Inbound marketing has a lot of layers, from blog posts to lead nurturing to landing pages and more, all the elements need to be humming together effectively to obtain optimum results. If even a few mistakes happen along the way, you may be setting your strategy up to fail. So, what do you need to do to ensure you are doing to set yourself up for success? Here are the common mistakes we think you'll want to avoid:
1. Ignoring the Lead Nurturing ProcessInbound marketing can be an exciting thing when it gets going, you published a great piece of awareness-level content to your site, and it just converted! You have your sales rep run to the phone to call them immediately, right? In most cases, that would be a mistake. The reality is, it IS exciting when you have leads engaged with your content, but unfortunately, they aren't ready for you to call them just yet. Downloading an awareness piece of content means they are on the journey towards becoming a Sales Qualified Lead (SQL), but they need to engage further with your content before you grab that phone. Patience is a virtue, right?
2. Not Using the Data You're GivenIf you're paying for marketing automation software, why not make sure you are leveraging it to its full potential? Tools like HubSpot offer a wealth of reports and data right at your fingertips. Simply setting up a campaign for your quarterly efforts pulls every action you take on that campaign together for a comprehensive report on its effectiveness in each area. The basis of inbound marketing is creating measurable marketing strategies, but if you aren't keeping your eyes on the results, you don't know what's working and what's not. (Might as well go back to buying billboard ads and cold-calling.)
3. Old or Inaccurate PersonasPersona development is critical in any effective inbound marketing strategy. However, it's not a one-and-done project. Just as business changes over time, so does your customer base. For example, let's say you're with a company that repairs office equipment for small to mid-sized businesses. When you created your primary persona five years ago, Office Manager Mary, you may have documented that she uses a fax machine to send and receive orders. Let's be real now, not a whole lot of businesses are using fax machines anymore, including Mary's, so a blog post written for her persona titled, "How to Quickly Troubleshoot Your Fax Machine" no longer has value for her. The pain-points have shifted, much like your personas should. We recommend a yearly check-in to make sure your personas are still in-tune with your buyers.
4. Missing Content ElementsAs mentioned in mistake #1, your customers are on a journey with you, and you have to carefully take them on that journey through lead nurturing processes. But what happens after they come to your website and download the awareness-level content, but then have nothing to consume when it comes to the more important consideration and decision-making stages? Here's a tip to help work through this problem: conducting a content audit for your company can help you identify which pieces of content you have currently, what personas it speaks to, and where it fits into the buyer's journey.
5. Not Getting Help When You Need It
[Warning: Here comes a teeny-tiny ManoByte plug] In all reality, we all know the first step toward success is admitting when you need some help, right? Inbound marketing is hard, bottom-line. When you need help and assistance, an agency like ours can be the tool you need for successful implementation. Our team is dedicated to all things inbound marketing leveraged by HubSpot. Every team member also maintains a list of HubSpot certifications that are relevant to their particular job role. We pretty much live by the motto, #wecandothehardthings. Contact us today if you want to learn more about how you can get your strategies working more effectively. Or, check out our free webinar below to learn even more.