Pogs, Pet Rocks And Inbound Marketing: Debunking 3 Common Myths

Posted by Murray Sye

on Wed, Aug 13, 2014 @ 10:20 AM

Pogs, Pet Rocks and inbound marketing: Debunking The top 3 myths

Our partners at HubSpot revealed in their State of Inbound Marketing Report that inbound marketers double the average site conversion rate of non-inbound marketers, from 6% to 12% total. They also reveal that inbound delivers 54% more leads into the marketing funnel than traditional outbound leads.

As these numbers increase from year to year (as they have), so do the number of marketers who have jumped on the inbound marketing bandwagon. But as with any hot new way of doing something, there are an equal number of skeptics and myths that surround it. Here are 3 common inbound marketing myths debunked – once and for all.

1) Inbound marketing is a fad
Pogs and pet rocks were a fad. They were all incredibly popular for a small blip of time, and then, poof, they were gone. Something else simply came to replace them.

inbound marketing not a fad
Even if you ignore the adoption numbers, inbound marketing clearly doesn't fall into the same category as the items above. For starters, inbound marketing isn't a toy (nor is it a rock pretending to be a toy). But more importantly, inbound isn't a single tactic; it's the foundation that underlies a multitude of tactics. Even if one particular tactic eventually proves ineffective, your underlying methodology will remain in tact. Inbound will evolve with the times.

2) Inbound marketing, content marketing, and SEO are competing ideologies
Content marketing is the creation and distribution of quality content for a clearly defined targeted audience. So, naturally, content marketing is integral to every stage of the inbound methodology: attracting, converting, closing, and delighting. You can use targeted content to help accomplish all four of these actions.

Graphic Inbound.Marketing.MethodologyBut content marketing is just one piece of the inbound marketing equation. Search engine optimization (SEO), for example, is another. With SEO, you're making it easier for people to discover your website and content, which is particularly helpful for the attract phase of the methodology.

Here's the bottom line: this myth assumes a "this-or-that" approach to marketing. In reality, content marketing and SEO are both part of the broader inbound marketing family. Inbound is a holistic approach, combining many different marketing disciplines.

3) Inbound marketing and traditional marketing can't play nice together.

For years, we've been pretty outspoken about the evils of traditional or "outbound" marketing. It's interruptive, the messaging is untargeted and (as a result) often irrelevant, and – more generally – it isn't a sustainable long-term strategy.

FlickrPhotoCredit ClassicFilm

With inbound, you're growing an organic audience that will keep your sales funnel full of qualified leads for years to come. With traditional marketing, you're paying for a temporary audience; an audience that is less likely to convert.

That's not to say, however, that traditional marketing can't be helpful, especially in the early stages of inbound marketing adoption. Building up a library of helpful, targeted content and growing an audience organically takes time. When you're a marketing organization staring down monthly and quarterly goals, using traditional tactics as a supplement to your inbound strategy can make a lot of sense.

Other related articles that you might find helpful:
Content marketing: Are you ahead of the curve, or behind the eight ball?
Inbound marketing has staying power – embrace the evolution!
A step-by-step guide to inbound marketing
New data proves impact inbound marketing can have on your business

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Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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