Investing in inbound marketing is not a one-time transaction that will rake in boatloads of money. A successfully integrated inbound strategy is no drop in the bucket! Why, then, are so many marketers (3 out of 4 globally to be exact) prioritizing inbound in their overall strategy?
More importantly, how do you talk to your CEO about outsourcing to build your marketing team? Resorting to trickery and pulling the wool over their eyes is not necessary in this case ( or in any case for that matter). A concise, supported pitch focused on returns is just the ticket. Consider the following three suggestions in laying the foundation in preparation to discussing workload changes.
1) The Education Phase
While there can be more than one person dubbed the internal ‘inbound expert’, your CEO doesn’t need to be that person! That being said, a firm understanding of what exactly this specialized niche of marketing is, can go a long way in helping said CEO recognize the importance of the various tools and strategies. Invest time on the front end educating your CEO about inbound marketing
Solution: There is a ton of content available online to get your boss looped in on inbound. From podcasts, webinars, blogs, and case studies, there are plenty of resources for you to share. Find out what platform your CEO trusts and cull some content to get things kicked off. If you go the case study route, be mindful of content density and consider highlighting key points before handing it off for a read.
2) Engage Fellow Staff
Assuming that you aren’t the only staff member comprising the marketing department, getting buy-in from your fellow colleagues is critical. These folks will be involved in the process of selecting which projects should be outsourced and what aspects of inbound will be managed internally. Having the support of your colleagues can only strengthen your argument.
Solution: Keep the lines of communication with your colleagues open from the get-go. If you spin your intricate web of inbound strategy without involving them, they may feel excluded and be resistant to change. By getting key members of the marketing team involved right away, you’re more likely to glean their insight on which projects they enjoy most and deliver the most value from.
3) Be Strategic
If the budget for the upcoming year has just been finalized, it may not be the most opportune time for you to suggest outsourcing inbound to strengthen your marketing efforts. It is, however, the perfect time to start planning for next fiscal year! All of your planning should be coupled with keeping your CEO aware of how your team spends their valuable time, day-in and day-out.
Solution: Take this time to do your research and implement the two suggestions listed above. Change, especially at the corporate level, takes time. Beyond technical considerations like budget approval, staffing needs, and software implementation, building support takes time. Do you have a team member that’s an SEO whiz? Note that, and the strengths of your other team members. By the time your are sitting across the table from a partner you’re ready to outsource to, you should have a clear understanding of your strengths and weaknesses.
Go For It!
At the end of the day, you know what it takes to get the backing of your CEO. Inbound marketing is an intense and complex beast. As such, getting buy-in from your CEO will take a dedicated plan/strategy. It is definitely a project you should be prepared to plan ahead for and do a lot of research on.