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Inbound marketing is all about attracting traffic, converting leads and closing sales. Inbound marketing is a customer-centric marketing strategy that will build trust and authority.

The first step in creating an effective inbound marketing strategy is defining your SMART goals:

Creating SMART goals:

Specific goals that are meaningful. Example: Grow sales by 30%.

Measurable goals based on marketing objectives. Example: 1,000 website visitors.

Attainable goals that are achievable. Example: Increase traffic by 5% month-on-month.

Relevant goals that impact your business. Example: Grow eCommerce revenue.

Timely goals that have deadlines. Example: 100 qualified leads within 3-months.

Buyer personas are fictional representations of your ideal target customer:

• Demographics
• Problems / Challenges
• Goals / Desires
• Sales Objectives

Mapping the buyer’s journey will identify how to attract and convert visitors into buyers.

Awareness Stage

During the awareness stage, your target audience has become aware of a problem. You need to educate and answer questions by providing them with helpful information.

The following marketing activities will help you gain awareness:

• Search Engine Optimisation (SEO)
• Blogging
• Paid Ads
• Social Media Marketing

Consideration Stage

During the consideration stage, your target audience is researching the best solutions. You need to educate them on making the best decision in the form of the following content types:

• Ebooks
• Guides
• Reports
• Whitepapers
• Podcasts
• Webinars
• How-to videos

Decision Stage

They are now ready to buy, so you need to guide them through the final buying decision. Content during this stage should be about your business and offer:

• Free trials
• Demos
• Case studies
• Testimonials
• Price guides
• Competitor comparisons

You need to ensure that you are visible when people search online:

Search Engine Optimisation (SEO)

SEO Services is the process of improving your keyword visibility and rankings on Google. This process involves optimising your website and improve your SEO reputation.

Blogging

Blog content can help answer your customer’s questions and turn them into leads and sales. Blogging is an excellent way to improve long-tail keyword search traffic.

Paid Ads

Paid advertising on platforms like Google Ads and Facebook Ads are great ways to increase your exposure quickly compared to organic methods.

Social Media Marketing

Social media marketing can help you share content and gain exposure. Social media networks are great platforms to re-engage and remarket.

Once you have website traffic, you need to convert them into leads and enquiries.

Landing Pages

Create high-converting landing pages that turn visitors into leads. The purpose of a landing page is to remove any distractions to increase your conversion rates.

Lead Magnets

Lead magnets are marketing tools used to gather information from visitors such as name, email, phone, etc. Lead magnets can be in the form of a guide, report, calculator, trial, etc.

Call to Action

A call to action (CTA) encourages visitors to take action on your website. CTA’s can be in the form of words, buttons, etc.

The next step is to nurture leads into sales and customers:

Lead Nurturing

Lead nurturing campaigns can be a sequence of personalised emails sent over a defined period or website activity. The goal is to guide your leads through the sales funnel.

Marketing Automation

Marketing automation integrated with a customer relationship management (CRM) will allow you to automate marketing workflows. Use marketing automation to measure marketing and sales activities.

Remarketing

Remarketing allows businesses to keep in touch with their leads and customers to be top of mind when ready to decide.