Inbound Marketing Infographic - Six Steps to a Successful Inbound Marketing Campaign
Inbound marketing is now considered a crucial way of generating new business, but it can be a little bit difficult to understand. We recently put together a new infographic on inbound marketing together, which you can find below. The aim of it is to demystify the topic a bit, and spell out the key steps in creating an effective inbound marketing campaign.
You can take a look at the infographic below, or if you'd prefer to view it in a browser rather than as an image, over at Picktochart.
For more information about inbound marketing in general, you might like to take a look at our 'What is inbound marketing?' article.
What is inbound marketing?
Inbound marketing is a way to 'pull' people to your site, mainly through the creation and optimisation of engaging content and the sharing of it by your readers. Used well it can be an incredibly powerful way to drive new business as well as a cost-effective alternative to traditional marketing methods. Below you'll find out how you can create an effective inbound marketing campaign in 6 simple steps.
1. Do your research
Use keyword research tools like Moz Keyword Explorer, SERPs or Google's Keyword Planner to find out what sort of keywords people are using when searching for the kinds of products or services you sell. Focus on the keywords which drive a lot of traffic but have a low 'difficulty score' - i.e., ones which are not being used by many other websites and are actually possible for you to rank for in search. This will help you create content which is going to attract people to your website.
2. Create compelling content
Create compelling, informative blog posts that answer key questions that people may have about the niche that you're working in. Don't write about your business, but rather your business AREA - i.e, if you're a web designer, consider writing posts that provide useful tips about web design instead of posts specifically promoting your services. Golden rule: your content must be so good and so useful that people will WANT to share it.
3. Convert visitors to leads
Ensure that every piece of content you publish on your website is accompanied by a call to action to join your mailing list. Make this call to action compelling - spell out the benefits of joining, the kind of amazing content subscribers will receive etc.
Then, email your subscribers updates containing links to useful content on your site. Don't just focus on the products and services pages of your site - ensure that you are sharing useful blog posts via your e-newsletters too.
Automate your email communciations via autoresponders. Make sure you also encourage people to follow you on social media - and use your profiles to share your best content with your followers.
4. Make your content easy to share
Ensure that your site content is super easy to share via social media. Use prominent social sharing buttons, and also actively encourage people to create links to your posts on THEIR websites.
The combination of social sharing and encourgements to create links to your content will lead to the generation of backlinks - which will help your website rank higher in search results.
5. Convert your leads to clients using a sales funnel
Once you've started collecting leads, you need to convert them to clients. To ensure this is done in the most efficient way possible, you should create a 'sales funnel' - a predefined set of steps that each lead should be taken through.
This customer journey should be as personalised as possible - use automated emails and phone call scripts which deliver the most relevant information about your products and services (along with useful resources) to your leads. Use CRM tools where possible to create these customer journeys and capture data.
6. Analyse results and refine the process
Once you've got your inbound marketing process up and running, don't rest on your laurels! Keep a close eye on your website analytics, email reporting and social sharing data to try to find out what works best from a content generation point of view. Similarly, keep an eye on your sales funnel and CRM to see what's working well in terms of generating new business, and what can be improved for the future. Refine the whole process so that your inbound marketing efforts continue to be successful.