As with any business strategy, inbound marketing takes patience. Time, effort and yes, even capital all go into a successful inbound marketing strategy. You cannot expect to buy into a product or company like HubSpot, Marketo or Eloqua and expect to triple your visitors and leads in a month. It’s not a matter of “buy our product and you’ll succeed.” So if that what you’re expecting, you’ll find mounds of disappointment around the corner. You might as well stick with billboards and TV commercials and wishes on unicorns.
image sources: david carradine| grasshopper
Instead of the old “spray and pray” method – spray money everywhere and pray for results – inbound marketing helps businesses to focus on the metrics that matter like views, view-to-lead conversions and click-through rates. With an inbound marketing strategy, you’re creating content that warm leads can find, and convert into leads and customers. These conversions rarely happen overnight. In fact, because the home buying process is such a big deal, some of these leads take months – even a year – for a conversion.
It took months to see results at AmeriFirst Home Mortgage. In fact, it took 2 full years for us to increase our website visitors 20 times over.
Website views from all sources: 2 years
I’ve seen visitors come to us, take a couple months to become a lead, then a year to become a customer. Granted, we’re financing homes so it takes a long time.
This is why it’s so important to measure your marketing efforts, and track as much as you can. From tracked URLs to first-touch sources to conversion assists, the more you know the better you get at marketing. But all of that takes time.
After 4 years of marketing and making changes and collecting data, we’re now dissecting the buyer’s journey at AmeriFirst. We can now see how some visitors convert into leads and then sales qualified leads (meaning they get put in touch with a loan originator) in a matter of days. Others take years. But we’re now digging through the data to get better.
While it may have taken time to see major growth, the immediate affect was definitely felt. So set yourself attainable, reasonable and measurable goals as soon as you can. These wins will help fuel your success.
Take your time, educate yourself on best practices for inbound marketing. Then, take on the challenge and be patient.