With today’s empowered consumer totally controlling the buying process, it has become increasingly difficult for companies to market their products and services. Many of the time-tested, traditional forms of marketing are delivering diminishing returns. To accommodate today’s sophicated consumer, more companies are turning away from their outbound marketing and adopting inbound marketing strategies.
Inbound marketing is a marketing strategy that seeks to build relationships between your brand and customers by attracting them with valuable content, engaging with them in social media and gently converting them to sales leads over time as they learn about your products and services and get to know you as a trusted source.
It’s not easy for companies to re-think and reposition how they market their goods and services. Many have had to engage inbound marketing consultants to provide the creation and implementation of these new marketing strategies. But are they getting desired results from their inbound marketing consultants? If not, the 3 top reasons inbound marketing consultants fail are:
(1) Inadequate identification of the real target audience
(2) Insufficient channel integration with existing marketing practices
(3) Not establishing the inbound marketing strategy as a participative process
Lession learned–if you are going to travel down the inbound marketing road and plan to seek outside assistance, make sure you choose a consultant who really understands this new approach. Planning, integrating all the marketing elements and embarking in a collaborative, participative partnership will help insure a successful journey with the results you desire.