Most businesses know they need a marketing plan, but fail to put one in place. They might use content marketing, but there is zero strategy to give direction and help ensure their efforts will be successful. Lack of strategy creates holes that can lead to mistakes and missed opportunities.
Marketing strategies improve your business. What's great about a strategy is it outlines the path you need to take and keeps you focused. You can tailor it to include whatever you need to be successful and concentrate on any goal. A lot of creativity can go into developing one meaning sky’s the limit. Over the years we've seen a lot of trends come and go. But, if you focus on not making these mistakes, you'll always find success.
1. Knowing Your Buyer Persona
Not knowing your audience will have very negative effects on your marketing campaign. You need to know who you are speaking to so your content will resonate. The buyer persona is an outline, a glimpse into who they are, what they do, what they like, where they shop, and other brands/companies they follow. And no, your buyer persona is not "everyone." While you might want to appeal to everyone, there is one person who is your perfect customer. Know who they are, where they are, and meet them there with fantastic content.
2. Not Having an SEO Strategy
Keyword research isn't just for the development team. As content creators and inbound strategists, keywords will help put your content in front of the search engines so your customers can find you. While you create content, refer to this research and implement relevant words and phrases to boost your rankings.
3. You Aren't Giving Away Free Information
Only large corporations can afford to keep trade secrets. The rest of us need to "give away information" to stand out. Most web users are online for personal gain. They want a new product, service, or information to fix an issue. How you get your business in front of your buyer persona is offering up "free" information that is relevant. This could be a discount, a "how-to" blog, or a service that they need.
4. Not Having a Blog
It doesn't matter how broad or niche your product or service a blog should be a significant part of your marketing strategy. There are many reasons, but we'll focus on two. The first is it identifies who you are as a brand and is the easiest vessel to utilize for giving away the free information we just mentioned. Second, it helps with your SEO and gives you plenty of opportunities to rank in the search engines.
5. Thinking You Only Need a Blog
Content is an umbrella term. It usually pulls the visual of blogging which is an excellent choice, but there are other ways you can get your brand in front of your buyer persona. Video marketing is probably one of our favorites. It is the direction most people are going, and you'll be amiss if you don't try it yourself. If you don't have the time or resources you could have:
- Case studies
6. You Don't Have a Track in Mind
Much like the buyer persona, some companies get too wrapped up in a broad concept that makes it hard to find success. When you put together a marketing strategy, you should outline your goals. As you start to track, you can focus on the information relating to the target to see if your efforts are working. These are called key performance indicators (KPI) For example, if you want to improve website purchases, your KPI should track sales. Anyone who is wanting to pull in quality leads should focus on form submissions from your website.
7. Forgetting the Importance of Customer Service
You and your team are working hard to pull in customers. You've developed a strong content strategy and implemented effective SEO tactics. The leads you're generating are interested in your product, but you can't stop there. Solidifying your brand includes a focus on customer service. You can get them to come to your site all day, but if you and your team aren't delivering exceptional customer service, it might turn into a negative review. Reviews are essential to digital marketing, and you should try to aim for at least four stars.
Need more help implementing a successful inbound marketing strategy? We're here to help! We've got an expert team of inbound and content strategists who can help you achieve your goals whether they are improving sales or increasing brand awareness.
Contact us today to learn more.