Inbound Marketing Strategy Elements

Published on Dec 11, 2019

The successful business depends on how strong your inbound marketing strategy is. Inbound marketing always has plans within, which has to be done effectively to achieve the goals.

Within this post, there will be some elements you can use for your inbound marketing strategy.

KPIs (Key Performance Indicators)

The point of this, achieving a company’s goals.

KPIs (Key Performance Indicators) is a measurable value of a company’s effectiveness. The point of this, achieving a company’s goals.

KPIs are used to analyze the result of your inbound efforts frequently. It also will help to measure which specific areas need to be changed.

Before you set the KPIs, the first thing you need to do is to determine the goals you want to achieve from your inbound marketing strategy.

For example, an online company that wants to increase the growth of its users by 20% than the previous year, will set the KPIs for each individual in the company. Here are the details of:

1. Sales KPIs

  • Number (new contracts signed per period)
  • Dollar value (new contracts signed per period)
  • Number (engaged qualified leads in sales funnel)
  • Hours (resources spent on sales follow up)
  • Average time for conversion
  • Net Sales (dollar or percentage growth)

2. Financial KPIs

  • Growth in revenue
  • Net profit margin
  • Gross profit margin
  • Operational cash flow
  • Current accounts receivables
  • Inventory turnover
  • Earnings before interest, taxes, depreciation, and amortization.

3. Customer KPIs

  • Number of customers retained
  • Percentage of market share
  • Net promotor Score
  • Average ticket/support resolution time

4. Operational KPIs

  • Order fulfillment time
  • Time to market
  • Employee satisfaction rating
  • Employee churn rate

5. Marketing KPIs

  • Monthly website traffic
  • Number of qualified leads
  • The conversion rate for call-to-Action content
  • Keywords in top 10 search engine results
  • Blog articles published this month
  • E-books published this month

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Know Your Customer

Not everyone will buy your product, as they have their own needs.

When building up a business, you are aware of the products you are going to sell, as well as the customers you want to target. The reason is, not everyone will buy your product, as they have their own needs.

That is why the inbound marketing strategy needs customer segmentation.

Customer segmentation is an activity of dividing the leads into some groups with different characteristics. Generally, the leads are both from existing and potential customers. This segmentation is used as an ultimate guide for marketing to produce relevant content.

For example, you sell formal clothing for office workers. Divide the customer characteristics into some groups.

  • Workers who like to wear simple formal clothing
  • Workers who want to wear formal executive clothing
  • Workers who like to wear colourful formal clothing

If you found it difficult, maybe you need to learn customer buying behaviours.

What’s that? All in consumer attitudes towards consumerism, beliefs, purchasing patterns, and behaviours.

Customer behaviour

Let see the point of customer buying behaviours:

  1. Do they buy on impulse or after careful consideration?
  2. Are they cost-conscious or more interested in the quality and prestige of the purchase?
  3. Are they loyal shoppers, buy frequently, or one-time buyers?
  4. Do they buy exclusively or also patronize your competitors?
  5. Do they reach you through a specific channel? (Newspaper, website, referrals from other businesses or professionals)

Dividing your customers into groups would help you in content creation, it helps you to identify what kind of content you need to create. Also, you are more focused on boosting up your sales, because you know your customers.

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Content Marketing Technique

The primary purpose of content marketing is, attract, and educate the leads.

Content Marketing is a part of a marketing technique that focuses on approaching customers through valuable content. The primary purpose of content marketing is, attract, and educate the leads.

There are many types of content you can create, such as videos, infographics, podcasts, and so on. It depends on what social media your audience mostly use.

Is content marketing so important? What’s the logical reason? The research shown, 60% of B2C marketers are committed to content marketing.

content marketing so important

At the ROI Statistics, 72% of marketers say content marketing increases engagement. Based on Meanwhile case studies:

  • 66% of people have found a new business on Twitter
  • 69% of people bought something because of a tweet
  • 94% plan to purchase a business they follow

See the example, think you had a company that sells beauty products.

Most of your audience is women between 18-35 years old. In this case, do some research to find out their problems and the platforms you can use to attract the customers to your website. Do your research data as your guide for your inbound marketing strategy.

Remember to create content with values to your customers. This content should be relevant to them as you build their trust in your brand. When they begin to trust the brand, you can invite them to action on your website.

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Search Engine Optimization (SEO)

To increase the quantity and quality of website traffic through organic search results

A website has become the most significant in inbound marketing as people start to leverage Search Engine Optimization (SEO) opportunities to optimize the website’s structure and content.

Search Engine Optimization is to increase the quantity and quality of website traffic through organic search results. Keywords become something to be concerned about, as Google receives over 75,000 searches per second.

The fact came up. 95% of people only attracted to the first page of search results. And then, 67% of all clicks go to the first five organic results.

SEO CTR

When people look for something on Google, most likely, they will only see the first page. In this case, use specific keywords and phrases that most online users are possibly looking for.

When your website appears faster as a potential solution for them, the possibility you get to generate traffic is higher too.

This behaviour is a part of the customer buying cycle. The process a customer goes through when purchasing a product or service.

customer buying cycle

Every business wants their audience to recognize its product. These are where optimization plays a role.

Because of that, ensure the title tags and meta descriptions are informative and the right length to pointing at internal links for your web page.

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Nurturing plans

A developing relationship process with your customers.

As your website generates many visitors, you want to ensure each customer acknowledges the product and has an interest in making a purchase.

That is how to lead nurturing begins.

Lead nurturing is a developing relationship process with your customers. It focuses on marketing and communication, where you give as much relevant information as possible, based on what your customers needs. At this phase, you build trust with your customers.

When the information they receive becomes a problem solver to their problems, their certainty of your product will get stronger. At this point, you get to acknowledge which leads you can proceed further.

The most effective way to do lead nurturing within inbound marketing is through email marketing. Despite its simplicity of communication forms, email marketing could reach all leads in a short time.

Say no more to missed leads — as there exists email marketing automation.

Email marketing delivers a strong Return of Investment (ROI) in your business. It costs less as it only requires valuable content to attract customers – which is why most companies would use this method in their inbound marketing strategy.

Every $1 spent on email marketing, you can expect an average return of $32.

Email marketing ROI

The most effective way to do lead nurturing within inbound marketing is through email marketing. Email marketing delivers a strong Return of Investment (ROI) in your business. It costs less, and you only need to create valuable content to attract customers.

For SMB, email as a primary customer acquisition channel, and 80% for retention.

Email marketing

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Use analytics to track successes and failures

Check out the analytics monthly as the evaluation and to figure out how you could improve the performance

Inbound marketing is like an endless loop – it keeps going every day. But you can always check out the analytics monthly as the evaluation and to figure out how you could improve the performance.

Inbound marketing analytics is a report that consists of numbers and data generated by the performance of each individual in one package.

Usually, it comes in a weekly, monthly, or yearly report. It shows the effectiveness of your inbound marketing, whether it is a success or improvement needed.

For example, campaign marketing on emails doesn’t generate as much traffic as expected.

It possibly means the campaign strategy is not powerful enough to generate visitors to the website. There comes up a question; how could we improve this?

Indeed, focus on how to make it more potent than the previous month — team up with the influencer who is still relevant to your product.

If your product is music instrumental, choose the most recent influential musician over an actor. It could boost up the number of your visitors as your influencer is relevant to the product.

Tracking your successes and failures will help your inbound marketing to improve better and remain productive.

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Fathul Mundzir

Novocall’s Digital Marketing

He has a special touch regarding the most complex of search engine marketing fit in human being behaviour. All his job is for juice and yoghurt, not coffee. Sorry :)!  Connect with him on LinkedIn.

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