Web Marketing That Works: Confessions from the Marketing Trenches

Chapter 1

Your web universe: content, web and inbound marketing

However beautiful the strategy you should occasionally look at results.

Winston Churchill

We were sitting in a bar in North Sydney — it was the only place open after a long day and it was coffees all round. Beer wasn't on the agenda, marketing was.

‘Here's our situation. We've reviewed our marketing budget and realised that we are spending $6000 per month on advertising. This is bringing in leads, no doubt. But, and here's the thing, we're gradually having to spend more and more to get the same results. It's like an addiction. It takes a little bit more each time to get the same kick, but if we turn off the tap, the leads dry up. We need to make a transition, to find another, more ...