4 Stupid Simple Rules To Stop Inbound Marketing Turning into Landfill

by | Nov 27, 2013

5 min read

Still in this day and age I find companies who believe their best chance to attract customers is a scattergun approach. Sure a large number of likes on Facebook or followers on Twitter sounds like a good idea and looks even better, however, are those customers going to convert into sales?

While the traditional campaign model of marketing worked in the past, once combined with new media, the outcome is generally spam.

Fear not Digital Marketers! Put away your scatterguns! I will reveal to you 4 strategies used to attract the right customers for your business.


The 80/20 Rule

The 80/20 rule is simple. It is based around the idea that 80% of your profits are made up of only the top 20% of your customers. By using a scattergun approach, you are spending all your resources in capturing as much of a customer base as possible where you could tactically spend less, to attract this desired 20%.

By providing quality content relative to the products or services you are offering, you will weed out the driftwood and attract a stronger, more loyal customer base.


Get to know your Audience

In order to provide all this amazing content you have created which you will use to boost the quality of your customers, you first need to know where your customers are located.  Things to consider are general demographic questions such as:

  • Age/Life cycle
  • Gender

  • Seasonal Trends

 Depending on the answers to the above questions, your audience may be all over different social medias. Have you considered looking into forums? When are they posting? How vocal are they?social media use 2005 to 2013

Go forth; speak directly to your audience and speak to them on their level using language they understand. By correctly identifying your audience, your content will spread by itself.

 Social Media Landfill

Don’t Dump Content

Social media is not a landfill. Throwing as much content as you can physically type will not bring you more leads, views or likes. In actual fact, the more you spam your audience, the faster they will turn on you. This is a very common way that causes a company’s social media to fall flat on its face in the very landfill it has caused.

While 91% of adults are on some form of social media, whether it be the typical Facebook or Twitter account or the less common Blogs or Forums, less than 0.5% of them engage with brands.

landfillBy providing meaningful content to your audience, they are more likely to share these links to their friends across multiple social medias giving you increased exposure.


Impact on your SEO

The less relevant your social media page is to your business, the lower these pages will occur within organic search results. This will apply for both searches for your business, and the keywords you are targeting. Including keywords in the content you post will help boost your SEO efforts.

Having a strong social media presence allows you to dominate Google search for your own search term.


The overall trend to dumping links on social media websites is a negative return on a number of levels. Firstly, your loyal followers on social media will stop paying attention to you, or even worse, leave you.

Secondly, you will be throwing away your money by targeting the wrong markets. Spending money in the scattergun approach is not an optimal method of budgeting. Knowing your audience will allow you to target specific markets in select areas of the web.

By getting your link content right, your SEO should follow. This will boost search results in your favour increasing your conversion, number of customers and ROI.
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Kirsten Tanner

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