Why Is My Inbound Marketing Strategy Not Working?


Converting site visitors into customers is possible through inbound marketing. But, even the best inbound marketing strategy might not yield the desired results. This process requires commitments and patience. Nonetheless, businesses should analyze their inbound marketing strategies to determine those that are working and those that are not. Before you give up, make sure you are not making any of the following mistakes.

Poor setting of goals

Any inbound marketing strategy should have goals. The main problem is not the lack of goals but the goals themselves. Businesses should use the SMART goal setting strategy. Goals should be specific, measurable, attainable, realistic, and timely. Improving leads through SEO may be an attainable, realistic, and timely goal, but, it is not specific or measurable. Increasing leads by 10% through SEO in 2 months has all the elements of a SMART goal.

Wrong measuring and analysis of data

Businesses should keep track and analyze the inbound marketing data. The measuring of data has to be consistent. Monthly data collection has to start on a specific date. If you start on the 2nd of a month, do not start collecting data for the next month on the 5th. Also, you cannot compare a month’s data with data from the whole of last year. If you do that, your interpretation of the data will be incorrect.

Lack of a target audience

In marketing, you have to know your target audience. You should learn what your buyers want, and how they prefer to get the information. By doing that your inbound marketing efforts, like Google’s sponsored ads, will reach the right people.

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Your business may target different audiences. Therefore, you have to create a marketing strategy for each group individually. Focusing on only one group will hurt your marketing efforts in the long term.

Not having the marketing team on the same page

Marketing requires teamwork. Your inbound marketing strategy will only work if the whole marketing team understand it and know their roles.

Finally, most of the inbound marketing strategies will involve search engine optimization. Hire the best SEO agency in Singapore, so that your site gets recognized by Google.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

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