4 steps for creating an effective inbound marketing strategy
A well-structured marketing strategy is essential to a successful inbound marketing campaign. An inbound marketing campaign is rooted in educating and engaging with your consumers through means of a meaningful and relevant message.
Fundamentally, inbound marketing is about appealing to the needs and wishes of a consumer, instead of merely seeking to sell the product through repeated advertising. When planned, and executed strategically, inbound marketing initiatives can allow businesses to earn valuable leads, greater exposure and higher sales.
To understand why inbound marketing makes for an efficient digital strategy for businesses and brands, click here.
If you are already an inbound marketing fanatic looking for ways to take your strategy to the next level, delve further to know how.
Clearly define your consumer persona
Identify who exactly are your customers, and recognize what attracts them. A successful inbound marketing campaign is deeply rooted in understanding who exactly you are marketing to, and how they act and react to advertising.
Start by defining your ideal customer and your less-than-ideal customer. Convert these customer definitions into consumer personas – these personas will define the personality traits of people that you want to convince into buying your product or service.
Having recognized your target audience persona, research and understand their behaviours, shopping patterns, likes and interests. After analyzing your consumer persona, focus on creating a content strategy that attracts your ideal customers.
Identify the marketing triggers & search keywords
Delve a step deeper into understanding your consumers, and understand your consumer’s internet behaviour. How do they search for your product/service? What keywords do they use to discover your product/service? Which social media platforms are they most active on? When do they seek to indulge in your product/service? What research parameters do they consider before deciding on buying your product? What kind of purchase recommendations do they take? What are their key interest areas that are relevant to your product/service?
Creating a content strategy around these marketing triggers will help you create a campaign that has a lasting impression in the minds of your target audience. Instead of pushing out a generalized campaign to a bigger audience, focus on recognizing the needs and ways of your audience, and designing a relevant campaign for your niche consumer persona.
Design a conversion-based blogging strategy
Conversion-based blogging strategies comprise of designing a blog that attracts highly relevant traffic to your website. Devise a strong content strategy for your blog, keeping in mind the interests, needs, likes and dislikes of your consumer persona.
For instance, let’s think of a cosmetic brand. To direct relevant traffic to its website, the brand’s blog must strategically answer commonly asked and searched questions of its consumer persona. These questions might include:
- Top 10 best makeup and beauty products to buy for Indian skin tones.
- Is the pollution damaging your skin irreparably?
- 5 toxic ingredients that shouldn’t touch your skin.
- The lipstick fashion guide you’ve been waiting for!
Within each of these blog posts, the cosmetic brand can include a call-to-action directing readers to their e-commerce store, thus driving relevant traffic that will be instrumental in driving sales.
Using Google Analytics, identify the type of blog posts that are helping you create new subscribers, leads and sales. Once you recognize these parameters, optimize your blog’s content for obtaining better conversions. Share these blog articles on your social media channels to earn the attention and trust of your consumers.
To be truly strategic about marketing, your blog needs to be an active part of your marketing process, instead of merely being an add-on byproduct or an SEO tool.
Map your content to your buyer’s purchasing journey
For an effective inbound marketing strategy, your content strategy must be aligned with the different stages of your buyer’s journey. Formulate a content strategy that identifies and addresses the key challenges your consumer faces before making a purchase.
Normally, the modern buyer’s purchasing process consists of three stages – awareness, consideration and decision. At each of these stages, your consumer will have a different set of questions that they are looking to resolve. To nurture your leads successfully, create a range of content that answers your buyer’s issues at each stage.
Remember, your inbound marketing campaign’s content will not help convert leads into sales if it does not address the challenges your buyer faces when deciding to make a purchase. At all times, your content must be relatable and must resonate with your consumer persona.