When you’re looking to expand your client base, it’s a good idea to have a well thought out and measurable inbound marketing campaign to move potential clients along with your marketing funnel so that you can gain new customers and clients. In order for your inbound marketing campaign to be successful, you will want to avoid making these 5 common mistakes that can kill your campaign before you gain any real traction.
1. Not Publishing High-Quality Content
According to Forbes, email marketing is beneficial to your website. And that in mind, high-quality content must be at the core of any inbound marketing campaign. It doesn’t matter who is creating the content, quality is non-negotiable. When you publish content that is not on par with your brand or your business, you are putting its reputation on the line, and you may be doing more harm than good. Not to mention giving your competitive advantage over you.
The saying goes, “Good things come to those who wait.” And when it concerns inbound marketing campaigns, patience is necessary. Digital marketing is built for analytics, so it will take some time before you gather enough measurable data. Expect to see results, but results don’t typically come in a week. Don’t pull your campaign just because you don’t have tons of traffic, emails, leads or engagement in the first few weeks.
3. Underestimating the Work
Inbound marketing requires a lot of work. It’s more than some blog posts, social media posts, and a periodic ebook or video. When it’s done right, there are often hundreds of tasks to tackle each week. Not all of them require tons of time, but they are every bit as important as the rest. You want them all to be completed on time and high quality. Falling behind can make catching up seem impossible. If you don’t have the ability or resources to handle digital marketing, you’ll need to hire some help or employ an inbound marketing firm to help you navigate your campaign.
4. Prioritizing “Brand Voice” over SEO
The voice of your brand is important, but what good is that voice if search engines are not prioritizing it. SEO can seem daunting, but it’s a vital part of inbound marketing. Giving SEO priority over the voice of your brand doesn’t mean erasing your identity. It simply means that your goal is to attract attention and potential customers to your business. Optimizing for SEO will increase the likelihood of your success.
5. Being Heavy on Words
When promoting your website or business, it is better to go heavy on the imagery and light on the words. Most people want easy reads and tend to have a short attention span when it comes to the internet. Create clear messages without the fluff, and using well-produced videos and infographics will likely get more attention than your written content.
If you think you may be making some of these mistakes or are looking for help, it’s a good idea to enlist the help of proven professionals. Protect your inbound marketing investment, and don’t kill it before you even get going. Remember, the goal is to attract traffic, capture leads and convert sales.