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Transition From an Outbound to Inbound Marketing Strategy

Transition From an Outbound to Inbound Marketing Strategy

Having an Inbound Marketing Strategy is a Recipe for Success!

We all know that change can be hard and many people will avoid it or try to resist it. In reality, for any organization, if they want to keep up they have to embrace change in order to make sure they are not falling behind the rapidly changing business world. Having an inbound marketing strategy will grow their company and keep up with the demands of your competition.

Having an inbound marketing program  can be critical to the success of your company.  Inbound Marketing can help your business get found by people easily learning about your industry.  In order to do this, you need to setup your website  and marketing efforts to attract visitors naturally through search engines, blogs, and social media.   Nowadays, many companies focus on spending their time and energy in to outbound marketing like direct mail, flyers, and other forms of advertisement, but it is important to note that these organizations are missing out on a huge opportunity.

In order to succeed with your inbound marketing strategy it is best to come up with questions, plan, and think before spending your money on what is being offered for this type of marketing. Getting the fundamental elements in place first will help your get found, get leads, and grow your sales. Without this work, you run the risk of applying tactics that don’t directly target the right audience and are ineffective at generating leads.

Below is a list of questions and things to consider in order to begin the steps to achieve a successful inbound marketing strategy.

First, Create a Strategy

The first phase of a well thought out inbound marketing program, is the marketing strategy. This will build the strong foundation you need for success. For instance, what are your business goals? How much money do you want to make? How much money do you want to spend? Different goals often translate into a different inbound marketing program.

Before you get into tactics, asking yourself these questions will help make some difficult decisions you’ll have to decide on.

Initial Questions to ask:

You’ll need to establish a baseline for the business today. How many people visit your website each month? How many convert into leads? How many of those are actual sales opportunities? How many of those do you close? What is the average revenue for each of those new clients? How many Facebook fans, LinkedIn connections or Twitter followers have you accumulated?

Search Questions to Consider:

What keywords are people using to find businesses like yours? What other keywords should you be optimizing for? Will people find you by typing in those keywords?

Target Market Questions to Consider:

Who do you want to target with your marketing? What types of people are using your product? Why do people choose you over your competition? What makes you special, remarkable, different?

Content Creation Questions:

Do you have informative, detailed content? The more you think through and plan out your inbound marketing program, the easier it is to implement. Plan out your next few weeks of blog posts, emails, and content projects to make your projects easier for you.

Campaign Questions:

What campaign schedule do you want to roll out? How often are you going to run ads on social media, email, or blog? Are you going to run any integrated campaigns? What are they going to focus on, and who are they going to target? When do you want to launch your campaigns? How long are they going to run?

Budget Questions:

What budget do you have for inbound marketing? This is a very important question to consider when it comes on deciding what direction to take with your inbound marketing.

All of these questions are designed to help you develop a perfectly thought out inbound marketing plan that is aligned with your business goals, current marketing situation, and future business direction.

It is also very helpful to have set goals from the beginning to track your progress.  This includes establishing goals for website traffic, lead generation, conversion rates, and close rates. This will help you understand what types of things are working and what marketing strategies you can get rid of.

A good example would be that you are looking to improve website traffic.  If that is the case, then you would need to focus on blogging, onsite SEO, offsite SEO, content creation, content sourcing, and social media marketing. But if your business already has a lot of traffic but no leads, your program needs to include a website design upgrade, landing pages, and additional offers like webinars, demos,   and videos. The tactics have to match the marketing strategy if you want to realize results.

Getting fast results can happen if you recognize the tactics that need to be done. With these questions, you will build a solid strategy that will help your inbound marketing efforts.

 

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