Inbound marketing refers to the act of using content to bring traffic in, rather than reaching out to people, which is more like the traditional form of marketing. Most of digital marketing is in the form of inbound marketing, and it usually takes the form of content like blogs, videos, newsletters and social media.
Here are some steps to take to make sure your inbound marketing plan goes smoothly.
Developing a great inbound marketing plan will depend a lot on how people are engaging with your content. Be sure to develop a plan that really offers them unique value, and remember that to get the best ROI on your content development, you can repurpose it and re-use it in different ways across channels. Just remember that it’s quality, not quantity that will count in the end.
Know Your Audience
Understanding your audience is key to developing strategies that will essentially have them coming to you and then back around again, hopefully for a long time. Developing a buyer persona is a starting point here.
You’ll want to have a deep understanding of the type of customer that is most likely to truly enjoy your product. Many companies benefit from having one or two buyer personas, but don’t hesitate to think outside the box in terms of where to direct your marketing.
Set the Right Benchmarks
It’s crucial that you focus your inbound marketing efforts on aligning your digital strategy to your business strategy. This means that you need to understand which key performance indicators to pay attention to at which stage in the sales funnel. You also need to choose the ones that best fit a given business goal at a certain time.
Create brand-focused offers that customers can acquire via your landing page in order to increase traffic and brand visibility. You can also easily advertise these inexpensively via platforms like Facebook and Instagram. Be sure to make your unique value proposition extremely clear every time you advertise.
Have a Clear Picture of Your Sales Funnel
People will have different needs depending on what phase they are in the funnel. As you develop it, be sure to understand which phase of the buyer’s journey your customers are in and clearly address their pain points through each step.
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