Inbound Marketing - FAQ's
To put it simply, inbound marketing refers to marketing tactics and strategies that are about drawing potential customers in with valuable information and content.
Yes! Inbound marketing is an important part of any digital marketing plan for technology companies. It allows you to demonstrate thought leadership, act as a valuable resource to your target audience and boost your credibility, amongst other benefits. Inbound marketing is about employing tactics that deliver long-term value to your organization.
Inbound marketing revolves around content, so content creation and working these assets and resources into your website is an important place to start. Linked to content are other inbound related activities such as SEO and social media
• Blog posts, whitepapers and downloads – anything educational and informative in nature.
• Keyword research to gain an understanding of what information your prospects need.
• Social media activity to propagate your content.
• Web design to support the dissemination and discovery of information.
Typically knowing your “target market” consists of knowing very high level information about your
Job title and salary
While our buyer personas cover all of this information, they also provide MUCH more information about who your customers are as people, not just statistics. We look at information like:
Goals in their career
Pain points and challenges they face
Sources they get information from
Having this type of insight allows you to create more specialized content that specific buyers will find valuable.
Absolutely! Even if you operate in a super-specialized niche, you can still use Inbound Marketing tactics (blog posts, email campaigns, etc.) to help generate revenue and increase market reach.
Inbound Marketing content also provides you with a platform for educating and helping out potential (and even current) customers. By publishing information-rich blog posts, you are given the opportunity to position yourself as a thought leader in your industry.
Since every organization is different, the time it takes to see results can vary. Some start to see results right away, but for others it takes a few months before you start to see the fruits of your labor. But if you do decide that changes need to be made to the approach, Inbound plans are agile. We can look at the analytics, see what’s not working (and what is) and make changes accordingly
Inbound Marketing Course covers SEO, blogging, landing pages, lead nurturing, conversion analysis, and reporting and teaches you how all of these pieces come together to form a modern marketing strategy
1. Get Educated on Inbound Marketing
2. Build Your Inbound Team
3. Assess Your Current Marketing
4. Define Your Marketing Goals
5.Clearly Define Buyer Personas & Journeys
6.Build Your Marketing Game Plan
7.Build Your Launchpad Website
9.Promote Your Content
Marketing Strategist – , your strategist is in charge of planning and overseeing the overall execution of your inbound marketing strategy.It is also their job to take the data and insights learned from your campaigns and develop new strategies.
Content Writer – Inbound marketing relies heavily on content creation. Whether it’s your website copy, a landing page, a blog, email, or eBook, it is your content copywriter’s job to ensure that all of these pieces effectively communicate to your target personas and help drive action
Designer– Your inbound marketing designer’s job is to take the copywriter’s content and plan/create visuals that aid in the delivery of the message. This includes but is not limited to website designs, eBooks, infographics, and social media graphics
Web Developer -Your web developer’s job is to take the designer’s work and, with your goals and audience in mind, implement them onto your website.
Marketing Coordinator – marketing coordinator is largely in charge of implementing your strategy.
Goals should be two things: SMART and aligned with your business goals.
SMART stands for Specific, Measurable, Attainable, Realistic, Timely and ideally, if your marketing goals is all of these things, you should have no trouble achieving them.
To understand & develop a buyers personas plan we have to consider :
• What are their demographics?
• What is their role? (in their company, family, community, etc.)
• What are their desired gains?
• What pains or problems are you helping them solve?
• What is their story?
Along with that we have to get also detailed research of buyer’s journey • How they become aware of products like yours?
• How do they compare and consider products like yours?
• How do they decide to buy?
1. Content Strategy -Your content strategy is overall breakdown of your content creation plan and the messages that you should be delivering through it.
• It should answer the questions
• What is your value proposition?
• What keywords are your personas searching?
• How often will you blog?
• What kind of content do you need to create to help your buyer through their journey?
• What social media networks should you be active on?
2. Conversion Paths – Once you outline what these offers should include, you can begin planning how they will convert and receive them on your website. This process includes, but is not limited to:
• Landing Pages
When it comes to implementing these tools, consider pulling in your designer and developer to discuss the best ways to incorporate them on to your website.
3. Technology – technology costs that come with inbound marketing include:
• Marketing Automation Software (i.e. HubSpot or Marketo)
• Customer Relationship Management (CRM) Software (i.e. Salesforce or the HubSpot CRM)
• Content Management System (CMS) (i.e. WordPress, the HubSpot Website Platform, Squarespace.)
You’ve done your research and know inbound marketing is the best way to improve your marketing efforts. But getting started? Well, that’s another story. Setting goals, deciding on an automation software, developing buyer personas, and creating content are just a few things you know you need to do, but now you’re unsure of where to start.
We recommend starting with an Inbound Marketing Game plan. The Game plan is designed to help you get a better idea of where you are, who you want to target and then starts laying out a path towards success.
1. Develop a Loyalty Program
2. Beyond Adwords, Utilize Social Paid Ads
3. Utilize Retargeting Campaigns
4. Use Paid Content Distribution
5. Run a Contest
6. Increase Conversions with Exit Intent Popovers
7. Capture More Leads with Gated Videos
8. Create a Quiz
9. Run a Survey, Create Your Own Research Report
10. Signifigantly Increase Your Long-Tail Focused, Off-Site Content
Planning Your Campaign
Keywords & SEO
Segmentation & Alignment
A successful inbound marketer is both adaptive and also a creature of habit. To run a successful (and profitable) inbound marketing campaign, you need to develop an efficient routine and series of practices and work to consistently maintain them, however, you must also work to make adjustments on the fly when necessary in order to continually stay on track with KPIs (key performance indicators.)
Most important activity of an inbound marketer include daily tweeting, creating quality content, interacting with your audience, viewing and sharing content of other industry leaders, and promptly releasing company news, but you also need to look at the bigger picture.
- Identify and segment qualified prospects from unqualified prospects quickly
- Capture the right information from prospects so you can qualify correctly
- Deliver your warm, sales-ready leads to your sales team in a timely manner
- Identify and nurture leads that are not sales-ready in a timely and appropriate manner
- Utilize technology to manage your contact database and stay organized
- Provide your sales team with the lead intelligence they need to have a competitive edge
When you focus on improving the way you manage your contact database, you create a better experience for your prospects and better opportunities for your sales team.