Getting started with inbound marketing might seem overwhelming. Nowadays, there is an endless list of possible means by which to promote your company. Inbound marketing refers to a non-intrusive marketing tactic whereby companies produce unique, high-quality content available to any prospective customer… without asking anything of them in return. This tactic establishes your company’s expertise and credibility to prospective customers. Sound confusing? Luckily, your friends at Newfound Marketing have compiled a step-by-step list of how to go about getting started with inbound marketing.
1. Explore the inbound marketing world
Before commencing an inbound marketing campaign of your own, do some research. Check out our other inbound marketing based articles (hyperlink!), do some reading, and check out how other companies are using this method to grow their respective customer bases.
2. Assess your current marketing situation
Before beginning your inbound marketing journey, it is important to take a look at how your current marketing strategies are performing. Effective marketing can consist of both inbound and outbound marketing techniques. By evaluating which of your outbound marketing pursuits are proving to be most effective, you will be able to redistribute your efforts and get the most out of your marketing.
3. Set goals
It is important to know what you want to get out of any marketing campaign. You may wish to increase overall revenue, or simply to promote a specific product/service offered by your company.
Examine which areas of your business are most successful in order to show you where there is room for improvement. This way, you can target specific areas of your company to endorse through inbound marketing.
4. Know your competition
Before starting your inbound marketing campaign, it is important to know how other, similar companies operate. Which marketing strategies are they employing? What products/services do they offer? How does their quality compare with yours?
By knowing how you measure up in the marketplace, you can profile the unique, niche aspects of your business through social media/blog posts or any other inbound marketing content you may decide to develop.
5. Know your market
It is incredibly important to know who is buying your products or availing of your services. There is no use in targeting consumers who are not interested in your company – if you are selling children’s tutus, it is probably not best to target grown, single men. Determine who your ideal customer would be and adjust your inbound marketing content to address their needs.
6. Build an inbound marketing team
Upon deciding to start an inbound marketing campaign, sit down with your team to discuss roles, topics, and methods by which to share content. Inbound marketing is a great arena by which to improve team morale – it encourages interdepartmental collaboration and teamwork. By assigning different content pieces to small groups and having colleagues work together, you ensure the highest quality content possible.
7. Set a schedule
Decide how often you wish to release content. A good starting point would be once per week – this should cause a noticeable change in inbound traffic to your website. By assigning different pieces to different employees with predetermined deadlines, you will ensure that you always have content to push out. Remember, it is always good to have a few pieces ready to go in case a piece takes longer than expected!
8. Develop content
Your content should target the ideal customers you have already defined, aiding them with points of frustration related to your business. Your content is not a sales pitch, but rather some friendly, helpful advice.
Content can take the form of blog or social media posts, eBooks, or even apps. Your content can include things such as expository, “how-to” pieces or helpful algorithmic tools. Inbound marketing content is dependent on and geared toward what your business offers.
The beauty of modern marketing tactics is the phenomenon of cross promotion. Once your company has developed its inbound marketing content, you are able to promote and share this content through other channels.
If your content is a blog post, how-to video, eBook, or mobile app, you have the ability to use social media channels such as Facebook, Twitter, Instagram, and LinkedIn to ensure it travels far and wide. This method is not only effective, but also free!
10. Determine what works
It is important to stay up-to-date with what consumers are looking for. The world of business is constantly evolving, and if you don’t keep up, your business will suffer.
A few months after the introduction of your inbound marketing campaign, take a look at how your clientele has responded to your content. Which topics gain the most traction? Have certain products or services become more popular? Once you answer these and other similar questions, you can redesign your inbound marketing campaign to address your newfound needs.