5 Simple Steps to Sell Your Boss on Inbound Marketing

5 Simple Steps to Sell Your Boss on Inbound Marketing

5 Simple Steps to Sell Your Boss on Inbound Marketing

As a digital marketing company that spends the majority of our time helping clients grow their inbound marketing strategies, we can say definitively that inbound marketing works. And if you don’t believe that, head on over to our case studies, where we’ll take you step-by-step through all the ways inbound marketing has returned serious results for clients in a range of industries. 

If you’re here, though, you probably already know inbound marketing works. You’re just trying to figure out how to sell your boss on inbound marketing.

Maybe you’ve seen inbound or digital marketing putting your competition in that number one spot, or maybe you’re just tired of printing out physical marketing materials that no one ever looks at. No matter the reason, you’re here to figure out how to sell your boss on inbound marketing, and we’re here to help. 

Here are 5 ways to show your boss that inbound marketing is legit.

As in, it’s a legitimate marketing method that produces the leads you want, the sales you want, and the ROI you’ve always dreamed of. No joke, it’s actually that good. Here’s how you get your boss to realize that too. 

Step 1: Make Sure They Know What Inbound Is

Before you can launch into the multitude of benefits that inbound marketing will provide, make sure you’re on common ground. You’ve been in the marketing world for some time now — you’ve got the jargon down and the basic methodologies are clear to you. Your boss probably hasn’t spent as much time in the trenches as you. 

Try to find a short, concise, and direct way to explain what inbound marketing is to your boss. Chances are that if you’re out looking for ways to set your company apart, your boss already trusts your opinion, and is willing to listen. Just make sure you don’t take up too much time explaining the process. Stick to: 

  • A definition
  • The basic goals of inbound marketing
  • An outline of the Attract, Convert, Close, Delight flywheel
  • The benefits of inbound marketing

We have plenty of clients who’ve never heard of inbound marketing and who just came to us for a new website. Don’t assume that your boss knows what inbound marketing is. If they do, great, but if you really want to sell your boss on inbound marketing, it’s important to start on the same page first.

Step 2: Paint a Picture (It Doesn’t Have to be Pretty)

Once your boss knows what inbound marketing is, paint them a picture of where your company is now, and how inbound marketing can help you get to somewhere better. Like I said in the subtitle, this doesn’t have to be a pretty picture. 

If you only get 50 visitors to your website a month, let your boss know. And let them know that’s really bad, too. 

It can also be helpful to paint your company’s picture in relation to your competition. No VP of Marketing or Sales wants to see that the competition is doing better than their company. 

Use a free site like Ubersuggest to get some initial info on how well your competition is doing. Are they getting more traffic than you? Do they have a better position on Google for your keywords?

Lead with data. When you can paint a clear, factual picture, and back it up with real data about a) how your company is doing, and b) how you could be doing with inbound marketing, you’re going to earn some buy-in from your boss. 

Step 3: Show ’em The Money

Your boss cares about the bottom line. No biggie. We all live and die by profit margin. Inbound marketing holds up, and there are plenty of studies to show it. Click To Tweet

How do you prove the ROI of inbound marketing to your boss?

Easy:

Case Studies

Case studies are one of the easiest ways to show your boss why inbound marketing is worth the investment. Do a little searching around and find some case studies that represent companies similar to yours. (You can start on our site, we’ve got a bunch of FREE ungated case studies over here, showcasing inbound’s results for a number of industries.)

Industry Studies

You’re not the first person to have to prove inbound marketing’s ROI to their boss. ROI is important to most companies, and to answer that need, there are plenty of industry studies out there showing exactly how much bang for your buck you get when you invest in inbound. 

 

 

For example, did you know that: 

  • It’s 61% cheaper to deliver a lead with inbound marketing versus traditional marketing tactics. 

  • Inbound marketing tactics generate 54% more leads than traditional paid marketing methods. 

There’s a lot of info out there on the internet that can help you make this pitch. Come armed with data, statistics, and a compelling story, and you should be able to convince your boss to at least check out inbound marketing. 

Your Own Estimates

If you’ve got the tools and the time, it doesn’t hurt to present some real numbers to your boss, either. 

Getting a few cost estimates about how much it’ll take to get your company started with an agency, and take a few demos to see what types of tools, like HubSpot or Facebook Advertising might be helpful.

Many digital marketing agencies are happy to offer a few cost estimates, and they’d love to tell you what they can do for your company too.

If your company is serious about hiring an agency for some sort of marketing help, it’s worth it to have those estimates on hand. That way you can show your boss the real projected ROI you’ll see when you do invest in inbound marketing. 

