Inbound marketing is all the rage right now and is considered a necessity by many marketers. Just like many companies, you’ve tried to incorporate the methodology into your own practice.
But something seems a little off.
Why is this special way of marketing not working for your business? Are you doing something wrong? Or is inbound marketing too hyped?
According to Hubspot’s State of Inbound 2015 Report, inbound campaigns deliver a higher ROI than outbound. So to answer the last question, inbound marketing really is an important piece to have in your business. Unfortunately, it may be challenging to find the sweet spot for your business, especially with how many of your competitors already having their inbound marketing strategy down.
Here are three reasons your inbound marketing strategy might not be working and how to fix them:
#1 You Don’t Know Your Target Audience Well Enough
Assuming you have your inbound marketing strategy down on paper and implemented the plan, a reason it may not be working is you don’t know your target audience well enough. Just one misconception about your target audience, like thinking they’re on Twitter when they actually spend more time on YouTube, can completely throw it off. If you’re going where your target audience isn’t hanging out, then your inbound marketing strategy won’t work well.
Let’s Fix This: To solve the problem of not understanding your target audience well enough, update your research on them. Create a survey if you have to. Try different research tactics and resources than you did in the beginning. Then, create a buyer persona to ensure you remain consistent in reaching out to your target audience. The lack of a buyer persona could be the one mistake you’re making.
#2 Expecting One Tactic or Software to Deliver All the Results
Another potential problem with your inbound marketing strategy is relying too much on one tactic or software. Usually, you’ll need a handful of inbound marketing tactics and several marketing tools to accomplish your goals.
Let’s Fix This: Don’t become too set in your strategy, even when it’s working. The world, the Internet, and your customers are constantly changing. Therefore, while a certain technique may work well this year, it won’t necessarily continue working next year. You must check your inbound marketing strategy a few times a year to determine whether or not it needs updates due to the changing marketplace.
#3 Poor Communication in the Workplace
If your team members aren’t on the same page, then you’re bound to see that reflected in your inbound marketing results. If half of your marketers are taking approach A while the other half see it as approach B, then there will be a lack of consistency in the message you’re sending out to your audience. It is your responsibility as a leader to make sure everyone in the workplace is on the same page and to encourage effective communication. This will solve many of the problems encountered.
Let’s Fix This: Of course, that is easier said than done. To help get people on the same page, create a document that clearly outlines your target audience and inbound marketing approach. Also include a list of objectives, so there’s no confusion over what the end goals are. When everyone is working toward the same goals, with the same approach, you’ll likely see better results and enjoy greater harmony. Check in with your team on a monthly basis to make sure they’re staying on track and understand what’s expected.
Good communication and check-ups with your team are essential for correctly implementing your inbound marketing strategy. When someone isn’t on the same page as you, there will be conflict. Fix the three main problems covered above and you’ll probably see better results from your inbound marketing. All good inbound marketing strategies involve having a firm understanding of your target audience, diversifying your tactics and tools, and brushing up on your communication skills.