Inbound Marketing Mistakes to Avoid
By Debra Murphy
Inbound marketing is an effective strategy designed to draw your ideal client to you when they are already actively looking for a solution. If you are implementing inbound marketing and are curious as to why you are not seeing the results you expect, you may be guilty of making some (or all) of the following inbound marketing mistakes.
Not developing an inbound marketing plan
Many folks want to go straight to the fun stuff like websites and content creation without first having a solid plan. Without a simple inbound marketing plan, you are more likely to wander aimlessly instead of being focused on what will attract and convert your ideal client. Remember that inbound marketing is about knowing your audience and providing them with the right content at the right time. Make sure you can answer at least the following questions before you begin executing tactics:
- Have you clearly defined your ideal target audience?
- Do you know how to reach them and where?
- Do you understand their challenges so your content will get their attention?
Don’t skip the plan and head straight to tactics. It will waste time and money.
Not setting realistic goals and measuring results
A very common inbound marketing mistake is not setting specific goals you wish to achieve. Without setting goals, it is difficult to examine the effectiveness of each campaign. Reviewing results against your goals helps you to determine whether you continue on with that activity, modify it for better results or ditch it entirely.
For each inbound marketing campaign, make sure you have some way to track the results. Most online channels have some type of analytics capability that gives you the opportunity to understand what is going on and make adjustments.
By tracking and then reviewing your results, you will be able to see what marketing efforts are more effective than others or if something isn’t working at all. Don’t get caught up in the idea that ‘things will get better’. If you keep doing the same things, you can expect the same results and waste a lot of time and money.
Not creating an editorial calendar
One of the most common inbound marketing mistakes small businesses make is creating content haphazardly without an editorial calendar. This practice will most likely result in content that doesn’t have a purpose. Using an editorial calendar enables you to map your content to the needs of the customer, answering questions your ideal clients have so they can make an informed purchase decision.
Included in a useful editorial calendar are the content topics, draft titles, keywords, publish dates, media type (video, audio, text or some combination) plus your channels of distribution and call to action.
Thinking your outdated, non-responsive website is good enough
Whether you are doing inbound marketing or traditional offline marketing, everything you do should drive people to your website. No matter what type of business you are in, people will go to your website to check you out. It must project your best brand image on all devices to make your business look current and professional.
Your website is …read more
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