Inbound Marketing Blunders

Whether you are a new inbound marketer or a seasoned pro, it is not uncommon to make some mistakes or blunders along the way.

Here are some of the most common inbound marketing blunders that are made by marketers all over the world:

1. Guessing on Buyer Personas

Buyer personas are the most important ingredients of inbound campaigns. Personas reveal about user engagement with ideal customers, the topic of conversation, and how to fulfil their needs. Most inbounders though simply guess and make up their own buyer persona profiles.

Creating a comprehensive buyer persona is tedious and exhausting but it is really important since it gives a great picture of the prospect. It helps if one listens on social media, and takes inputs from the sales team, among a plethora of other data sourcing tactics.

It is understandable why marketers resort to making educated guesses about persona details. But this mistake can cost you a lot of backtracking, editing, and extra work after the campaign flops.

2. Trying to Do it All

Ever tried to monitor Facebook, Twitter updates, add blog posts to StumbleUpon, and engage on other social sites all at the same time? It is unmanageable to say the least and hence new inbounders try do everything from content to social commenting to email at once. If resources are too thin, work will suffer a little bit.

An Inbound effort should be a collective effort from different people and should have a streamlined approach from the ground up with tasks such as content downloads, calls to action, campaign mailers, landing pages, etc. One should be realistic about what one can do well, and get it done efficiently.

One might have to put off lead nurturing to create blogs for a few days, but that is the way to go.

3. Throwing Money Into an Unmonitored Campaign

This mistake will make your boss question your real value as a marketing resource. Ad placements for social media to align with inbound efforts is absolutely essential but unmonitored campaigns are bound to hurt your company bottom line.

One should be optimizing PPC campaigns on a daily basis. So one could be sure that the money is well spent. A campaign yielding negative ROI is sure to hurt job prospects too.

Prove your value as a marketer as paid campaigns are monitored on a daily basis. One might be surprised as to what is performing well and the insight derived from a single successful marketing campaign will provide insight for the next, building a strong framework for marketing strategy in place.

4. Losing to Shiny Object Syndrome

Are you eagerly awaiting to work with Pinterest or Instagram or Snapchat for business? Stop it right there. You might well be suffering from the shiny object syndrome.

It is good to experiment and diversify efforts and strategies in marketing. One should find new ways to explore but only in controlled and informed environments.

One should pursue them with caution and allocate a small budget to try it out. Never throw the entire budget before one has done their homework.

Start everything that is new on a small level and with its success, start increasing the resource allocation depending on the nature of results and prospects. Do not overlook your objectives in the bargain and keep it specific. Your goals should be based on business requirements and the target demographic. Inbound marketing should revolve around the market that speaks directly. Figure out exactly about the prospective buyers and see your target before pulling the trigger on starting a new channel or a campaign.

5. Leaving Out Local

Local Inbound Marketing is important to a business since marketing strategies are nowadays based only on specific regions. Most businesses skip the language, geography, and sites on the keywords list when connecting with the audience and prefer using generic terms. Specific language matters in more ways than one.

6. Lacking Quality, Quantity, or Purpose

You might have plenty of ideas for content, strategy and engagement at the start. But in 2-3 months, you are out of ideas. Or you might have loads of ideas for content but there was no plan in place related to the execution and visitor engagement.

Effective content creation is important in both quality and quantity terms. Your white papers should be very insightful and helpful for the target audience. A clear call-to-action should guide users as to what next to do on your site. Regular publishing of quality content is important to attract new visitors into marketing qualified leads, and new customers.

7. Making Social Media Content Personal

You started a Facebook account, Twitter account and LinkedIn account for your business, but you treated the social sites personally or did not use one of the social sites after a while. Your Instagram did not reveal the true nature of the business or the veracity of the offerings. Every corner of social media should focus on a unique aspect of your business, on a consistent basis.

8. Avoiding Analytics

One should use the analytics platform on a consistent basis. One should orient your SEO around specific keywords for the visitors. Analytics give a second chance to find relevant customers. Using the analytics framework is important in attracting attention to your business with measured and systematic marketing approach.