3 Things to Nix from Your Marketing That Are Making it Less Effective

Posted by Tammy Lakes
on March 19, 2015

It is common to find articles, blogs, and videos on things you should be doing in your inbound marketing strategy. We write about tips, tricks, and trends to help you increase leads, create great content, and a gain a large following.

The goal is the same from business to business: increase leads, and build a marketing strategy with a high return on investment.

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While we can encourage the positive steps to successful inbound marketing, it is just as important to understand the techniques you are using that are terrible and ineffective for your company’s future and your sales team.

Here are 3 things to nix from your marketing strategy in order to make it work better for your company.

1. Forgetting to Track Your Inbound Marketing Initiatives

The worst thing you can do is not use any of the tools to track your marketing success. You set a goal to start your company or business career so why not include this important part of that process.

This is the same concept as having measurements in your goal setting in that you need to track the clicks, follows, re-tweets, and blog subscriptions.

If you are already analyzing your inbound marketing strategy, then high five to you!

Data to Analyze:

  • Track how your blogs perform.
  • How many viewers read your blogs this month?
  • How many blogs did you publish this month?
  • Which blog had the highest amount of shares?
  • Which blogs created the most subscribers to your company’s website & email?
  • What articles were the most popular? (Author, content, and channel)

Finding out these things and more and creating a spreadsheet will tell you the strengths and weaknesses in your content.

You don’t have time to do all this analyzing yourself, hire someone to do it for you. No matter who does this, it needs to be done. By ignoring this step, it will be costly in the end.

2. Stop Ignoring the Mobile Market

How can you ignore one of the biggest marketing bases out there right now? Did you know that: (Source: Pew Internet)

  • 88% of adults in the United States have a cell phone.
  • 57% of adults have a laptop.
  • 19% own an e-reader.
  • 19% own a tablet.

You’re missing this large sector if you aren’t implementing mobile marketing. If you are still not convinced, look at this:

  • One-half of all local searches are performed on mobile devices.
  • Last year, mobile internet usage was greater than desktop internet usage. (Microsoft Tag)
  • In the past year, email opens on smartphones and tablets increased by over 80%.

Your consumers, whether businesses or individuals, are increasingly reading for content, and making purchase decisions based on their mobile search and emails because we are reading on the go, thanks to these mobile style devices.

3. Steering Your Audience to Irrelevant Landing Pages

If your ad, blog, or website has a call to action for viewers to click on a link that takes them to a landing page, make sure that landing page is relevant to the ad, blog, or website they clicked.

When you are not making sure this is done, you are losing qualified leads. Having the cohesion of relevant landing pages will increase your conversion rate.

Ignoring this detail can cost your marketers lots of money with high cost per acquisition, and lose opportunities to increase your online sales.

Think of your landing page as 24/7 digital sales reps. this is part of your website page that is designed to specifically convert visitors into leads, and, even better, qualified leads.

Marketers see a 55% more leads by having at least 10-15 landing pages.

The key to switching a horrible landing page is making sure the landing page is in harmony with your persona and buyers journey.

Having a landing page at each stage of the buyer’s journey is the start to turning your marketing results around.

Using these 3 tips and changing the ineffective outcome of your marketing strategy is sure to have a pleasing result. It is not good business to miss all the opportunities out there at your reach.

With all the mobile devices and speed of finding an answer to any question within seconds, make sure you are tech marketing savvy and increase those leads.

“Good marketing makes the company look smart, Great marketing makes the customer feel smart” ~ Joe Chernov


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