Inbound Marketing is not Instant Coffee

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I’ve seen it lots of times… A company starts inbound marketing activities and after a few blog posts and status updates, they quit. Traditional marketers and non-power users of the internet have trouble understanding the concept of inbound marketing. Inbound marketing activity is not something you do once and you’re done with it, it’s an ongoing process.

Most of the companies quit their inbound marketing activities because:

  • They lack enthusiasm
  • They made no results
  • They see no results (notice there’s a difference between seeing no results and having no results)
  • They don’t have time for it
  • They just don’t get it

Having a healthy inbound marketing activity is not like making instant coffee, it takes time. Non of the authority blogs you see nowadays made it on day one. It doesn’t even matter if you made the best content ever written in the known universe, inbound marketing just doesn’t work instantaneously.

patience

The fact is, if you stick with it long enough, the odds of your success will increase drastically. You need to understand that not every blog post is a winner. Don’t get frustrated because a post you’ve spent lots of hours working on didn’t receive any feedback. Even the most visited blogs of the world have winning and losing posts. Some of their posts receive lots of feedback, some don’t, it’s a normal thing.

Whenever you receive no feedback for a blog post, instead of being angry, try taking it as a learning opportunity. It’s a valuable experience. Now you know that this kind of content will not receive much feedback from your community, and if feedback is what you’re looking for, you can concentrate on avoiding the same mistake again.

Sometimes there are results but you just can’t see them because you’re not tracking things that matter. In most cases, comments are not the thing you are actually hoping for. The things that do matter to your business are usually sales or leads. Tracking these will be much more useful. Some blog posts might not receive lots of comments, but they might attract a nice number of sales since these two metrics are usually not really connected or dependent on each other.

If you liked this article, you might like our ultimate guide to content marketing!


About Toni Anicic

eCommerce Consultant

SEO. Professional gaming. Home-brewed beer. Magento Certified Solution Specialist.

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4 comments

  1. I constantly spent my half an hour to read this web site’s articles everyday along with a mug of coffee.

  2. Inbound marketing is not a destination, but a process.

    Just like customer service. You wouldn’t go out and be responsive to your customers for a week or two and then ignore them the rest of the year.

    Inbound marketing is as much a corporate philosophy as it is a practice. It’s showing your audience that you respect their time, attention and privacy. It takes time to establish and effort to maintain, but the relationships created are well worth it.

  3. I’ve never been much for instant coffee. More of a espresso guy. That being said, I’m not always the most patient guy in the world. But for some reason, I’m totally able to embrace and appreciate the time and effort involved in creating an inbound marketing strategy.

    The best part is that a company does not have to go ‘all or none.’ They can get started with the best practices (the ones they can commit to for a longer period of time) and continue to do some of the traditional strategies. Over time, the compounded returns from their inbound marketing efforts will grow exponentially.

    Thanks for the great reminder that there are no ‘short cuts’ in long term marketing (oh, I guess that pertains to life too)!

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