You thought inbound marketing was the answer. You saw the great stats. You read the success stories. But for it’s not working for you.
The success is real. We’ve seen it first-hand time and again. But we’ve also seen the pitfalls that can derail the best thought out strategies.
Let’s explore 5 reasons that your inbound marketing is failing and what you can do to fix it.
1) You’re Not Developing Buyer Personas
You think you know your customers. But do you really?
Broad and impersonal demographics are a thing of the past. Today’s consumers want personalization. They want to know that you get them. This in depth understanding helps you generate content and strategies to reach customers at exactly the right time with the right message.
To remedy this, develop and write down data-backed, in depth buyer personas. View everything you do through their eyes. Are you sending them the right message?
2) Content Doesn’t Align with the Buyer’s Journey
Today’s consumers expect more from their brands.
Inbound marketing works in a unique and impactful way. It allows you to develop inbound strategies around not only who your customer is but where they are.
To align your inbound strategies with the buyer’s journey, ask some very important questions.
- Which buyer persona am I speaking to?
- Where is this persona in the journey? Brand awareness? Consideration? Decision making?
- What is this persona dealing with right now that I can provide an answer to? If this person is in brand awareness, this answer may not be your product or service yet. It may be a solution that you provide in your content.
- What does this persona need to hear to reach that next level?
3) You’re Not Nurturing Loyalty
Inbound marketing is like the gift that keeps on giving when you put focus on nurturing loyalty.
What’s loyalty worth to your company?
- 55% of customers express loyalty by sharing your brand with others
- 43% of people spend more money with brands they’re loyal to
- Loyal customers are more likely to try your new products and services
- They’re more likely to write you a thoughtful and often stellar review
- They’re more likely to contact you privately when there’s a problem so that you can resolve it
Loyal customers become the driving force that magnifies all of your marketing efforts. Acquisition is important, but recognize, nurture and reward loyalty to amplify your inbound marketing return on investment.
4) You’re Trying to Apply Outbound Strategies to Inbound Marketing
Many inbound strategies fail because they’re not truly inbound. They’re like a Frankenstein’s monster mash up of traditional and inbound strategies. Some inbound converts aren’t ready to go “all in” with inbound marketing strategies that are proven to work.
Inbound strategies don’t use hard sales tactics because they know that those don’t generate loyal customers. Inbound strategies offer value to people first and then seek a conversion, not the other way around. They don’t hit people with an ad as soon as they hit the website. They build trust and loyalty.
Inbound strategies work naturally, organically and sustainably to bring highly qualified leads to you.
5) You’re Not Effectively Measuring Results and Adapting
Analytics can’t be separated from effective inbound marketing. Any inbound marketing strategy that’s not being analyzed and adapted is doomed to failure.
You need to know:
- Where your traffic is coming from
- Which pages are getting the most attention (visits, shares, likes, etc)
- What paths visitors follow through your website
- What strategies are working most effectively
- What’s working for your competitors
This is how you optimize your strategies and conversions.
Get the Right ROI with Inbound Marketing Strategies
Get to know your customers on a deeper level so that you can reach them. Meet them where they are and generate loyalty. Measure your results and adapt. This is how to optimize your inbound marketing to maximize your ROI.
Want to learn more about how we can help you develop and implement strategies that work? Contact us today.