The keys that unlock your inbound marketing success and earning potential lies in understanding how to focus on 3 objective strategies. The real success comes by getting not only really good but proficient at using them.
You’ll learn the 3 phases of a successful inbound marketing strategy that will help you:
- Get laser-focused on your goals,
- Learn how to create golden content, and
- Build a marketing foundation you can evolve as your business grows.
This invaluable resource will clip your learning curve and give you the information to make a successful marketing strategy you can implement now to increase traffic, leads, and sales.
Phase One – Set Goal Objectives and Tasks
An effective inbound marketing strategy needs to start with an objective: a targeted outcome you that can achieve through a task(s). The more crystal you can define the objective, the more efficiently you can complete it with a specific task.
Envision each of your objectives as goals you’d target like the rings on a bull’s eye. Imagine that they are the Five Goal Rings will that help you design the first phase of your marketing strategy.
First goal ring – define your resources:
The outside ring is the first ring in your objectives’ preparation. These are the granular or logistical choices you need to make before laying the groundwork for your strategic campaign(s).
It’s an opportunity to define the day-to-day activities about how your business will operate. Before you set any goals, be sure to make an audit of your resources. They can include:
- personnel requirements (single founder or team, in-house or outsourced),
- budget allotment (seed or start-up funds), and/or
- talent roster (workers’ ability or training for specific tasks).
Second goal ring – identify your present messaging:
This is the second inner ring in your objectives’ preparation. Here is where you can pinpoint any of your branded or company messaging you may have or want to have in place. Common media your business uses may feature:
- blog posts,
- email campaigns,
- advertorial campaigns,
- social media campaigns, and
- video content.
Your messaging can attract customers when you tailor all of your communication to:
1) present your messages consistently across your social channels, and
2) your website destinations with content that is optimized for SEO, and also
3) presented via regular post schedules to create a branded content style.
Third goal ring – research the competition:
This third inner ring in your objectives’ preparation is to research any competition. Here you can identify which companies perform outstandingly (or could do better) in specific areas that you do well (or could perform better at). When your business provides a product or services that other companies haven’t, is when you have identified a window to a business opportunity.
Fourth goal ring – select your marketing systems tool set:
The fourth inner ring is the closet ring to your objectives’ target. It features the systems you will use to help you manage, measure and streamline your customer relationships. While you build inbound marketing using technologies such as:
- content management systems (CMS) like WordPress,
- email marketing automation for B2B such as Constant Contact), and
- content resource management systems (CRM) for B2B including Infusionsoft, Salesforce, Zoho).
Together, they work comprehensively as a 3-tier inbound market tool set:
1) Your CMS software houses a set of applications or programs that help you create and manage your digital content,
2) your email campaigns drive people to your websites and your offers, and
3) your CRM software is the ‘brain’ that delivers a unique experience to each person on your contact list (also known as “segmentation”).
Your inbound marketing benefits from using them to shuttle necessary data in the form of customer habits, their preferences, and web analytics that can segment and also learn from to help you determine your marketing’s effectiveness.
Fifth goal ring – create a targeted marketing plan:
The fifth ring is the “target” and it’s the ‘goal’ comprising the whole of your objectives into a strategic plan.
Here is your next opportunity to get as granular and specific as needed so you can identify your core goals (e.g. objectives) to a business partner, a team or management. The more detailed that the information is the more effectively it will convey your plan to everyone in your sphere.
Make sure that your goals are:
- specific (steps and procedures),
- tactical (able to implement by qualified people or teams), and
- transparent so you they may become green-lighted by the necessary decision maker(s) and with their full support.
Phase Two – Tactical: Design Your Content as Your Marketing Foundation
The second phase of your inbound marketing strategy emphasizes your messaging and how you deliver it.
In this phase, you’ll think about the different types of offers you will be making to customers and how they will be designed as you shuttle them to your ideal audiences via your automated content called content marketing.
Your content is the groundwork you’ll lay to become the foundation of your inbound marketing messaging. While your content marketing will help grow your business from the ‘touch points’ of your audience(s) (aka the frequency of their interactions you’ll be able to identify) that mirrors their customer engagement (e.g. website visits, social media shares, email open rates, etc.).
You’ll design you content as your marketing foundation by:
1) focusing on the type content you create, and
2) the value it will provide to your audience(s).
Creating a Buyer Persona
Once you have the information about your audience’s interactions and specific habits, you can choose the areas that best fit your ideal customer. Or what’s frequently referred to as a buyer persona.
Here is where you can select the ideal traits of customers that would reflect your perfect buyer most.
