Marketing is what has made so many businesses a success story. The use of marketing is supposed to not only get your business to connect with its prospects, but also get the public talking about your services and products. As great as marketing campaigns can be, the classic, outbound way of thinking can cause some problems for a business. When it comes to outbound, there are common mistakes made by businesses that inbound marketing can help.
In comparison to traditional outbound marketing, inbound marketing gets the attention of customers, makes the company easy to find and draws customers to the website by creating unique and relevant content for your customer base. Inbound marketing creates a process of converting strangers into customers and most importantly, customers into recurring customers and eventual promoters.
Inbound marketing strategies can help stop some common marketing mistakes for good. Inbound wants to help your business create unique and appealing content that will turn your visitors into leads. Here are five common business marketing mistakes:
Lack of Knowledge of your Customer Base
When using outbound, it is a common mistake for businesses to believe that their audience is anyone who has the money to buy their product and anyone in need of their products. Inbound marketing requires a business to create buyer personas. Buyer personas are a semi-fictional representation of a company’s ideal customer based on marketing research. Demographics, goals, roles and buying preferences are all questions that go into creating buyer personas. These personas are what make it easier for marketing mistakes not to happen because it creates a clear idea of how to approach your target audience. Think of it this way: the better you know someone the easier it is to buy them something, right? It's the same when you're trying to get someone to buy your products, knowing them makes it easier to appeal to their wants and needs.
Being Inconsistent with your Brand
When marketing for your brand it is important to remain consistent to the brand’s goals and values. Every brand has a unique voice that they use across all platforms. Where business marketers go wrong is assuming that any form of marketing works for all brands. If your company is known for having a formal tone and provides a service or product that is more on the serious side, it wouldn't be consistent to have a marketing plan that is informal and represents a laid back brand. Consistency is key! When it comes to inbound marketing there is a focus on getting your business found, which is why maintaining a consistent brand voice is important so that your viewers clearly understand what you are, who you are, what you provide and what you stand for.
Settling for any traffic instead of the right Traffic
Marketers create the buzz for potential customers to come to your business website. Where business marketing goes wrong is when the business settles for marketing that just merely brings traffic to their website instead of the right traffic. It isn’t effective to have a high traffic volume to your website, but a low customer base. You want to have the right traffic and prospects coming to your website that are interested in your products or services. Inbound focuses on creating an all around experience for your viewers and helps your business know what content to put out to appeal to your buyer personas.
Creating Boring Content
The content your business is putting out is what the public is seeing from you and what helps them understand your brand. Putting out boring and ineffective content is a common mistake marketer’s make. Inbound marketing requires unique and remarkable content. Your content will define you, so when your prospects come to your website you don't want them skimming through because it's boring and unappealing to the eye. Be sure to create content that will draw your viewers in by including images, call-to-actions, and most importantly, remarkable content that appeals to your buyer personas.
Not using Social Media
Social Media is a way of reaching a wide variety of people. Outbound marketing likes to focus on interruptive advertisements instead of using the inbound methodology and using all social media platforms. In today’s world, we are surrounded by technology, so why not use that to your advantage. Each of your inbound marketing platforms should be used to convey your brand’s story and remain consistent. Take advantage of the opportunity to reach such a wide variety of people for free and convey to them who you ar and what you have to offer.
Inbound marketing can help many of the mistakes business marketing makes in your business. You just have to learn the inbound way of creating unique content for your businesses buyer personas, remain consistent, create the right buzz and use all your resources. To learn more about inbound marketing, click below to download a FREE eBook about how to create loveable marketing.