A key part of any strategy is understanding your resources and planning so that your people, tools, and processes are equipped and aligned. When all of the resources at your disposal work together they allow you to achieve specific goals.
When we look at some of the things we know, it helps us to better understand the shape of our strategy and, in turn, this allows us to align our resources. For instance:
These facts help us see that building new content needs to be a priority. However, to build an inbound marketing engine of that size (400+ pages, 15+ articles a month, and 40+ landing pages) takes carefully managed resources working together.
I'm going to walk you through three high-level strategies that business owners and executives can use to deploy resources strategically and reach their 2019 Top Line Growth Goals.
Do It Yourselves - Insource
The first option you have is the DIY method. Doing it yourself has a couple of advantages. Firstly, when you insource your inbound marketing, you have complete control. The only thing that limits you when insourcing is your time and ability. The second big advantage of insourcing is, of course, that there is no external cost. However, you need to balance the ROI of outsourcing against the ROI of your own time and internal resources.
To help determine if the time/ability/ROI work out in your favor, you should start by asking yourself a couple of questions.
Hire Someone To Do At All - Outsource
If insourcing isn't the right fit for you, the next obvious option is outsourcing. Outsourcing allows you to transfer the time and energy requirements onto an external team with the right experience to help you meet your goals.
Again, a couple of questions can help you determine if the team you're considering is the right fit.
Hire Someone to Coach and Consult Your Team - Hybrid Approach
The third strategy, a coach or consultant, is a combination of the first two.
This hybrid approach allows you to maintain a high level of control and leverage the expertise you have in your own field, while also making use of an outside source to help guide you and remove some of the burdens of time and resource management.
There are a couple of guideline questions for this approach as well.
The disconnect for many business owners is that they either think the internal team can handle inbound with just a few hours here or there or, conversely, that outsourcing means throwing it over the wall to an agency and watching the leads roll in.
The key strategic question is a long term one:
What structure best suits your current resources and helps the company build a platform that sustains future growth goals?
In our experience with dozens of companies, working with consultants and agencies that have a proven track record of success is the surest pathway to reaching your goals. Very few companies we have seen in the B2B SMB space have the internal expertise to execute a strategic inbound marketing strategy that makes a major impact on company goals.
Many companies find that the outsourcing model works for them mainly because it allows them to focus on what they do best (their own business) rather than inbound marketing. One word of caution, however, if an agency or consultant does not have a solid list of references and tangible evidence that they have run successful inbound marketing campaigns, then buyer beware.
We took on a new client that had hired a large well known national firm to handle their inbound marketing and after 6 months fired them for gross under performance. Our new client hired them without getting any real references. TLR, on the other hand, provides a long list of references as well as access to active HubSpot accounts showing real data to show our effectiveness.
For other companies, however, pure outsourcing isn't the right approach. Many companies bring agencies and consultants in to help build the internal team and train them over time to be able to run the program internally. This is an attractive strategy for companies that have more internal resources available in marketing and sales but lack inbound marketing expertise.
Adding inbound marketing as a top line growth strategy makes sense for most B2B companies, how they structure the resources will determine if it is successful.
Topics: Inbound Marketing