When we start with a client, we often have to modify their website to make it receptive to inbound marketing. Personas must be developed around the different types of visitors that the site will have. Content must be tailored to these personas, and their “journey” through the site to receiving services must be mapped out. A holistic approach must be developed in coordination with the client. While this takes time to develop, we are able to save time by filling in the pieces and not having to go back to our client for every little detail.
The main element of inbound marketing is developing content. This is especially important for SEO. Yet it takes time for the generation of content to produce results. We have found with our clients, that it takes 3-4 months to start gaining referrals from a basic inbound marketing package. However, the results then begin to multiply and by 12 months, our clients have seen an ROI of 7:1. The consistent generation of quality content and social media efforts “earn your attention” rather than renting it from paid ads. Lead nurturing is also a feature of inbound marketing that takes time, but is very productive.
Another aspect of inbound marketing that we particularly appreciate is the focus on helping people. While buying AdWords can be effective, it does not have any intrinsic value. Generating quality content about addiction and recovery can actually improve the lives of those whom it touches. It is a service that our customers provide to their audience, and it just happens to turn visitors into clients as well.