Step 4: Get Someone Else On Board

If I had to pick, I’d say go talk to sales. Have you ever met a sales team who felt like they were getting enough leads? 

Inbound marketing is an easy sell to sales teams, because it delivers qualified leads directly to them, and helps take a lot of the legwork out of their day-to-day.

Bringing the sales team in as backup shows your boss that a) you’re not the only one who thinks this is a good idea, and b) that inbound marketing is something everyone can get on board with. 

When your boss sees that this is an initiative that can prove results, and that other team members will get on board with, their decision is a lot easier. 

Most company decision makers shy away from new initiatives for two reasons: 

  1. They’re afraid the cost isn’t worth the rewards. 
  2. They know the initiative is worthwhile, but they’re afraid to spend money on something the team might not use. 

Your data already proves that inbound marketing is worthwhile. If you can get someone else at your company onboard with inbound marketing, you solve concern #2 as well. That puts you in a great place to sell your boss on inbound marketing. 

Step 5: Make Inbound Marketing an Easy Decision

Here are a couple of things you can do to make your boss’s decision for inbound marketing a little easier:

  • Show them the work you’ve done

  • Clearly outline your top three inbound marketing agency choices

  • Show them how making the switch to inbound can help your company grow

  • Invite them to an informational call or demo with one of your top-choice agencies

When your boss sees the work you’ve put into this, they should be willing to at least hear you out. That’s your foot in the door policy. Show them what you’ve learned, and show them why you think inbound marketing is going to be good for your company. 

If you do all the work, and present the real, tangible growth benefits that inbound marketing can offer your team, you’re doing everything you can to sell your boss on inbound marketing.

No one but your boss knows exactly how he or she will respond, but at least you’ve done everything you can to set yourself up for success. 

We get that making the switch to inbound marketing is a tough choice. Especially for manufacturers and B2Bs, inbound can feel like a foreign way to do things. If you know inbound marketing could help set your company apart from the competition and grow your business with more of the right leads knocking on your door, come talk to us

We’d be happy to get you the information you need, and we’ll even talk to your boss for you if you want. And, for more info to strengthen your inbound marketing pitch, be sure to check out the case study below. 

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Getting Started with HubSpot Series: Sales and Marketing Alignment

Getting Started with HubSpot Series: Sales and Marketing Alignment

Getting Started with HubSpot Series: Sales and Marketing Alignment

As a HubSpot Partner Agency, we know that sales and marketing alignment is a big deal for any of our clients. Having aligned sales and marketing teams is one of the key ways to foster efficient, strategic growth that you can carry into the future. But, if you’ve been functioning with disparate sales and marketing teams for years, or if you just have a sales team and not much marketing help, it can be difficult to know where to start. 

That’s where HubSpot comes in.

The platform itself was designed to help companies provide better, more personalized service to leads and customers alike. With tools to help your marketing and sales teams nurture leads with personalized workflows and real-time communication, HubSpot has everything you need to get your sales and marketing teams working together to close more of the deals you want, faster. And a HubSpot Partner Agency has the experience and the training your team needs to make it happen. 

If you’ve been looking into sales and marketing alignment or HubSpot, but just aren’t sure what to expect from the process, keep on reading. We’re going to give you a complete look at what the sales and marketing alignment process looks like when you use the HubSpot platform to make it happen. 

Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency for HubSpot Services. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and sales and marketing alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!

What Does Sales and Marketing Alignment Look Like?

Whether you have your own marketing team, or Evenbound is doing the work of a marketing team for you, our HubSpot Certified Trainers are always working to help align your sales and marketing goals. They are experts in sales enablement and alignment, and the work they’ve done with our current clients has shown just how important it is to the success of our clients to have aligned sales and marketing teams.

Like many other HubSpot-related services, sales and marketing alignment starts with a big meeting. Best case scenario, you get both your sales and marketing teams in one room to chat with a HubSpot Certified Trainer. If that’s not possible, we’ll do our best to get as many team members together at once. During that first meeting, the top priority is setting up an SLA:

Setting Up an SLA

Click To Tweet It’s a type of internal contract that helps your sales and marketing teams agree on one common goal that everyone is working towards. 

It also outlines specific intermediary goals for both sales and marketing teams. (For more info about SLAs, check out this blog about Marketing and Sales Alignment Strategies.) This is one of the most important aspects of aligning your teams, and lucky for you, our HubSpot experts are masters of the SLA. 

They’ll help you figure out: 

  • What specific roles your marketing team is responsible for. Delivering a certain number of MQLs to your sales team, nurturing a specific percentage of MQLs who aren’t ready to convert, and more.

