Quick results may have been the goal of marketing plans in the past, but inbound marketing's long-term approach will generate leads and convert these into sales
Here’s another mindset about spending money: “Buy once and buy right.” I'm here to pass along some of the lessons I've picked up.
Let’s use kiteboarding as an example. I want to inject a little adrenaline into my life, so I’m planning on taking up kiteboarding in my backyard of Port Melbourne. I’ll have a long way to go before I’m as good as these guys and it isn’t a cheap sport to get into! When I asked an instructor what the least expensive gear was, he told me not to start at the bottom of the line because I’d simply come back and spend way more later.
My strategy is to go for a few lessons and try different gear before making a decision on which to invest in.
The same philosophy can be applied to loads of other scenarios. If you buy an entry-level bike, chances are you’ll outgrow it within two weeks and then need a more advanced (and more expensive) one. The same applies when you’re trying to choose an inbound marketing agency. Sure, some guy might do it for a quarter of the price of the agency down the road, but what about the money you’ll spend getting your brand back on track after a marketing fiasco?
It’s worth spending a bit more because it’s so valuable for your business. The first step in changing your mindset about spending is to stop seeing expenditure as a cost, but as an investment – something that’ll pay for itself in the long run. Quick results and returns might have been the hallmark of marketing strategies in the past, but inbound marketing takes a long-term approach; one that requires patience and proper investment to successfully generate leads that actually convert into sales. So you’ve got two options: buy once and buy right … or buy twice and buy wrong!
Paying less really is a false economy, with too many people wanting quick results with the money they spend. If you’re ready to stop thinking about the bigger picture, then you’re ready for the world of inbound and all the rewards it can deliver your business.
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