1. Believing that Inbound Marketing will solve all your problems
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Inbound Marketing helps a lot, but it doesn't cover everything your company needs to do in marketing, communication and sales. In principle, an Inbound Marketing project should be part of something bigger, which is your communication and marketing strategy.
An effective communication and marketing strategy australia contact data include other areas, such as press relations, social media, internal communication, investor relations, advertising and events. Ideally, of course, the areas should be aligned with each other and all aligned with the company's business objectives.
If one of your problems is the crisis in Brazil, we've put together a post specifically on the subject: "In times of crisis? How can Inbound Marketing pave the way?"
2. Wanting to do everything at once now
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If your company has, say, 10 product lines, and each line has two different ideal buyer profiles, you might think that starting your Inbound Marketing project with 20 simultaneous campaigns, one for each profile, is the natural way to go. Believe me, it’s not.
The best way to start is by choosing two or three priority profiles, using the following criteria:
a) The weight of each combination between product line and buyer profile in achieving sales targets;
b) The potential for attracting and converting content on topics that interest each buyer profile, expressed in metrics such as the volume of searches on Google, for example.
Prioritizing the most important buyer profiles helps align the project with business objectives. It also frees up time for your team to learn the concepts and practices of Inbound Marketing before scaling up, launching new campaigns gradually.
3. Expecting short-term results
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Paulo, does Inbound Marketing work? Yes, it does. Does it help attract, convert and qualify more and better leads at a lower cost? If you do it right, yes. Does it shorten the sales cycle? Ditto.
Does it generate cumulative results? Oh, can you guarantee it, Paulo? Yes, I can guarantee it. And does all this happen overnight? Well, that's asking too much, right?
Remember that Inbound Marketing is just one aspect of your communication and marketing strategy. If you need short-term results, you may not be able to afford to invest in an event that has already been planned, or in media on Google or Facebook, for example.