  • What specific roles your sales team is responsible for. What percentage of SQLs they should follow up with, how many deals they should close per month, and what tools they should be using to do it.

  • What roles both teams will have to work together on. Communicating about both warm and cool leads, offering feedback about new marketing content, discussing which sales and marketing efforts are working or not.

Once you have an SLA in place, you can work to determine more specific goals that both teams can work towards to deliver meaningful growth to your company. 

Determining Your Goals

Sales and marketing teams have always had goals, they just haven’t traditionally been aligned. This is another spot where a sales and marketing alignment service or HubSpot trainer comes in handy. 

As a Certified HubSpot Trainer and a HubSpot Project Manager, it’s your HubSpot expert’s job to help you set goals that actually contribute to the overall success of your company, and they know how to do that with HubSpot. 

So, they will help you set SMART goals that keep your sales and marketing teams aligned, and that ultimately help your company close more deals. 

Best of all, your HubSpot expert can help you get these goals put into HubSpot, so your entire team can see at a glance, how far you’ve come, and how far you have left to go in reaching those goals. 

Helping You Reach Them

Your HubSpot expert is also here to help you reach those goals. This is a key benefit of working with a HubSpot Agency Partner that you won’t get anywhere else. 

Beyond just helping you set up and onboard onto the HubSpot platform, they help you continue to learn about HubSpot’s tools in a way that pushes you towards those goals. They can work directly with both your sales and marketing teams to help them learn how to use the tools that will give them the best results, and put them closer to those goals. 

Ongoing Support and Connect Meetings

This ongoing support means they’ll continue to train your team on the tools that will help them the most. Whether that’s a refresher training on a tool they use every day, or brand new training on a tool your team isn’t familiar with yet, regular connect meetings give you the opportunity to ensure your team is continuously improving and growing. 

Working with a HubSpot expert helps your team not only get used to the HubSpot platform, but truly get the most out of it. It’s a great way to make sure your team is making full use of your investment.

How Much Work Will This Be For My Team?

No matter what HubSpot service we’re talking about, the question we’re asked most often is, “how much work with this be for my team?”. When it comes to sales and marketing alignment, the work your team will have to put in has less to do with individual tasks, and more with shifting the way they think about marketing or selling. 

Unlike HubSpot Onboarding and Sales Enablement, which are tools-focused services, sales and marketing alignment is primarily focused on how your sales and marketing teams work together to close more deals that grow your company. 

While both teams will still need to learn about a variety of HubSpot tools, make it to meetings, and get comfortable with the HubSpot platform in general, the largest chunk of work they’ll have to do is less task-related and more focused on communication. 

The goal of sales and marketing alignment is to ensure that both teams are working towards the same goals, in ways that benefit both teams. Here’s a look at some of the things your team will have to do when trying to align your sales and marketing teams:

  • Make Time for Regular Team Meetings. They don’t have to be long, but you should set up a regular meeting where both sales and marketing can talk about how they’re doing to reach their goals, what the other team is doing to help them reach those goals, and how they could be better supported in reaching those goals. 
  • Time for HubSpot Sales and Marketing Alignment Training. In the beginning, your team will have to do a little bit more work to 1) set up alignment goals, 2) put tactics in place to reach those goals, and 3) to make sure both teams are working together to reach those goals. 

 

It’s important to remember that while your team might have to put in a bit more time upfront, once you’re marketing and selling with an aligned team, you’ll see better, faster results. The marketing team will nurture more of the right leads, delivering your sales team the warm, qualified leads they know they can close on quickly. 

The Benefits of Parntering With A HubSpot Partner Agency for Sales and Marketing Alignment

When you partner with Evenbound for help aligning your sales and marketing teams with HubSpot, the benefits are twofold. First, you get expert advice on how to align your teams. Second, your teams learn how to use the HubSpot platform effectively, which means you get the most out of your investment in HubSpot.

When you work with a HubSpot Partner Agency, you’re getting help from the most qualified experts in the industry. HubSpot Certified Trainers have completed a number of certifications and in-depth training sessions, plus they’ve worked with companies just like yours to teach sales and marketing alignment before. 

HubSpot experts know how to set up a quality SLA, and they know just what tools your team will need to be successful with sales and marketing alignment in the long term.

If you’re looking to get the most out of your HubSpot account and bring your sales and marketing teams together to close bigger deals more efficiently, a HubSpot Partner Agency is your best bet. 

Interested in Sales and Marketing Alignment Help for Your Team?

Evenbound is a HubSpot Gold Agency Partner. That means we have HubSpot Certified Trainers and project managers who are trained through HubSpot to help your teams with these specific challenges. 

