Inbound Marketing Shortens Your Sales Cycle

We saw this study from HubSpot the other day, and it reinforced what we know –and what, fortunately, many of our clients also understand: good marketing requires patience. However, the more inbound marketing a company implements, the sooner they enjoy the benefits of lead generation.

Refining your message and getting it out through the right blend of marketing channels takes time. And once your message is out there, it takes a while for it to go through the rinse-and-repeat cycle of multiple exposures that your key buyers need in order to form an opinion and make a purchasing decision about your product or service.

But not seeing an immediate sales bump does not mean your message isn’t being received; the buying cycle for most businesses is long and needs time to go through the essential channels before you will likely hear from a prospect. Many companies take a year or more to make a buying decision.

However, increasing the amount of inbound marketing can result in increased website traffic in an average of 7 months. What is inbound marketing?  This category includes website content development, blog posts, engaging people through social media, and implementing Search Engine Optimization.

Our clients observe that increased marketing and PR activities result in not only increased website traffic, but also in more leads from better qualified prospects. And once we implement a consistent marketing and public relations program, these increased leads become a regular thing.

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Want to talk about your marketing strategy? We’d love to help you enjoy the results of a solid integrated program! Drop us a line at kyliew@pwmginc.com.

Are You Using a “One-and-Done” Approach to Your Website?

We often encounter businesses that have appealing-looking websites, flush with edgy graphics and even decent content, but still missing a major component: Search Engine Optimization (SEO). No matter how attractive your website is, you are missing out on one of the major purposes of website development if your website is not optimized for search engines.

What is the point of having a slick-looking website if most of your prospects (or even customers) can’t even find your website to begin with? That results in missed opportunities for you, and business opportunities for your competitors.

Another issue many companies have, even once they have begun using SEO tools on their websites, is to launch a website and then… leave it alone. Taking the attitude that your website works fine, that meta data is in place and your contact form works does NOT mean it is time to take a vacation.

Not as far as search engines are concerned; they never take a break. Search engines are always crawling your website looking for new information, and if a search engine doesn’t find anything new, then there is nothing new to categorize: therefore, nothing new to push your company’s website further up on the web search results.

We at PWMG call this the “care and feeding” of the search engines. Regular maintenance and “feeding” of information needs to take place in order for you to maintain or improve your page rank. To get started, we recommend using some of the suggestions in this article by Website Magazine. Or, if you’d like a complimentary website review, just drop us a line.

Big Sales Loss Due to Google Algorithm Changes?


Have you seen a 40% decline in sales since Google adjusted its algorithm? This company has, and it is working hard to figure out ways to turn things around.

Google handles nearly two-thirds of all web searches. And in February, it took steps to overcome many of the content farms and link farms that big companies used to artificially boost their own rankings, at the expense of web users’ interest in finding useful and well-written content.

If you have noticed that your search rankings are falling and you’d like some help figuring it out, give us a call or drop us a line.

Drowning in Social Media Ocean?

If you feel like you are drowning and don’t know which platforms to keep up with, which ones to pay attention to and which places to get advice, Advertising Age’s BL Ochman has some advice for you: start with a list.

And some of the experts she highlights in her piece are of the same mindset, though Seth Godin says it is more about finding the right approach, and then to keep experimenting with it to improve it.

White Papers Remain Influential to IT Buyers

When is the last time you produced a white paper? Or refreshed an old one to make it relevant to your prospects of 2010?

If you can’t remember, then stop wasting any more time thinking about it and just get busy.

This piece from BtoB (http://bit.ly/91QWFa) shows that white papers remain an important influencer in the IT buying process. And beyond the fact that this survey shows white papers to have sway over final purchasing decisions, they also are proven to serve your SEO needs, thus making your website a more valuable resource for the search engines as well as your prospects.