After explaining what is Inbound Marketing and what you need, how the Inbound Marketing funnel works and what are the tools of this effective and minimally invasive marketing methodology, today I suggest you just how to set up an Inbound Marketing strategy.
A premise. I won’t be able to go into the details of every single phase (it would take an entire manual to try to be exhaustive), but below I will give you the guidelines to follow if you want to plan and develop an Inbound Marketing strategy capable of acquiring new customers and retaining loyalty those already acquired to your Tech License site.
Set up the Inbound Marketing strategy
Inbound Marketing is a strategy designed for a specific goal: to be found by your potential customers at the exact moment when they need you and without you looking for them or disturbing them. This is the most important and revolutionary aspect of this marketing methodology.
But how to plan and implement an effective inbound marketing strategy? Here are the indispensable steps you need to follow.
1. Decide and define your goal
What results do you want to achieve with your strategy? Why did you decide to invest in Inbound Marketing? Remember that in clearly defining, black on white, the objective of your strategy you must make sure that this is SMART, that is:
- Specific, Specific;
- Measurable, Measurable;
- Achievable, Reachable;
- Real, Realistic;
- Time-constrained, defined in Time.
The analysis is the second phase in which you have to go into planning an Inbound Marketing strategy that is effective and able to achieve your goal.
Analysis is essential because it allows you to understand the internal and external situation of the brand and then decide which strategies, which techniques, which tools and which actions are best for your specific case.
What do you need to analyze?
- Your target audience and in this of great help will be the model of the Buyer Personas, a fictitious representation of your real customers, a sort of identity card of the people you will contact.
- Your target market and the sector in which you operate. What is the current situation? and What will be the evolutions? What are your opportunities? And what are the threats?
- Your do they do? How do they move? What are their advantages? How can you stand out and differentiate yourself from them?
- Your brand. What is your Brand Identity and mission? What are the core values? and What are your distinctive features? And what are the threats you may face?
After observing, listening, analyzing and collecting the information you need, you are ready to go one step further.
3. Develop the strategy and choose the tools
You have defined your objectives, known your target audience, analyzed the market, the sector, competitors and your strengths and weaknesses, now the time has come to define the strategy you want to implement and the tools with which you want to achieve it.
Not all actions or tools are adequate for all cases. Every brand, every situation, every goal needs a specific strategy and specific tools.
The strategy is fundamental to define the guidelines that you must follow in order to achieve your goal, to make lead generation, win new customers and retain those you have already acquired.
What budget do you have available? Which tools could prove to be the most effective? What tone of voice and language will you use? What times and times will you have to respect? How will you measure the achievement (or failure to achieve) of your goals? It is in this strategic document that you will have to define everything.
4. Get into action
After defining the strategy, the tools and the times, you have to get going, you have to act. It is time, therefore, to begin to walk the funnel of Inbound Marketing , attracting visitors to your website, transforming them into contacts (Leads), then into customers and, finally, into ambassadors of your brand, or loyal customers and active promoters of your message. Follow the guidelines of your strategy and the results, slowly, will come.
While implementing the Inbound Marketing strategy, you must also take care of another important activity: monitoring what you are doing and the results you are getting.
The monitoring keys that you need to keep in mind will vary according to the specific objectives you want to achieve and are fundamental to understanding what is working and what is not. What can you improve? What should you focus on? How far are you from your goal? What will your next goal be?
Are you monitoring your activities? Were you able to identify the strengths and weaknesses of your Inbound Marketing strategy? Well, now you have to redefine it in the most effective way, so as to optimize your investment and achieve growing results.
Inbound Marketing strategy: conclusion
And this mini-lesson has also come to an end. See you next time in which we will analyze the mistakes to avoid in an Inbound Marketing strategy.
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