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5 Inbound Marketing Myths Busted

13 August 2015
woOER - Stephanie Merrick

Newspaper
Hype. It's a fickle thing. We get all excited and we've all been vehemently let down at some time or other. The worst culprits in my mind: i-cloud (I mean unless you're an apple store genius) linking and syncing is definitely not seamless, Microsoft Zune (the must-have alternative to the Ipod? I think not) and Fernando Torres, who really lived up to his £50 million pricetag with a spectacularly awful performance (22 goals) for Chelsea.

Marketers are guilty of hyping up all the latest trends and lingo, so when fancy new marketing terms come out it's not surprising people are sceptical about how effective they really are.

So we don't blame you if you're a bit cautious about Inbound Marketing.

BUT, we know how useful it is and how it could benefit your business.

So let's set the record straight for all you sceptics out there and share the top 5 Inbound Marketing Myths Busted:

1. Outbound is more effective right?  

Hubspot have collected data from over 7000 companies and 3500 leading marketing professionals to provide a comprehensive overview of Inbound Marketing and its measureable benefits. 

  • Social media has a 100% higher lead-to-close rate than outbound marketing 

  • Inbound practices produce 54% more leads than traditional outbound practices 

  • Inbound marketing costs 62% less per lead than traditional outbound marketing 

  • 90% of consumers find custom content useful and 78% believe that organisations providing custom content are interested in building good relationships with them
We're not taking sides (okay maybe a little bit) but...we've even got Mr Apple man and all around legend himself Guy Kawasaki in our corner who said this: 

Guy_Kawasaki

2. It's only effective for B2C marketing? 

  • 80% of business decision makers prefer to get company information in a series of articles versus an advertisement 

  • B2B Companies that blog only 1-2 times per month generate up to 70% more leads than those that don’t 

  • Traditionally B2C have had more success with social media (largely because sites were banned by bosses) but, with the widespread embrace of social media techniques more and more employees are allowed to use it on the clock (for "Work-Related" browsing only - obviously) 

  • Not sure how to engage on Social Media, we've got some B2B tips to help.

3. No new customers are finding my content anyway: 

  • 93% of buying cycles start with an online search. SEO is crucial to be found by those all important new customers. 
  •  If you don’t rank well in search, it’s hard for people to find you. Get some handy tips on SEO here. 

  • 43% of marketers said they had generated at least one customer from their blog. 

  • But what happens when you commit to blogging monthly? Around 57% of marketers who blogged at least once a month could trace customers back to their blog 

  • And blogging daily? A massive 82% of marketers had generated customers from their blogs.

4. It's doesn't provide positive ROI? 
  • 79% of companies that have a blog report a positive ROI for inbound marketing  

  • The problem is not many people know how to/are putting enough effort into measuring ROI 

  • When asked 'Did Inbound Marketing provide ROI for your company?' a 2013 Hubspot survey revealed:

    Did_Inbound_Marketing_Provide_ROI_for_your_Company
  • There are loads of great platforms out there like Hubspot to make analysing your Inbound Marketing easy and making sure that all your hard work and resources are used effectively

5. Inbound isn't going to stick around?

  • While Inbound Marketing hasn't fully infiltrated the UK yet we think it'll stick around longer than Shayne Ward (X factor winner 2005 for those who don't remember) 

  • The number of marketers who state they are practising inbound rose from 60% last year to 85% this year, while the percentage of marketers who concede they don’t run inbound has nearly halved to 13% 

So get on our side, we've made a handy guide to all the great things Inbound can do for your Business:

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Information from Exact Target, Hubspot, Content Marketing Institute and McMurray/TMG

Topics: B2B Marketing, Inbound Marketing

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