93% of companies using inbound marketing increase their lead generation, according to a recent HubSpot ROI report. Even better, more than half of these companies increased their lead generation by at least 50%. Is your business enjoying similar success or has inbound lead generation slowed to a crawl? Even the most experienced marketers can make mistakes. From being misled by Google Analytics to spending resources on the wrong social network, weve listed the top five mistakes of inbounding marketing lead generation and how to fix them.
Top Inbound Marketing Mistakes and Your Solutions
1. Mistaking Increased Site Traffic for Increased Lead Generation
Increasing web traffic is not the same as increasing marketing-qualified leads. Sure, you could slap an LOLCats video on the front of your website and enjoy a short spike in web traffic but that doesnt mean any of these visitors are actually qualified prospects. Dont be misled by high-performing analytics like site traffic; the numbers that matter are your landing page conversion rates.
Fix this mistake: Know your conversion rates. If theyre low, identify the problem in your conversion funnel. Most importantly, dont let a few glowing analytics fool you into thinking everything is okay with your lead generation.
2. Spending Your Entire Marketing Budget on Paid Search
Paid search (e.g., PPC, Google AdWords) is an important component of online marketing, but it is by no means the be-all-end-all. In fact, according to HubSpots report, in comparison to blogging, SEO, and call to action pages, paid search has the smallest impact on inbound lead generation.
Fix this mistake: Dont put all your eggs in one basket. A diversified approach that emphasizes middle of the funnel techniques like landing pages and calls to action matter more than paid search.
3. Paying Lip Service to Social Media
Two out of every three adults maintain an active presence on social media, according to the Pew Research Center. Its not enough for your business to simply set up a Facebook page or Twitter account. In order to improve lead generation, your business must not only engage with potential clients, but also be active on the right network.
Fix this mistake: Social networking is the 21st Centurys word-of-mouth marketing. Do your research: on which social network is your target demographic active? How much time must you dedicate to meaningful interaction on this network? Maximize your ROI by taking an active role in one to two key networks.
4. Casting Too Wide a Net
Reaching the greatest number of people possible is rarely the most effective inbound marketing strategy. In fact, carpet-bomb style marketing campaigns can be a huge turn-off for qualified prospects: even if you do reach the right decision makers, your campaigns reach is so wide that prospects fail to connect with your businesss unique value proposition.
Fix this mistake: Dont try to be all things to all people. To connect with qualified prospects, your business must deliver high-quality content to the right target audience. Identify the best channels for engaging your targets and focus your efforts here.
5. Your Five Minute Elevator Pitch is One Hour
Landing pages that are cluttered with copy, conflicting click here now! buttons, and distracting graphics only leave prospects confused. Effective inbound marketing must clearly explain your businesss unique selling proposition and then relate this selling proposition directly to your prospects problems.
Fix this mistake: Less is more: keep the copy on your landing pages to a bare minimum. Use bullet points and subheads to make content scannable. Create an engaging short video (90 seconds or less) that summarizes your prospects problems and explains how your company has the solution.
Summary
Even the best inbound marketing lead generation strategies will benefit from the occasional re-boot. Stay focused on creating relevant, valuable content the connects with your target audience. Know your analytics, be active on the right networks, and watch your qualified prospects soar.
