Inbound MarketingAs I read the menu of a new restaurant last week, I had a mild panic attack since the asterisk noted “only one substitution” per order.  I am rather particular about what I eat, so instead of doing my typical song and dance with the poor waiter about being “that person” I sat back and thought about my decision. The contemplative time with the menu gave me a chance to think about all the places we make substitutions and how infrequently we actually try something the way it was designed before making changes.  I bake and when I find an interesting recipe I follow it with 100% adherence to fully understand the expected texture, taste, and overall look of the finished dish before I go back and make any adjustments.  When I do begin making adjustments through adding or substituting ingredients, it takes multiple tries to get the same results as the original.

How does this apply to Inbound Marketing?

Simple…you have to follow the inbound recipe in its entirety to see the expected results before you try to add something in or leave something out.  We’ve heard many companies say they’ve ‘done inbound’ and it didn’t work, because they started making adjustments from the start out of impatience for immediate results, instead of giving the process time to fully develop.

What’s this about “Dressing”?

Going back to the opener and my restaurant conundrum, my one substitution ended up being dressing on the side because I could simply pick out what I didn’t like from the salad and still stay within the “one sub” parameter.  Taking the dressing out of the equation, I was able to focus on the full flavor of the salad, as it was meant to be experienced.  The dressing added a little bit of pop to the combination of flavors, but wasn’t necessary and adding too much detracted from that initial first bite of delight.  Again, this goes back to the basics of inbound marketing…when you start making adjustments, do not go overboard, and make sure they add to the results, instead of detract.  This is especially relevant for your brand.  Your customers recognize your brand, know what you stand for and what to expect from your online presence, so if you start changing your logo, tag line, or blog topics/social posts, you detract from your proven track record of success with your customers and you lose credibility.  Make sure any changes you make enhance your existing brand and if you do want to make a substantial change to your signature dish do not go it alone and enlist the expertise of an inbound marketing chef for your kitchen.

Ready to Order?

If this sounds like something you’d like to order, but are not ready for the full course, we crafted a light appetizer to satisfy your inbound marketing cravings…