Looking for a Marketing Unicorn with a Time Machine?

By Megan Sherwood

Many people think marketers have it easy: open up the laptop and come up with great marketing strategies. Let the leads roll in!

But good marketing isn’t easy. The Pulitzer Prize-winning sportswriter Red Smith once said that writing is effortless: all you need to do is “sit down at the typewriter, open your veins, and bleed.”

Good marketing is pretty much the same way, especially when it’s inbound marketing – arguably the best form of digital marketing available today. (But, you know, a lot less blood. Please don’t bleed.) A solid inbound strategy takes time to strategize, create, and implement. While inbound marketing takes a while to produce results— this is not a strategy for the impatient— the return on investment is measurable and exciting.

Holding Out for an All-in-One Marketer?

We know you’re excited to get those high-quality leads rolling through your door. But take a moment to think this through: are you prepared for all the work that’s involved in running an effective inbound strategy? Are you thinking that you can do everything, and complete it yesterday? Or that your super smart intern can figure it out in a few days?

That’s crazy talk. Even a fully capable person, schooled in the art and science of inbound, with a toolbelt of inbound resources, won’t have enough time in the day to get everything done. Stop looking for a unicorn who can time travel.

Instead, look for those who have strategic and tactical expertise in these key areas:

  • Content marketing
  • Email marketing
  • Social media marketing
  • Website/development expertise
  • SEO/keyword expertise
  • Analytics
  • Design

You won’t find these high-level skills in one person. You might be able to hire two people who might have all these skills combined, but that’s pretty unlikely, too.

You also don’t want to completely burn out your freshly-hired inbound marketing team members. After all, you want them to be able to come up with creative ideas. With that in mind, we recommend that you hire at least three to four experienced inbound strategy professionals.

Recalibrate Your Expectations About Inbound Marketing

We see many businesses – even those with a full in-house marketing team – make the following mistakes:

Mistake #1: Not allocating sufficient time to deliver results

Listen, we get it. You’re ready to see what inbound can do for you. However, seeing results in inbound marketing takes time. It’s a slower ramp up, but it has longevity, and over time, it will show fantastic ROI.

Mistake #2: Underestimating the effort required to complete tasks

It takes a great strategy and skill to pull off inbound marketing effectively. Results will come, but it will take planning, brainstorming, production and analysis from everyone on your team. You’ll get out of it what you put into it.

Mistake #3: Refusing to hire the right people for the job

Asking team members unfamiliar with inbound marketing strategy to perform inbound marketing tasks can be a recipe for disaster. You wouldn’t shove a paint brush in someone’s hand and expect a masterpiece, right? Bite the bullet and hire the people you know can do the job.

Mistake #4: Overworking your new marketing staff

Those new Go to the full article.

Source:: Business 2 Community

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