Posted by Bethany Handy ● December 12, 2013

3 Ways to Kill Your Inbound Marketing Campaign

A great inbound marketing campaign can increase sales and leads for your company.

Creating a successful inbound marketing campaign can be hard work and mistakes can really kill your efforts.

Here are three things to avoid when creating your inbound campaign.

Going It Alone

Inbound marketing is not just a marketing tactic, it is a whole new approach to business. Therefore, it isn't enough to have "buy-in" from only one staff member. You want to create an "inbound culture" companywide.

If you want results you have never had before you have to be willing to do things you have never done. It is hard for many to let go of traditional marketing methods not because they work but because they are familiar. Creating an inbound culture will radically change every aspect of your business and it is vitally important that everyone is on the same page.

Failing to Plan

Successful inbound marketers know that planning is everything. If you do not plan your inbound marketing campaign from start to finish your campaign is destined to fail.

  • Buyer Personas - You want to know ahead of time who you are speaking to. A buyer persona is an in-depth look at your ideal customer that goes beyond basic demographics. A buyer persona looks at a buyer's motivation and pain points. Knowing who your ideal customer is will help you create content that speaks directly to them instead of blasting out a mass message to the world.
  • Lead Nurturing - Don't let your lead fall into a black hole after they convert on one of your offers. Have a lead nurturing campaign set up in advance. A three email sequence is a good place to start. Offer them a look at one of your case studies, another helpful article, and a free assessment. This simple sequence will do in a pinch, but every nurturing campaign needs to be monitored and optimized over time.
  • Sales Process - Are you ready to handle more sales inquiries? Studies show that prospects often end up going with the service provider that responds first. When a prospect requests to be contacted by sales, what exactly will happen? Who will be notified? What is the expected response time? Your marketing and sales departments should be aligned and should meet periodically to discuss these things. Marketing has a lot to learn from your sales reps, and vice versa.

Rushing It

It takes time for an inbound marketing campaign to work. Many people make the mistake of thinking that they will see a dramatic increase in sales overnight and this just isn't the case. Inbound marketing, by definition, is a relationship building process and this process can take days, weeks, months or even years.

Your inbound marketing campaign will meet people in different stages in the buyer's journey. While some buyers might be almost ready to buy, other people might have just realized they have a need or problem. Your goal is to be there for buyers no matter where they are in the process.

From Evernote: The Buyer's Journey Through an Inbound Marketing Campaign


These are just a few of the campaign-killers you might have to deal with. Inbound Marketing is a process, but there is no exact way to do it right. Spend the time to plan, execute and refine your marketing over time to achieve the best results. There is no better way to increase your chance for success than to gain or hire experience.