Getting started with inbound marketing
Inbound marketing is seen as the best way to be found better online and to convert visitors into leads and ultimately into customers. Not traditional, impersonal marketing, but people who come to you through the relevant content and information you have to offer. With inbound marketing, you ensure that potential customers want to connect with you because you answer the questions and challenges they have.
Inbound marketing is an integrated approach of various online marketing channels (landing page, email, social media, etc.) with one goal: to provide relevant content when your prospect needs it. The right content at the right time. And to help you with this, marketing automation software offers you a tool to effectively implement your inbound marketing approach.
Inbound marketing, where to start?
Okay, you understand the inbound marketing concept and you believe in the added value for your company. However, the next step is often the problem for many companies. Where should you start? Do you have the right people and knowledge to manage this project? Which marketing automation tool should you use? Which content should you create and via which channel should you use this content? Is your website ready for inbound marketing? Do you need to do online advertising and how does it work? In short, dozens of questions that you cannot answer and that make inbound marketing seem like a mountain that you cannot climb.
At ContentXperience we have been working for years with the inbound marketing philosophy for many customers. We have incorporated all the knowledge and expertise that we have gained in this field into a fully integrated inbound marketing approach.
The six steps of our inbound marketing approach
Using our inbound marketing approach, we provide a complete inbound marketing process from A to Z in six steps. Step by step we determine which strategy, objectives, content forms and marketing automation tool suits you best suit.
Briefly an overview of the six steps:
Step 1: Determine strategy
As with traditional marketing campaigns, inbound marketing must also know the purpose of the campaign and for whom the solution will be marketed. In this phase, we determine the strategy of the inbound marketing campaign together with the customer.
Step 2: Draw up a content plan and content creation
What questions does the buyer persona (the main customer target group) have at different points in his purchasing process? By matching the content to his situation, the persona gets the feeling of being understood. We therefore take this into account in the content plan.
Step 3: Develop a landing page
The available content (blogs, white papers, videos, etc.) is then placed on an attractive web page. With calls-to-action, the reader is guided to more information, to be able to complete his journey smoothly.
Step 4: Set up a marketing automation tool
Whichever tool you choose, the marketing automation solution must be properly set up. By preparing automatic e-mails and linking them to a content flow, the leads can be provided with appropriate information.
Step 5: Generate traffic
Without website visitors no leads and therefore no new customers. No matter how well the marketing automation tool is set up. With a good traffic plan, including social media, e-mailings, advertisements and other options for generating traffic, you can point out the target group to the campaign site and the relevant content.
Step 6: Analyzing, optimizing and nurturing
The correct reports and analyzes make it possible to discover patterns. Is a particular e-book downloaded less often than expected? Then you may need to change the landing page or the advertisement.
Want to know more about inbound marketing?
Are you also convinced of the power of inbound marketing and marketing automation, but would you like more information on this subject? Do you want to know what the benefits are for your organization? Do not hesitate to contact us.Back to the blog overview