I have a customer who has been seeing moderate success for her efforts: generating about 40 leads/month after 6 months worth of blogging and social media marketing. It's just her effort and it's only a small part of what she does. She's a natural and I'm confident by the end of the year, she'd be generating 100s of leads per month if she kept it up.
The executives at her company, however, decided to shut down her blog and make her stop using Twitter and Facebook.
She's certainly upset about it. We're dumbfounded by it. But, how do we convince people that inbound marketing is the future? That engaging with prospective customers by publishing valuable educational content on the web and by having conversations through social media sites and blogs ... is the future driver of business growth?
If graphs like these don't show the potential, how do you prove it? Don't graphs like these scare executives that they're missing the boat? That their competitors are going to get a big head start? That their missing sales opportunities? That whatever initiative they're funding now isn't as important as getting on this inbound marketing train?
Originally published Apr 17, 2009 8:31:00 AM, updated July 28 2017