How to Effectively Create an Inbound Marketing Strategy
by CF Foundry
The most common mistake businesses make is in their marketing plan. People who work in the marketing world know the complexities of inbound marketing.
Inbound Marketing in its own respect is hard if you do not know what you are doing. It requires vast knowledge of different categories such as search engine optimization, content writing, pay-per-click, social media, website design, conversion rate optimization, email marketing, and more.
Knowing what to do and how to do it is only half of the battle. Actually starting is a battle in itself. We have created this guide to help your business achieve its goal. Since there is a no longer a planning period these days, this guide is designed to help you get underway today.
1. Identifying your Audience
Your audience or your customers are who buys your service or product. They are the building blocks of marketing. Knowing who your customers are enables you to craft a specific message that will engage them.
You have more than one type of audience. It may be an entire company or a single person. Customers have different interests and goals. By taking the time to understand and focus in on a group you begin to know how they think. This enables you to create content on topics that will entice customers.
2. Learn about customers marketing triggers
After you have identified and learned about your audience, sharpen your focus to what their frustrations, annoyances, or pains are about your service or product. In the marketing world, this is known as a marketing trigger. The point is of a trigger is to get an emotional response that is targeted, rather than by producing a generic message to a larger audience.
For example, a homeowner is searching for a lawn-care company. The main reasons people need lawn-care is if they have no time to take care of it themselves, they do not know how, or if they simply want a professional.
Homeowners that encounter any of these circumstances are perfect and may look into acquiring landscaping service. This is the perfect opportunity to introduce your service to the potential customer with an offer that resonates their need and accentuates your service.
3. Locate where your audience is online
Once you have identified your audience and their frustrations, it is time to find where they converse online. Everything is done online and there will be plenty of blogs, social media, websites, and forums about your service or product.
The only way to accomplish this is to do some research. Put yourself in the shoes of the customer and think about where they would look to find your brand.
Going back to the example, the perfect place to homeowners needing lawn-care online are blogs and social media. People talk to each other and will often ask around about good services. As a landscaping company, you can advertise to these people and come to an arrangement about what services they need.
4. Finding Keywords
Now that know about your audience, marketing triggers, and where they are online, take the next step and examine the ways in which people are researching for information about your service or product.
Researching keywords allow you to the search by location, how difficult it is to rank particular keywords and anticipate the amount of money spent on pay-per-click (PPC) advertisements. Creating a list of keywords can be beneficial in this step so you can see an overview of what words your audience is searching for. Google’s Keyword Planner is an excellent tool to use to swiftly produce a list of significant keywords and relay search terms compiled from competition.
This research may seem tedious, but in the end, you will have a great list of search terms and phrases to pull from. Writing content with the keywords can reinforce the need and value of your brand of product or service. The content can also highlight any questions they searched for and will ensure that you get the right traffic to your site.
Referring back to the example, homeowners make searches for the phrase “Lawn-Care in Sugar Hill”, because they live in Sugar Hill and want a lawn-care service nearby. For a landscaper located in or near Sugar Hill, they can see that and mention on their site that they service the Sugar Hill area.
5. Recognizing Inbound Marketing Goals
As your researching continues and you have spent money on PPC, you are going to want to measure the return of your investment. You should set goals for what you want to achieve and when you expect to see results. Just keep in mind goals should be measurable, precise, applicable, achievable, and timely.
To begin setting your Inbound Marketing goal, you should evaluate your website's traffic and where it comes from. It may come from monthly visitors, leads, or a combination of sources.
When calculating your traffic flow, it can be a good to create situations that offer different results.
Below is an example of traffic flow on "Ed's Landscaping", a fake business created to illustrate our meaning.
6. Creating Your Content Calendar
Content is what turns leads into qualified leads, and eventually to a purchase. The process splits into three parts. The first level is realization, when people or leads look for general information on a topic and search for more facts. In the second level, assessment, the leads become qualified leads and will contact you for more information about your brand. The final level, purchase, occurs when qualified leads make a purchase and become customers.
If one level of the pyramid or content is missing, it will be difficult to move your prospective buyers through the pyramid. If you are not sure whether you are missing content, begin by reviewing existing content to fill in any gaps.
7. Create Lead Entry Process
In some instances, leads need a little more introduction to your product or service. This usually happens when a customer cannot make a decision about it or they have unanswered questions.
Frequently Asked Questions (FAQs) are a good start for answers on some questions. Some leads prefer a more direct approach. The best way to do this is through pre-written emails or automated emails. This will encourage leads to read over your content again to get a better understanding of your product or service.
Referring back to the pyramid, any emails sent in the beginning of the leading process should answer any questions they have about any services or products. Any emails in the middle part of the pyramid should be about specific information relating to your brand. Emails in the final part should give information about your sales team.
8. Design Blogging Strategy Fixated on Conversions
Blog postss that are fixated on conversion are created to attract pertinent traffic to your site, with the overall goal of turning qualified leads into paying customers. Every blog post you display is another opportunity for leads to ask you questions about your product or services. As previously stated, the more information they have, the easier time they will have choosing your product or service.
Returning to our landscaping example, if you post a blog about “DIY (Do It Yourself) Lawn-Care”, then you could post a few posts about taking care of a lawn in different seasons, as lawns require different treatments for every season.
9. Hire a team of Inbound Marketing Specialists
As we first explained, Inbound Marketing is a vast process with different skill sets. Most often, business owners do not possess all of the knowledge required or do not have the time to implement it. Usually, there is a team behind the owner who helps them while the owner focuses their energy on business-related work.
This is where CF Foundry can assist your businesses Inbound Marketing strategy. We are experts in our field and have helped numerous businesses achieve their goals. We know the marketing world and have several successful strageies to help your business.