THE ESSENTIALS OF AN EFFECTIVE INBOUND MARKETING STRATEGY

Why does Inbound matter? Traditional marketing has always been cold calling, cold emails (SPAM), interruptive Ads, and marketer-centric. Inbound marketing is about SEO, blogging, attraction, and customer-centric. Inbound is about being apart of the conversation. This means sharing helpful, relevant content with the world. Check out these inbound marketing terms to get you started.

Inbound Methodology (DIAGRAM)

Attract Strangers and Visitors->Convert to Leads->Close to customers->Delight to become promoters

Inbound Best Practices

  1. Use Buyer personas-customer data, demographics, behavior patterns, motivations, and goals. Create personas with doing research, identify trends, and create persona profile stories. Ask role, company, goals, challenges, watering holes, personal background, and shopping preferences. Interview customers, former customers, prospects, etc. Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). “exclusionary” — persona is a representation of who you don’t want as a customer. If you take the time to create negative personas, you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity). Interview customers either in person or over the phone to discover what they like about your product or service. Creating buyer personas is crucial.

USE A BUYER PERSONA TEMPLATE

  1. Use the buyer’s journey-Awareness stage (problem), consideration stage and decision stage. The Marketing Funnel has evolved.
  1. Create Remarkable Content-Inbound Marketing=Content + Context. Checkout the Hubspot Content Mappting Template out!
  1. Leverage Your Content: Website pages, business blog, social media, landing pages, calls-to-action, marketing e-mails

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