The goal of inbound marketing is to allow consumers to feel like they discovered your brand, rather than their having been sold a product. Once the prospects stream into your sales funnel, your widespread online presence, across all media channels, will help you to hold on to prospects throughout the buying cycle. Here is our step-by-step guide to implementing this strategy for inbound marketing success.
6 Steps to Achieve Inbound Marketing Success
Content Creation
First, you need high quality & targeted educational content that answers your prospect’s questions and meets their needs, For this, you need to understand your buyer personas really well, so your content isn’t just a shot in the dark. Make sure all of your content is SEO’d so that your search marketing will be effective.
Here are the kinds of content you should be offering, depending on your buyer personas:
- blog articles
- whitepapers
- eBooks
- videos
- podcasts
Gather and Use Data
How do you know if your marketing is working? You need data. This is where integrating tracking and analytics allows you to see user-data in real time. Tracking what is happening across all channels, to specifics like which content is working the best for different buyer personas, and what are the best times to publish, helps your content flow become really successful.
Content Distribution
Since you are pulling your prospects to you, you need to be where they are to start the process. This means you need to use the social media that they are using. If your demographic is really into videos and podcasts, you need to be there. If your prospects need stats, details, and industry information, white papers and eBooks are your friend. Everyone needs to receive your digital newsletters. Still, by far, the most effective online marketing tool in your box.
Integrate various methods of distribution for maximum reach. Addressing all of these channels will ensure comprehensive promotional coverage.
- newsletters
- social media
- press releases
Ensure Automated Follow-Up
Once the message is properly promoted and distributed, it’s time to watch and wait for leads. Yet generating leads is only the first step and it’s essential to develop trust and preference with potential consumers and keep them engaged throughout the purchasing cycle. Use various means of marketing to maintain the interest of these prospects and try to have these follow-up methods in place so you’re prepared for any situation.
Lifecycle Marketing
The goal of this is to cater to your prospects, from first time visitors, to happy customers, who naturally promote your business / products. Promoters don’t start that way. They start off as strangers >> visitors >> contacts >> customers. You need to specify your marketing actions, and use certain tools to transform those strangers into promoters.
Personalization of Content
You need to tailor your content to the wants and needs of the people who are viewing it. This is an ongoing process. The longer you practice inbound marketing, the more you learn about your leads. This allows you to better personalize your messages to their specific needs.
Rate Leads, Then Send to Sales
Yes! Now you have leads coming in. Be sure to qualify them with a scoring system based on the goals of the campaign. Use marketing software that allows you to give the sales team important information for the leads that passed, so they can target their approach and message to each prospect.
In Conclusion
Inbound marketing is the most effective method of online marketing. Continue to look at user data and analytic, so you can hone your inbound marketing practices for optimal success.
