Earlier we did a blog post on what a current Inbound-focused marketing course should contain. It was a text that had a relevant engagement in several groups of marketers. This inbound marketing course has been buzzing.
Seeking to mature this theme here on the blog, I decided to write an article talking about what are the most common problems we see in the diagnosis of several companies that we work within the consulting process. Even in diagnosis, it’s always good to know what several of our customers’ competitors are doing wrong as well.
Inbound is indeed a strategy that generates very good results when executed correctly, but the truth is that we usually find more wrong practices than correct ones.
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- What are the main problems in Inbound Marketing that companies face?
What are the main problems in Inbound Marketing that companies face?
There is a very clear tendency to work with passive marketing, the well-known Inbound Marketing. In business marketing, this is even clearer. Just think for a moment, Inbound strives to reduce CAC as customers are more educated about what they are finding difficult. Spending less to acquire a customer is great, isn’t it?
But what is often not clear are the common mistakes found in the market. But what are they anyway?
Little professional specialization in Inbound Marketing
I don’t know if you’re familiar with The Hard Things About Hard Things, but if there’s a chapter title in a book that I’ll never forget, it comes from this book.
Written by Ben Horowitz and Marc Andreessen, the book talks about the most difficult situations an entrepreneur encounters in his journey to build a successful company.
It’s an outstanding book because it doesn’t sell a follow your passion type of entrepreneurship and everything will work out. In fact, it’s quite the opposite, which ends up making the book a must-read.
By showing the truth, it shows the key points for achieving success in different areas of the business. The chapter of the book I want to comment on has the following title:
Take care of people, products, and profits. In that order.
He cites how important it is to be concerned with developing people first. And this is more important in Inbound Marketing, a strategy that must be changed according to the rapid changes in the market, for example, an SEO algorithm.
Google updates its algorithms on a recurring basis. At least once a year, there are big changes to the algorithm that every professional must learn to deal with quickly. Specializing in an agile way becomes increasingly relevant.
Following the line proposed by Ben Horowitz, it is important to have people on your team willing to seek new knowledge and challenge the way activities are currently done. Even if these activities are performed by the person himself.
This is one of the most disappointing factors in an Inbound Marketing strategy. When I stop for a second and come to the conclusion that I’m consuming more content in English than in Portuguese, I realize it’s not because I’m unpatriotic.
The truth is because I know that most of the time, companies abroad have more to educate us than Brazilian companies themselves. (unfortunately and in the vast majority of cases).
The point is that even though many decision-makers recognize the importance of Inbound Marketing, they still do not encourage their organizations to write really relevant and educational content.
What happens, in the end, is that this way they end up stepping on one of the main values of content marketing which is to create articles, videos and so on. that will really educate the lead about how their current situation is not the best.
It’s quite simple. Why should you listen to someone who has little to say or is a generalist in their content creation?
You don’t understand the relationship between content marketing and inbound marketing
Hubspot asked its customer and non-customer base exactly whether they knew the relationship between the terms content marketing and inbound marketing. From this sensational research came some very useful insights.
The main inference that can be drawn from this process is the importance of knowing that although content marketing is a category of Inbound Marketing, it is not possible for one to function properly without the other.
If you think about the human body, we can conclude that content marketing is a key organ of Inbound Marketing. It’s a subcategory, yes, but it’s still key.
On the other hand, it is important for you to know that Inbound Marketing activities go beyond creating content. It is necessary to define, for example, when to post, where to post, who to partner with and how to communicate with the public.
Thus, with an immense amount of activities, it is interesting to define within the marketing sector who is responsible for carrying out each activity.
There are no clear people responsible for the process.
Since Ford defined who is responsible for executing a very clear part of the process, the way of managing and building products has changed a lot. Inbound should be no different. It is clear that the intellectual work and freedom to work within the process are much greater.
After all, we are endowed with intelligence.
But what Fordism brought to the process is the specialization of steps in order to achieve consistent and better results. Within your Inbound marketing process, it is interesting to do the same. There are several possible ways to do this.
You might, for example, think of a content producer, a content planner, or someone focused on conversion working with a designer to achieve an exceptional result.
Establishing a clear responsibility allows you to define goals for each of the areas and also know which part of the process should be optimized to generate better results.
You don’t constantly interact with your audience
Last but not least, the interaction with the audience is extremely relevant if you want to have a good Inbound Marketing strategy.
One of the great advantages of Inbound Marketing is that it makes it possible to strengthen the company’s brand and, joining content marketing, make it possible for this strength to come through knowledge.
But is it really necessary to make your inbound completely passive with traffic only coming through SERPs?
If you have a lead base, you can submit content on a recurring basis to ensure nurturing and engagement with your leads. Also if your content is quality, why not post and repost on your social media?
At the heart of the strategy is getting the public’s attention to issues that are relevant to the audience. So why wait for them to come to you if you can consistently deliver content to your audience?
I hope it is clear what are the main problems that the market faces when working with Inbound Marketing strategies.
If you have any more to add and to improve our discussion, please post in the comments.
It’s easy to see that Inbound is useful, but doing it right requires discipline, process, and willpower.