To learn more about our HubSpot Services, just get in touch. Our HubSpot Certified Trainers would be happy to talk more about your specific goals for sales and marketing alignment, and the HubSpot platform in general. And, if you’d like to learn more about how our HubSpot services have helped companies just like you discover serious growth, check out the case study below. 

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7 Steps to Developing a Growth Strategy That Delivers Results

7 Steps to Developing a Growth Strategy That Delivers Results

7 Steps to Developing a Growth Strategy That Delivers Results

You want to grow your company. But, you’re not sure where to start. We get it. 

It’d be great if we could all just grow our businesses and companies by taking on more projects. Unfortunately, sustainable growth needs a little bit more direction and structure than that. 

If you’re looking to grow your company by pulling in more of the right leads, and converting them more efficiently, you need to start developing a growth strategy. 

What’s a Growth Strategy?

A growth strategy is a detailed plan of action designed to help your company grow — that is, increase sales and revenue over a specific period of time. Effective growth strategies are specific, measurable, and focused on continuous improvement. 

No two growth strategies are exactly alike — they’re unique depending on the company, the company’s specific goals, and the resources you have available to implement that strategy. 

What is universal to all companies, however, is that you need a growth strategy if you want to build your company in a specific way: to close bigger deals, to shorten your sales cycle, and grow your company strategically for the best results. 

If you’re working on developing a growth strategy that gets your company moving in the right direction, here are 7 steps you can take to start creating a growth strategy that delivers the tangible results you’ve been looking for. 

7 Steps to Developing a Growth Strategy That Delivers Results

Use this menu to jump to the steps you’re most interested, or read on through for the complete step-by-step guide to developing a growth strategy that delivers results. 

#1 Start with SMART Growth Goals, Big and Small

Real, effective growth strategies start with SMART goals. We’ve got an entire post about how to determine your SMART goals, but here’s a quick cliff-notes version: 

What are SMART Goals?

SMART Goals are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

So, “I want to grow my business,” is not, in fact, a smart goal. It doesn’t give you any mile-markers. It doesn’t really tell you what you want, or where you want to be. 

A SMART goal is something like: I want to grow 20% in the next fiscal year. 

The Difference Between Big and Small SMART Goals

Now that’s still a pretty broad goal, which is fine. You can have big growth goals, but it’s also important to set small SMART goals too, so you know you’re keeping your company on track. How are you going to reach that 20% growth mark by the end of the year? 

Examples of smaller growth goals that can help contribute to your big growth goal might be to:

  • Convert 500 leads per month. 

  • Close on 15 sales per month.

  • Generate at least $375,000 in new revenue per month.

One or all of these goals are great mile markers that help keep your team on track while moving to your big, overarching SMART goal. Defining these little goals also makes it easier to start developing strategies that put you closer to your big goals. 

Saying, “oh, I want to grow by 20% in the next year” sounds great. But it doesn’t give you a lot of direction. Saying, “I want to convert 500 leads per month” does give you some direction — how are you generating leads now? How can you generate more leads? Are there lead generating tactics you haven’t tried yet that you could check out?

Now you have a launching-off point to really start moving your company towards your growth goals. 

#2 Develop Strategies to Support Those Growth Goals

Okay, so you’ve got your SMART goals, big and small. Start with the small goals first. Let’s go with generating 500 leads per month as our example.

If you’re generating leads primarily through word of mouth, you have a lot of room to improve:

  • You can start developing a digital growth strategy that focuses on generating leads. 

  • You can increase your web presence, start implementing content marketing strategies, and try out lead capture tactics like landing pages, forms, and calls-to-action. 

If you already have a web presence and are hoping to generate more leads, start by really drilling down on the efforts that work:

  • If you’ve been getting a ton of leads through your blog, up your posting schedule to once or twice a week instead twice a month. 

  • If you have an active list of newsletter subscribers, lean on them a little harder for conversions.  

    You can also start expanding your lead generation efforts. Try new tactics like social media advertising, guest blogging, or adding more lead touch points to your marketing and sales process. 

    The point is that if you have specific, attainable (etc.) goals, determining your plan of action is a lot easier. If you know exactly where you want to be, it’s a little easier to figure out how to get there. 

    #3 Consider Tools That Support Your Goals and Strategies

    Another great way to bolster your growth strategy is to consider investing in tools and software that can make it easier for you to implement your new strategies and reach those growth goals. 

    Using that same lead generation goal as an example, let’s say that one of your new strategies is to start promoting your content more often, and follow up with new leads more promptly.

