Inbound marketing: A step by step guide

Inbound marketing is the process of attracting people to a firm in an organic and natural way.  We make use of ads and promotional content for traditional marketing of any product or service, but the inbound marketing strategy doesn’t focus on such methods. All that is important in inbound marketing to earn the interest of prospective customers and this can be done by providing something which they will value. Here comes the need of using a content strategy for creating exceptional content that customers will spur interest in the minds of anyone going through it, to dive deeper in search of more relevant information. In this article, we have explained the step by step guide for inbound marketing which has to be followed if you want your business to grow.

Inbound marketing strategy is quite essential to target the customers at various levels of awareness about a brand and product so that they can be effectively kept glued to it. In other words, it plays a significant role in the traffic generation for a website and maintains it as well. We will be discussing every step involved inbound marketing methodology to provide you a detailed insight about how it operates and how it can be used for enhancing the performance of a brand, before practically implementing it.

Defining the buyer personas

Define business goals and create a road map

Before beginning to implement any marketing strategy, it is important to clearly define the business goals. After this, a road map is needed which shows where and how to reach your destination. By keenly observing the competitors in the industry market, realistic goals can be set up to make sure that they are attainable. Key performance indicators or KPIs can be defined along this road to know about the performance of your inbound marketing campaign

Before creating a buyer persona, a discovery session has to be conducted which includes the creation of customized goals. For this, the team members need to meet to find the right customers for your business and discuss other matters such as the revenue goals, process of sales and key metrics to ensure that the best-customized strategy can be formulated.

Create your buyer persona

Now, comes the creation of a buyer persona for which you need to have a thorough understanding of your clients by interviewing them. This will enable you to create content that they actually want to see so that they do not move to other websites after visiting your website. In short, this will prevent high bounce rates for your website and the customers will come back in search of relevant information. So the content creation can be in the form of video content, pictographs, or audiovisual content. Besides this, you can research well and provide information about your buyers, their needs and requirements which shape their behavior, and their purchasing decisions.

Audit your existing content

It is always advisable to have a comprehensive idea about what your competitors are up to and how they are doing in the industry. This will help you use your specialty for filling up the gaps in the current scenario and thus stand out in the cut-throat competition. Accordingly, you can go through the existing content and either decide to reuse it or else add some new relevant content that is more attention-grabbing to attract the new leads.

Perform a semantic or SEO search

When you have a website for your firm or business, it becomes extremely important to get found.  This can be accomplished through the implementation of the right SEO strategy in which you use the right keywords. Optimization of the current, as well as future webpages on your website, enhances their visibility in search engine results, making your efforts worth it.

For this, you need to know how potential customers are searching for your content. Various factors such as the difficulty of ranking, search volume at local and global levels and prediction of costs required for paid campaigns can be estimated through proper research along with the right phrases and terms that can attract the right customers to your website.

Create your campaigns based on your searches

When you have to create campaigns, make sure to strictly adhere to the buyer persona. The content needs to be published regularly and for this, the editorial calendar is quite useful. You can easily schedule dates for publishing content, launch new services or capitalize on the new projects. This makes you disciplined so that updating the content on your website gets imbibed in your routine and people looking forward to your website for proper content, get their expectations fulfilled.

When some customer wants to use your service or buy the product from your website, then pay per click (PPC) campaigns can be quite useful.  These are not just limited to search engines because social media platforms are also an excellent channel for implementing it. In order to get the desired results, you need to keep a few points in mind. This includes researching the right keywords, strategic binding, and broadcasting ads that are compelling.

Create great content

For running a website successfully, you need to curate great content using the right content strategies. Articles,  white papers, testimonials, case studies, “how-to” guides, and related video are amazing things which can make your website more interesting for the potential clients and thus generate a good volume of traffic. The topics must be associated with the buyer personas and everything related to the industry. Blogging is a simple yet useful technique for frequently attracting visitors to your website.

CRO optimization

There may be numerous potential customers visiting your website but your efforts will be fruitful when they get converted into buyers. For this CRO (Conversion rate optimization) is extremely important. Your website should offer the customers premium content that is available upon sign up. Gated content can also be used on the landing page for generating new leads. Attractive offers providing informational values such as free trial or option of downloading a related PDF, ebooks, etc. can keep the prospective customers glued so that they sign up on the website.

Design your website in such a way that visitors get interested to browse it without switching to some other similar website. CTA (all to action) is one of the most important parts of a website that has a drastic effect on its lead acquisition rate. It takes potential customers to the premium content landing pages. This necessitates the use of graphic buttons that not only look professional but also exceptional, having the potential to compel the visitors to click it.

Besides this, make sure to share the appropriate content in the social networking sites as most of the people use some or all such platforms to interact with their peers and remain connected with the world. This can be Facebook, Twitter LinkedIn, Instagram, Pinterest, etc. The more the number of social media platforms used, the better is the reachability to the potential customers.

Nurture your leads

Once new leads are acquired through inbound marketing, they need to be properly nurtured by the use of CRM integration which involves marketing automation of the workflows. The leads can be retained through different ways such as referral programs, segmentation of customer newsletters and continuation of customer education pieces. CRM provides information to the sales team for making better inbound sales. Also, it lets us track the activities of the generated leads on various platforms, making the sales team aware of the product or service that perfectly suits the needs of a customer.

Lead nurturing campaigns are needed to be launched to ensure that a lead moves through a sales funnel. For this, you can follow a workflow that triggers follow up emails based on the customer’s action. It plays a significant role in educating them and helping them move to the next step before having a call with a salesperson.

When they are nurtured in this way, the customers are impressed and their trust is built on the brand. When they continue to have good experience for a certain period with the sales process, they might even turn out to be loyal customers in the process of moving from the awareness stage to the consideration stage and finally the decision stage. Customers should be encouraged to provide feedback so that any negative feedback can be worked upon to ensure better customer experience in the future.

Promote your content

You need to keep an eye on various things such as the performance of keywords, the ranking of your website, search traffic that is organically attained, conversion rate, and search engine optimization. Besides this, there is an onsite analysis of a website that involves the use of paid search campaigns, social campaigns and social media accounts for promoting the website. Now, all the business goals need to be properly tracked as per the custom key performance indicator and reports have to be made to ensure that there is no gap between the company goals and the functioning of sale sand marketing teams.

It may take some time and effort to follow the steps involved in inbound marketing but if you strictly implement it, you can see amazing results and a significant boost in your company’s business.

Check out our infographic ! 

inbound marketing attract convert delight infgraphic

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