Patience and consistency – virtues in many aspects of your life. These same qualities are important for marketing, and even more critical for your inbound marketing efforts. Putting an inbound marketing plan in motion that attracts your ideal client is like a marathon. A marathon requires stamina and determination:
- Stamina to continue on course for the long term no matter who says you should change
- Determination to make it work and see your business succeed
Inbound marketing also requires stamina and determination. It is a process that requires regular, consistent delivery to increase your visibility and demonstrate your expertise. Patience and persistence is necessary for much of marketing to work and for you to see the results.
How long? That can vary from one business to the next. In today’s highly connected world, time to visibility, credibility and profitability has been reduced, but it is still doesn’t happen overnight.
Three Tips to a Successful Inbound Marketing Marathon
So many small business owners get excited about setting up their web presence. They develop a website, set up their social platforms and then stop and do nothing. Why put time and effort into training for a marathon to just stop when you get to the starting line?
So although you need a professional, responsive website, you also need a powerful web presence. Every small business needs to put money and time into setting up your web presence. It is the foundation of your long term inbound marketing activity. Here are three tips to ensure you understand the effort required:
A Standalone Website is a Thing of the Past
The website needs to support the rest of your online strategy. A quality, mobile-responsive website provides a landing area for those who come from your other web properties.
Once your visitors finally get to your website, be sure to give them a call to action. Tell the audience what you want them to do. What do you need to begin the process of building a relationship with them.
A website is the central hub of your web presence but it is not the end of the game. Once the website is set up, add links to all of your social media profiles. This helps extend your digital footprint to a wider area of the Internet.
Your Social Sites won’t be Social Without You
The pleasure of your presence is requested on Facebook, LinkedIn, Twitter and any platform that is right for your business. But with so many platforms and so little time, it is hard to be visible across them all while running your business and servicing your clients. That’s why you create a plan and select only those platforms that make the most sense for your business.
Social media marketing is a long term commitment, not a marketing campaign that has a beginning and end. Select your platforms based on your target market and then stay active and present to create the most value.
Make use of tools to automate posting to your profiles. Buffer and Hootsuite are two favorites.
Your Brand isn’t Built Overnight
You didn’t build your personal reputation overnight (although some people manage to destroy theirs that quickly!). Therefore, you shouldn’t expect your professional or business brand reputation and visibility to be created instantaneously.
Establish a consistent brand and project it on your website, social profiles, email marketing campaigns and anywhere you maintain a presence. A consistent brand helps your brand’s visibility and recognition.
Want some motivation? Set a goal to become one of the top three brands in your niche. Then do what it takes to get there.
Running the Inbound Marketing Marathon
For inbound marketing to succeed, you must become the consistent, patient, always present and helpful business owner providing relevant content to your target market.
If you make a commitment to increase your brand’s visibility through inbound marketing, make sure you are ready to be there for the long term. You need a web presence regardless, but understand what you are committing to before you start. It’s worse to start blogging then stop after a few posts than to not blog at all.
That’s why you need an inbound marketing plan that sets the right schedule of activities that will work for you.