B2B Online Marketing Needs Consistency
It takes a lot of time and effort to build a robust online presence using inbound marketing strategies like SEO, blogging, social media, article marketing, and opt-in email newsletter distribution. In some cases it may even take years to see the results that you want to see. Once those results finally come and you are happy with your traffic, conversions, search ranking, and brand exposure, it may be tempting to think that you can reward yourself with a break and pull back on your online marketing efforts. However, the exact opposite is true. If you’re getting results it means that your approach is working. If you want to continue to be happy with your traffic, conversions, search ranking, and brand exposure, you need to keep it up.
Here are 3 additional reasons to be consistent with your B2B online marketing efforts:
In addition to building brand awareness and helping a business get noticed by the search engines, inbound marketing strategies and link building also helps to build a positive online reputation. As mentioned in this SEO article, link building is reputation management. There is a misconception that reputation management begins once a problem has arisen. The best reputation management approach is proactive, which means that it begins from the start. Even the best companies can run into problems but if they have been creating and sharing useful and informative content across the web on a consistent basis, the positive should far outweigh the negative.
Unless your industry is extremely niche, you likely have competitors that are trying their hardest to knock you out of the picture. Never underestimate your competition. They are probably watching your every move and will surely notice if you decide to scale things back a bit. You can all but guarantee that they will take advantage and try and swoop in to steal what was once yours.
Over time, your customers come to expect certain things from you. A lot of inbound marketing is about building relationships. If you were known for blogging and tweeting daily and sending emails once a week, your customers will be confused and may even wonder if something is wrong. Don’t let your customers down.
In B2B Internet marketing, it isn’t safe to assume that you can easily get back to where you once were. There are no guarantees. The only way to maintain your success is to continue to work as hard as you did to first get it.