Keys to define an effective (and coherent) inbound marketing strategy
Do you know how an inbound marketing strategy can maximize your results?
Lorena García, Business Growth Director
Consistency is vital to make any digital marketing strategy work (and for everything in life 😉). Making the value proposition of your company arrive in the right way, at the right time and to the right people seems obvious, right?
Well, it turns out that this, many times (if not most), is not so obvious. There is a lot of fragmentation between marketing areas – communication – commercial – customer service… And, logically, we must add the technological factor, either our own or third parties. From my point of view, the main value that inbound marketing brings is precisely to align all this considering the digital business cycle as a whole.
A good inbound marketing strategy can help you improve traffic to your website, boost lead conversion, position your brand in the target sector or reduce acquisition costs.
An (owned) inbound marketing methodology
After many years delivering digital projects, we have defined a methodology that addresses all the fundamental aspects so that the resulting strategy is successful, measurable and scalable.
It consists of two phases: one of analysis/definition and another of execution.
Analysis and definition phase
Here, we take a tour that begins at the positioning of the company and ends with the definition of content: pillars, topics, and clusters. To get to such a definition, we need to understand and precisely define:
- The market: competitors, quantitative and qualitative indicators.
- The Company’s purpose: what it does, how it’s done and the reason why behind all of it.
- How your customers / buyers persona are.
- Their Customer journey AS IS and TO BE.
- Digital assets: metrics, technology, optimization possibilities.
- The most relevant keywords of the product/service.
- Content audit and value proposition.
These are some keys to make the tour agile and effective:
- Consider the Company’s structure/organization: size, how decisions are taken, how many areas are involved, who are the key people in each one, level of knowledge and alignment with the basic concepts of Inbound Marketing and specifically with the objectives of the project. This can be applied to any type of project and is often overlooked, causing inefficiencies, frustration, too much information or right the opposite, etc.
- Determine in advance the maturity level regarding the purpose and the verbalization of the value proposition: it is vital that the content strategy is aligned with the purpose of the Company and define the value proposition very well so that there is coherence and the messages are effective and relevant. Determining the level of maturity in advance will help correctly dimensioning this phase.
- Technological neutrality: not being based by one type of technology allows solutions to be proposed that are adjusted to the real needs and to the maturity level and investment capacity of the client. Having a Ferrari parked in the garage is more common than we think.
- This strategy serves to sell more and better. And it requires an investment of time and money, so it is important to define and commit from the beginning what effort you are willing to make.
In the end, it’s about improving results by putting, not only the client but also, the organization at the center of the strategy.
Execution phase
It is in this phase that everything defined above is put to work. For instance:
- Implementation of UX/UI recommendations on the web.
- Adaptation of the content architecture.
- Creation of landing pages, forms, CTAs, follow-up emails.
- Email workflows to qualify leads.
- Measurement Dashboard.
- Implementation of solutions such as HubSpot or Salesforce Marketing Cloud.
- Conversion and A/B testing.
- Etc.
It is important to permanently maintain, measure and refine the entire ecosystem: manage the automation platforms (if any have been implemented at all), do the work of Community Management and content creation/management in line with the defined pillars, topics and pillars, etc.
It is essential to adequately dimension each phase to avoid any symptoms from the paralysis by analysis syndrome. Does this resonate?
Lorena García
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