5 Vital Elements in an Inbound Marketing Strategy

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inbound marketing
inbound marketing

Inbound marketing is a methodology full of different processes and concepts because it groups almost all digital marketing actions into one.

This can make it difficult to put it into practice successfully at a certain point. So, if you are just starting out on this topic and want to go from the basics, both in terms of solutions and results, I will share with you the five key elements, beyond software, that cannot be missing from your inbound marketing strategy .

buyer people

Unlike traditional digital marketing where more general market segmentations are usually used, in inbound marketing you need to identify who your best customers are and what specific characteristics they have.

This involves determining not only regular demographic characteristics, but also:

  • What was their buying process when they purchased your product or service?
  • What doubts did you have at each stage of this process?
  • What is your personality and behavioral style?
  • What are the interests that can cause something to influence them more?
  • Do they belong to a specific line of business, sector or professional position?
  • How many employees does the company where you work have?
  • All this information will help you determine what the correct strategy should be for each of these profiles. The same product or service can have different ideal buyer profiles. However, not everyone will respond positively to the same stimuli and resources. That is the importance of defining them in detail.

A successful inbound marketing strategy is based on the accuracy and depth with which your buyer personas were analyzed and determined, so it is critical that you spend enough time and attention to develop them.

Conversion paths according to the buyer journey

The buyer journey demarcates the purchase process that a person follows to acquire a product or service. When you know your buyer personas well, you can also identify the steps they regularly take to buy.

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But why do you want to know? It’s very simple! When you know what a person likes or needs, it is easier to provide it and for that person to respond positively.

So, to achieve this, in inbound marketing there are conversion paths. Which are a series of elements that make it easier for a user to share their data with you in order to gain access to content.

Typically, a conversion path will have the following elements:

  • Landing page where information is provided about the content offered and its benefits.
  • Form for the user to leave their data in exchange for that content.
  • CTA that stimulates the action that is sought in the user.
  • Thank you page where the user can download the content, after providing their data.
  • An email that the user receives and that allows, on the one hand, to verify the email provided, on the other, to thank him and also send him the content offered by that means so that he can access it when he needs it.

An efficient conversion path will allow you to collect data from people who have interests in topics related to your sector, product or service. This way you can start with lead nurturing.

Lead Nurturing

Having the contact information of people who might be interested in your products will not do you any good if you do not generate campaigns that seek to deepen that interest.

Lead nurturing is a key factor in the inbound methodology, since it gives meaning to the previous work of defining the buyer person, the buyer journey and, of course, what was done in the conversion paths.

Through this process you can accomplish three things:

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1. Efficiently plan the content and conversion paths for each buyer person, based on their purchase process.
2. Create articles and download content offers, those that your ideal prospects require to answer their questions, better understand their problem and possible solutions.
3. Build trust and credibility among your potential customers, positioning yourself as a leader in the sector.

As you can see, everything you do in inbound is closely related to other elements of the methodology. Therefore, it is extremely important that each step you take is carefully planned, examined and executed to increase the chances of success.

SEO website positioning

Many companies, especially small and medium-sized ones, do not usually invest in this factor because in the short term it may seem of little use. However, in the medium and long term, it is the element that can generate the most visitors to your website with the lowest acquisition cost per user and conversion.

It is one of the fundamental elements in attraction marketing because of the results it provides throughout the strategy. So do not dismiss it because of the apparent slowness with which it can develop in some sectors, especially the most competitive ones.

If you are starting out and do not understand SEO very well, the first thing you have to consider is On Page optimization. In other words, everything on your website must have specific characteristics that allow, on the one hand, search engines to better understand what your site contains and its relevance to the user’s intention. And on the other hand, that people have easy access, use, navigation and permanence on your website.

All these factors will give positive indicators to the search engines and help the ranking of your web pages. Taking into account that there are many technical aspects within search engine optimization, I recommend that you consult with a specialist in the area to advise you.

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Smarketing

Finally, the integration between the marketing and sales team of your company is of vital importance. It is common that in companies, the marketing area generates leads but the salespeople say that they are not useful because they are not qualified.

It is also common for the marketing area to discover that many of the leads generated were not properly followed up and sales opportunities were lost.

However, the implementation is not as easy as it seems. It requires:

  • Commitment.
  • Goal alignment.
  • Allocation and delimitation of opportunities.
  • Clear and transparent process to monitor in real time through a digital tool.

Smarketing is often the element in which many strategies find their Achilles heel. So for a lot of companies it’s easier to ignore it because they’re not measuring the money they lose. So my recommendation is:

Implement it from the beginning, it is much less complicated. This way, as you get older it will be easier to make adjustments and improve the process and alignment. You will avoid disorganized growth, save money and get better conversion rates and ROI.

CONCLUSIONS:

Inbound marketing is a strategy that can help companies of any size grow in a planned and scalable way. All you have to do is implement the elements that I have shared with you in basic phases and from there, make improvements.

Remember to monitor and measure all the actions you implement. It is the only way to know how well you are doing or how you can improve the results and costs obtained.