Two Questions to Ask When Your Inbound Marketing Underperforms
I concede the title is an oversimplification. There will be more than two questions to ask, but there are two main questions. Two questions that are more important than all the others.
Are you publishing enough?
Simply put, are you publishing enough? Have you published enough in the past? Is it good enough? Are you consistent enough? Have you done it long enough?
This gets back to the basic success principals of Inbound Marketing: quantity, quality, consistency, and longevity.
When it comes to attracting your audience to your website, nothing beats simply publishing more, publishing better, publishing more often, and to keep publishing.
How well does your site convert?
Conversion is not as cut and dry as the Attracting Your Audience part, but you should expect your website conversion to be somewhere between 0.5% and 3%. If your conversion rate is less, something is wrong. If your conversion rate is on the low end, something may be wrong. If your conversion rate is on the high end (or higher) count your blessings.
Determining best conversion requires testing and testing is time consuming. For that reason people sometimes don’t do it.
However once your website traffic is beyond 10,000 visitors a month, a slight increase in your conversion rate can equal larger increase in the number of leads.
The standard way to test is through a process called Split Testing, were you literally create more than one version of a landing page and test the options to see which one converts better.
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