We’re doing all this marketing 2.0 stuff, but nothing’s working!

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I spoke with a prospective client this week in the marketing services business and after a brief introduction she expressed her frustration, “We’re doing all this marketing 2.0 stuff, but we’re not getting in the door”.

Prior to the call I ran a Website Grader report and her Website scored in the top 5% of all sites graded for Inbound Marketing potential by HubSpot’s Website Grader.

The crux of the problem is that you can be doing all this Marketing 2.0 stuff and still failing if you’re off target in your messaging and out of sync. with market and using sub-optimal practices.

In this case, the marketing services business is transforming rapidly from the old interrupt driven model of push-marketing, advertising and PR placement, to the opt-in, inbound marketing model of content creation, social networking and community building, underpinned by analysis and testing.

The issues that surfaced during our conversation are common symptoms of the structural change in this sector and they are summarized below;–

  • No-one’s reading our email newsletters,
  • Cold calling is a simply not effective and we’re not getting any voice-mail call-backs,
  • We have a WordPress Blog, but no-one is reading it,
  • Our referrals and word of mouth leads have dried up,
  • We have a Twitter and Facebook account; what a waste of time!,
  • We have inquiry and registration forms on our Website, but we’re not getting any leads,
  • I fired all the sales guys and now it’s me calling and I suck at it.
  • No-one has ever heard of us, despite the fact that we advertise, spend a healthy sum on PPC and have been in business for 10 years.

The above list may be familiar in many companies who have embraced the tools of Inbound Marketing without a cohesive strategy and a realistic view of the road ahead.

As a consulting firm specializing in helping companies transform from the Old World to the Inbound Marketing model, this conversation is familiar and happily we have clients who will vouch for the sequence of events and methodology we recommend.

inbound marketing sequence of events

The other major consideration is that all of the tools in the marketing 2.0 mix need be integrated and made to work together…or productivity will be an issue.

The answers to the following basic questions should serve to focus inbound marketing efforts;

  1. What is a lead worth and how many leads do you need to produce a year, based on your conversion ratios to hit your revenue goals?
  2. Who is your target audience, who are the buyer persona‘s you wish to engage?
  3. How will you reach your target audience, where do they hang-out online?
  4. In what areas can the agency claim thought leadership; how does the agency create unique value for clients, how does this connect to your brand?
  5. What are the major messaging themes that will resonate with buyers and what keywords do you want to rank for on Page 1 of Google?
  6. What is the goal of the email newsletter, how will you track conversions and improve performance?
  7. What is the goal of the Website and in particular, what is the goal of the home page?
  8. Have you created compelling content that can be easily shared, downloaded or viewed in exchange for contact details?
  9. Have you created calls to action that lead to high quality landing pages with compelling offers? (“A Contact Us” page tends to collect more SPAM than leads)
  10. Is there a blogging platform to amplify thought leadership, that integrates with the main Website, with hyperlinks to and from main Website pages, where content is easily shared….or is the blog stranded, lost Robinson Crusoe style in the vast ocean of the Internet?
  11. How will you nurture prospective customers that do register as leads, but are not yet ready to buy?

Take-aways

To make this marketing 2.0 stuff, (Inbound Marketing) work, you need the following

Republished with author's permission from original post.

Mark Gibson
Mark Gibson has been at the forefront of developing sales and marketing tools that create clarity in messaging value for 30 years. As a consultant he is now engaged in helping sales, marketing and enablement teams to get clear about value creation. Clarity attracts inbound leads, clarity converts visitors into leads and leads into customers, clarity builds mindshare, clarity engages customers, clarity differentiates value, clarity helps onboard new hires clarity helps raise funds, clarity + execution win markets.

3 COMMENTS

  1. Terrific post, Mark and well said. What they are doing is like throwing bait in the water and hoping you catch fish. Or like throwing passes in hopes you score a touchdown. But nothing is working.

    In both cases, it boils down to planning and practice. Deep buyer personas, remarkable content, finding prospective buyers – in each case one must take time and do his or her homework. The better you prepare, the most successful you will be.

    Jeff Ogden, the Fearless Competitor
    Find New Customers “Lead Generation Made Simple”
    http://www.findnewcustomers.com

  2. Hi Jeff,

    I appreciate the positive feedback.
    This was an actual call and hopefully will turn into something.

    Ive seen and like your stuff and look forward to connecting.

    Best,
    Mark

  3. I guess you are pointing out a very broadly seen situation. However I just can’t really agree with your suggestions.

    1) “Clear messaging” I thought we all learn that this is a left over from the 90’s
    2) “Proven inbound…” OK you are promoting your site
    3) “A toolset that’s integrated…” OK you are competing with large agencies
    4) “Inbound marketing training” Ahh selling some teaser
    5) Consistent input, ongoing…” – and then what?
    6) Easy access to a trusted, … services…” still selling your service?

    Disappointed

    Axel

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