Using a standard digital marketing strategy alone does not make your business successful by default. To achieve that, you need a highly effective and powerful inbound marketing strategy that will help you tackle all areas of inbound with the right approaches. That being the case, we will guide you to create a powerful foundation to build a successful inbound strategy through the following four steps.
Step #1: Set Your Inbound Goal and Target
One essential step you need during the goal-making process is defining your target audience or buyer persona as they will be your base to build up your overall strategy. Keep in mind that the more you understand the audience, the more chances to attract them to your business and keep them coming back. Discuss with your team to whom you will market your business, what pain points that cause certain behaviors of your audience, and how they make buying decisions.
Aside from discussing the personas, you need to set your key metrics and sales process to come up with the perfect customized strategy. Also, you need to check out your competitors and other businesses within your industry in order to discover the methods to outsmart them.
Step #2: Customize Your Content Based on Buyer’s Journey
Creating relevant content is one of the inbound marketing bases you need to cover. To make relevant content, you need to address their pain points through the content and map it out to address each stage of the buyer’s journey or the purchasing process of today’s buyers. Buyer’s journey comprises three stages; awareness, consideration, and decision.
In the awareness stage, your content should be about your potential buyer’s pain points. Create information-based content such as guides, ebook, and blog posts to cover the issues at hand. As the buyers are usually more aware of their problems, they will start looking for pieces that possibly will solve the said problems. Here is the time to enter consideration stage by creating content with more detailed information of solutions you can deliver to your buyers through contents like webinars and case studies.
Last is the decision stage in which the buyers know exactly what they want and will reach the best vendor to fulfill it. Here you need to customize your content based on the product that will meet their expectation. You can go with vendor comparisons, demos, free trials, and another webinar to introduce the product.
Step #3: Promote Your Content Effectively
Content promotion is equally important as mapping your content based on the buyer’s journey. In fact, no matter how impeccable your marketing content is, it will not work without the best promotion. In this step, you need to publish your content on the platforms where your audiences are mostly active on. Sure, there are numerous platforms out there, but it is useless if you cannot gain meaningful engagement in the process. Next, once the content gets noticed by the audience, you have to respond to their inquiries and comments to build relationship with them.
Step #4: Plan Your Lead Nurturing Strategy
While you have succeeded attracting the people to click your content, your mission is not completely accomplished. What you need to do next is defining the best lead nurturing strategy. There are many ways you can nurture your leads especially through email and social media. What you have to keep in mind is that the purpose of nurturing your leads is to develop a relationship with buyers on each stage of buyer’s journey and to drive them through the stages so they are ready to buy your product.
It is crucial for your leads to set the right expectation of what you offer them. Therefore, talk to your sales team to find the best course of actions that will trigger the customers to take the desired actions. You can follow up with a series of emails based on their actions or emails containing information that will educate and nurture them. By doing so, your audience will always have your brand on top of their mind.
A powerful inbound marketing strategy will help you build a reliable business that your customers trust. It may take a longer time to develop a powerful inbound marketing strategy, but if you do it the right way, you won’t be disappointed with the outcome. Hence, to have such strategy in place, make sure you follow the four steps we have already explained to you above.
If you want to have a deeper understanding about inbound marketing methodology and how it works, feel free to download our resource below!
Access time: 10 May 2018