Skepticism among Singapore marketers and businesses often occurs when they do not know all the facts. In today's world, with new things surfacing everyday, skeptics are all around. Information and education is the answer as to how to convert a skeptic into a full believer. The challenge is in communicating the facts and examples in a way such that it creates an impact pertaining to the skeptic's particular doubts.
Here are 4 ways to turn a skeptic into a believer.
1) Skepticism Dissolves As Trust Is Built
We need to break down the natural wall of skepticism that tends to get built up when a new idea or solution is presented. Here are a few actions to help initiate a level of trust:
a) Acknowledge that change and results will not happen overnight: Inbound marketing* will take some time from your team to be implemented effectively and produce results.
b) Admit that change is not going to be easy: Inbound marketing requires involvement from each team member for a defined set of processes and goals. Establishing set responsibilities with the contributing team builds a higher level of accountability.
2) Skeptics Will Ask Pointed Questions
Anticipate and be prepared to answer questions that support your argument related to Inbound Marketing when you are planning to pitch. The following questions will likely to come up at some point of the process:
How does inbound marketing differ from traditional marketing? Traditional marketing is about pushing a message out through certain channels to gain attention. Inbound marketing is about creating valuable content through blogging and premium content concentrating on buyer personas, thus drawing attention in.
How does it give us a competitive advantage? The Internet is the easiest place for a business to build market share. A website that has strong content, backlinks and continues to publish relevant content on a regular basis will establish stronger impression of authority on the subject or niche.
3) Skeptics Will Need Reliable Resources and Facts
Inbound Marketing has proven to be more effective than outbound marketing at both generating leads and driving sales. This statement alone will not convert a skeptic into a believer, but here are a few facts and data sources that will.
An inbound lead costs 61% less than an outbound lead
Companies that blog once a month generate 70% more leads
70% of all links clicked are from organic, not paid
4) Skeptics Will Look for the Bottom Line
Setting realistic expectations with a skeptic is critical. It comes down to team contribution, understanding buyer personas and the challenges with each of them, and the intensity of your team's approach.
Incorporate inbound tactics into outbound methods of outreach: When sending an email distribution, include a "top of the sales funnel" offer, ebook or white paper.
Add visual calls-to-action on your website: Placing a Call-To-Action (CTA) in every spot on your website that a new visitor may see is critical to capturing important information.
Share valuable content that targets your buyer personas: Understanding your buyer personas is one of the most important factors to creating valuable content. Factors to consider when generating content include aiming to solve a prospects problem, elicit an emotion, or empathize with their needs.
Track and analyze your activities: One way to immediately evaluate success is by reviewing growth in organic traffic and leads. When done right, the statistics that support inbound marketing and the impact it can make on generating leads for your business will turn any skeptic into a believer.
After they're sold, educate your ex-skeptics with more information on Inbound Marketing and soon, your Inbound Marketing efforts will be up and running.
* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.
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