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We crush 5 common inbound marketing myths

Posted by Perceptive Customer Insights Team - 06 March, 2017

 Depending on your level of knowledge of inbound marketing, you may have some preconceived ideas about how it works, its benefits and uses. To make sure you get the most accurate information possible, we're here to smash the most common myths about inbound marketing.

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1) SEO competes with inbound and content marketing

If we break it down by definition, when we talk about content marketing we’re referring to the creation and distribution of quality content for a defined targeted audience.

Thus, content marketing is a crucial component of inbound marketing, important in every step (attracting, converting, closing, and delighting), as you’re using content to action each and every stage.

However, it’s just one piece of inbound.

SEO is another crucial element. With SEO, you’re making sure your content can actually be discovered, which is especially important for the first stage of the inbound methodology (attract).

The inbound methodology isn't at odds with SEO and content marketing. In fact, SEO and content marketing are integral parts of inbound.

 

Related content: The buyer persona development sheet

 


2) My content won’t cut through the clutter

Creating and distributing content can seem overwhelming to begin with. If you are new to the field, you may wonder if it’s just a huge waste of time as no-one might ever see it. 

However, the crux with inbound marketing is that if you create compelling content, targeted for a particular audience and optimised for search, it will get noticed—especially if you are also actively posting your content on social media.

Clearly, you want the “right” people to consume your content. The right people being people who are likely to convert into leads and close into customers.

Why are blogs and content offers so efficient? Consider that as many as 70 per cent of consumers prefer getting to know a company through articles (not ads).

 


3) SEO can’t help attract the right visitors to my website

If you’re unsure of implementing SEO for your site, consider that SEO leads have a 14.6 per cent close rate.

Historically, SEO has had a bad reputation due to black hat tactics, but today the focus is more on targeting people as searchers instead of purely search engines. You want to appeal to actual people by search results that provide quality content.

Since SEO leads come through organic searches, they are highly likely to convert.

 

Related content: 5 simple ways to upgrade your inbound marketing lead generation

 


4) You can’t prove the ROI of inbound marketing

Or, in the same vain “blogging won’t help me bring in any customers”. Let’s start by addressing the ROI aspect.

According to a HubSpot survey, 41 per cent of marketers said they could prove inbound ROI for their company. And for those who couldn’t, HubSpot reckons they may not have calculated it correctly, as many of the ROI metrics aren’t set correctly.

On the subject of blogging, HubSpot have found that the more you blog, the more customers you’ll be able to trace back to your blog. In the same survey, 43 per cent of marketers said they had generated at least one customer from their blog.

If that consumer ends up being your most valuable customer—a high spender—imagine how much you can gain by having a few of those come through your lead funnel monthly. 

The survey reported that, from those marketers who blogged once a month, 57 per cent of them could trace customers back to their blogs.

This number jumps significantly for marketers who blogged daily, as many as 82 per cent of them generated actual, money-spending customers from their blogs.

 


5) Your landing page forms should always have only a few fields

It seems logical. Having fewer fields on a landing page form means it’s easier to fill it out, so the likelihood is higher that more people will. Does that mean that you generate more leads as well?

That depends on what you’re trying to achieve. If you’re trying to get more leads, you’ll want to keep your form short. If you’re aiming to gain quality leads, you’ll want to make the form longer. 

It’s not a case of one being better than the other, but it does depends on what your objectives are.

 


Want to learn more about understanding your audience? Get our e-book for free here.  

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Topics: Brand Health


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