What are inbound marketers’ top goals for the coming year? Improving the quality of leads they get and increasing their conversion rates top the list, says a recent report from Ascend2. According to the poll of marketing professionals who use inbound marketing, increasing sales revenue, getting more leads, growing brand awareness and increasing website traffic are also top goals for the coming year.
So what inbound marketing strategies do the survey respondents find most effective? Content marketing leads the list, cited by 59 percent of respondents, while 54 percent say SEO works well. Social media is somewhat less effective, cited by 38 percent of respondents.
However, even though content creation is a top inbound marketing tactic, marketers admit it’s hard to execute well. More than half (54 percent) of marketers say content marketing is difficult for them, compared to just 30 percent who say SEO is hard to execute and 26 percent who struggle to optimize their website design.
In general, the least effective inbound marketing tactics—including guest blogging, public relations and mobile marketing—were among the easiest to execute well.
Overall, just 23 percent of marketers in the survey feel their inbound marketing efforts are very successful. About seven in 10 feel their marketing is “somewhat successful.”
Asked what’s holding them back from greater success, 46 percent of respondents say it’s the lack of an effective inbound marketing strategy, 41 percent say they have problems with content creation, and 33 percent say they don’t have an adequate budget to achieve their goals.
What can you learn from the survey?