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How to Keep a Steady Pace in the Inbound Marketing Race


Oct 16, 2013

About 3 minutes

Picture this scenario: You're on a relay team. Your teammate just came in with a huge lead on the other teams. He passes you the baton. As soon as it touches your fingertips, the opportunity to win is in your hands.

The only thing you have to do from this point on is keep a steady pace. If you keep a steady pace, it won't be long until your team proudly displays that shiny first place trophy above their heads. The crowd will roar. Your team will lift you high onto their shoulders. You'll be the hero. Sounds easy, right?

Maybe not. 

When it comes to inbound marketing, there's a large amount of pressure to stand out among your competitors. You may be in the lead now, but you've only gotten over the first of many hurdles.

Consider this infographic when you need to keep a tight grasp your lead and bring it on home to the finish.

infographictslrace2_kf_7232013-resized-600 (1)


If you have content that is rich and relevant, you have a better chance of getting off to a good start. Good content will engage your customers, especially if it's something that they can relate to. 

Presenting this information really plays a key performance at the top of the funnel. At the top of the funnel (TOFU), you can engage your customers through information that is introductory and educational. You can lead them with thought provoking content through social media, blogs, white papers, or technical briefs.

Once you've presented this information, you can't just leave your customers high and dry. You have to nurture the progress. This is your chance to move to the middle of the funnel (MOFU). Nurturing the process can include webinars, case studies, sell sheets or solution briefs.

Once you've moved through the middle funnel, you're in the home stretch. You can see the finish line, but in order to get there you have to move through the bottom funnel (BOFU). This is the part in the race when you begin to close in your lead. This is your moment to shine. Once you reach that finish line your success will be there to great you for the very first time. In order to be prepared, consider an onsite consultation, live demo, or free assessment. 

Keeping a steady pace can be easy when you know how to handle the obstacles that come your way. Each hurdle is the next step to securing a better grip on your lead. Keep in mind, once you pass the finish line, success is waiting for you. So go ahead, lift that trophy above your head. You've finished the race; and you've won.

Tags: SEO, advertising