Inbound marketing is a strategic process that can be summarized into four key points
- Focus on the right Personas based on interests
- Map and create content according to Persona interests and buying stage
- Create a lead scoring system that works (marketing and sales function)
- Measure success & optimize
While measurement is the tool that will help you determine ROI and give you a look at what your prospects are interested in an equally important part of an inbound strategy is to create content that your prospects will see as relevant and valuable. I read an article on creating a content marketing program by Aviva Robinovici today. She explains content marketing in a fantastic way. The following are some excerpts. Follow Aviva on LinkedIn: http://www.linkedin.com/in/avivarabinovici
Content marketing is a process
– To be effective, content marketing can’t be random. It should be wrapped around a framework that empowers you to share ideas through digital, social, mobile and offline channels.
Content marketing is about creating and distributing content
Content you create as part of this process should be relevant and valuable
– Despite prospects making it clear that they don’t want to be sold to, many companies continue to develop marketing materials touting the amazingness of their products and services.
– Here’s the thing, especially in the B2B world: business buyers don’t buy a bundle of features; they buy into a unique approach for solving their business challenges. Content marketing is about uncovering those underlying challenges and giving readers a reason to pay attention to you by creating information that responds to their needs.
Rewards of content marketing: you attract, acquire and retain customers
Content marketing is about creating dialogue, not necessarily consensus. It’s about sparking debate, inciting passion, getting people worked up.
However, you can only do this once you have a clearly defined target audience.
– we can’t build dialogue if we don’t know who we’re talking to. You need to tailor your messages to your various audiences if you hope those messages will resonate.
Finally, you need to keep your objective in mind—driving profitable customer action. Customer action has countless definitions, from clicks and shares to calls and downloads, from attendance at events to higher search results. However you define it, you need to track and measure it to make sure you’re getting the results you need.
Great advice. Until next time – all the best!