Inbound Marketing John Coburn
INBOUND MARKETING SERVICES
Some confusion can surround use of the term “inbound marketing”. One definition we like is:
“Any analytics-driven digital marketing activity that leverages content to capture, nurture and score (qualify) sales leads based on levels of engagement within and across digital channels”
So “content” is certainly key – but not just for content’s sake. You need “quality content”. From the diagram below (select to enlarge), you can see that some of the required quality attributes of content at different stages of the buyer cycle can differ. For example, at the AWARENESS stage, your content should be “magnetic”; search optimised to attract relevant visitor traffic who are capable of buying from you. However, when you are hoping to capture a sales lead, your content needs to present a compelling value proposition that a visitor will exchange for their contact details.
Inbound Marketing is Content-driven
Inbound marketing operates on some key premises:
Creating and distributing “content” as a means to attract potential online prospects or buyers.
Leveraging useful information (extracted from data analytics) to improve your customers digital experience of you and at the same time improve your selling process.
Digitally qualifying online prospects based on the content they have consumed and online actions taken.
Presenting personalised experiences to content consumers (your prospects) based on their previous engagement with you, not just within a given channel, but across all of your channels.
The digital channels such as Organic Search (SEO), PPC, PR, Email, Social Media etc… present opportunities to distribute your content – to become visible in the online places where your target customers are present.
An interesting Marketing Sherpa graph shows the effectiveness of various digital channels again their implementation difficulty:
INBOUND MARKETING TACTICS
Knowing where this content comes from and minimising the reources needed to produce it, is a a big help.
MUCH OF IT CAN BE OUTSOURCED
The more highly specialist you are, the more you will need to keep content production in-house. But you can still outsource its management.
Don't be phased by Analytics. Have it refined down to useful information
DATA V INFORMATION
Analytics gives you far more data than you can use. Knowing what to extract is the key.
Based on the content they have been exposed to and the actions they took
A BETTER SALES PROCESS
Trigger specific actions (digital or otherwise) based on lead qualification (determined by score)