When it comes to budget, inbound marketing is a win-win situation…
Both past success and past failure with inbound marketing correlates with a budget increase.
That’s according to Hubspot’s 7th State of Inbound Report, released today.
As part of the the survey Hubspot asked respondents to identify the factors that caused a change to their inbound budget. As was the case last year, nothing was more important in driving a higher inbound budget than past success with inbound marketing.
However, past failure with inbound also resulted in higher budget.
Of those who failed with inbound last year, 81% increased budget as a result.
What does this mean?
Top marketers realise that part of the formula needed for inbound marketing to work is time.
…if you’re expecting to generate tons of new traffic, prospects and customers within a few weeks, or even months, think again.
You might be saying, “I know what I’m doing. I’ve done the research, I’ve done all the planning, I’ve put a sound strategy in place…why am I not seeing the results?”
Well the last part of the equation is time!
Today’s World-Wide-Web is an unpredictable landscape. There’s no way of telling for certain which articles or blog posts will become popular. If it were possible to predict every article that would receive over 1 million shares and generate more customers than you knew what to do with – everyone would be doing it.
The best you can do is set yourself up for success by implementing a killer SEO strategy and testing, testing, testing to see what works for your audience – and what doesn’t.
To really succeed takes time, effort, funding, and consistency. You need to invest in inbound!
Can I speed up my results?
There are very few quick fixes in marketing and inbound Marketing is no exception.
The only thing that might induce faster results is to increase the pace of your content generation. Make sure you’re blogging at least weekly and implement a more aggressive content publication schedule. You might want think about monthly offers and promotions too.
There will always be that period of time when the big guns – your clients, bosses, boards of directors etc. – are sweating it and wondering where the ROI is. But the bottom line is, the more you invest, the faster you go.
Some general guidelines are:
- Some firms may see results much quicker but expect at least one year before you gain momentum
- Stick at it and understand the long-term benefits
- Work with your creators to get content approved and published quickly
- Make sure SEO is spot on!
- Test to see what’s working and what isn’t
- Demonstrate ROI
- Understand that there are always exceptions
Inbound marketing isn’t about the short run, week-to-week activity. It is about the cumulative effort over the course of several months – or years. That’s when you’re going to see payoffs.
So, be patient, my friends, if you get off to a slow start, you shouldn’t back off. In fact, you might consider doubling down.