The Internet has changed the way the world accesses information. Bold statement, right? Well, it's true.
Every day there are over 500 million Google searches. These searches are done by ordinary people like you and me who are looking for answers. They're looking for a solution to their problem or a recommendation from a trusted source.
People are also using social media sites like LinkedIn and Twitter to make new connections and learn new things. These platforms shrink the world and allow people with shared interests to connect and share resources.
For business, online marketing is nothing new. Search Engine Optimization (SEO), email marketing, and social media marketing are popular tactics that have attracted eager marketers in swarms. This scattered approach to online marketing has left a lot of marketers overwhelmed and a lot of CEOs wondering what they actually paid for.
Inbound marketing is the answer to this mess and it is delivering killer results to early adapters, across industries. Inbound marketing is the unification of scattered online marketing tactics under a greater strategy that is built to reach your company's bottom line goals.
The first step in inbound marketing is the strategy development, we call this an Inbound Marketing GamePlan. This GamePlan sets the tone and the goals for the entire project moving forward.
Buyer personas are a fictional representation of your ideal buyer and they serve as the cornerstone for the Inbound Marketing GamePlan. They serve as a guiding light while creating content for blogs, social media, and eBooks. A smart online marketing strategy starts by answering the questions that customers are asking on a daily basis.
Inbound marketing focuses on attracting the right type of visitor to your company's website and educating them on an on-going basis. This education process typically occurs in three phases: Awareness Stage, Consideration Stage, and the Decision Stage. Each stage requires a different type of content based on the questions that the persona is asking most frequently.
With an Inbound Marketing GamePlan, we can partner with your company to identify your unique buyer personas, identify the key questions they're asking, outline content offers at each stage in the Buyers Journey that answer their common questions, and create a list of blog posts that will attract visitors to your company's website from search engines and social media sites.
With a strategy in place, it's time for the rubber to meet the road. This means starting at the end of the Buyers Journey and creating content offers designed to answer the questions and pains faced at each stage.
Using a marketing automation tool like HubSpot, we then build a powerful and personalized lead generation machine. Lead nurturing is all about education; it delivers personalized emails to the leads in your company's database, automatically.
This is powerful because the system is entirely based on the actions each lead has taken on your company's website. This means that every email is highly relevant and customized to your lead's interests. Think about the emails that you get from Amazon based on the items you have viewed, similar concept.
After writing content offers, building landing pages, setting up conversion forms, building lead nurturing email sequences, and setting up a lead scoring system, it's time to start attracting the right type of traffic to your company's website. The primary tool to attract qualified, organic traffic to your website is blogging. We partner with your company to create the blog posts outlined in the Inbound Marketing GamePlan and share them on social media sites like LinkedIn and Twitter.
After running the Inbound Marketing GamePlan for three months, it's time to start checking the gauges.
Through the whole process we're monitoring the Key Performance Indicators (KPIs) as outlined in the Inbound Marketing GamePlan. These dictate success and give us hard data that we can use to pivot and adjust the strategy based on what is working.