Inbound Marketing is the art and science of making Websites generate a high volume of qualified leads. Inbound Marketing is about growing your business. It’s a process and discipline more so than a creative exercise, though good creative can and does accelerate the accomplishment of your objectives.
What goes into making your Website a lead generation machine? Inbound Marketing is a set of services and deliverables, tightly woven into a cohesive process to deliver accountability for your marketing investment (ROI).
Strategy. Inbound Marketing is rightly described as process-oriented, but it’s not mindless work. Marketing strategy takes on a new form here, but it is strategy nonetheless. You need to know who your ideal customers are, develop and communicate a vision for prospects to aspire to, build messages that make your offers compelling, and a through excellence in delivery, create reasons for your customers to love what you do. It’s as easy (and as hard) as that.
Game plan. You need an overall campaign design to align your online marketing with the behavior and interests of your prospective clients.
Target Market / Personas. A three-dimensional fictionalized profile of your customer types, with demographics, motivations, needs, fears and aspirations. Personas drive all content development, and in many firms, product management, customer service and more.
Content plan by Persona. When you know what you want to say, and who and how to say it – you’re off to the races. Now you can build compelling content! Blogs are the centerpiece of Inbound Marketing, connected to offers for downloadable resources and Webinars that are compelling enough to get your site visitors to provide their credentials in return for your offers (called calls-to-action or CTAs by many Inbound Marketers).
SEO – Search Engine Optimization. We’ll build you a new, search-optimized site in WordPress or Joomla content management systems, or make your current site a google magnet. The key? Keyword strategy based on your personas and content plan, with HTML enhancements according to best practices. With great content also comes inbound links (others mentioning your content on their blogs) and additional “Google juice.”
Landing Pages and Conversion. Good content is worth paying for. In the context of B2B Inbound Marketing, the price is the site visitors providing his/her contact information. With that info, you can begin to market additional content to your prospects, moving them closer to a sale.
CRM Integration. We connect HubSpot with your CRM system so that you can “close the loop” between marketing on the Web and sales that close. By tracking every lead developed on the Web, from Inbound Marketing, Pay-per-click (PPC) and referrals, we can optimize your marketing investment over time. We’ll do more of what works and less of what doesn’t. And you’ll know the value of every dollar spent on each activity.
Inbound Marketing Analytics. Utilize a marketing automation software like HubSpot that provides a 360-degree view of what is driving traffic to your site, and what your site visitors do. When you close the loop with sales (CRM), you’ll know which tactics work and which don’t.
Closed-loop Reporting. By integrating with your CRM system (most often Salesforce.com) and setting policies that require salespeople to enter and update lead data, you can learn what is working and the ROI for every strategy and tactic. When a lead is closed in the CRM, it automatically updates your marketing automation package (e.g., HubSpot), and you can then report on revenue and ROI. This is the HOLY GRAIL of MARKETING! Accountability finally comes to marketing as a result of closing the loop.
Iterate and improve. Inbound Marketing is a contact sport, and continuous improvement is the name of the game. Do what works best, stop doing what doesn’t.