You should know that not all inbound marketing is
created equal. Avoid these mistakes and you should have great results from your
inbound marketing program.
Ineffective Social Sharing –
Some companies use a generic social- sharing widget, or one built into a
content management system (CMS) or inbound marketing platform. Often, these
types of widgets only allow you to share the title tag or article title. As a
result, the share comes across as very impersonal. Use sharing functionality
that allows you to customize messages to be more conversational, as this drives
conversions.
Poor Segmentation – The
better you know your target buyers, the better you can tailor your
communications to them. Unfortunately, many companies stop at the title and
company size. But what
can you really know about a prospect based on that
information? Certainly not enough to develop content that hits a nerve
and
keeps prospects engaged over time. Instead, you should customize messages
to your prospects acquired via both inbound and outbound marketing based on
more than title and company size. You do that by segmenting on the types of
content they prefer, the last time they engaged with your content, or based on
interests they’ve specified on your registration forms.
Flat
Lead Nurturing – Flat lead nurturing
is tied to not knowing enough about the distinctions in your target audience.
The result is that marketers deploy a single drip campaign to the entire
database. The problem is that each person in the database has unique issues to
solve and this one-size-fits-all approach means you’ll ultimately alienate
all
your prospects with messages and content that doesn’t resonate. Instead, create
compelling nurturing campaigns based on the interests or pains of your
prospects.
Generic
SEO - While search engine optimization can help your
site and content get found online, a generic approach can drive the wrong
traffic to your site. Again, it gets back to how well you understand your
prospective buyers and their concerns. If you simply focus on high-level
keywords in your content and pages, you’re going to attract a broad range of
people, many of whom are probably not in the market for your offering. Many
companies fall into this trap because they rely on free SEO tools, or ones that
come with their CMS or inbound marketing solution. By allocating a bit more of
your budget to SEO and calling in the experts, companies often realize an
exponential ROI.
Lack
of Sales Visibility – You can generate all
the great leads in the world using inbound marketing, but it won’t amount to
anything if your sales team isn’t in sync with your inbound marketing
activities. Imagine someone tweets that they are looking at three different
vendors, and then visits your site the next day and downloads a white paper.
If
your sales reps can’t see both the social comments and the content
consumption in their CRM system, you risk them delivering the wrong message
when reaching out to the prospect.
Measuring on ‘First Touch’ Alone –
Knowing the source of a lead and attributing revenue to that lead source
doesn’t actually tell you how to optimize your campaigns. Instead, you need to
know how much each program – inbound and outbound – influenced the purchase.
Some activities are going to create buzz, others downloads (i.e., leads), and
others will drive purchases. If you only measure the lead source, you won’t
accurately be gauging the value of other important programs that ultimately
contribute to revenue.
So how do you move from bad to best practices?
Use a robust marketing automation or revenue performance management system to
optimize inbound programs that generate leads and help move leads through the
sales funnel. Not only will your company see increased revenue from marketing
programs, but as a marketer, you will be able to prove the value you’re
delivering so the marketing team finally gets the credit it deserves.
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