    It’s important to remember that all of these changes aren’t always on your sales and marketing teams — there are plenty of tools out there that can help you reach these goals and implement these new efforts.

    What Growth Tools Are Right for Me?

    Consider investing in a social media publishing tool that allows you to schedule posts out when it’s convenient for your team. 

    Many marketing software platforms also offer automated email and workflow tools. The minute a lead downloads a content offer or signs up for your newsletter, you can have them automatically entered into a welcome workflow that sends them helpful, relevant communication that nurtures that lead for you. 

    At Evenbound, we’re big advocates for the, “work smarter, not harder” mindset. Implementing a growth strategy can be tough work. If there are tricks and tools that can help you reach those growth goals more easily and that offer your leads and prospects better service, use them

    Don’t be afraid of tools because they’re new or different. They can seriously help you reach those growth goals, usually faster than your team could do it on their own. 

    #4 Implement Your Growth Strategies

    Alright, now that you’ve got your goals nailed down and you’ve got a plan to reach them, it’s time to launch! Put your growth strategies into action. Let your new marketing software do its work. 

    And give your strategies a little bit of time, too. Especially if you’re implementing inbound strategies meant to bolster your organic traffic, you probably won’t see results overnight. That’s okay. 

    Keep with your growth strategies, and keep with your plan.

    In general, you should wait at least a month before you start making judgement calls on the effectiveness of your new initiatives. For some tactics, you might even have to wait a few months to get a really clear picture of how your efforts are impacting your bottom line.

    It’s good to remember that you put time and effort into developing your growth strategies. If you did your research, at least some of your new tactics and strategies are going to deliver results. 

    #5 Analyze Your Results

    When your new strategies and growth campaigns have been running for a while, analyze them. Maybe that’s at the one-month mark for tactics like paid advertising and new initiatives in your marketing and sales process.

    For organic and inbound tactics like content marketing, you might give it two or three months before you take a good hard look at the results. Either way, when it’s time to take a look at how far you’ve come, it’s important to look at the big picture. Make sure you’re analyzing both your wins and your challenges. 

    Looking at the Big Picture: Wins

    Let’s say your new strategy is doing awesome. You’ve reached that 500 leads per month goal already, and you’re only three months into your new strategy.

    Don’t just leave it at, “well, my strategy is working great”. Take a look at which efforts specifically are generating those leads for you.

    Are the majority of your leads coming to your site organically? If so, which pages are they coming to or landing on? 

    Are your paid ads converting leads like crazy? Great! Which ads were most effective? 

    Is your new marketing process shortening your sales cycle and converting qualified leads in just a week or two after their first touch? Amazing. What specific efforts are getting those leads so excited about your company?

    The deeper you dig into your new growth strategies’ results, the better you’ll understand how you’re generating those results. 

    Looking at the Big Picture: Challenges

    This works the other way, too. Maybe you implemented a new email marketing strategy that totally flopped. Look at why it flopped.

    Did you just not have the depth of email contacts you needed to make that strategy work? Were people not connecting with that specific message? How can you improve it for the next round of growth goals? 

    The more you analyze your results, the better your growth strategy will perform in the long-term. When you know exactly what your leads respond best to, and why, you can continue on that upward growth trajectory, and you can keep optimizing your growth strategy with actual data and results in hand. Which brings us to step #6.

    #6 Optimize Your Growth Strategy

    After you analyze your results to death, it’s important to use all of that information you’ve collected and actually put it to work. If a specific set of Facebook ads performed really well, start launching more campaigns with similar attributes. If your email marketing strategy didn’t work, don’t keep doing the same old thing — try something new! 

    The great gift of analytics is that they give you the data you need to make changes and improvements. Use analytics to your advantage and apply what you’ve learned to your future growth tactics and strategies. When you do that, you’re truly implementing a continuous growth strategy that will continue to support your company even as your goals change. 

    #7 Set New SMART Growth Goals

    The key to an effective growth strategy is a mindset of continuous improvement. Once you reach your growth goals, it’s time to set new goals, and repeat the process. 

    If you want your company to keep growing, your growth strategies have to change as your company does. Once you reach your first set of goals, re-evaluate where your company is, set new SMART goals, and keep developing your growth strategy to help you reach them. 

    The best growth strategies are the ones that are constantly changing and adapting to your business’ needs and goals. And it makes sense: a growth strategy that worked for a small business isn’t going to work the same for a mid-sized business. Your growth strategy should evolve and adapt as your company continues to grow. 

