What is inbound marketing?
Inbound marketing is about generating traffic, conversions, and converting leads through your website using: blogging, content management, email marketing, landing pages, lead nurturing, marketing analytics, social media, and SEO.
The three keys of inbound marketing are: inbound lead generation, lead conversion, and marketing analysis.
Inbound lead generation – Get Found
Content Marketing
Well written and search engine optimized copy is key to the success of Internet marketing campaigns whether it is organically or advertising driven.
Writing high quality content for your website and online marketing materials is important. Not only does it make an impression on leads and customers, but it also directly affects your overall marketing efforts.
Search Engine Optimization
To get the quality leads that your business needs, you want your business to get found by the right prospects. With search marketing you can help your business to be found by future customers by focusing on tailoring the results to your audience.
Social Media Marketing
There is a story to be told about your product or service. Social media is about listening and telling a story at the same time. By telling your story, connecting with your audience and sharing relevant information your network will strengthen and grow, increase customer satisfaction, and drive new sales.
Lead Conversion – Capture and Nurture Leads
All of your lead generation efforts using search engine marketing, content marketing and social media marketing would be wasted if you didn’t have a strategy in place to fill the top of your sales funnel and help convert those sales leads into customers.
Marketing ROI Analysis – Make Smarter Marketing Investments
‘Know Thyself’ – Learn What Marketing Efforts Are Fruitful
Marketing ROI analysis gives you greater insight into what is working and what isn’t working. Wouldn’t you like to know what investments in time, money and resources are having the greatest impact on the bottom line?
By measuring the core components of your brand and impact from lead to close you can better understand the closed loop marketing.
Key Components Measured
Source
How are your leads finding you? What is driving them to convert? Did a specific blog article or email campaign cause a spike in interest?
Measure the source of your leads to give marketing analytics that help make better decisions of where to focus efforts.
Reach
With content being generated on your blog and promoted across social media, who is listening and responding?
The measurement of success isn’t always how many followers or subscribers you have on one channel but often in your overall reach across all platforms.
Competitive Analysis
While measuring the effectiveness of your campaigns, and having closed loop marketing analysis is critical, having in depth understanding of how your marketing metrics stack up against your competitors can give you greater intel on how to target your market.
One can only improve when and where you know improvement can be made. More blue oceans are on the horizon.
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