A lot of companies are moving towards the process of inbound marketing. However, just because everyone is doing it, does not mean that they are doing it right. Here are five common mistakes that even experienced inbound marketers make:
A buyer persona is an important document whose purpose is to induce an understanding of your target audience. Unfortunately, many companies do not have written personas. Some companies have a vague or outdated buyer persona. As consumers and their habits keep changing, buyer personas should regularly be updated. It should contain specifics like who are their personas, what are the challenges they face, how and where do they look for solutions, what is their likely reaction to your product/ service, etc. This can be done through in- depth consumer research.
As a part of their online inbound marketing strategy, many companies come up with a website. However, just like with everything else, even websites have to be dynamic to keep up with the changes online. As companies and their offerings evolve, many of them keep adding everything to their website and end up making it overcrowded and clunky. Such websites are not user-friendly and are difficult for people to understand. Use keywords for your site and keep experimenting with web designs, colours, etc. to create a neat, informative, and user-friendly website.
Ineffective Content for Buyer’s Journey
Any buyer’s journey is divided into three stages: awareness, consideration and decision. Depending upon where your buyer is in the journey, it is important to create content delivering to that. For example, a buyer in the awareness stage will most likely respond to an article on ‘why is your company’s lead generation failing,’ while a buyer in the decision stage will most probably respond to an article on ‘the ten best businesses that provide inbound marketing services’. To find out which stage the buyer is in, his/ her journey can be determined through a buyer persona. The persona and stage of a journey will also determine what type of questions is the buyer looking solutions for. It also tells what kind of device your persona would be using and what kind of content should be made to fit it.
No Strategic Lead Nurturing
Inbound marketing takes time to build quality leads. However, just as shown in the buyer’s journey, not everyone is ready to buy. Inbound and strategic nurturing generate attention which can lead to your company being at the top of your potential customer’s mind when he/ she reaches the decision stage and is ready to buy. Till then, using sales tactics like cold calling can scare your potential customers away before they are ready to buy. Nurture your leads through a personalised well thought out plan that can be sustained.
Least Use of Inbound Marketing Data
One advantage of inbound marketing is that you can collect and analyse data. This helps you make necessary changes to improve your strategy. Many experienced companies do not use this data to check the progress of their business objectives. By using data, you can check what works for your business and what doesn’t. You can also conduct experiments like changing the colour of your website or moving a CTA to utilise your resources to the best and most cost efficient manner.
By correcting such mistakes in your marketing strategy, you can not only reach your target audience effectively, but you can also check how effective your strategy is and what can be done to make it better.