3 Cringe Worthy Inbound Marketing Mistakes

October 19, 2016 Brandon Moore

Cringing is an empathetic act. We do it when someone makes an embarrassing mistake, but only because we feel for them in that moment. We recognize that they read a situation poorly, and that we are capable of doing the same. 

Inbound marketing offers professionals plenty of opportunities to cringe. When you see an email that reads like spam, web pages overloaded with keywords, and social media feeds that haven’t been updated in months, you can’t help but feel awkward. While this discomfort stems partially from the company’s poor web presence, you also feel it because you know that you could have made that same mistake. 

An effective strategy should prevent you from feeling the humiliation that comes with inbound marketing mistakes. If your web presence lacks any of these errors, you can rest easy knowing that your audience won’t cringe when they find your content.

1. Pumping out Content Without Purpose

Content creation is essential in any inbound marketing strategy. To boost your site’s search engine rankings, you will need to write and publish blog posts that use relevant keywords. Your social media presence will also suffer if you don’t have any interesting content to share. As a result, you need to update your website frequently with high-quality content. 

As with any element of your business’s public branding, though, you need to be thoughtful and deliberate about your blog posts to avoid inbound marketing mistakes. Think about the types of people who would be interested in your products, and cater the posts to those audiences. Don’t just cram as many popular keywords as possible into your articles, but instead search for a range of long-tail keywords and use them sparingly enough to catch search engines’ attention.

2. Failing to Use Analytics and Tracking

This inbound marketing mistake follows logically from the previous one. After all, how can you know your target audience if you have no idea who those people are? You need to understand who will be receptive to your inbound marketing strategy, so you need to track who visits your website and analyze data that pertains to them. 

Effective social media posts will include tracking URLs that link to your pages, while your site itself should use cookies to follow a user’s progress. This information will give you a better sense of your visitors’ identity when used with customer relationship management (CRM) software. You can use this data to create buyer personas and other models for potential customers, which will enable you to appeal effectively to these groups. For example, if you can see the products a lead browsed before they gave you their contact information, you can start a nurturing campaign so the potential customer can learn more about similar types of products.

3. Website Isn’t Optimized

Ever visited a site on a mobile browser, only to find that it was a jumble of misplaced text and poorly placed links? That page wasn’t optimized for mobile viewing, and you were probably one of the many customers that business lost as a result. A substantial portion of web users browse on smartphones and tablets, so if your site isn’t oriented toward this audience, you’re neglecting a large quantity of potential consumers.

Aside from looking ugly, pages that aren’t mobile-friendly often get downgraded in search engine results, so you’ll actively undermine your inbound marketing strategies if you fail to optimize. Overall, a non-optimized website will see higher bounce rates, less search engine prominence, and fewer leads than their mobile-compatible counterparts. With so much at stake, is this really an inbound marketing mistake you can afford to make?

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