Last modification on July 18, 2021 by Loïc Frissard
Are the 10,000 flyers you printed struggling to reach your audience? Are you spending your entire marketing budget on AdWords ads without any real return on investment? Get out of your medieval methods (I know I’m exaggerating a little), because it’s more and more difficult to capture the public’s attention with traditional methods!
Inbound Marketing does what was unthinkable until recently: bring your prospects naturally to your site and convert them into customers. If you want this new form of marketing to work with the best possible results, you must take into account the mistakes not to make in inbound marketing.
1. Leaving your site adrift and thinking that customers will come on their own
Being present on the Internet through your website is not enough. What’s the point of having a beautiful window if your store is empty inside? This situation is observed among a certain number of companies which had their website created with very good intentions, but which over time have left the site without updates or without content animation.
The site is a key element in the inbound marketing ecosystem. This must be continually optimized in the same way as the shelves of a supermarket. The appearance, ergonomics and user experience must be particularly maintained and aligned with the objectives of your strategy.
2. Producing content that is inconsistent and too focused on your brand
Every resource you generate, regardless of the format used (text, video, infographics or postcasts) must have a clear objective. You need to speak to a specific audience and incorporate understandable language. So avoid the jargon of your field because this is not what will make you an expert in the eyes of your clients, especially if they do not understand what you are getting at.
Also stop only talking about yourself, because people don’t care! Of course, you have the right to talk about the launch of a product or participation in an event. But this type of content should really remain a minority in your editorial strategy. Your content must solve the problems of your targets but also maintain the relationship between your brand and your customers/prospects.
3. Thinking that it is impossible to attract the attention of your audience on the internet
Under the mass effect, it is true that gaining people’s attention in an environment overwhelmed with information is difficult. Sometimes, the message to be sent is not on the right channel or the time of broadcast is not necessarily appropriate. To solve this problem, adapt your messages according to social networks and create an emailing list for your newsletter so that your most loyal readers cannot miss a single taste of your content. If you also automate the distribution, you will quickly realize that engagement will increase dramatically.
4. Underestimating social networks in your strategy
Many people still think that having a presence on social networks is useless, unproductive or is enough with a simple Facebook page run by the son of the salesperson who was struggling to find an internship. However, social networks play an important role in your strategy. They are both the guarantor of your company’s image but also the interface with your customers.
If you are in BtoB, have you considered that your target may be more active on Twitter or Linkedin? Have you thought about expanding to Instagram or Pinterest to share your creations? It is essential to develop your community on the right social networks because these are significant opportunities to attract new prospects and retain your customers.
5. Believing that there is no proof that Inbound Marketing works.
Of course, this method is still new in France. But across the Atlantic and elsewhere in Europe where inbound marketing has developed more quickly, thousands of companies have already seen their online activity increase. Moreover, studies show interesting figures on the subject such as that of HubSpot which demonstrates that 93% of companies that use inbound marketing generate more leads. In short, enough to shake up current marketing techniques.
There’s still time to get a head start on your competitors. Inbound marketing is booming but that’s not a reason to do anything. Before implementing this method, it is essential to clearly define your strategy and target, because the more precise it is, the more effective your inbound marketing campaign will be.
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