It all sounds so simple, doesn’t it? We now know that inbound marketing is different from the older post-an-ad-and-pray-for-leads outbound marketing method. But now it’s time to create an inbound marketing strategy.
So, first things first. What is inbound marketing strategy? It is the brainstorming, creation, organization, and publishing of your marketing content. Of course, we want to post this material on our website, but it’s also important to expand our reach through email marketing and social media promotion.
Become an inbound marketing strategist by first defining your company’s persona. A persona is a complete fictional profile based on the needs, wants, and challenges of your perfect customer. Get as granular as possible, writing down both the professional and personal characteristics of the customer that needs your company’s products and services.
Collaborate with every department to create your persona – especially sales, as they interact with buyers and potential buyers and have heard every thought, opinion, and objection in the book.
Personas are the center of your inbound online marketing universe. They will help you tailor your content down to the specific needs and wants of your leads, just as segmented lists tailor your email campaigns to the needs and wants of your various recipients.
Once your persona is created, and updated as needed, it’s time to map out how that persona will engage with your company and filter through the sales funnel.
Having a predetermined sales cycle, once again with the help of your sales department, will ensure that you’re getting the right information to the right people at the right time. Brand new prospects that have only been to your website a couple times aren’t ready to discuss payment plans just as nurtured and highly qualified leads don’t want to sit through your homepage’s introductory video.
Remember, the main goal of your inbound marketing search and strategy is to educate buyers. This way, they will consider you an authority in your industry and begin seeking you out for additional information and education.
With that said, we can’t ignore SEO either. Keeping leads and customers at the front of our minds, we must still pay attention to keywords and search terms – finding logical places to incorporate them into our content. When keywords come before content, your blogs, website information, and social media posts will sound choppy and overly sales-y.