In modern conditions level of competition and refined search engines algorithms make reaching sufficient SEO results improbable without applying additional digital marketing efforts. Those efforts can be reduced to the notion named Inbound Marketing. It means that working in this environment we should focus on methods to attract and nurture leads excluding paid sources. In short, Inbound Marketing can be described in one picture:
Before implementing this concept you should first build your own strategy..
For this purpose you have to carry out a buyer's persona and journey research. Based on online analytical data and offline research you can segment your visitors by demographic, behavior patterns and goals. During a buyer's persona stage - which includes Awareness -> Consideration -> Decision stages - outline a road map. If you don't have enough resources or data for this research at least take some time to reflect on it.
After the preparation milestone you can initiate a meeting of decision makers to make a decision regarding the channel to concentrate on. Your goal is to determine those channels that presumably will be the most valuable and at the same time feasible for your project and your team using exclusion method. Identify the responsible person for every channel and the person who is in charge of the whole management process.
The process consists of a simple model which is conveniently displayed in the picture below
Basically, at first you should attract attention of the prospect to your existence, taking into consideration time and context of your buyer's persona. When it's done, convert, explain to them why you are better than competitors and what value they can get. Finally, take care of the customer processing to delight them. Your objective is to sift visitors through the funnel phases and nurture leads if it's not possible to convert them immediately.
Inbound Marketing is a versatile tool and implementation review described above is only the tip of the iceberg. In fact, every business has its own model and set of tools that could be efficient. That's why we recommend running Inbound Marketing campaign non-stop, taking into consideration your own and other people's practical experience.
Attract and Convert phases are closely connected to SEO. Actually, you should take in consideration and manage all the content that is produced by the company whether it is a blog post or a social media activity. The gist is to produce meaningful and viral content in order to build more links and boost world-of-mouth. Keep in mind that knowing your customer, market and creativity approach is the key to success.
Importance of workflow is always underestimated, especially in major companies. Usually those problems lie in tracking practicability and departments' interaction. Bind visitors and prospects with call and event tracking, save this information in your CRM, track their LTV segmenting attraction channel and remind them about your existence in an appropriate time. Allocate areas of responsibility between sales and marketing departments in order to deliver expected service and track customers.
Before plunging headlong into details make a prospective observation of the chosen inbound strategy. You should definitely comprehend which route and idea will be the headliner and crucial for your business.
Hope you got a valuable review of Inbound Marketing and now it's time for testing. Good luck.