Companies are always on the lookout for ways to promote themselves and to gain a better position and more flattering appearance before their customers and prospects. Many consider outbound marketing outdated and ineffectual. However, while inbound marketing trumps outbound, there are common mistakes people make, and sometimes unconsciously so, which render all efforts futile. So instead of capitalising on this method, people end up shooting themselves in the foot. And these mistakes are, more often than not, related to the quotidian.
When working with clients, the prevailing question carries: Is this all that we can squeeze out of this method before abandoning it? Which in turn begs the question: What follies are blotching up your inbound marketing endeavours? When the effort is overwhelming and the results underwhelming, the input-output equation obviously remains unbalanced.
But while this seems tricky (in that it can be elusive), once you know what it is, it is easy enough to catch.
Let’s look at it a little deeper. Companies are either going about it entirely wrong, eliminating certain essential ground steps, trying to reap from generic measures, and so, past the initial consequential results, they gain nothing more. Or, they find that inbound marketing served them well for a couple of years before results plateaued. In both scenarios we find the base result is that the fine frenzy that was once inbound marketing now has people questioning its credibility as a money-spinner method, and whether it might be demoded for the current commercial setting.
And the answer lies in itself. For inbound marketing to succeed, you need to be on your toes all the time anticipating change, watching out for trends, and adapting to them. The first step is to ensure that all the ground work has been done before embarking on this far voyaging trip. If you have holes in your sails and missing boards in your hull you absolutely will sink.
Before setting out on this course, typically a company will evaluate its position and decide on the best strategy that can nurture and generate leads. It assesses its product, its clientele, its current marketing methods, and sales stratagems. But what many forget to do later is to update all of the data for these guidelines to re-align it to current trends. For instance, your customers from 7 years ago may not necessarily be your customers today. Or their needs may have changed. So creating inbound marketing strategies for a buyer persona that no longer exists is obviously going to render everything moot. In essence, sales and marketing become detrimentally uncoordinated.
Secondly, one no longer wields the advantages of being the select few who leverage this modus operandi. With its booming popularity it’s become more of a do-or-die battlefield. So if companies can’t keep up or decisively utilize the tools of this method to propel themselves forward, they winnowed out.
So the bottom line stands:
- When implementing inbound marketing, new maps need to be charted to cover new terrain.
- The way to be impactful is to declutter and be decisive.
- And remember, cooler heads will prevail!