To begin with, realize that you are not alone; most companies that went through the transition from Outbound Marketing techniques to Inbound Marketing techniques experienced the obstacle.
It is normal. Change is not easy, and many people are resistant to change. It’s human nature. Many people fall under the mindset of, well, if it is working, why do I need to change? The response to a suggestion made to shift to Inbound Marketing is almost always responded to with these particular questions.
To answer these questions and convince your boss that Inbound is the correct path to take, talk numbers. Always. Your boss cares about numbers. Numbers, numbers, and more numbers.
With this in mind, I have researched inbound marketing statistics your boss cares about from the pioneers in the Inbound Marketing industry that numerically illustrate how and why Inbound Marketing works.
Take the time to read through the statistics, think about them, and then calculate the numbers related to your company based upon the percentages. Then, please put them in a presentation or infographic, and go ahead and wow your boss.
So here we go…
Now that you have given your boss the facts, the numbers, their mind is bound to be open to further discussion. At this point, propose a win-win solution where you are not forcing too much change to happen at once while maintaining your thoughts that Inbound is where you want to be.
Suggest to your boss that you run a trial Inbound Marketing Campaign. Sounds fair, and there should be no reason for your boss to reject the idea. Define a time period and a campaign that you would like to explore with some Inbound techniques.
Plan your campaign effectively, thinking about how to get the most impact out of it. Then, once you have started to implement the trial Inbound campaign, make sure you track the results in full detail to share the results with your boss.
If you manage to get your boss to visualize the value of inbound marketing, you will succeed. But, for many people, I included, seeing is believing.
It is much easier to grasp a concept and see the benefits and results once you have seen experienced the concept in action. Go for it!
If you are convinced with this methodology on convincing your boss that Inbound Marketing is the correct way forward, give it a shot, and let me know how it goes.
I would love to hear your feedback, comments, concerns, obstacles, and achievements.