Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Marketing Strategy

3 Baby Steps to Help You Transition to Inbound Marketing

By Carly Stec

3 Baby Steps to Help You Transition to Inbound Marketing Blog Feature

Transition_to_inbound_marketingSo you're thinking about transitioning to inbound marketing, huh?

Not to be dramatic or anything, but this could be the best decision you make all year (and it's only day 5.)

However, aware that change is often met with skepticism and resistance from upper management, it's important that you approach this notion with a plan. 

If you're going to get buy-in, you're going to have to answer some tough questions, deliver from irrefutable facts, and know which steps to take. 

To help you ease into the transition, we've outlined 3 "baby steps" to get you moving in the right direction. 

1) Transform print ads into digital content

If you've been doing the whole outbound thing for a while, it's likely that you've accumulated a great deal of content. Whether it be print ads, brochures, or PPC copy, it's entirely possible to salvage what you've already put in place during this transition. 

The key to doing so is formatting. 

For example, consider pulling the copy from one of your print ads and transform it into a shareable social media graphic or better yet, an infographic. 

Unlike a stale print ad, infographics are formatted to be highly shareable while telling a story through the visualization of data. Due to their visual, digestible format, they spread online like wildfire. 

Before you run another PPC campaign, consider allocating your budget towards building out a digital content library. While a PPC campaign will eventually run dry, a strategic library of online resources will encourage a steady stream of traffic to your website as time passes. 

2) Start nurturing your leads through your website 

Let's face it, cold-calling is the pits. 

Whether you've been responsible for placing the calls or you've been a victim of the calls during dinner, no one is getting excited about interruptive marketing these days (or ever for that matter.)

It's ineffective, annoying, and down right cold. So with that being said, it's about time that you drop the approach. 

Wondering what you're going to do with all of this free time on your hands now? 

We suggest you focus your efforts on making small tweaks to your website in order to help people find you. Search engine considerations like optimizing your website for certain keywords will help to ensure that you're not only driving traffic to your website, but the right traffic. 

This means being sure to include a targeted keyword in your meta descriptions, page titles, alt text, urls, etc. For more on this, check out our free guide, How to Rank Higher in Search Engines

From here, you'll want to work on creating calls-to-action and landing pages that aim to nurture your visitors and leads so that when it does come time to call them, they're not only expecting your call, but they're looking forward to it. 

While this might sounds like a lot on your plate, start small. After all, Rome wasn't built in a day...

3) Leverage segmentation in email marketing 

Do you ever hear anyone talking about the astonishing results they saw from their last direct mail campaign?

Probably not. I mean, they don't call it "junk mail" for nothing, right?

Rather than continue to tie up your time sending out mail that will inevitably go unanswered, consider the benefit of timely, segmented emails. 

Not only are you saving trees, but as you build out an online contact database, you'll find that it's easy to divide your database into smaller subsets to eliminate that cold, unpersonalized feeling. 

The more segmented your email lists are, the more relevant content you can deliver to each of the recipients. 

Relevant content leads to interest and as you continue to feed their interests you'll find that they'll be more willing to take action. 

Need more help planning?

Our Beginners Guide to Inbound Marketing details data on how inbound aligns with consumer behavior, strategies for getting found online by the right audience, and more. Simply fill out the form below and it's yours.

Topics:

Marketing Strategy
Published on January 5, 2015

Recent Articles

How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)

By Kimberly Marshall on October 20, 2021
8 min read

Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)

By Kimberly Marshall on October 13, 2021
1 min read

Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)

By John Becker on October 7, 2021
8 min read

How to Grow a Digital Marketing Agency (with Coaching Services)

By Paul D. Grant on October 6, 2021
6 min read

Hire Freelance Writers with Caution (Read this First)

By Paul D. Grant on September 27, 2021
10 min read

5 Key Elements of a Winning Inbound Marketing Strategy

By Kimberly Marshall on September 14, 2021
14 min read

How to Get the Most Out of Your 2-week HubSpot Free Trial

By John Becker on September 13, 2021
5 min read

Free inbound marketing courses and training

By Paul D. Grant on September 10, 2021
4 min read

Drift report on pandemic fallout reveals seismic shift in marketing strategy

By Paul D. Grant on September 9, 2021
2 min read

How much HubSpot do I need?

By John Becker on August 17, 2021
4 min read

Inbound marketing strategy: 7 steps to success

By John Becker on August 11, 2021
8 min read

How can the StoryBrand framework be used for inbound marketing?

By Zach Basner on July 21, 2021
6 min read

8 business blog design examples that keep readers engaged

By Steve Polito on June 16, 2021
6 min read

Think you’re paying too much for HubSpot? Here’s how to get your money’s worth

By John Becker on May 5, 2021
5 min read

Do I need to hire a HubSpot specialist, or can someone on my team handle it?

By John Becker on April 30, 2021
4 min read

Every website agency talks about strategy; How is IMPACT different?

By John Becker on April 19, 2021
5 min read

Customers aren’t getting what they need from my website; What can I do immediately to change that?

By John Becker on March 8, 2021
6 min read

6 tips for creating a successful HubSpot and Salesforce integration

By Joe Bachir on February 12, 2021
5 min read

Is your marketing still relevant in 2021?

By John Becker on February 11, 2021
6 min read

How to best use your 2021 marketing budget so your company rebounds

By John Becker on February 8, 2021
4 min read

53 best marketing books you need to read (updated for 2021)

By Allison Melnik on January 21, 2021
15 min read

Digital marketing budget: How much should you spend per month?

By Eric Dunn on January 14, 2021
9 min read

The 10 marketing KPIs you should be tracking (updated for 2021)

By Carolyn Edgecomb on January 5, 2021
9 min read

How does IMPACT's website strategy blueprint process work? (schedule and outcomes)

By John Becker on December 18, 2020
5 min read

Is HubSpot a requirement for They Ask, You Answer Mastery clients?

By John Becker on December 16, 2020
4 min read