Should we be helped to define an inbound marketing strategy?

Inbound marketing is of interest to companies looking to improve their brand awareness while generating business opportunities or leads. More and more of them are taking the leap and implementing this type of strategy, especially in BtoB repositories.

How to lead an inbound marketing project?

An inbound marketing project is sometimes complex to start. Of course, we understand very quickly that we will have to get to work and that many actions will have to be deployed to achieve the expected results. But where to start? What resources should be allocated to the project? Which technology should I choose? How to prioritize actions?

All these questions may be jostling in your head, which is understandable if you have not done this type of project before. The ideal is to sequence it in time by asking you the right questions upstream, defining a true strategy of inbound marketing, which will allow you to prioritize, plan and go in the right direction from the start . At digital media trend, we are used to considering an inbound marketing project according to 3 stages, namely the definition of the strategy, the technical implementation (website, marketing automation) and the deployment of campaigns. On the strategic side, what interests us more precisely in this post, we tend to be interested in9 steps or key points of reflection:

• Background and state of play
• Objectives & KPIs
• Buyer personas
• Content marketing
• SEO & SEA
• Adjustment design and techniques
• Social media marketing
• Lead nurturing & marketing automation
• SLA & alignment dirty

By reflecting on all of these aspects and formalizing an adapted action plan, you make sure that you have taken into account most of the key success factors of an inbound marketing campaign.

Is an inbound marketing strategy different from a marketing strategy?

Your company is certainly already doing a lot of digital marketing, in a more or less organized and successful way. Of course, these actions are in line with your company's strategy and your marketing strategy is reviewed every year, share-by-share, channel-by-channel. How then would inbound marketing, assimilating to a new channel or adopting new tools be so different to justify a particular strategy effort?

Inbound marketing is based on a profound change of concept, on the use of new tools, on the synergy of different techniques. If the principle is simple and the basic tools known (content, social media, seo, email ...), make them work in a coordinated way by integrating the context and the business objectives of a company is a challenge, challenge all the more important that there is also a dimension of "change management" to take into account.

Where the focus is on targeting well to the right target, it's now about getting the right visitor to your website and turning it into a prospect and a customer. The messages and content produced are then more focused on the issues of your targets and the support of your prospects in search of answers, rather than in the presentation of a commercial offer to a wide range of contacts and potentially customers. It is then a matter of taking a step back and replacing yourself in the place of your readers and prospects to bring those answers, technology and changes in consumption mode now giving you the opportunity. Whatever your marketing strategy or approach.

Adopt inbound marketing: must we go alone?

If specifying an inbound marketing strategy before the deployment of campaigns is an essential step, we can ask ourselves the question of the people to be involved and the need to get help. Direct question, direct answer: Yes.

We cannot build an inbound marketing strategy in isolation, because the approach involves several actors within the company. First, your strategy should incorporate the vision, tone and strategy of the company, as well as its medium and long-term business objectives. The lighting and the implication of the general direction on these subjects are then strongly desired. Then you should be able to rely on the seamless support of the sales department. You need feedback and effective and consistent collaboration to digitize the sales cycle and send your customers and prospects the messages that will make them customers. Sales people will help you identify common objections and shocks to your strategy.

They are more or less qualified, more or less experienced and more or less effective. They have usually accompanied dozens of customers in these challenges and their experience can help you take charge of these topics. They also have the advantage of being external and approaching your market with a little more curiosity, naivety (in the good sense of the word), to ask the right questions, those that you may have considered obvious or that you have not identified, by dint of bathing in the same themes. Remember, your prospects are not all experts! There an agency can also bring you added value, it is also on the side of processes. Beyond summarizing and giving you a deliverable on the axes of your inbound marketing strategy, an agency should also give you precise elements of the calendar and the specifications of your technical integration: properties of contacts & segmentation, scoring parameters, form settings, alerts and basic workflows. The whole basis for starting this ambitious project that never stops and will reinvent itself throughout the life of your company. For further info please click here: Digital Marketing Agency in Pakistan