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Entering marketing is one of the most common practices for generating awareness and new business. It’s the methodology that suggests you should be Attract customers through valuable content and experiences rather than disrupting them with advertising, sales and the like.
Seconds hubspot56% of marketers who take advantage of blogging say it’s effective and 10% say it generates the most significant return on investment.
However, if you’ve ever launched a blog for your business, you know that inbound marketing isn’t as easy as we’ve been led to believe.
As a fractional CMO for early-stage startups, I’ve seen all the strategies founders think they should be doing, but end up holding them back from reaching their full potential. Here are three of them inbound marketing and the actions you can take as an employer to combat them.
Related: Inbound Marketing: What is it and why does it matter?
1. Your market is not saturated.
But it is Inbound marketing worked well when there were fewer businesses were online, and digital marketing was a new concept. More and more companies are flooding the online landscape and it’s not easy to stand out when they’re all trying to bring value to the exact audience you are.
Seconds Digital commerce360.com, in 2007, e-commerce sales accounted for 5.1% of total US retail sales. As of 2019, e-commerce accounted for 16% of retail sales. By 2022, the figure had reached 21%.
The sheer volume of content online now can be overwhelming. People are just as inundated with valuable online content as they are with other marketing media, and as a result, they’re trained to ignore it.
What you can do with a saturated market: Search for associations with other companies that have synergy with yours but that are not direct competition. You can run contests and giveaways together on social media, cross-promote in each other’s email newsletters, or even bundle your items with theirs to create unique product offers on your websites.
Building strong partnerships with relevant companies is an ideal way to gain brand awareness and new customers without developing a ton of content.
Related: How can an entrepreneur break into a saturated market?
2. Provide value and the right customers will find you.
No amount of search engine optimization will help someone find your solution if they aren’t looking for answers.
Takes Bird electronic scooters as an example. Before Bird, no one Googled places to rent electric scooters in a city. But in 2017, the company just dropped its scooters and instructions on how to use them on the streets of Santa Monica, CA. With that act, they charted a new course for the future of transport.
No amount of podcast interviews or blog posts could have created the buzz and level of customer acquisition that this disruptive moment did.
When you have an innovative product that solves problems people aren’t thinking about, relying on inbound marketing doesn’t make sense, no matter how unique your product is.
What you can do if your business concept is new: hit the streets. Start by getting your first customers manually by actively soliciting feedback and asking for referrals. If you can make a power play through advertising or outbound sales, do it. Don’t be afraid to be disruptive.
Related: Are you looking for a new business idea? Here’s how to identify what people really need.
3. Inbound marketing strategies are free and easy.
2,000 words Optimized for SEO articles don’t write themselves. It’s not likely that your business can generate strong recurring revenue just from a viral Instagram post.
Do you know how long it takes to convert a Tik Tok subscriber?
These strategies require a lot of energy and consistency. They also need money and other resources if you can’t do it yourself. Also, inbound marketing strategies can take many months, and sometimes longer, to pay off.
Most startups have it From 12 to 18 months of track before they run out of cash. Small businesses are likely to have less time to start turning a profit before they can no longer operate.
Most small businesses and startups don’t have the time or capital to wait.
What you can do instead of free inbound strategies: Make sure your messages directly address your ideal customer’s problems, then show where they spend their time. If needed, offer your chat services in networking groups, host webinars, or reach out to potential customers for sales calls.
It takes more than a winning idea for a business to succeed. You can have the biggest, most innovative company in the world, but if you’re not reaching your target market and getting in front of people, it doesn’t matter. Your brand is as good as non-existent if you don’t have an audience to market to, and it’s not the consumer’s responsibility to find you – it’s your job to find the consumers.
Businesses need to be profitable as soon as possible: generating leads with proactive marketing efforts and not being afraid to be disruptive.
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