July 11, 2014 at 8:00 am

Commitment Marketing: Inbound Isn’t for Everyone

Commitment Marketing: Inbound Isn’t for Everyone


“Unless commitment is made, there are only promises and hopes…but no plans.”

Commitment isn’t for everyone. Not every person can invest in the long term. You’ll be rewarded if you can, but some people are a bit more interested in instant gratification. Some want their results and they want them quickly. But inbound marketing is a long-term commitment sort of relationship. It requires hard work, investment, and a “big picture” effort by mapping out plans to get to where you eventually want to be. Inbound requires the fostering of a relationship, where outbound is a little more interruption. Outbound doesn’t really place much emphasis on the long-term. Outbound is more about gratification and exposure in the now. Outbound wants to see their name in a print ad, wants to put money into a short-term Pay-Per-Click campaign. xe88

Which one are you? If you think you’re ready to make the leap to Inbound Marketing, you may want to do some introspection before you commit just to make sure that it’s right for you. Here are a few things about Inbound that you’ll want to know before taking the next step into commitment marketing.

It won’t always be perfect.

Similar to every other committed relationship, you may find yourself in a rut with Inbound. You might find that what you’re doing isn’t necessarily yielding leads and that you have to work to come up with an approach that’s more effective. Just like every other long-term relationship, inbound requires you to have your eye on the endgame. Some months your traffic might take a dip. You might put out a piece of content that flops for your audience. It’s okay to flounder a little bit before you make a change. Simply adjust and come up with a better approach. You can’t always be perfect, but as long as you’re making the right strides into improving, inbound is a great long-term marketing approach.

It’ll make you better (if you’re willing to put in the effort).

He might leave his towels all over the bathroom floor. She might leave her makeup scattered all over the counter when she leaves for work. No one is perfect and neither is inbound. It’ll take awhile to get used to the tactics you’ll be employing and get the results that you’re looking for. You might not always love the feedback you get and it might force you to become a little more diligent with your marketing. But at the end of the day, you’ll become a better organization from it. Constant improvement in your marketing and focusing on helping others is what inbound is all about.

It’ll be more work than you might want sometimes.

Sticking to deadlines, writing blogs, promoting your content on social media and taking the time to analyze and tweak it all is going to be time consuming. You might sit down to write a blog and have nothing to say. It might take you forever to develop your content calendar and it might be like pulling teeth trying to get your executive team to contribute content. But when the leads come rolling in, you won’t give it a second thought.

Nothing that’s worth it comes easy. Every day can be a struggle with inbound. It doesn’t provide instant results like Pay-Per-Click and you might not always see your name in print like you do when you purchase a print ad. But I can guarantee that if you’re willing to put in the work, inbound marketing could be one of the most rewarding things you ever do. It will pay dividends and the content that you create and the leads that you nurture will last far longer than any ad you’ve ever done.

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