Inbound marketing in the East Bay?
You can pick an easier location to launch an inbound strategy, that’s for sure. Most professional marketers will tell you how hard it is to craft a high performing inbound marketing strategy. It’s even harder in the ultra competitive East Bay area.
Luckily, small business owners can do a lot on their own to craft a high converting inbound marketing strategy.
Inbound marketing requires specialization in a number of fields.
Skills that make a competitive inbound campaign include: content writing and email marketing, search engine optimization, web development, and social media.
Before starting an inbound marketing strategy, we engage the marketers in discussions to create a marketing plan. We explore what your priorities should be, what to do (and not to do), and optimum strategies for specific needs.
A well-documented marketing plan can make the difference between a successful strategy implementation and an awful one. This applies to startups trying to create a brand or existing companies trying to revamp their corporate image.
Design an Inbound Marketing Plan
In this article, I’ll outline the nine steps to creating an incredible inbound marketing plan for your company. We’ll work on every facet of your marketing strategy, and focus on the solutions that pay off, regardless of your industry.
This article serves as a marketing plan template, so you can focus on implementing the actual inbound marketing strategy.
- Identify your Clients’ Characteristics
The first step in inbound marketing is describing who the intended customers are, their daily challenges, and thought processes. This profile depicting the targeted customer has come to be known as the buyer persona. By understanding the needs of the buyer, we can create marketing campaigns that are aligned with their values and personalities.
This profiling identifies the types of buyers who can use your product, their different objectives, and priorities. Understanding your buyers’ personas helps you focus on creating content that appeals to customers.
- Understand their Marketing Triggers
Marketing technology has evolved to match how the modern world communicates. One aspect that increases customer engagement is trigger marketing. Triggers are events and specific moments that influence the clientele’s decision-making process. Trigger marketing seeks to engage customers during these events.
Inbound marketers love trigger marketing because it is reactive and targeted to consumer needs. Once you have identified buyer personas, draft a list of the triggers that can lead them to engagement and conversion.
For instance, a farmer during planting season is always on the market for inputs: seeds, fertilizer, and so on. The farmer will look up the best offers online. This is the perfect point to present an offer that links the farmer to your best agricultural products.
- Explore the Keywords
Now that you know your clientele and the events that trigger them, you need to understand how they search. Researching keywords lets you see how many clients search for a product by location. One you understand keyword rankings, you’ll know how much it costs to buy search traffic through targeted advertisements as well.
When creating a keywords list, go for the most popular monthly search terms with lower levels of competition. You can use keyword planners to generate relevant keywords that optimize competition and popularity. The phrases you use to create content are the final products of your keyword research. This way, you can attract the right clients to your website by creating content that speaks to their concerns.
- Set your Inbound Marketing Objectives
You will need to assess the effectiveness of your inbound marketing strategy against the investment your organization made. The first step involves identifying what you hope to accomplish, and when to expect returns. You need to create objectives that are SMART (Specific, Measurable, Attainable, Relevant, and Timely). You can use several performance indicators to assess how effectively the website attracts traffic, engages, converts, and closes sales.
- Create the Content Strategy
After understanding your inbound marketing plan’s objectives, you can now plan on how you will create and deliver content. At this point, you also identify the metrics that will be used to gauge your strategy’s success. You must ensure that all the buyers have the right information at each stage of the sales engagement cycle.
- Plan How to Nurture Your Leads
Different buyers have different decision-making processes regarding the purchase of a product. Once you have your content strategy in place, plan how you will engage leads through the stage of the process.
The main reason most leads fail to reach a close deal is the lack of sufficient information during the process. So try to answer the most burning questions first. Then, craft the content towards a discussion of the specific solutions you offer, while leading the prospect through the sales process.
- Come up with a Blogging Strategy
You need to create quality content that drives relevant traffic into your site. You want to convert site visitors into qualified sales prospects. Every blog post should have an exclusive offer that responds to your clients’ common questions. This offer grants them access to your engaging content. This means employing keywords, attractive headlines, and backlinks that will guide your buyers down the engagement process.
- Execute the Inbound Marketing Program
While most of inbound marketing revolves around content strategy and creation, you should not forget the platform that facilitates lead generation. You should choose easy-to-use platforms that allow you to focus on content and engagement.
- Recruit Experts
Like I explained at the beginning, inbound marketing requires specialization in a vast set of skills. Depending on your staff, you may need to hire or outsource certain roles to execute your inbound marketing plan.
Skills you’ll need include technical skills like web and data analytics, web design & development and project management. You’ll need strong communication skills for email marketing, pay-per-click advertising, and copywriting. Management skills to handle your social media accounts and craft the overall inbound marketing strategy will be important, too.
While it may be daunting to switch from outbound to inbound marketing, the benefits are usually well worth it: lower costs, more leads, and an easily scaled strategy.