If your online marketing strategy is a dud, your ROI is probably down the toilet and you’re haemorrhaging money.

It’s that simple.

Now, it may seem an obvious thing to say, but I’m going to say it anyway.

You NEED a consistent online marketing strategy. Period.

It doesn’t help to dabble.

These days, the online competition for the hearts and minds of your customers is fierce and getting more intense every day.

You’ve got to have skin in the game and get serious about this stuff if you want to see results.

If you don’t, the lack of results from your online marketing strategy is going to frustrate the hell out of you.

And, life’s too short to be frustrated when you can actually do something about it.

Nice try, but no cigar…

To be fair, I often find my clients have some pieces of a half-decent online marketing strategy in place.

Unfortunately, if you only have limited pieces of the online lead generation puzzle worked out, it isn’t going to get you too far.

So, what’s usually missing?

Here are a couple of the essentials I often find missing when marketing campaigns are floundering:

  • A complete “end-to-end” strategy – one where the pieces are designed to work together towards a pre-defined end result.
  • A roadmap to develop your online marketing strategy from where it is today to where you need it to be.
  • The right kind of quality content – critical to good search engine placement and visitor engagement, retention and development.

Obviously, there’s a host of other issues that crop up, but lack of quality content is huge.

By the way, if you’re currently trying to make a success of online lead generation without a blog…well, good luck with that one.

For now, let’s drill down on content, a subject very close to my heart.

Online marketing strategy – the content imperative

The starting point of any well thought-out and intelligently executed online marketing strategy is content.

In fact, content is at the very heart of most online marketing strategies – such as Inbound Marketing for example.

If you’re unfamiliar with Inbound Marketing, just think of it as getting customers to come to you, from your website, as part of a natural flow.


As a method of online lead generation, Inbound Marketing is a sustainable, long-term marketing strategy that, once established, will feed your business with quality leads and customers for years to come.

And, I’m guessing that’s something you’d want…