Even though inbound marketing offers an
alternative to traditional forms of marketing, it’s not a stand-alone solution
to capturing the attention of today’s buyer. Here are 6 reasons why
inbound marketing is not a stand-alone marketing strategy:
1) Your aim is too wide. Inbound works by “carpet bombing” the Internet with content in the hopes people will find you. When confronted with too many low-level leads, many marketers scramble to run more of these same “carpet-bombing” campaigns, and then wonder why they don’t produce better results. To connect with prospective buyers – and move them along the path to purchase – you need to switch from ‘air-war’ tactics and focus on highly targeted ‘ground-war’ programs that break through the clutter. This means delivering high-quality content to the right people in an engaging way and doing so across multiple channels including direct mail, email, and phone.
1) Your aim is too wide. Inbound works by “carpet bombing” the Internet with content in the hopes people will find you. When confronted with too many low-level leads, many marketers scramble to run more of these same “carpet-bombing” campaigns, and then wonder why they don’t produce better results. To connect with prospective buyers – and move them along the path to purchase – you need to switch from ‘air-war’ tactics and focus on highly targeted ‘ground-war’ programs that break through the clutter. This means delivering high-quality content to the right people in an engaging way and doing so across multiple channels including direct mail, email, and phone.
2) Some
prospects may find you, but many don’t know you exist. There
are two things happening here. First, some people don’t realize they should or
could seek you out. Think about it: If you don’t know about something, you
can’t search for it. An example of this is a company using an in-house CRM
system instead of an online one. The company may be spending millions upgrading
software and dealing with on-site technicians, but the ultimate decision maker
may not know about online solutions. As a result, this person doesn’t search for
an alternative.
Second, you may not be sharing the right type of
content or sharing it in the right place for your prospect to find it. For
example, you might create white papers and host webinars about your product,
but if prospects are searching on terms related to their problems and you only
talk about your solution, potential buyers probably won’t find your content. Or
perhaps you’re only posting content to your site and prospects early in the
research phases mainly turn to YouTube for information. You may never cross
paths.
The key takeaway here: content developed for
inbound marketing should be more focused on your prospects’ problems and
concerns than on your product or solution. After all, those in the early stages
of the buying cycle are looking for educational (i.e., non-promotional)
information.
3) Others
may know you exist, but don’t understand what you do. Think
about all the companies whose blog posts you read or Twitter accounts
you
follow. Do you really know what each of them does? And, even if you do, do you
know if their product is the right fit for your organization? If you answered
no, you’re not alone. That’s because the educational content that is produced
for inbound marketing often doesn’t supply these answers. And it’s why you
often need to pair marketing automation with inbound marketing.
You must share your content where your prospects
spend time, taking into consideration industry- and location-focused sites and
other venues, and even less popular social media sites. The key is to
understand where your prospects spend time and then to establish a presence
there. And don’t be afraid to ask others to share your content, whether
bloggers, prospects, or partners, as they will often have a broader reach than
you do. You can encourage pass-along by adding social-sharing buttons to your
content, landing pages, and emails.
4) Sometimes you can’t break through the noise.
Many times companies pour lots of effort into their inbound marketing around
big events such as trade shows. Unfortunately, that is the hardest time to get
noticed. The same goes for jumping on the bandwagon with Facebook, LinkedIn
groups, a blog,
or other social channels.
The solution to too much noise is
not to make more noise, but to sound different! And there are plenty of ways to
stand out from the crowd. Create content that is unique, with a fresh point of
view. Or, commit to trying
a different format from the rest, so while everyone
else is blogging, you write a book that gets the attention of your audience.
5) Sometimes
there isn’t any noise. Other times
you may find there isn’t enough noise
to even create a sound. This happens when
companies sell into verticals that are not receptive to inbound marketing, such
as those concerned with privacy or industry regulations, or those who are just
slow to adopt online channels. Regardless of the reason, if there few or no
people to consume your content, it’s not efficient to create it. Instead you
must focus on other outbound marketing channels.
6) Inbound
marketing has a diminishing return.
What does this mean? Wikipedia defines diminishing returns as a “decrease in
the marginal (per-unit) output of a production process as the amount of a
single factor of production is increased, while the amounts of all other
factors of production stay constant.” In the world of marketing, this means
there’s not a direct correlation between what you put in and what you get out.
Let’s say, for example, a company publishes three
blog posts per week and signs up 20 new subscribers per week. If it saw an
increasing return (or profiting return), you would expect that six blogs posted
per week would net 40 new subscribers, but this is not typically the case. In
other words, increased output is not directly linked to a greater number of
leads or customers or higher profit. You need to strategically determine where
to spend your time – especially if you have a limited amount of resources. This
doesn’t mean that the posts won’t have a long-lasting effect; it just means
that each additional inbound marketing effort may not yield as much return as
the previous effort.
My next post will cover
how some companies make inbound marketing work.
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