You've been working hard to build a nice, sustainable increase in traffic and leads over the past months and years. Now, all of a sudden things are starting to tail off. Why? Shouldn't the momentum you've created be enough to keep itself going? What's the problem, and what can you do about it? First rule - don't panic. Analyze the situation.
Before you start calling in the National Guard, let's take a close look at the situation. If you're doing inbound marketing, chances are you are using one of the leading marketing automation packages and have access to a variety of metrics. What caused you to start worrying? Was it a display of comparative metrics, like the HubSpot Dashboard? Here we see a rolling comparison of this month's traffic and leads compared to the average of the last three months.
So, we're about on track for traffic (the upper chart), but leads are a concern - we're about 60% of where we should be (the lower chart). Now, let's drill down and see what's missing. Why are we tailing off on new leads?
Here's our HubSpot Sources Report, showing the breakdown of leads for the past six months by online source - Organic Search (green), Referrals (yellow), Paid Search (orange), Direct Traffic (purple), Email Marketing (tan) and Social Media (turquoise). We're halfway through the month of April, so our lead totals should be about 50% of what they were in March. Not happening. In fact all of the categories are looking weak compared to the previous three months. Houston, we have a problem.
Again, don't panic. It's probably not something systemic - just an adjustment needed to rekindle interest and engagement. Here are some suggestions to fan the flames a bit:
Yes, we're in the middle of the month, but it's not a write-off. We're dealing with temporary adversity (we hope) and learning how to make the proper adjustments. Hopefully next month, we'll be back on track and soaring again. Inbound marketing is not a static stragegy. It's not a fire-and-forget approach. You have to be constantly nurturing your content, lead generation approach and the leads themselves to maintain momentum and achieve your goals. Other business priorities may sidetrack you from time to time, but never lose sight of the situation and keep trying new ideas. We're working on that now, and you can expect to see quite a bit of freshness coming very soon.
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