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Inbound Strategy & Goal Planning
Agenda• What are the elements of an inbound marketing strategy!!
• SMART Goals!!
• What tools you can use to help in the planning process !!
• Tips on merging Inbound & Traditional marketing efforts
Elements of an Inbound Marketing Strategy
• Buyer personas!!
• The buyers journey!!
• Content/blogging strategy!!
• Promotional strategy
Your buyer personas are who you are trying to reach. !Instead of trying to attract, convert, close and delight everyone !
on the internet, focus on those most likely to become promoters
Buyer Personas
Semi-fictional representations of your ideal customer based on real data and some selected educated
speculation about customer demographics, behavior patterns,
motivations, and goals
Creating Buyer Personas
1. Do research!!
2. Identify Trends!!
3. Create persona profile stories
The buyers journey is the active research process a !potential buyer goes through leading up to a purchase.
The Buyers Journey
The prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame and give name to their problem
Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity
Prospect has now decided on their solution strategy, method or approach. Is compiling a long list of available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision
Awareness Stage
Consideration Stage
Decision!Stage
Content Types & The Buyers Journey
Analyst reports Research reports eGuides & eBooks Editorial content Expert content White papers Educational content
Comparison white papers Expert Guides Live Interactions Webcase/podcast/video
Vendor comparisons Product comparisons Case studies Trial downloads Product literature Live demo
Awareness Stage
Consideration Stage
Decision!Stage
Content Strategy & Promotion
Content Strategy & Promotion
1. Know your audience !
2. Map content to the buying cycle !
3. Build an editorial calendar !
4. Promote
Know Your Audience
What are the problems customers are trying to solve !! What does he/she need most !! What information are they searching for
Map Content to the Buyers Journey
Build an Editorial Calendar
An editorial calendar is like a roadmap for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your inbound marketing strategy.
Content Promotion
Content Promotion Strategy
3 Phases to Content Promotion:!!1. Planning, organizing and optimizing
!2. Coordinating promotion across multiple
channels !
3. Analyzing and reporting after your offer has launched
Content Promotion Strategy: Planning, organizing and optimizing
• Set goals for your content. Is your goal… !
Website traffic
Branding
Lead generation
Qualified leads (MQL/SQL)
Direct sales
!• Set a timeline
Content Promotion Strategy: Coordinating promotion across multiple channels
Blogging Organic search Website Social Media Industry forums Email Paid promotion
Content Promotion Strategy: Analyzing and reporting after your offer has launched
If your goal is… Look at…
Website traffic Website views compared to equal time period before the launch of your campaign
Branding New followers, mentions, blog views & comments, and reviews
Lead generation Leads generated by source from your specific campaign
Qualified leads (MQL/SQL) Leads that turned into marketing qualified or sales qualified leads from your campaign, or the number of leads sales considers to be qualifiedDirect Sales Revenue driven directly or indirectly from your campaign
Smart Goal Setting
Smart Goal Setting
Specific !
Measurable !
Attainable !
Relevant !
Timely
Smart Goal Setting
Specific !
Measurable !
Attainable !
Relevant !
Timely
You want your goal to be short, crisp & specific as possible
Smart Goal Setting
Specific !
Measurable !
Attainable !
Relevant !
Timely
Ensure your goals are trackable – then you are able to measure your progress
You want your goal to be short, crisp & specific as possible
Smart Goal Setting
Specific !
Measurable !
Attainable !
Relevant !
Timely
While having history-breaking goals are beneficial -- -- it's still important to keep these goals realistic
Ensure your goals are trackable – then you are able to measure your progress
You want your goal to be short, crisp & specific as possible
Smart Goal Setting
Specific !
Measurable !
Attainable !
Relevant !
Timely
Why have a goal if the goal doesn't matter?
While having history-breaking goals are beneficial -- -- it's still important to keep these goals realistic
Ensure your goals are trackable – then you are able to measure your progress
You want your goal to be short, crisp & specific as possible
Smart Goal Setting
Specific !
Measurable !
Attainable !
Relevant !
Timely While having all the aforementioned helps develop a solid goal, you need to ensure you have a timeline for meeting that goal.
Why have a goal if the goal doesn't matter?
While having history-breaking goals are beneficial -- -- it's still important to keep these goals realistic
Ensure your goals are trackable – then you are able to measure your progress
You want your goal to be short, crisp & specific as possible
Tools & Templates
Tools & Templates:!HubSpot Marketing Library
Integrating Inbound !& Outbound Marketing
Advertising:!• Include CTA that directs prospects to an ebook or other offer !Direct Mail:!• Instead of sending to a mass list - segment your list to those who would be most
interested in your offer or new product !Tradeshows:!• Instead of pushing for the hard sell, offer information about products and
services • Send thank you emails to leads and enter them into a work flow !TV/Radio:!• Include specific CTA that refers them to a tip sheet or other piece of content
