I’ve been there so many times, frustrated and wondering why the heck my inbound marketing strategy that I worked so incredibly hard to build and launch (and not to mention get approved by the client) isn’t performing. I’ve been frustrated at the whole strategy as well as minor campaigns within it. You did all this research and even planned out what hashtags performed the best to use in your tweets! Why is nothing happening?

Well sometimes in order to fix the smaller problems, you need to look at the big picture. The problem with inbound marketing strategies is that the small things (like a poorly planned tweet) don’t often affect the overall strategy. You need to take a step back and ask yourself the following questions:

Are you broadcasting instead of having conversations?

Do you think the person next to you wants you to talk to them with a megaphone or would they rather you use your inside voice?

Too many businesses think about their websites as broadcast channels for addressing as many people as possible. But your website functions best when everything from the content to the design is built for the humans, not the masses.

So instead of creating content to beat your competitors and copying the latest design trend, try focusing on what your customers will like. Don’t yell at them through a megaphone, if they’re right next to you they’ll never understand what you’re saying. A simple conversation with them about what your message is and a design that reflects that will help.

You know your audience, but are they the ones coming to your site?

The first step in creating an inbound marketing strategy is to know your audience, so I know you’ve already figured that part out. But have you figured out if this audience is the one coming to your site? Sometimes we create all this content because we think our audience will love it but that’s not always what they want.

The easiest way to figure this out is to ask a question on all of your forms that will help you classify the people downloading your content. If you want to attract a certain positon in a company, ask them what position they hold on their forms. If you look at your leads and you’re getting marketers instead of the sales guys then your content strategy is off.

Are you utilizing client testimonials and reviews?

You can tell your potential customers and website visitors that you’re the best, but at some point they’re going to want to see proof. And I don’t mean just pictures of your products in use or a portfolio of your very best work. I mean current clients or customers who voluntarily wrote up a paragraph to let other people know how much you rock.

And if you have testimonials, make sure you’re putting them where people can see them. Don’t just stick them on your homepage and hope for the best. Put them in your website copy, your blog posts, anywhere that it supports what you’re trying to tell your audience.

Are you consistently updating every part of your strategy?

I’m sure you’ve heard that you need to update your blog consistently every single week right? That’s still important, but you also need to be updating your website pages and putting out new offers. Nobody wants to put up with anything stale, especially not a website. So make sure you’re updating and doing it often. You don’t have to write up new homepage copy every week but little things here and there make a huge difference.

Are you reaching out to your peers?

Every industry has the thought leaders that put out all the hot new content and really rallied up a big audience. Maybe you’re one of these people, but even so you can still use other thought leaders to help make your audience even bigger. What’s that saying? Nobody is an island. We can all lean on each other to reach our own goals. Plus, when it comes to your industry you never want to be the one just pushing out your own content and not sharing anybody else’s right? Self-promotional tactics are boring. Don’t be boring.

Is your website more beauty than brains?

Remember that beauty queen that couldn’t answer one question, let alone form her own sentence? Don’t be that person either. Just because your site looks great doesn’t mean it’s going to perform well. If there’s no consistency to it, no overall message or specific content to let your visitors know exactly what you do then you know you’re all beauty.

Of course our main goal is to be the beauty and the brains (how beautiful/smart sometimes depends on budget) but that takes a lot of work. You need amazing graphics, informative copy, a clear path for your visitor to travel down, and brilliant offers for them to convert on. It’s not easy task. But if you’re inbound marketing strategy isn’t performing that well, it might be useful to dig into the beauty and the brains and see which one needs work.


They say the Mona Lisa looks like a gorgeous woman until you get up close and see her flaws. Don’t make your inbound marketing strategy like the Mona Lisa. You want the individual parts to be as great as the overall strategy!