When an Inbound Marketing strategy has just started, it is normal to fall into a series of failures on the approach being worked on. As well as inbound techniques that is used to reach the target audience. And many of us still do not know exactly what inbound marketing is. Remember that it is about marketing and selling a product or service (and content) more empathically. Differentiating itself from traditional marketing because it does not bombard users with purely commercial content, but more of value and interest.
Therefore, in this note we want to warn you of the most common failures that marketers often commit in the design and implementation of an inbound strategy.
5 typical mistakes in an Inbound Marketing strategy, and how to avoid them
1 # Set unrealistic goals
Actually, this is a very common flaw in any marketing strategy. Usually, we make the big mistake of setting unrealistic goals, far above what we are doing. Precisely because of this, as we develop the inbound marketing strategy, we realize that it is impossible to achieve the established purposes. And it is not that your strategy is not good enough to achieve it, but that the objectives are more than a usual strategy can achieve.
How to avoid it? Set your goals according to the SMART principle, that is:
Specific: as detailed as possible, for example: “increase visits by 15% for the first quarter of 2019”. Avoid raising a general objective; it will not lead you to anything.
Measurable: if there is no goal to reach, how will you measure your results? Returning to the previous example, “increase visits by 15%” , is a figure that you can measure.
Achievable: very important! Set small goals that you can achieve more easily. Then, you can level up and why not, also of difficulty.
Relevant: the objectives of an inbound marketing strategy should always be based on the current needs and projects of your brand. You should focus on detecting what is really important for your company at this time.
Temporary: every objective must be based on a specific date or time. That way you will know how much you will strive to achieve. Remember the first example, “increase visits by 15% for the first quarter of 2019” .
2 # ignore the target audience
When you fall into this error, your strategy becomes oriented to the masses, and who knows if your potential users are among them. If you don’t know the buyer person of your brand, how do you intend to create actions in order to convert them? It is impossible, not everyone has the same needs, tastes and interests!
How to correct it? Simply, creating a buyer profile that is extremely specific, but detailed. That is, identify what are the main unknowns of your users, their most relevant needs, as well as their most particular tastes and interests.
3 # Create unimportant content
If in your inbound marketing strategy you fall into the two previous mistakes, it is very likely that you also usually make this one. Well, everyone relates to each other. While content is a very important element to attract your users, this does not mean that quantity is the same as quality. Sometimes, publishing a text with an average length once a week is much more effective than five notes per week that lack quality.
How to solve it? Maintain proper content planning, research, analyze, organize and write the information. Give this task the relevance it deserves and take the time to create valuable content to share.
4 # do not measure, control or optimize
Ignoring analytics does not allow you to detect faults, control and optimize them as soon as possible so that your inbound campaign gives the desired results.
How to avoid it? Set the indicators of your strategy! These will depend on your goals and the actions to be undertaken. Of course, be sure to measure them at specific times, so you can take corrective action at the right time.
5 # do not keep feedback with users
Finally, interaction with the user is vital during an inbound marketing strategy. As marketers or brands we must understand that all our techniques are aimed at them. So we must maintain constant feedback with them. In addition, this will further improve the inbound campaign.