You may have heard a lot about inbound marketing and how the entire industry is striving towards this goal, but you still can't figure out where you're doing wrong or why your inbound marketing plan isn't working after all this time. And, to assist you, I've compiled a list of the top four main reasons why it's not working, based on my knowledge.
- Unrealistic goal: Most organizations have the same overarching goals of increasing revenue and serving a larger number of clients. However, there are a few prerequisites. With inbound marketing, you can get specific and define particular goals. You may define SMART goals by content type, marketing channel, or target vertical if you want to go even more specific. For example, you may wish to boost your monthly email subscriptions or your monthly newsletter's clickthrough rate. Setting short-term goals first, and then long-term goals based on these goals, but first you must test what works and what doesn't.
- Lack of Visibility: Just because major businesses have a strong presence on every social media channel out there doesn't mean you should join up for each one. It's recommended to limit yourself to a few social media channels unless you have the time to devote to them. Neglected social media networks are more damaging to your brand than being absent from a platform. What would a potential customer think if they went to your company's Twitter account and saw that you hadn't posted in over a year? They may believe you've gone out of business.
- Targeting the wrong audience: You're marketing to everyone in the hopes that your ICP will notice it and come to you for business. That is, without a doubt, how it works. There are many distinct types of audiences. People who are unfamiliar with your product or service, those who are eager to purchase your product or service, and people who have previously purchased and require assistance. When you first launched your business, you most likely had a certain target market in mind. By checking your social media networks and Google Analytics as you begin to develop more material, you may have a better picture of your ideal customers, in terms of your Buyer Personas. Producing content for an unsuitable target can impact your inbound marketing efforts. Defining your Buyer Personas is the best method to address this. This will not only help you create more focused content, but it will also help you create content that they want to read, learn about, use, and share.
- Not having your content's USP: Almost every B2B company invests in a variety of channels, and many of them are universal. Nowadays, the podcast is all the rage, and every third organization is either hosting a podcast in various forms or holding webinars. There is already a lot of content available for the public to absorb. How will your content stand out in this sea of noise? The best remedy is to quit doing what others are doing and instead think for yourself, how you can standout from the rest. Create one-of-a-kind material with a fresh perspective. Alternatively, commit to trying a different format than everyone else, such that while everyone else is blogging or podcasting, you may make a comedy film that grabs your audience's attention.
While inbound marketing requires a significant investment of both time and money, it is a long-term strategy with long-term benefits. When it comes to outbound marketing, once the money is gone, the advertising is turned off, and the traffic stops coming. When inbound marketing is done correctly, your company may take a break without worrying about lead volume plummeting. The content you create today can generate qualified leads for you next year from now. If you're thinking about implementing inbound marketing for your company, we recommend that you take the time to acquire buy-in, learn the system, and commit to the long-term efforts required to get it properly.
Let's talk if you're fresh in the realm of inbound marketing. I'd be happy to answer any questions you have about inbound marketing and help you decide if it's good for you. You can leave the comments here or can direct message on my LinkedIn.
