Inbound Marketing Series Part 3: Creating a Strategy

13 Apr
2017
inbound marketing strategy

Now that we have learned the basics of inbound marketing and the benefits of it, now it’s time that we learn how to implement it.

Think of inbound marketing like a house – you have to have a good foundation before you can do anything else.

One important thing to keep in mind: be patient with it! Results from any good strategy won’t happen overnight.

Lay the Groundwork

When you’re creating content, make sure that the information you are blasting is not “selly”. People want information that is helpful and educational, not just about the promotion you’re running. You can certainly create content that would revolve around a specific project or campaign. For instance, if you are running a special on website development, put out blog information about why having a good, responsive, informative website is critical for any business.

You can also personalize your content to your audience which leads us to our next point.

Understand Your Buyers

Understanding who your buyers are, where they are looking, and what they’re looking for is the key to any effective marketing strategy. If you understand your buyers, you can tailor your messages to those buyers.

Where are they in the buying process?

Keep in mind where your buyers are in the buying process. Wouldn’t you tailor a marketing plan differently for someone at the start of the buying journey versus someone who is close to the end?

Organize your content into different sections of that buying journey so your potential customers can understand what they need to do at that stage in the process.

Something like a blog would be a good place for people to start the buying journey where as more detailed information like White Pages, eBooks, are tailored more toward people who are closer to making that decision.

Think about it in even simpler terms – when you’re starting a buying journey, you want the 30,000 ft description to understand what the product or service is. When you’re at the end of the buying journey, you fly at about 10,000 and look to get implementation information, etc.

For more information in Inbound Marketing, Check out:

Part 1: The Basics

Part 2: The Benefits

 

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Dolapo Esho
author

Dolapo Esho is a search and social marketing specialist who has earned certification through WSI's Advanced Internet Marketing Program as well as the WSI Adaptive Search Engine Academy. She works with clients in the areas of marketing strategy, search engine optimization, pay-per-click marketing, and social media technology, such as blogging.

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