Is Inbound Marketing Filling or Killing Your Sales Pipeline?
Inbound marketing is the industry secret to success for businesses in the digital world. Surveys show that inbound marketing strategies are 53% more effective than outbound strategies, and 80% of consumers interact with marketing blogs and social media sites. Effective, critical inbound marketing is unquestionably valuable to your business.
But remember: just because you are writing blogs weekly and using infographics does not mean your inbound marketing for sales strategies are working. They may fall short due to a lack of cohesion between your departments, poor content, or a wide range of other problems. Are your inbound marketing strategies filling or killing your pipeline? Read on to find out.
Are Your Inbound Marketing Strategies Doing Their Job?
Inbound marketing for sales is meant to direct prospects to your online storefront with the sole purpose of lead conversion. If you are doing it right, you’ll see results in terms of increased sales, but the opposite will occur if your strategies are falling flat with your audience.
With that being said, to determine whether your inbound marketing strategies are making or breaking your business, you need to evaluate what strategies work best for you in the first place.
Check Your Email Marketing Campaigns
Email marketing is alive and well, remaining an efficient inbound marketing for sales strategy.
A survey by Statista shows that there are about 3.9 billion email users currently. Another survey shows that 73% of millennials prefer to communicate with businesses via email. Although the results are not immediate, you should see fruitful results in terms of increased lead conversion implementing this strategy.
To determine if this method of inbound marketing is working, check your list size. If your subscriber base is growing, so are your chances of lead conversion. Next, you should check your click-through rate. The higher the number, the more your subscribers are actually reading your content, visiting your site, and highly engaged, significantly increasing your conversion chances.
Review Your Social Media Performance Stats
Over 50% of social media users use their social accounts to research products. This makes social media yet another critical tool in inbound marketing for sales. If you use social media platforms to market yourself, you can measure your campaign performance to see if your inbound strategies are working.
The more people engaging with you on social accounts, the wider your reach—and consequently, the higher your chances of attracting prospects. However, it’s important to note that just because you have a vast social media audience does not mean everyone seeing your content is acting on it or are ready to buy. Be sure to review your engagement and click-through rates.
You can see how interesting and relevant your posts are for your target market based on the number of comments, likes, and shares. A high click-through rate means that more prospects are visiting your site after seeing your social media content, and as a result, you will see high conversions.
If the results are not impressive, your social media campaigns are probably not effective, which explains poor sales pipeline performance. If this is the case, you need to go back to the drawing board and solve for the gap in performance.
Track Website Performance
You might attract high traffic through blogs, social media, email marketing, and other tactics, but your conversion rates are still low, and your sales performance is equally poor. If this is the case, inbound marketing is not responsible for killing your sales pipeline. The problem is probably your website. Maybe your site is slow, some links are broken, or it cannot be accessed via mobile.
While reviewing whether inbound marketing is filling or killing your site, make sure you track site performance as well. If traffic is high, you should review the bounce rate, the landing page conversion rates, and keyword performance.
Amp Your Inbound Marketing Efforts Today
If done the right way, inbound marketing for sales means more leads and more sales—but without efficient strategies in place and proper execution, your efforts will go down the drain. That is why you need to measure whether your inbound marketing strategies are continually working. If not, then you may need better strategies. The good news with inbound marketing is that results can be measured, and if they’re not up to your standards, something can pivot to improve performance.
If you think you have been doing everything right or have invested a lot in inbound marketing without seeing positive results, it’s time to find solutions. At Televerde, your success is our priority. We offer highly-refined inbound marketing services that will help you attract high-quality traffic, leading to more conversions and sales.