Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads. It is much simpler to implement than you thought.
Truth is, the digital platform (which includes social media, mobile apps, blogs and kiosks) is currently touching billions of customers globally, which simply means Chief Marketing Officers must quickly get "up to speed" in order to help their companies remain relevant in today's world.
Read on for a few tips on making a successful transition:
- Shifting the Focus to Relationships
The traditional CMO has largely been saddled with driving sales growth and creating campaigns, which move customers to purchase. However, the digital landscape as a whole, centers on relationships. Therefore, the thought process and approach must shift from the short-term sales and revenue approach to the long-term relationship and loyalty-building approach while implementing Inbound Marketing.
The customer who is connected via relationship is likely to remain loyal and to influence others for years to come, thus making the effort worth it.
- No Man (Or Department) is an Island
Until now, your efforts may have centered largely on creating clever, attention-getting campaigns independent of other corporate departments. But as you make a transition to a more digitally focused executive, transparency among various departments will become critical. Specifically, the Customer Service and Sales departments will need to have some insight and knowledge about your marketing efforts. But don't just limit your transparency to these departments, as other areas of the business may also be essential to your efforts as well.
- Be Fearless. Take Risks
Digital media is far less expensive than purchasing traditional 30- to 60-second television ads or full-page magazine advertising space. Companies are now able to stay in front of their audience around the clock for a mere fraction of traditional costs. Spend some time researching, what your competitors are doing, but also look at what's working in the world of online media and general content that has "gone viral". Success leaves clues, but it also leaves hints on how to chart new territory in the current digital environment of Inbound Marketing.
Embrace the education, and be sure to include those who grew up using technology on your marketing team. It can only make you, individually, and your department, overall, more relevant, more dynamic, more creative and more successful.