If you run a small business, and you don’t have an effective inbound marketing strategy in place – you should, says Marvin Miles from Concentric
. Rather than demanding the attention of your audience by grabbing them and pulling them in, inbound marketing is more about generating interest. While it may be exciting and easy to get carried away with all the pre-launch happenings, you need to take the time and effort to put together a strong foundation to base your inbound marketing strategy on.
In the following article to help you, especially if you are new to inbound marketing or have thus far not been successful with campaigns you have run, we will look at some of the important steps to understanding and achieving effective inbound marketing.
Know As Much About Your Audience As Possible
You need to perform both external or customer and internal or employee interviews in order to understand your audience as much as possible. From the information you glean from these interviews you will be able to establish at least one to three specific persona that you need to target. Once you know more about the audience and have these persona established you can figure out the content, copy for ads and campaign targeting.
Always Review Your Content
Having great content that people want to read, that instructs them, solves their problems and answers their questions is always going to be a key part of any successful marketing campaign. That doesn’t mean it shouldn’t be meticulously and thoroughly audited when necessary. It is important to audit and review the content you have, regardless of if it is still in the formulation stage, online or offline. Fill in gaps with more content and work hard on your CTAs.
Physically Note Your Goals
When planning a successful and effective inbound marketing campaign it is vital that you set yourself attainable and measurable marketing goals. Although the types of goals you have will be different to other marketers, there should always be a time frame and quantitative metrics. Examples of goals you may set yourself and your campaign could include:
Increase the number of views of videos in 2018 by 25%
Generate at least 50 leads every month
Set-up Integrations and Tracking
Following on from the point above, it is crucial that you ensure that your goals are all tracked. If you are new to all this, it is often a good idea to make use of the Google Analytics set of goals. This is incredibly easy to set-up and completely free. If you have tracking running already and it is more comprehensive and covers a wider array of platforms, you should make sure that integrations are properly set-up so that all the information is passed as accurately between them as possible.
There you have it, if you are new to inbound marketing and using it to further your business or increase your leads and sales, by following the above tips you can take a step closer to having an effective inbound marketing strategy.