Your persona can be positive or negative and it’s objectively based on whether they are an immediate fit for you, or if they are a match as your business grows. After you’ve chosen your ideal customers, you are ready to use a search strategy to research the keywords that they are most likely to use at Search Engines.
Choosing related Keywords in your search strategy
Write down the keywords that can be featured in your B2B related web content (landing pages, blog posts) and optimized for Search Engines (i.e. Search Engine Optimization, called SEO).
- At this stage, you can also start checking your website’s effectiveness in affecting a favorable customer experience. Schedule regular periods to test your site’s ability to attract customer interest with site analyzers such a HubSpot’s Website Grader.
- Consider also how Search Engines like Google will crawl your site’s information with automated learning such as RankBrain: a system that can determine website relevance per Google’s more than 200 ranking signals.
Once you have decided your keywords for SEO is when you can being creating your brand messages.
Design your messaging flow with Content Marketing to attract leads
The content you create will also reflect the ideal audience you intend to reach. The content management systems, automated email campaigns and content resource management systems you’ve put in place will allow you to hone your business messages and from a variety of content creation points.
“[Broadly] targeted advertising is nearly useless. Unless someone has already been to our website, is familiar with our brand and/or is specifically searching for us or a handful of tightly connected search phrases,” notes Rand Fishkin, co-founder of Moz. Non-targeted ads or content can generate “very little lift” lead generation or “sign ups”.
When you’re considering the content marketing you intend to target, it’s also important that you identify the types of advertising for your budget and where you’ll spend:
- A content management system gives you the creative zone you need to make your content attractive so it engages your customers.
- Email campaigns deliver the reader-specific content that you design that provides timely information—and offers to entice customers to interact and then buy.
- The content resource management system lets you know which metrics (customer engagement) to focus and when the frequency of when to deliver your messages.
- Your website(s) should be optimized to eventually become indexed in Search Engines by following proper SEO.
- Your content should also be segmented to get to the right person and also ready to schedule through your delivered social media channels.
And if you decide to share content with “influencers” across social media, consider starting out small.
- “Begin with just five to ten people,” Sujan Patel of Web Profits marketing agency illustrates, “choose people who appeal to you on a personal level – people you think you will genuinely get along with. Look for signs that you share the same interests (outside of your work),” Patel says, “and [a] sense of humor.”
Your messaging should be Nurture people into becoming Repeat Customers and persons who actively buy your offers long-term.
- Remember that technology is your new best friend as you choose which marketing systems to automate. Allow flexibility in your email delivery and content post times to best reflect your readers’ habits. (Plan ahead for time zones, time changes and global times so you optimize your content delivery fluidly.)
The more you familiarize yourself with the marketing systems tool sets, the more you’ll be able to automate and increase your knowledge about your customers—and qualify them as your business grows.
Phase Three – Nurture Your Buyers into The Customer Life Cycle
By now you may have an email list that markets your offers to your ideal customers. And an email list important to have because it gives you complete control over whom you market to. (It is not dependent on changes in algorithms or outside influences except the people you connect to).
The third phase of your successful inbound marketing strategy involves nurturing your customers to become life long buyers as you continue to tailor your inbound methodology to focus on their needs.
Your key goal in phase three is to continue converting your leads into sales. Every campaign you deliver should bring them closer to making another buying decision.
- You can split-test your content and identify which parts of your marketing campaigns are attracting buyer interest and which you will want to refine.
To close sales, use social proof to lead buyers into a customer life cycle of repeat business:
- Consider value-guaranteed offers that can increase business from customer satisfaction.
Social proof is an excellent indicator of your business’ performance because it demonstrates that people get results when using your products and services. You can add social proof as:
- case studies,
- customer mentions as quotes (email and interviews),
- customer testimonials,
- social media testimonials,
- test findings, and
- videos demonstrating problems and their accompanying solutions.
Your business is a portal to delivering targeted messaging through offers. When you give value, it reflects your ideal audience, and you benefit when they acknowledge your content because it shows you’re in sync with them.
Your marketing can demonstrate you know how to share fresh and time-worthy content that keeps them in the know. Use social media to encourage customer feedback and keep an open mind to tracking favorable (and possibly unfavorable customer engagement) because it will help you adjust your marketing and increase the value of your business.
The 3 phases of a successful inbound marketing strategy help you to design your marketing campaigns and automation to deliver customer gratifying content with laser focus. Be willing to test (and retest) your marketing to give a rewarding customer experience that will keep them refreshed and engaged as you increase your targeted traffic, qualified leads, and sales.