mailboxes are full of flyers. Our series are always interspersed with ads that make us believe in the worst and the best. To think that inbound marketing is going to change things is going astray. It is not substituted (yet) for traditional forms of marketing. Nothing is lost, everything is transformed.
They all say that inbound marketing is great for finding customers
Is. Just enter in Google phrases such as “inbound marketing benefits” or “why inbound marketing” or “ROI marketing inbound SME”. We discover a plethora of complimentary articles on the inbound approach. Obviously, to find customers, it’s “ze” method in digital marketing. Dozens of results, case studies, studies, defend incoming marketing for lead generation and customer acquisition.
But where are these sources that moderate the situation? Which advisors and experts dare to say that inbound marketing is not always effective? This is not always profitable in the short and medium term, for all advertisers. Which marketing agencies or solution publishers claim that other methods, more traditional or intrusive, are sometimes more effective?
Since these sources are difficult to find, I propose to enlighten you. Here are 5 objective signs that indicate that an inbound marketing strategy is not always the (only) good solution for your marketing efforts.
Your marketing culture is fast ROI
Inbound marketing is not a quick fix – it’s a long-term strategy. What really has a lasting effect and is able to impact companies for many years requires a lot of personal and financial investment, as well as real teamwork. The pursuit of an incoming strategy should in no way function as a test.
Admittedly, we live in the age of snapshots, buzz, Facebook Live and Snapchat Stories … Either diets that promise to lose 10 pounds in a week and rejuvenating creams with effect in 1 night do not still disappeared waves … But precisely: it’s advertising. It is to make believe. Not to let people know. Inbound marketing has an educational and informative purpose.
Digital media and automation lead us to think that it should be the same in marketing: the results are immediate without asking too much effort.
A good inbound marketing agency will develop a strategy to achieve the goals you and your team have set for themselves. This strategy will focus on: identifying or profiling potential customers, setting measurable goals, building a platform with quality content and developing a strategy to attract new customers, convert, qualify, feed, analyze, acquire and satisfy your customers. This requires effort and time.
Your product or service does not attract major interest
If you do not have the curiosity of a buyer to invite him to prefer your solution to another, a large-scale marketing strategy may not be necessary.
Impulse Buyers are not motivated to read blog posts, download white papers or fill out a form to get step-by-step information on how, why and when to use your product which is very common or which has mostly a usual value and which does not really interest them. Between us: Do you often do research before you buy ballpoint pens, toothbrushes, subway card refills?
The longer the customer journey, the better the sweater is
On the other hand, if your solution represents a substantial investment (in money, but also in time, resources, etc.), your prospect will wonder a long time before preferring one or the other option. I am thinking of products such as some business software, an industrial microscope, a custom manufacturing service, and so on. -It will certainly seek the support of specialists, peers and advertisers to mature its decision. He expects to have all the cards in his hand before investing. Especially if it goes from his chair or that of a colleague, in case of bad choice. The information and documentation he receives influences his final decision.
In other words, if your products do not raise questions, if they do not involve a decision-making process, compare products and benefits, compete for benefits and add value, inbound marketing may be inappropriate. to the needs of your business. Other tactics are needed to find customers.
Your sales force has not been perfumed
Dogs do not like cats. This adage is used in some organizations to describe the relationship between the sales team and the marketing team. They have the same objectives, but not the same cultures or the same procedures. They do not necessarily rivals, but think so differently that they evolve Sometimes it is not a question of rivalry, but, precisely, the methods are so poles apart that the two poles do not communicate, and work, to their best, in their respective corner.
However, the success of pull marketing is to pool these two prisms. Because no one can, better than salespeople, identify triggers for purchase. But these incentives drive the entire marketing discourse, from the beginning of the decision-making path. And who better than the marketing managers can document the salespeople on the conditions that have generated the interest of the prospects, to better contextualize the response of sales representatives when formalizing an offer.
Inbound is also commercial
So, salespeople who do not understand inbound marketing and its contributions to them, have no reason to join. Worse: they risk creating a clear break in this mode of inbound customer relationship: a relationship of service, gift and counter-gift, which inscribes the product or service in the customer’s overall experience. Without taking into account the history of this nascent relationship, they risk scuttling the engagement of prospects and the image of the company.
As I said at the beginning of this article, inbound marketing is not a miracle recipe, a magic potion. A pull strategy can encourage prospects to buy your products and services. But sales will not end on their own. The last phase of the buying process remains critical, decisive. That’s why your sales and marketing teams need to understand their respective tasks and missions. All must work for a common good: more prospects, more sales.
The management of the company was not involved at startup
The entire marketing department is convinced. After research, seminars, conferences and advice from an informed cabinet: the inbound is definitely an imperative. It’s the marketing strategy to find customers.
But … there is a bit: you have not integrated the direction of the box in this process. The head of the company was not even aware of the approach, the necessary adaptations in the organization, etc. In other words, in some boxes, such a situation is all-important. It is essential to involve the hierarchy from the beginning of the reflection. This makes it possible to better prepare, together, the performance indicators. From the beginning. When management willingly and willingly adopts inbound marketing, it is more inclined to set realistic expectations. It even encourages bridges between departments to maximize its implementation. Above all, she supports, she carries the sometimes deep transformation of the organization that inbound methods require. We will see, among other things,
In short, a pull marketing strategy needs to be thought out, designed and deployed across the entire enterprise, not just in the marketing department. Therefore, if the hierarchy does not support such an approach, it cannot guarantee its results.
Your market is a niche. No need to find customers.
Some companies are very famous; they do not need to find customers. The quality, the value, the rarity of their product is enough for their notoriety, or almost. Word of mouth is their main inbound channel. Worse: they are unable to meet the flow of demands and do not want to transform their economic model. Because they work in a niche, full of conventions. And that these ecosystems evolve in a delicate equilibrium hard acquired.
As a result, they are content to maintain their existing business model. We do not blame them: the good reputation and loyalty customers are expensive marketing tools. Wearethewords has some customers of this type. We are the first to encourage them to evolve slowly, naturally. We simply take the project by another means: brand identity, brand content, community loyalty,…
In other words, a company with a stable clientele, who does not want to grow, may not choose inbound marketing. And bet on another strategic investment.
Therefore, inbound marketing is not the panacea for finding customers. The sweater is not the only gateway to a strategic approach to your marketing actions. If you want some advice on where to take your optimization work or to define your KPIs