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Siloed Marketing Could Be Why Your Inbound Marketing Underperforms

Inbound Marketing Results Require Orchestration, And That Means Breaking Down Silos

If you’ve been working on inbound marketing and the results seem a little underwhelming, it could be because you’re still looking at marketing in silos. Marketing has been siloed for a lot of years.

That usually manifests itself in the form of individuals or even agencies that are working on one single tactic. You have an SEO expert on staff or you have an SEO agency working with you. That’s siloed marketing.

Inbound marketing requires connectors across ALL of the tactics in the program, including web, content, email, social, conversions, search and nurture. Doing any of these tactics in a vacuum without context from the other tactics produces downward pressure on results in almost every scenario.

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Storytelling: The Lost Art In The Science Of Inbound Marketing

            Poor Results? It Might Not Be Your Tactics; It Might Be Your Message

Marketing can feel very militaristic with campaigns, targets and email as air cover and sales as the ground attack, but the reality is you’re attempting to talk to people. Thinking about your potential prospects as people and not targets is likely to produce a different result. Once you realize marketing strategies need to be a human-to-human effort, you might rethink what you’re saying to them.

For example, if you’re talking about yourself, people might not care as much. Instead, try to craft a message that’s more about them. If you’re talking about the features and benefits of what you do, it’s likely your prospects won’t remember many of these details. It’s not that those details aren’t wonderful, it’s just that our brains aren’t wired to remember stuff like that.

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Why Templates Won't Help You Improve Inbound Marketing Lead Generation

Marketing Strategy Can’t Be Packaged Into A Web Form Template

Everyone is looking for shortcuts. Be careful, because you might get what you’re asking for. Today, a wide variety of worksheets, templates and preloaded, automated strategy tools are designed to make the planning aspect of inbound marketing easier.

Even the marketing automation tools are starting to include modules that help you think out your content, nurturing and search strategy. There’s only one problem: I’m not sure these are going to help you produce results. They’re going to help you check off the action item. Strategy? Check! But that’s about it. In our experience, strategy is a lot more complicated than filling out a template.

Continue reading to learn why prepackaged strategy tools might not be the right path for your inbound marketing strategy.

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Is Inbound Marketing Quickly Going 'Out Of Style'?

Has Inbound Marketing Lost Ground To Demand Generation And Other Approaches To Marketing?

Has inbound marketing run its course? Has it been run over by more traditional approaches to marketing like all-out advertising, mass emails and demand generation tactics? If it has, why? What should you be doing about it (if anything)? But more importantly, are external factors putting extra pressure on inbound marketing?

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If Your Inbound Marketing Agency Doesn't Ask About Your Story, Find A New Agency

Marketing Strategy Must Include A Conversation About Your Stories, Or Else Your Lead Generation Is Dead On Arrival

Here I am talking about marketing strategy again. But do yourself a big favor and read this article, because you’re not going to want to miss it. I’m talking about strategy again because it continues to be the key to successful lead generation and the most overlooked, under-delivered part of every inbound marketing engagement.

Think about your own inbound marketing program. How much time did you or your inbound marketing agency spend on strategy? A couple of hours in an initial meeting? A day or two? Maybe a week? I know, you did personas, which took you a couple of days or maybe a week to create. Then what else did you do? Did you map out each personas buyer journey?

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What Is Marketing Strategy When You're Talking Demand Generation?

Is It Different Than Marketing Strategies For Other Types Of Marketing, Like Inbound Marketing?

You’ve sat down with your management team to assess your current market, competition, target prospects and business goals. You’ve discussed your options, which include inbound marketing, account-based marketing and demand generation. You’ve decided that demand generation is right for you and your team agrees.

Now what? Are you ready to jump in and start with the paid advertising, email outreach, website redesign and sales calls? I’m going to suggest that there’s one important step before you hit the street with your marketing. Regardless of the approach you want to take with your marketing, putting the time, energy and investment into your marketing strategy is going to produce a 10x improvement in whatever results you end up generating.

Instead of 10 leads a month, you could be looking at 100 leads a month. That should be enough incentive to slow down, read the article and consider applying some of the thinking here.

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Why Today I'm Embarrassed To Be In Marketing

And Why We, As Advisors And Consultants, Might Have Failed Our Clients

WARNING: There’s a rant coming in this blog article.

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Prediction #2 — Marketing Strategy Remains A Missing Element From Inbound Marketing Programs

2017 Continues With Companies Skipping Inbound Marketing Strategy And Executing Disconnected Tactics

I write about this every year hoping it will change, but it never does. Companies don’t value strategy, don’t want to pay for it, don’t want to work on it and don’t even want to talk about it. Yet its quality and presence within an inbound engagement is a direct predictor of inbound lead generation success.

So many factors contribute to this habitually absent element of almost every inbound marketing program that we’re asked to comment on. I recognize the complexity of attempting to get a company to change its messages, tell different stories and actually operate in a remarkable way. But if you want leads, it’s not an optional element — it's mandatory.

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The Definition Of Being Remarkable, Courtesy Of Amazon

Creating A Remarkable Business Is Hard, But Examples And Marketing Strategy Help

You’ve read this before, right here on this blog: If your business is not remarkable, your business is invisible. I share remarkable businesses and remarkable aspects of businesses every chance I get in a concerted effort to help all of you see what being remarkable means.

I also like to share real stories about real businesses because I think it helps illustrate exactly what it means to be remarkable, and it rarely means retooling the entire business. In fact, it usually means you have well-thought-out marketing strategies and you've made small adjustments, but the right adjustments. Here’s how Amazon made its business remarkable.

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7 Reasons Marketing Strategy Is Still Causing Your Inbound Marketing To Fail When It Comes To Producing Results

Time And Time Again, Marketing Strategy Is Missing From Inbound Marketing Engagements

Over the past few months, we’ve seen a major increase in the number of prospects asking us to review their current inbound marketing efforts. Most of them are with other agencies and coming off their first year, but some are working on their own.

The one common denominator across all these situations is — you guessed it  no marketing strategy. No compelling messages, no stories, no differentiation and no connection of the inbound marketing tactics. The results speak for themselves. If you skip or don’t value the marketing strategy work, you should be prepared to expect less-than-stellar results.

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