Your Inbound Marketing Game Plan


Football isn’t the only thing you should be fired up about this season. When it comes to attracting quality prospects to your business, inbound marketing is a must. An inbound marketing strategy will enable you to attract the right customers and guide them through your sales process.

Not sure where to start with your inbound strategy? You need a game plan!

First: Identify Target Audience

To do this, you can look at your customer database and determine if there are any similarities. This might be demographics, industries, or other characteristics. You should also pay attention to what channels these customers communicate with you on.

Once you have a better idea of your audience, you can start to create buyer personas. These are semi-fictional representations of your typical customer.

Next: Map Buyer’s Journey

How does your typical customer go from not knowing much about you to being a loyal customer? Figure out the typical path your customer takes: what offers they go for, what content they need, and what you did to nurture the budding relationship.

This step will help you find what areas you need to focus on.

Important Play: Optimize Your Website

Chances are you’ll have discovered some strong and weak points on your website when you analyze the buyer’s journey. You want to make sure your website is a good experience for visitors, and they know what to do. Here’s how you can optimize the experience:

  • Make sure you have clear calls for action so the visitor knows what to do.
  • Identify and incorporate keywords to help get some search engine love.
  • Test your website to make sure it’s mobile-friendly.
  • Do you have forms set up to capture interested leads?
  • Are you promptly following up with leads with a confirmation email (and saying “thank you” – manners are important!).

Strategic Maneuver: Align Sales and Marketing Teams

Inbound marketing works best when sales and marketing teams work together. Sales will need to communicate with marketing what makes a good lead and where they’re seeing the best leads. This will allow marketing team to evolve the strategy to attract better quality leads. In turn, marketing can communicate with sales where leads are in the buying process and how to best connect with them.

What’s Your Game Plan?

This is only the beginning! From here, you’ll need to make decisions about how to improve your content strategy and optimize the sales path. Regardless of what happens to your favorite sports team, you’ll win big with an inbound marketing strategy game plan.

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