    The Most Effective Growth Strategy Is the One That’s Continuously Improving

    In the end, building a growth strategy that delivers results is all about setting up the structure and mindset your team needs to grow, and allowing plenty of space and flexibility to keep improving. The best growth strategies are the ones that grow and improve themselves. 

    So, start with your SMART goals for right now, and keep moving that needle forward as your company grows. 

    Developing a growth strategy and actually implementing it can seem like big, daunting work. If you’re just not sure where to start, drop us a line! We help companies like yours grow every day, and we’d be happy to answer any questions you’ve got about developing a growth strategy, sticking to it, or optimizing it as you reach your goals. 

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    Top Web Design Trends of 2020

    Top Web Design Trends of 2020

    Top Web Design Trends of 2020

    There’s a lot of new going on already in 2020, but one thing we’re particularly excited for here at Evenbound is new web design trends! Since we recently rebranded and updated our entire website, web design is something we’ve had on the brain for a while now. We thought we’d take some of the lessons we’ve learned about new and upcoming trends in web design, and put them into this blog. So without further ado, here are some of the top web design trends for 2020: 

    Solid Frames of White Space

    If we could pick just one favorite web design trend of 2020, it would definitely be white space.  (Or clean, minimalist themes. Who could pick just one favorite?) Old, clunky websites with huge blocks of text just aren’t cute, and they’re really hard to look at and navigate. 

    2020 is the year of minimalism, and that means plenty of white space, which we love. Click To Tweet White space offers immediate, clear organization, and makes it easier for the user to digest everything that’s on the page. 

    For all of our SEO fans out there, it’s also a great way to increase your time-on-page. The more whitespace your design has, the more likely a reader is going to stick around. Since they’re getting little bite-sized pieces of information that don’t feel taxing to read, they’re more likely to keep on reading. 

    Minimalist Navigation

    Great web design makes the user’s life easier. One trend that’s working hard to help site visitors out in 2020 is minimalist navigation. Designers are taking old, bulky dropdowns and bloated menus and turning them into sleek navigation options. Take this menu from Google as an example: with just four available buttons, it’s hard to get lost on this site. 

    Ueno is another great example. As soon as you scroll below the fold, the menu minimizes into just two little lines, helping keep the menu from breaking up the design of the rest of the page. But, as soon as you click the lines, their full menu pops right up, ensuring the viewer doesn’t lose any functionality. 

    Minimalist Design With Maximized Text and Headers

    It’s 2020 and words are back in! (Thank goodness, my content writing job kind of depends on it.) We’ve talked about how minimalist design is taking over, but with that comes a new focus on big text and massive headers. 

    This is a design trend that really works to help the reader. It makes it easy for visitors and causal scrollers to see what’s most important on a page, and quickly jump to the sections that answer their questions. 

    From a design standpoint, this is a trend that brings impact. When your website is designed with a minimalist style, and all elements are clean, neutral, and sleek, a bold header seriously stands out. The combination delivers an updated, modern feel that makes your website look professional, without being boring. 

    Soft Shadows, Layers, and Floating Elements

    In 2020, design is all about taking busyness and clutter out but keeping visual interest in. Click To Tweet Though most sites have been stripped down to a clean, minimalist design, we’re adding fun and depth to those clean looks with shadows, layers, and floating elements.

    You can see here on our site how our images look like they’re floating off the page, and our HubSpot Gold badge is layered on top of the image. HubSpot’s page has a similar effect, layering the most important image on top of more subtle backgrounds to really make it stand out on the page. 

    This trend does a great job of making a site look beautiful and interesting, without getting too cluttered or overwhelming for the user. These elements also work to show your user where they should be putting their focus.

    Motion and Interactivity

    In 2020, flat websites are over. Exciting, interactive, and visual websites are taking charge by adding motion to the average web-user’s experience. You’ve already seen a bit of motion here on the Evenbound site, as visual elements slide in from the left, right, top, and bottom of the page. If you head to Ueno’s website, you’ll see elements moving everywhere on their site, but in a way that adds to the user’s experience, rather than distracting from it. 

    Interactivity is also a big up-and-coming trend. It’s taking off a little bit slower, because it takes more work to implement, but when done properly it’s a great design element to wow visitors, and to keep them engaging with your site. Again, Ueno has mastered this element with “The Interview“. The image below gives you a quick idea of what that looks like, but head on over to their site if you want to interact with it yourself. 

    Text-Only Heroes

    Big headers and text are popular this year, but a new trend that’s really taking hold in 2020 is text-only heroes. This is a great way to get a message across, it’s visually very clean, and it offers the added benefit of being light and fast to load. Massive header images have been slowing down page speed for years, so it’ll be nice to see some super-responsive, bold heroes. 

