How To Prioritize Your Inbound Marketing Strategy
When setting up your marketing strategy it can be incredibly difficult to know where to start- there are a lot of intricate, time-consuming deliverables.
It's essential that you know how to prioritize your inbound marketing strategy to save time and deliver the best results.
If you're setting out and doing your marketing on your own, it's going to be difficult to start everything all at once.
That's why I've created a list to help you prioritize tactics that won't have you back peddling or running around in circles.
Assuming you already have a website developed, in the following order, create:
1. Buyer personas. Buyer personas are going to be the key to any inbound marketing you employ. Create your buyer personas and know that these fictitious personalities will be who you will be creating every piece of content for.
2. An SEO Strategy. I'm an advocate of creating an SEO strategy immediately after creating your buyer personas because once you've gotten in the head of your target prospects, you are most closely primed to know what they will be searching for.
Don't waste your time focusing on creating an SEO strategy based off of high-ranking keywords. Instead, you will be best served by considering the terms your target prospects will actually be searching for. Create your search terms and SEO strategy from there.
3. Blogging guidelines and an editorial calendar. Blogging is going to be the core of your inbound marketing strategy, so blogging as a first deliverable is a smart option. Furthermore, it takes time for your blogging strategy to gain SEO momentum so the sooner you can start blogging the better.
To stay organized and effectively capitalize on your SEO strategy, create an editorial calendar. It's important that each blog post has a clearly defined goal, a buyer persona in mind and a selected targeted search team, which is where editorial calendars come in handy.
In addition to creating an editorial calendar, it's good to have a standard set of guidelines to abide by. These guidelines should consist of how you want your content to read (i.e. tone) and best SEO practices (i.e. linking, formatting, etc.) It's always a good idea to quickly review your guidelines before writing.
4. Content offerings. Create valuable content offerings uniquely customized to your buyer personas. These content offers are usually hosted behind calls-to-action and landing pages you will also need to develop in order to create what is often called a 'content marketing funnel.'
Creating content marketing funnels is more technical to develop, especially if you don't have a marketing software platform to build them with. Therefore, I highly recommend creating one content offer at a time and then building out the calls-to-action, landing pages, etc. My recommendation is to create at least one content marketing funnel per buyer persona as time permits.
5. A social media strategy. Now that you have content to dish out in the form of your blog posts and content offers, you're prime to start your social media marketing strategy. For more detailed tips on creating a customized social media strategy that delivers your desired results, CLICK HERE.
While social media may seem like the easiest deliverable when thinking about how to prioritize your inbound marketing strategy, you want to make sure your strategy is well thought out and you aren't sporadically posting without any direction.
6. Email marketing campaigns. Despite what companies may try to sell you and what you think is a quick fix, it's important that you don't buy your email marketing lists, which is why email marketing, though often one of the most effective marketing channels, is so low on this list.
You need to organically grow your email marketing lists before you can send out effective emails. When growing your email marketing lists, make sure you are properly segmenting any contacts you generate. Typically segmenting your lists by buyer personas is a good standard practice.
Once you have some solid lists generated, you can send out blog post recaps, sales information, newsletters, etc. Make sure the email content you are sending is relevant to why the person opted
7. Analytical reports. They don't have to be fancy, but you should know what you are trying to achieve with your inbound marketing strategy. You need to have a process in place to measure whether or not you are reaching your marketing goals. The tough part about getting started with inbound marketing is it can be a lot of trial and error and take time. It's a lot of constant
Some important factors you will want to look at are:
Landing page conversion rates
Engagement levels on social media
Email marketing statistics
Visits to your blog posts
While this may seem like more work than you can handle, it's worth it. Take these statistics for example:
54% more leads are generated by inbound than by outbound. HubSpot
Inbound marketing costs 62% less per lead than traditional outbound marketing. Mashable
Convinced you need to start this process yesterday, but still don't know how to prioritize your inbound marketing strategy? I can help!