Over time, it's normal that some elements of an inbound marketing program might need to be reviewed and revised to keep the system healthy and fully functional. Take a close look at the following areas to keep your inbound marketing strategy fresh and on track.
Your lead database will contain many prospects after several months or years. It will also contain many inactive leads that might still be good prospects. Look for ways to rekindle their interest and reengage with them in a meaningful way:
- Check interests: Look at your website records to see what these leads have downloaded or looked at. Topics they're still reading about are likely to be areas of high interest where you can reposition your products and services.
- Check most recent activity: Figure out when these leads were last on your site or blog, when they downloaded information, or when they last contacted you. Leads who haven't had activity for 12 months will probably require a focused and specific effort to reengage.
- Check the lifecycle: If business development professionals contacted inactive leads in the past, they may be overdue for a renewed acquaintance with your company.
Search engines are regularly changing the optimization game. As such, digital marketers need to be vigilant and tune-up their SEO strategy accordingly. Take steps to conduct a thorough site page evaluation. Critically look over your site pages and evaluate whether these pages effectively represent your firm and the products and services it provides. Looking over your analytics and current rankings, evaluate the performance of your keywords. High performance keywords may indicate areas where you can gain rank. Whereas underperforming keywords may indicate that you need to research new keywords that will attract people to your site. It is important to regularly evaluate performance of your strategy in order make the adjustments that will result in a greater return on your SEO investment.
Leads come to your blogs and websites for specific information about your industry and about the problems you can address and solve. Keep online content focused on these relevant topics. Some divergence will naturally happen as you continue to produce content, but you're more likely to get the attention of prospects by sticking to your main area of service or expertise.
A good inbound marketing program evaluates successful methods for converting a lead as well as plan for new conversion methods. Evaluate whether you are providing the content that addresses your client personas. Identify the calls-to-actions [CTAs] that are performing well and which ones are not. Look at the landing pages that effectively persuade visitors to complete a form to receive a content offer. Verify whether you are clearly, concisely, and consistently articulating the value in your offering. Successful lead conversion takes time; it is important to engage with your business development team to really hone in the means an methods that will get the numbers you are looking for.
Low Email Marketing Engagement
Always look at how you can engage subscribers who are receiving a litany of daily email communications. Track your click-through rates. Once they clicked through, follow-up with an email to get their feedback. Increase click-through rates by deleting inactive subscribers or follow-up with them with a “We've Missed You” email aimed at earning their renewed attention. Email is a part of our daily lives; it is important to figure out how to make it work for your inbound marketing program.
Expired Marketing Messages
Effective marketing requires constant generation of new, fresh content. Old or repetitive email and marketing messages won't attract interest and may even turn off prospects if they perceive the messages are stale or recycled. Keep your marketing messages up-to-date and interesting to appeal to the largest number of prospects. Evaluate the most successful messages and discard what hasn't worked.
Contact Colosi Marketing today for more information on inbound marketing and how to revise and reboot your inbound marketing program to keep it working successfully.