Unless you’re one of the few fearless individuals who didn’t make at least one New Year’s resolution this year, you know that we have officially entered “cold turkey” season. It’s the not-so-joyous period following the holidays where we boldly resolve to banish our bad habits, relying on a fresh start to bring out our best selves.
While we’re all in favor of self-exploration and improvements, one thing we wouldn’t recommend this year is suddenly stopping your Inbound Marketing strategy. Unlike the smart decision to stop staying up too late or giving into your favorite Starbucks latte, some things weren’t meant to fall to the wayside.
For anyone who has started from the beginning of an Inbound Marketing journey, you know how precious time is in generating results and returning investment.
So, what would happen if you just stopped inbound marketing efforts all together? Would your website and content generate results for a while until it began running on fumes? Or would everything come to a screeching halt? Let’s look deeper into the possibilities.
Visits would dwindle
First, what qualifies as “stopping Inbound Marketing”? We’re referring to all of your efforts as a whole, such as, blogging, consistently updating website content, regular social media engagement, ongoing keyword research, lead generating campaigns, email campaigns, and more.
Because one of the first results from the efforts above is often website visitors, it’s also one of the first things that would decrease if Inbound Marketing stopped. Depending on how long you have been doing Inbound Marketing, there could be enough content available to keep bringing in website visitors for some time.
However, one of the fundamentals of Inbound Marketing is producing relevant, helpful content that speaks to your current audience. Over time, the lack of up-to-date, consistent content designed specifically for your customers would make it much more challenging to attract visitors to your website.
Leads would follow
Visitors and leads are very much related. So, just think, if visitors are dropping off, leads will follow. And if a qualified lead found your website, what would they see? Outdated content? Old promotions or campaigns? The latest blog post time-stamped from last year? While you know how much you have to offer, in the eyes of potential leads, these indicators tell the story of a business that is either outdated or out-of-touch with its audience.
Beyond the overall perception of an outdated site, leads would slow for an even more important reason: a lack of lead generating opportunities. Assuming you stop all Inbound Marketing, that includes all of your marvelous downloadable, lead generating content and lead nurturing campaigns.
Without ongoing efforts to generate new leads, visitors would be limited to only the remaining content and forms on your site to contact you.
A look at the long run
Overall, it’s safe to say that stopping Inbound Marketing is a recipe for a drop in website visitors and leads. Long-term, the absence of a strategy could cause even more disruptions. Ultimately, it could mean your position as an industry expert, thought leader and go-to resource all gained from steady, ongoing Inbound Marketing could fade.
The good news? None of these things have to become a reality. By carrying out a strong Inbound Marketing plan that’s right for your business, you are on your way to maintaining and growing your results.
It’s clear that an Inbound Marketing hard stop isn’t the best New Year’s resolution if you’re hoping to make leaps and bounds in 2016. If you would like to find out more helpful tips for perfecting your marketing strategy this year, feel free to reach out, and be sure to download our Guide to Hiring an Inbound Marketing Agency.