    Illustrations

    Illustrations in web design are one of the most popular trends of 2020. The contrast between handmade and digital visual elements is a hot trend right now, and people are loving the visual interest that cute illustrations bring to an otherwise clean and minimalist site.  

    Chatbots

    It’s possible that chatbots don’t exactly fit into “design”, but they are an important top trend for websites in 2020. And, since you have to design them, we’re keeping them in this blog. 

    Chatbots essentially bridge the gap between you and your consumer. They offer up an instant form of communication that makes it easy for consumers to ask questions the minute they think of them. 

    The best chatbots are simple and specific. Check out these three examples below. None of them are obtrusive, but they all invite the visitor to engage with the website in a specific, meaningful way. 

    Accessibility for Visitors with Disabilities

    When we talk about digital accessibility, we’re talking about building and designing websites in a way that’s inclusive to individuals who have visual, motor, auditory, speech, or cognitive disabilities. Here’s a great resource if you’d like some in-depth info about how to easily design your website for everyone

    In 2020, the internet is only getting more popular, and since the majority of us use it every day, it’s important that we make our website accessible to everyone. For web designers, that means designing with accessibility in mind. Adding features like larger text size, as you can see we did for this client below, go a long way in helping everyone use the internet with ease.

    Other digital accessibility features you’re going to see more of this year include, but certainly aren’t limited to: 

      • Designing with greater color contrast so those with visual disabilities can still see every aspect of your website. 
      • Including labels and instructions with form fields so the visually impaired can understand what they need to type in each form field. 
      • Web design that allows for keyboard navigation

    Web Design Trends in 2020 Put the User First

    This year’s most popular design trends have one thing in common — they’re all working to help deliver a better, more seamless experience for the user.

    Clean, minimalist designs make it easy to notice and understand the information on a web page that is most important. Interactive elements and motion also help draw attention to key images and portions of a page, without making a subtle design feel cluttered. All of these trends are working together to ensure you are able to quickly identify, and navigate to, the information you need to answer your questions or solve your pain points. 

    With web design trends like these, the internet is only becoming more accessible and user-friendly, and we’re sure here for it. And in case you haven’t already, be sure to click around our new website to see some of these new web design trends in action!

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    What is Outbound Marketing in 2020?

    What is Outbound Marketing in 2020?

    What is Outbound Marketing in 2020?

    Outbound marketing is and has been a lot of things. If we’re honest, it hasn’t always been great. Outbound marketing is probably best known for annoying push marketing.

    Yeah, we’re talking telemarketers, cold calling, that delightful junk mail you’re always throwing away, and basically any form of marketing that pushes a product or service on you, without even attempting to be personal. It’s not relevant, it’s usually poorly timed (ahem, telemarketers who call at dinner time), and it doesn’t usually put you in a positive frame of mind to make a purchase. 

    But now that we’re clear about how terrible outbound marketing used to be, we can talk about what outbound marketing is in 2020, and how it can be successful and useful today. We’re going to focus on effective outbound marketing because even though there are companies out there still using traditional techniques like telemarketing, there are better, more efficient, and more positive ways to implement outbound marketing in 2020.

    What is Outbound Marketing in 2020?

    In 2020, outbound marketing is an effective way to get your message in front of the right people immediately, and on a larger scale than organic and inbound tactics can deliver. 

    It’s important to remember that while outbound marketing has been frustrating to consumers in the past, it’s still a successful marketing strategy when applied correctly in a non-interruptive way. As we move into 2020, outbound marketing will continue to evolve. We’ve already seen outbound marketing deliver results for our clients in forms like pay-per-click advertising, social media advertising, and even strategic outbound email campaigns, and we expect that trend to continue throughout this new year. 

    In 2020, successful outbound marketing has less to do with what platforms you use, and more to do with how you apply your own strategy to those platforms. Let’s take a look at what outbound marketing that works will look like in 2020.

    Successful Outbound Marketing in 2020 Will Be:

    Outbound marketing doesn’t have to be disruptive. In fact, it can be a really helpful form of marketing, especially for consumers who are ready to make a purchasing decision. Here’s a glance at what outbound marketing in 2020 should look like.

    Personalized

    Impersonal, disruptive messaging is the number one reason that traditional outbound marketing strategies fail. When done right, outbound marketing can produce serious results for your company. It puts you in front of a large pool of the right consumers. 

    But, you’re only going to get their attention if your message is relevant to their goals and pain points and if it’s not disruptive to their life.

