As the person in charge of marketing for your business, you know the value in a sound strategy for inbound lead generation. The problem you might face however, is getting internal buy-in so the campaigns reach maximum success. Your internet marketing strategy involves the buyer’s journey so that means you need the support of all departments within your company if you are to realize the goals you have established. How then do you get internal buy-in?
Encouraging Company Engagement is Critical to Successful Inbound Marketing
Let’s face it, marketing is a tough position in any company because trust is not as high as other departments. There’s usually a disconnect between marketing and sales since sales departments are credited with “sealing the deal” and bringing in actual financial results. This makes impressing upper management difficult because their focus tends to be on results rather than the process leading to those results. A definite conundrum! There are two main reasons you need the collaboration of all departments to be successful with your inbound lead generation:
- Success depends on a customer-centric approach with consistency across the brand and all content produced by all departments.
- Without buy-in from the whole company, your efforts will produce minimal results because potential customers will recognize disconnects and trust in your brand will falter.
Since the whole company has to collaborate for success, it may seem daunting that as a marketer you have to face the task of getting everyone on board. Luckily, there are some solid ways to achieve your goal.
Tips to Create the Collaborative Environment Required for Inbound Lead Generation
Breaking down silos and encouraging buy-in from your entire company is not going to be an easy task, but with determination and a plan, you can succeed. Here are some tips to get you started:
- Arm yourself with data that proves the ROI for your inbound marketing strategy. Remember that upper management is used to looking only at profits; you have to show the value in attracting and maintaining visitors.
- Since you need people to work with you, remember that they also have goals to meet. Learn what goals are for each department and work to incorporate them into your content strategy.
- Involve all stakeholders in the development of your inbound marketing strategy so everyone feels they have a vested interest in the success of your efforts.
- Before finalizing your strategy, meet with department heads to see if their main concerns and challenges are being addressed and discuss how collaboration will work. Have examples of how your strategy will help them achieve their goals.
A great inbound marketing strategy needs full company buy-in if a customer-centric, consistent experience with your brand is to be achieved. The best way to get the cooperation of your colleagues is to ensure they see how they will benefit from your marketing efforts and address their concerns during your planning stage. For help developing an inbound marketing strategy that will encourage collaboration, talk to your marketing partners at Lasso Up.