As we enter a New Year, evaluate 2013 and look forward, many inbound marketers are rethinking their strategies. There are big challenges out there preventing us from improving on previous years' performance and achieving our business goals. The good news is that most of us are becoming experts at understanding our customers, publishing relevant content and reaching buyers where they hang out. The bad news is that everyone else is doing this too! We're reaching more people, but our lead conversion rates are falling off. The question we should all be asking in 2014 is "why?"
There are lots of possibilities, and each should be investigated. Most likely:
Again, there are quite a few possible issues. Among the most common:
We used to be on top of the search engine results pages for keywords that matter in our industry. What happened? There's a good chance:
You have to ask yourself an important question: "Would I open that email or click that ad?" In other words, "What's in it for me?" Chances are, not much because:
It can be, but not without expertise, planning and commitment of resources. Once those things are in place, you can build a sustainable program that meets your business objectives and continues to attract the best talent, but no process or program is ever perfect. You need to constantly ask yourself "why?" and seek new directions and means for continuous improvement.
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With over 30 years of business and marketing experience, John loves to blog about ideas and trends that challenge inbound marketers and sales and marketing executives. John has a unique way of blending truth with sarcasm and passion with wit. Connect with John via Twitter, LinkedIn or Google Plus.