We’ve talked a lot recently about all the work that goes into Inbound Marketing, from the initial research and strategy development to actually executing all the many, many moving pieces. One thing we’ve alluded to, but not really discussed yet, is analysis, reporting, and adjustment.
Inbound Marketing relies heavily on marketing automation, so it may seem a bit paradoxical to have to stay so hands-on throughout the entire process, but the reality of the situation is that Inbound Marketing is not a Crock-Pot—there is no set-it-and-forget-it option!
Reporting and analysis are vital parts of your marketing strategy—parts that are easy to overlook—and they are the corners that are the easiest to cut when your marketing manager is overwhelmed.
You can drive and drive all day long, but if you’re not following your map, you could have taken a wrong turn 6 hours ago and ended up somewhere completely different from your intended destination—and you’ve wasted a lot of time and gas.
Inbound Marketing works the same way. You can spend tons of time developing personas, identifying goals, and creating and executing a strategy, but if you’re not generating the leads, then all that time and effort is wasted.
To keep your marketing strategy rolling on the track that will accomplish your goals, you must stop and evaluate your progress at regular intervals, figure out what’s working and what isn’t, and adjust your strategy.
The following issues are signs that you need to correct your course before you go too far off track: