It’s so bad to waste time. So we’d really like to help you avoid it. Therefore, we have made a checklist that helps you get started with inbound marketing. Here are four basic things you need to have in place to ensure that you are all pulling in the same – and right – direction.
1. Define objectives and responsibilities
Start by defining the overall goals of your campaign so that you can make sure that your inbound marketing will be successful and where it needs to be adjusted. Be sure to set up the goals so you can keep an eye on whether you are on track or not. Keep in mind that goals should be Specific, Measurable, Achievable, Relevant and Timed (SMART).
It is also a good idea to define roles and responsibilities before you start. Who should, for example, organise and arrange workshops in the future? Who will be producing content? Who will put everything together in your organisation?
Another good idea is to make a quick analysis of how your closest competitors are currently performing digitally and especially on the content front.
We also recommend to our customers that they make a Service Level Agreement (SLA). Here, sales and marketing should provide guidelines for how many leads marketing is going to deliver for the sales department, when a lead is hot enough to be passed on and how sales will follow up on these. The SLA must be updated later when you have got your system set up, and regularly thereafter.
2. Create Personas and the Purchase Journey
The use of persona for targeted messages is one of the foundations of inbound marketing. When you know who you are talking to and wherein the purchase journey they are, it will be easier to say the right things at the right time.
There is a bit of legwork in creating the personas; it takes time and resources. We recommend that you organize a workshop with the sales and marketing department to find the 2-3 most important personas in your target audience and their purchase journey.
Afterwards, you collect all the input from the workshop and match it up to your personas.
3. Plan the right content
When personas and the purchase journeys are in place, it’s time to get the content that meets their different needs, questions and goals. The content workshop’s aim is to get ideas for concrete content down on paper and get structured a flow with the content needed to go through the funnel. There will be a lot of input from the personas workshop, which must be collected and brought into play for this.
You brainstorm content to the different parts of the purchase journey for your persona and make a content plan that leads into a sales funnel. Content workshops are a recurring activity, for example, we hold workshops with our customers once a quarter.
By working on a quarterly basis, we ensure that the individual periods are long enough for us to measure the effect of the content move and at the same time it is a short enough period for us to be agile on new content and new trends.
4. Get wiser on your system and inbound
If you have decided that you should be in charge of, and do everything, it is, of course, important that you understand what your system can do. And not at least know about the best practices and developments in inbound marketing.
Here at Bramhall Web Designs, we swear to HubSpot, which has an entire Academy universe, where video seminars can be wiser on everything that has to do with inbound. And we emphasize to our customers that they should at least take the “Inbound” certification before they get started.
But of course, there are also plenty of other options. Whatever your platform, the essence is: Learn and keep learning – for it would be just too bad if you started to go completely in the wrong direction.
Once all is in place, you are ready to produce and publish the content, put workflows and campaigns up and distribute content through social media, newsletters, and the like. Then it will be a real success!
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