The common mistakes made by new Inbound Marketers are:
1. Not properly reaching your target audience
Marketers want to convert as many leads as possible, but if their marketing reach is too broad, it could fail to create interest among the right people (buyer personas) looking for content on whatever their interests are.
Get creative. Find ways to stand out from the crowd, such as offering a contrarian perspective and unique content. Furthermore, try to appeal to the decision-makers for the purchases of B2B products or services. They very unlikely spend their time reading blogs and following Twitter feeds, and thus being an audience for your content. If you don’t find ways to reach the decision-makers, you may not be acquiring quality sales leads.
2. Not focusing on the buyer’s problems.
Inbound Marketers should focus on creating content to help the buyer with their problems and address their concerns. Often, rookie Inbound Marketers focus too much on their own products or services, rather than the concerns of their prospects and their respective stages of the purchasing cycle. Prospects at earlier stages of the purchase cycle are mostly looking for educational information rather than being sold something.
3. Not keeping content understandable.
Just because someone reads your tweets and blog posts doesn’t mean they understand what you are trying to say. More often that not, your readers won’t be experts on your products or services, hence they are finding out more about them online. Keep it simple and try not to use terms that are too technical. Also, you can use marketing automation to facilitate the buyer-seller interaction, giving your prospects an opportunity to engage with you for further inquiries.
I hope you've learned from these mistakes and will be able to have a smooth road towards mastering Inbound marketing*!
* Inbound marketing is a form of digital marketing that involves SEO, social media, blog and landing pages to generate sales leads.
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