How many times have you been disappointed when your expectations of "highly rated" don’t correspond to reality? High prices, a mediocre meal, and a room so noisy we wish we had a pair of earplugs.
It’s hard to be discrete when you see survey results that shout out for action.
Recently, HubSpot published its State of Inbound Marketing 2016 report that presented results from a survey of 4500 non-HubSpot customers with marketing backgrounds, coming from B2B, B2C, small and mid-sized businesses. Lot of interesting data and insights, but the one that jumped out to me was about what survey respondents considered to be the most overrated tactics.
If you’re involved in the staffing agency marketing or business development, you know to a certainty that your best leads are going to come from referrals and word-of-mouth marketing.
But for firms looking to grow aggressively, or put themselves in a superior competitive position, these marketing tactics may not be enough to help you reach your goals. You’ll need to consider other tactics to complement your 1:1 marketing efforts, and it’s likely that they’ll come with a price tag.
Overrated refers to tactics that don’t deliver on their premises and promises, and that don’t deliver upon the return on investment that was expected.
Here’s what they found:
You can click here to get a copy of the report from HubSpot.
The data display kind of looks like a jackhammer, right?
A jackhammer doesn’t bust concrete with the handle; it gets the job done at the sharp, pointy end. Here, the pointy end are tactics like sales enablement (aligning marketing and sales) and marketing automation (lead scoring, nurturing, workflows, CRM) that aren’t overrated because they work. In other words, these tactics are delivering on their premise, promise, and at an expected ROI.
The lesson here for an owner, partner, or C-suiter in a staffing agency or recruiting firm is pretty straightforward: marketing requires a weave of different strategies and tactics anchored by networking, referrals, and word of mouth. But once you get into the territory of having to spend budget, it’s a good idea to create that weave from the tip to the handle, and pay attention to what marketers across a lot of different types of businesses in different types of industries are saying about overrated tactics.