In 1739, Poor Richard said “a watched pot is slow to boil.” In 2014, the same message can be applied to inbound marketing results. Many businesses who adopt an inbound strategy — especially those who were wary of trying it in the first place – expect quick and easy results. That is unrealistic thinking. To be successful, a lot of time and effort must go into your inbound strategy.
If you’ve implemented some form of inbound marketing in 2013, you might be wondering: Why haven’t I seen results yet? Am I doing something wrong?
There is no black-and-white answer – just that success won’t happen right away. Expecting to see immediate inbound marketing results is the equivalent of expecting to lose weight after your first workout. As with weight loss, some will see results quicker than others. It depends on the size and scope of your business, as well as how hard you work at it. Some see results in as little as three to four months; others won’t see a significant change for six to 12 months.
Not to mention, quicker does not always mean better. Think of it this way: even if your first blog post goes viral overnight, it won’t necessarily keep visitors coming back to your site. For long-term, sustainable success, it is important to carefully plan and build your site infrastructure, design, SEO, content, not to mention lengthy CTAs like eBooks and whitepapers – and all of those things take time. They cannot be accomplished in a day, a week, or even a month.
Aside from developing your strategy and your site, it also takes time for your prospective customers to move through the sales funnel. Unless they’re shopping for one-time retail purchases, consumers generally don’t visit a website for the first time and immediately commit to a purchase. They will spend time reading your content and learning about your product before becoming qualified leads.
Don’t get complacent. Many modern businesses have found great success with inbound marketing, and with some hard work, you will, too. Besides, there isn’t really an appealing alternative. In comparison with outbound marketing, inbound is less expensive, more effective and generates higher ROI over time.
Recommended reading: Inbound Marketing Success Stories Every Level
In order to close more leads, businesses need to spend more time concentrating on the “attract” and “convert” phases of inbound marketing. (Attracting visitors is done through blogging, social media and search engine optimization. Converting leads is accomplished through calls to action and landing pages.)
What problems are you experiencing with your new inbound marketing strategy?