Here at Leap Clixx, we’re all about being positive and finding solutions. And so when we blog about the #1 inbound marketing mistake that we keep seeing year after year, it’s not because we’re being miserable or pessimistic. It’s actually quite the opposite.

It’s been said so many times that it’s now cliché, but we’ll say it again because the truth never goes out of style: CONTENT IS KING.

According to a survey by econsultancy.com, 70% of businesses say that it costs significantly less to retain a customer than to acquire one. Research by Invesp confirms this, saying it costs 5 times as much to acquire a new customer than to keep one.

Pay-per-click (PPC) advertising can be a highly successful and cost-effective way to attract qualified leads and guide them through the buyer's journey.

According to SearchEngineLand.com, the top 3 PPC ad spots receive more than 40% of clicks on the page which obviously translates to a massive advantage as well as a prime opportunity for businesses facing heavy competition to rank high for popular keyword search terms.

Whether it sells gourmet coffee to caffeine-loving patrons or provides highly technical engineering solutions to research lab managers, every business has a sales cycle; one that can typically last from a few seconds – to a few months. 

While there are many strategies and tools that support marketing success, one of the most important is buyer personas. After all, what's the point in throwing a bunch of people and money at a marketing project if you haven't even optimized who it's going to target?

Just as lawyers grasp that there are many different kinds of evidence, and doctors know that the word “medication” can refer to anything from over-the-counter headache remedies to extremely potent prescription pharmaceuticals, sales professionals know better than anyone else that there is not one, but two distinct classification of marketing leads:

The phrase “customer journey” has a nice, pleasant sound to it – it’s almost fairy-tale like. For example, we can imagine Little Red Riding Hood trotting through the woods on a happy journey to visit her grandmother. 

It’s almost impossible to imagine, but there was a time not too long ago when email marketing was viewed within the conventional marketing world as a fad that would evaporate from the landscape since people would grow weary of reading and clicking.