When our two boys were in grade school, my wife and I decided we wanted them to learn how to ski. Our logic was based on the premise that early and frequent training would get them to a level of proficiency that allowed them to really enjoy the sport.
I got some interesting responses in regard to my comparison of inbound marketing and getting in shape in this post. As I mentioned, I was hesitant to bring up the analogy because so many people think of dieting as painful and dreaded. Of course, I don't want anyone reading this to think of inbound marketing in that way. It's such a valuable methodology and I really want to see more business owners and marketing executives applying it with positive results.
I've seen the data regarding small and medium sized businesses' marketing budgets and for businesses with under 25 employees it's pretty limited - between 55 and 62%, depending on which survey results you look at, of the companies surveyed indicate they spend less than $2,000 annually. What I've been hearing lately in conversations with a wide variety of business owners is that they know their budgets are small and ideally they would like to increase them but don't see a clear pathway in which to do it.
It seems obvious, but one of the most overlooked aspects of achieving inbound marketing success is to have your website set up in a way where it serves as the central hub - the foundation - for all your marketing activities. For many businesses, the creation and launching of their site was most likely an exhaustive, time-consuming and expensive endeavor. For others, they may have had minor involvement because they opted to have a contracted resource build it using a basic, one-size-fits-all template.
In a previous post, I wrote about consistently giving away valuable information - good content - as part of your inbound marketing strategy. One of the primary benefits of providing this information is getting a little something in return - that something is typically a full name and email address of the person downloading your content. A key component in obtaining this information is a landing page.