Trying to demonstrate ROI (return on investment) for inbound marketing tactics is proving to be challenging, says a new HubSpot study. With so many companies and organizations trying to “get found,” inbound marketing has been active for many years. (Inbound marketing: “activities that bring visitors in, rather than marketers having to go out to get prospect’s attention.” Wikipedia)
According to the study report “Businesses now turn to inbound methodologies to power sales (25%) and even customer service (10%).”
So, if you’re using content marketing, white papers, special offers, free stuff, etc. to draw in leads, you’ve been practicing inbound marketing. But, have you been tracking your ROI?
“If you are running an inbound marketing program and not tracking ROI, you are doing your company – and your career – a disservice because inbound marketers who measure ROI are more than 12 times more likely to be generating a greater as opposed to lower year-over-year return.”
“High performers are emphasizing programs designed to get their content, and by extension their company, found. In order, blogging, organic search, and content amplification top the list. Blogging appears to have the most substantial impact on performance.”
Data facilitates alignment between marketing practitioners and their leaders.
“Inbound is no longer limited to ‘just’ marketing. More than 25% of respondents reported that their organizations’ sales teams practice inbound, and it’s not just lip service.”
The Biggest Take-Away
The biggest aha for me is that blogging is such a critical component of a successful inbound marketing strategy. In fact, “marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.” Now, there’s a good business case to blog!
So, now we know. If you want more contacts, leads, and prospects, your small business or nonprofit should be blogging!