    That’s why we’re hoping that in 2020, more people start to look at outbound marketing through an inbound marketing lense. There’s nothing wrong with paid and outbound tactics — they really do work! But, they work best when they’re approached with an inbound mindset of incorporating your message seamlessly into the consumer’s day, rather than interrupting them to shout out an impersonalized promotion. 

    Take the time to understand what your audience is looking for. If you’re on Facebook, choose audiences who have a legitimate interest in your product or service. If you’re working on paid ad sets for Google, choose search terms that are relevant to what you’re promoting. No one wants to see an ad for gym shoes when they searched “ice cream near me.”

    If you’re hoping to implement successful outbound marketing strategies in 2020, personalized, relevant messages that aren’t disruptive are the key.

    Efficient

    Outbound marketing tactics in 2020 have a specific purpose — to convert qualified leads more efficiently than inbound tactics can. Outbound marketing gets your message in front of the right consumers, right now. Make sure you’re using that to your advantage. 

    Implement your 2020 outbound marketing campaigns where you know they’ll be the most effective, and efficient. Outbound marketing tactics like remarketing and paid search ad campaigns targeted to end-of-funnel keywords are great ways to quickly convert leads who have already shown interest in your company. They just need that little extra push to convert. 

    That’s what you use outbound marketing for — efficient, tactical conversions of the leads you already know are interested in your product or service. If you’re trying to use outbound marketing tactics to nurture leads and build relationships, you’re not going to see those immediate results or the ROI you’re looking for, because that’s not what outbound marketing is designed to do. 

    Cost-Effective

    The time for massive outbound marketing budgets is over. We’re not saying you shouldn’t spend money on outbound marketing, but we are saying you should be strategic about where you spend your budget. Digital outbound marketing methods can be exceptionally cost-effective if you know what you’re doing. How to know what you’re doing? Here are a few good ways to start:

    Target End-of-Buyer's-Journey Keywords

    It’s worth it to spend money on outbound marketing campaigns that target people at the end of their buyer’s journey. They know exactly what they’re looking for, they just need to make a purchase. 

    Long-tail keywords like “Honeywell Commercial Alarm System Installation in Grand Rapids” show you that the consumer has already done their homework, and made their decision. Now, they just need to find a provider. When you bid on these keywords, you’ll show up as a first option for those consumers who are ready to buy. 

    Spend on High-Return Markets

    If you have a specific product or service that secures higher returns, that’s where you should be allocating your outbound marketing budget. If you can spend less to make more with your outbound campaigns, you’re going to see the ROI and the results you’ve been looking for.

    Above all, analyze your outbound marketing campaigns constantly. Keep a close eye on where your money is going, and where it’s delivering leads.

    In 2020, the paid advertising market will be more competitive than ever. The best way to get ahead without breaking the bank is to spend strategically on just the campaigns sure to deliver you the best results, and the greatest ROI. 

    Strategic

    Outbound marketing is one part of a complete digital marketing strategy. It’s important to apply outbound marketing tactics in the spaces where they can provide you with the greatest returns. 

    In 2020 outbound marketing will be one of the fastest ways to get your company out ahead of the competition, but it’s important to remember that it’s not the only marketing tactic out there, and it shouldn’t be the only component of your marketing strategy. 

    Outbound marketing costs money. And as more and more people are buying into paid social media advertising, pay-per-click ads, display campaigns, and more in 2020, the costs of outbound marketing will continue to rise. 

    In order to see significant returns, and to get the leads you want at a price that allows you to keep growing, it’s important to be strategic about where you use your outbound marketing tactics. 

    For example, inbound marketing can help you nurture leads with relevant content that answers questions. Outbound marketing can’t do that. Outbound marketing can raise brand awareness, get your company in front of the right leads, and help you close those buyers who are ready to make a decision, but it can’t do the long, hard work of lead nurturing, educating, or building relationships — all important components of an effective long-term growth strategy. For that, you need other tactics and strategies like inbound marketing and excellent customer service. 

    In 2020 the key to a marketing strategy that delivers growth is understanding how to balance inbound and outbound tactics for the best results. Use outbound marketing where you can get those quick wins: targeted and remarketing ads, calling consumers back to you at the end of their buyer’s journey, and raising brand awareness. But remember that in the end, outbound marketing is a tool to help you build on an already solid marketing foundation. 

    If you use your outbound tactics to supplement an already amazing website, rich original content, and a robust digital marketing strategy, you’re sure to win in 2020. 

    Not sure how to implement outbound marketing in 2020? Don’t hesitate to reach out! We’ve got a ton of resources on outbound marketing, and we love to chat about how inbound and outbound marketing can complement each other. We’d be happy to help answer any questions you’ve got. 

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