Don’t stop now! Inbound marketing is a marathon, not a sprint
In the age of instant gratification, inbound marketing can feel like it takes too long to begin generating results. A lot of effort goes into planning and executing a quarterly campaign, and there is a lot of additional work to be done in between.
But there are always temptations to scale back, or halt inbound campaigns – probably the worst mistake your business could make.
We’re already at the top
If your inbound campaigns are already successful, your business will be doing well. You will have a steady stream of leads flowing in, and your company will be easily found on Google.
Everything is going well, your order books are full, so you can ease up on your marketing right?
We’ve done it for a quarter, and nothing much is happening
Alternatively, you may find yourself at the other end of the spectrum. Lead generation has been a bit slower than expected, making you reconsider the value of your investment.
If your sales team aren’t getting any new leads, perhaps it’s time to revert to traditional marketing techniques.
An ongoing investment of time and effort
The reality is that inbound marketing is an ongoing process. Being at the top of Google search rankings is an earned privilege, not a right – you could tumble down the rankings extremely quickly if you allow your competitors to get back into the game.
And any business not realising the expected benefits of inbound should actually be investing more to create high-quality, informative content. But how much more?
According to figures published by inbound experts Hubspot, any business that could post 15 or more blog articles each month would benefit from 500% more traffic than a competitor who does no blogging at all. And the more articles published, the steeper the uptick in visits, resulting in an average of 1000+ new leads every month.
A cumulative benefit
Over time, inbound marketing does become a self-generating lead mechanism, but it takes time and effort to reach that point. An inbound strategy also requires frequent injections of fresh content, if not to generate new leads, then to draw existing customers back into the sales and marketing funnel.
Because an oft-overlooked fact is that inbound marketing is not just intended for new customers. Your existing customers are incredibly valuable, so it pays to continue to marketing (gently) to them too. If you suspend (or cancel) your inbound marketing efforts, you risk losing these clients to one of your competitors who is pushing their message more effectively.
Spreading the load
Like virtually any operation, you can reduce the burden of building and managing campaigns by partnering with an expert who specialises in nothing but inbound. Here at Paul Sullivan Marketing, we work with a number of different industries, but we only do one thing – inbound marketing.
If your business is thinking about dropping inbound efforts, please get in touch with us first. We will help you review what is and isn’t working, and provide you with the resources you need to push on through and build a strategy that helps you achieve even greater success. Otherwise, you may end up undoing all of the good work put in already.
image courtesy of Daily Mail and Getty Images