The Foundations of Inbound Marketing Strategy
If you’ve been keeping up with our new web series Far Out and Inbound or are a regular here on our blog, then chances are you’ve learned what inbound marketing is at this point. And for those of you who need a refresher - inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization, and branding. That’s cool and all, but you’re probably wondering what exactly are the pieces that make up an inbound marketing strategy.
Lucky for you, we’re way ahead of the game. There are five main foundations of inbound marketing that you should be aware of if you’re trying to work on your inbound marketing strategy. These include: contacts, buyer personas, the buyer’s journey, content, and setting goals. Sounds pretty simple, right? Admittedly, it does. But there’s more to it than what it seems.
Contacts: Your contacts are the real people you’re engaging with, and their online behavior is the best resource you have for determining how to engage and delight your audience.
Buyer Personas: Buyer personas are a semi-fictional representation of your ideal customer, based on real customer data and some educated speculation about demographic and psychographic information. Determining your buyer persona is how you know who you’re targeting, why you’re targeting them, and what they’re really, truly searching for.
Buyer’s Journey: The buyer’s journey is the research process someone goes through leading up to a purchase. It consists of three stages:
•Awareness: In the Awareness stage, the prospect is feeling their problem and still trying to completely define it.
•Consideration: In the Consideration stage, they’re considering all available solutions and researching options.
•Decision: In the Decision stage they are narrowing down those options to make a final purchase decision.
As a marketer, it’s your job to provide meaningful content to buyers in each stage of their journey.
Content: This is the real stuff you’re creating for your audience. Blogs, ebooks, emails, videos, social posts, infographics...the list goes on. But it can’t just be any content. It must be relevant to your Buyer Personas and their stage in the buyer’s journey.
Setting Goals: The last of the five foundations of your inbound marketing strategy is setting goals, which is pretty straight forward. You’ve got to set marketing goals so you know if you’ve been successful. Typically, these goals will be measured in traffic, leads, and conversions.
Now that you know the foundations of inbound marketing, it’s important to understand that this is just the beginning of a very long and dedicated journey of learning and truly comprehending what it means to plan and execute a successful inbound marketing campaign. While it may sound intimidating at first, rest assured the friendly folks here at Greyphin are happy to help you along the way. Just be sure to join us each Friday for new episodes of Far Out and Inbound to learn more about the ins and outs of inbound marketing and you’ll be a pro in no time.