Many business owners, particularly small business owners, take on inbound marketing as a DIY project. They figure they can learn all they need to learn about it online and that doing it on their own will save them on marketing costs.
Even though business owners often think it’s a great idea to try inbound marketing on their own, time and time again, things go wrong. They fail.
Although DIY inbound marketing comes with an endless list of risks and consequences, here are just five of the most common things that usually go wrong.
1. You Jump in without Any Forethought
So you’ve decided to try inbound marketing on your own. You create some social media profiles and start posting memes, photos, and opinions, willy-nilly. You start a blog and start writing entries about any and all thoughts that pop into your head. You put random keywords in your web content, without doing keyword research, as your attempt at SEO.
And what happens when you jump in without taking the time to create a strategy? You fail. All of your efforts will have no purpose, no direction, and no goals. You won’t know what audience you’re supposed to be targeting. You won’t know which channels you should be focusing on. You won’t know what content is best for your brand. You won’t accomplish anything.
2. You’ll Waste Time, Effort, Money, and Resources
As a small business owner, every minute and every dollar counts. You have to make the most of what you have. Although you think that trying inbound marketing on your own will result in cost savings, more than likely, it’ll just lead to wasted money. When you don’t know what you’re doing and don’t know how to do it right, all you’ll have left is wasted time, effort, money, and resources on a failed strategy.
3. You Might Ruin Your Reputation
What’s worse than just wasting time and money is actually damaging your company’s reputation with your DIY inbound marketing efforts. When you don’t know best practices and do’s and don’ts, you could end up doing things all wrong, and as a consequence, completely alienating your audience, annoying them, or frustrating them. For example, using SEO black hate tactics will get your company’s website penalized by search engines. Posting all about your company on social media will turn off your followers. And being aggressive in contacting leads before they’re ready will result in lost sales and bad reviews, too.
4. You’ll Give Up
Inbound is not a side project, yet many business owners who try it on their own expect to only spend a few hours each week on it. Once they realize how time consuming it is and other responsibilities start to take priority, they give up on their project before they even see any results. Others give it their all from the beginning, but quickly get exhausted with all the work and grow impatient when they don’t see the results they were expecting fast enough.
5. You Won’t Know What You Did Wrong
What happens when things go wrong? You won’t know what you did wrong. If you’re not an inbound expert, don’t know how to track and measure your efforts, and don’t know how to use analytics, then you’re going to hit a wall when you realize that your efforts aren’t translating into results. You’ll be stuck, with no solution, possibly making things worse while trying to fix the problems you’ve created with your strategy.
Moral of the story? Get help from the start. Engage a digital marketing agency.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.