Inbound Marketing basically helps to promote and develop the growth of a business by offering valuable and trusted information to people, so that it alone can attract, convert, close and delight the right people, at the right time, automatically.
Define Inbound Marketing
This marketing approach combines business with technology to humanely and purposefully help businesses of all kinds sell more and serve their customers better, while giving the business an opportunity for better long-term growth more stable.
An inbound marketing action plan fully integrates branding, website development, search, social media and content strategies, along with public relations to enhance business success and return on investment. The Inbound Marketing methodology is a discipline of continuous practice, which in addition to designing integrated campaigns to create and expand assets, and others to capitalize on existing assets, also requires ongoing training and learning to help take advantage as a business.
Methodology of Inbound Marketing
Seen in this way it may seem that to be a determined Inbound Marketing professional you need to be like a utility knife, since you see that Inbound Marketing involves several elements that make it work: optimization for search engines, social networks, production and distribution. of content, design, conversion rate, email.
When we talk about Inbound Marketing, chance is outside and reflection is inside, and whether you are facing a recently created company, or if you are looking for new ways to use Inbound Marketing in your already established organization, there are some mistakes that you should avoid. Commit all costs to achieve that exponential growth of your business through the application of proven methodology of Inbound Marketing.
Most Common mistakes when developing an Inbound Marketing strategy
By avoiding the following mistakes, you will be able to guide your organization towards what really works to increase the chances of success of any Inbound Marketing plan that you implement. In a world as effervescent as the one we live in, the priority should be to do and not plan, so knowing everything you should avoid is one of the direct ways to start well.
Not creating the person-buyer profiles
One of the bases on which Inbound Marketing works is the person-buyer profiles of your company. Knowing who you are serving is what enables you to communicate the messages that truly resonate with your ideal customers at every stage of the funnel.
If you haven’t already done so, you should start by defining your buyer persona profiles that help you semi-realistically represent those people who are most likely to become your customers. You must bear in mind that within each market there are different types of buyers.
Also think that each type of buyer has their own interests, goals and priorities. You need to know exactly the characteristics of each of the types of person-buyer on which you have to pour your efforts when making them go through the entire Inbound Marketing funnel.
Not highlighting marketing triggers
- If you don’t identify your ideal customers, you won’t be able to know what their motivations are either, so it will be difficult to understand what those pain points are that push them to seek information about the solution that your company offers.
- These momentary situations are known as “ marketing triggers ” and are often useful for targeting the most external and objective need of potential customers, instead of directing actions towards a larger and more arbitrary audience.
- Let’s think about the marketing triggers for a shoe store. People tend to buy new shoes if the one they have has outgrown them, if they are going to be traveling on a specific terrain, in the process of being renewed due to wear and tear, if they are currently out of style, or if they simply have the desire to keep up with trends. Fashion.
- People who detect any of these circumstances could perceive the need for new shoes and start looking online. This is where an Inbound Marketing plan begins to act, offering you the entrance to the funnel where your needs are alluded to and the value of the product or service is presented.
Also Read: What is electronic logbook
Not defining Inbound Marketing goals
Goals are essential, not only to measure the return on investment of any campaign, but also to be clear about what you are trying to achieve and when the results are expected to manifest. Today the most popular framework is SMART goals , which are mainly characterized by being specific, measurable, achievable, relevant and limited in time.
But beware! Goal setting is preceded by a marketing assessment that determines the ability of the current website to attract traffic, generate leads, convert them into customers, and increase their loyalty to your business. Among the main metrics that measure the performance of these goals, we find:
- Website visits
- Potential customers
- Recurring income
To find out your starting point, our advice is to take a Free Marketing Assessment . With this tool you will know exactly which business and marketing goals you need to prioritize and discover exactly where you need to focus your efforts to achieve them.
Not mapping out the buyer’s journey before producing content
The buyer’s journey that potential customers usually incur consists of four stages that coincide with each phase of the Inbound Marketing funnel
It corresponds to the widest part of the funnel and mastering it is the key to attracting visitors to the website that can convert into potential customers. Publishing articles, infographics, videos… on the blog and on social networks are good ways to start reaching the large audience at the wide end of the funnel.
This is where your business solution comes into play. Product or service trials, free downloads, case studies, spec sheets or forms are all helpful in presenting your brand while your business is seen as a trusted provider of value.
When potential customers reach the decision stage, they are showing obvious signs of considering purchasing your solution. To push them to take action, you can offer live product demonstrations, a discount, a complimentary evaluation, a consultation, or an estimate.
Potential clients convert to client, but Inbound Marketing continues. It is necessary to continue offering value to existing customers to make it more efficient for them to expand or extend their purchases. Here you can use affiliate programs, email newsletters, offers, surveys or test experimental features of your solution.
For a sales cycle to be efficient, you need to distribute specific content for each stage of the buyer’s journey. To identify gaps in a content strategy, you need to map out the buyer’s journey to evaluate and produce content tailored to each stage.
Understanding that buyer personas need to have all the necessary information at their disposal is the first pillar of an efficient sales cycle. Knowing your questions, concerns and objections present at each stage is one of the best ways to shape a content strategy.
Not having designed a lead nurturing process
Each potential customer goes through their buying journey at a different pace. However, most of the companies that lose a good number along the way tend to be for the same reason: lack of information.
- The key to getting potential customers through each stage of the inbound marketing funnel is by answering their most important questions.
- Instead of focusing your content on the sale, it is necessary to have it also adapt an editorial calendar to each of the stages.
- A successful Inbound Marketing strategy requires answering the most important questions at each stage of the cycle.
- Nurturing your potential customers. Email strategies have an amazing effect when it comes to nurturing leads: both by jogging your contacts’ memories with valuable content at their beck and call, and by encouraging them to stay engaged with your business and keep moving forward. funnel length.
- Automated series of emails are the big players when it comes to qualifying your leads to move them towards the decision to sell.
- And the more informed they are, the more receptive they will be to receiving more information about your solution and, finally, choosing it.
- As potential customers flow through their buying journey, you can begin to position your business by sending out brand information.
- For this, you can use email strategies that include campaigns that resolve the most common questions about your product/service and your business.
- When leads reach the narrow end of the funnel they are often considered sales qualified. So it is now when they must be transmitted to the sales team so that they can contact and close the payments directly.
Not having a conversion-oriented blog strategy
While many businesses have a blog on their website, few optimize their blogging strategies to drive highly relevant traffic to help them reach their goal of converting those visitors into qualified leads. The blog is an efficient mechanism for driving traffic to highly unique pieces of content by answering questions and encouraging them to discover more.
Not learning the essentials of tracking and evaluating Inbound Marketing metrics, Although part of the efforts to develop an Inbound Marketing strategy revolve around the production of content, the monitoring and evaluation of metrics are essential to use Inbound Marketing authentically .
When you consider using Inbound Marketing, monitoring and evaluating the metrics you are going to use, you make it easier for marketing and sales actions to focus on the goals that really drive business growth, instead of obsessing over vain and disconnected metrics.
Also Read: Full Form Of ED