inbound marketing, seo, lead generation

Why Inbound Marketing is a Core Competency for Finding Quality Leads via Organic Traffic

Focus on Core Activities, Outsource the Rest

I agree with the conventional wisdom that people working in small businesses need to focus on core activities that bring in customers, generate revenue, and improve both your products and your operational effectiveness.

Activities that provide little value add should be outsourced.

Where I disagree with some is in my belief that Marketing, and specifically Inbound Marketing IS a core competency best done in house.

Inbound Marketing IS Core

Having a great product or great services is not enough. The world must know about you. The activities whereby business achieve this are called marketing. While certain aspects of marketing can and should be outsourced, and external advisers can provide valuable perspectives, overall marketing is key and the responsibility for marketing must stay with a member of the team.

As Inbound Marketing is the single most effective form of marketing ever developed, it is by default a core competency your business needs to embrace.

Inbound Marketing is best done in house.

Writing can be outsourced, but not responsibilities for finding the companies voice, tone, and messages.

We’re Too Busy With Product Development

This is one of those “If I had a dollar for every time I’ve heard…..” statements. It occurred most recently about an hour ago. During a talk on the phone with a Public Relations consultant, I was told that most of the startups she works with are too busy to get serious about marketing. They’re still working on product development.

I understand the importance of having a product or service that is compelling, but the best product doesn’t sell when very few know it exists.

Rather than think “We’re too busy to take on Inbound Marketing”, rephrase it to “We’re too busy to be working to attract high quality prospects and customers”.

Gives it an entirely different flavor, does it not?

Can any business truly be too busy to work on attracting high quality prospects and customers?

If you believe the answer is no, you owe it to yourself to take a long hard look at what Inbound Marketing can do you for you and your business.

If You Might Pivot Anyway, Sooner is Better

In Silicon Valley we have the greatest way of saying “Oops. We’re off target. Let’s adjust.”. The word is “pivot”. A pivot is when a business changes their focus in response to having learned new things.

Pivoting is common. Some very large established companies have pivoted several times during the life of the company. Did you know Nokia started by making paper? This was in 1865. They entered telecommunications in 1960.

When you come to realize your business must adjust to take advantage of what I’ll call “The Realities of the Market”, you do it.

Inbound Marketing will help you.

As you promote your product through Inbound Marketing, you’ll interact with prospects and customers, both on your website and elsewhere. Through these interactions you’ll learn things. You’ll also learn things by going through your website Analytics. You’ll be able to easily determine what stories are articles resonate with your website visitors the strongest, and what parts of the country and world have the greatest interest in your products and services.

Inbound Marketing helps you know when to pivot and what to pivot to.

Learn More About Inbound Marketing…

Download the eBook: The 7 Fundamentals of Being Found Online

 

Related Posts

Inbound Marketing: The Structure and Format of a Strong Pillar or Anch... But First..... Tiered Links First let me talk a little about tiered links. What they are and why they matter. Links from one webpage to another ar...
Internet Marketing Strategy Preparation | What is Your Website About? This post is part of a series about the Internet marketing strategy I call Inbound Marketing, and is also part of a sub-series about the preparation t...
How to use LinkedIn to increase engagement and build connections When you sell to businesses, LinkedIn is a great social media platform for promoting your content. However most small business owners are using Linked...
Generating Leads via Local SEO Marketing Requires Consistency A prior post discussed the importance of Quality posts relative to your local SEO marketing efforts for your travel business. Quality both from the pe...
How to prove the value of your content marketing efforts Actionable data is necessary for continual improvement in anything. Content marketing is no exception. You have carefully created content and distr...

Leave A Response

* Denotes Required Field