Companies often fragment as they get larger. Many big businesses and corporations run their comms, marketing and sales so separately that people from each team hardly know one other. This results in digital and social strategies becoming an afterthought. Unfortunately, many large companies starting from a position of authority are then easily overtaken by smaller, more nimble businesses that are more connected in their thinking.
“Inbound Marketing” is an evolution of content marketing. “Inbound” inverts marketing activities to attract visitors to your site, instead of just pushing content out to get a prospects' attention. It earns people's attention, makes the company easy to find and draws customers to the website with relevant and interesting media. Inbound then uses technologies like IP tracking and various hooks and calls to action to convert visitors into subscribers, contacts or enquiries. This in expands a companies network and generates new leads for pipeline and revenue. The inbound approach helps companies create a dashboard for all content and communications that covers a range of functions to produce meaningful measurable results.
The process of implementing inbound marketing is a roadmap for structuring a business online to generate returns and increase momentum. It changes your website from a window into your company activities into an authority and revenue producing engine.
The implementation process should mirror your digital strategy:
The first decision is being content-led in your marketing. All marketing requires content but this means actively deciding to create a programme using content to shape your narrative, attract and engage your audience.
Content should start with your brand and identity and then unfold into the messages and values at the core of your company.
Identify your personas and develop a strategy to target markets and key stakeholders. This requires mapping out your calendar for key campaigns.
Inbound connects directly to lead generation and new business, whether your company’s offering is sold online or has an 18 month sales cycle. When properly constructed, inbound marketing will generate visibility and revenue in a way that a traditional website never will.
Digital & Business Strategy
Increasingly companies are turning to their digital strategy to shape their overall business strategy. To shape the narrative and conversation of your industry online you need to rank well for keywords and have a strong social backbone to expand your network. This drives traffic which should be converted into contacts so you can build your audience and influence. As more people follow your company, you generate new customers and ambassadors.
Ad Spend & Seeding
Any online or offline ad spend or seeding efforts, are at least partially wasted, if you don't have the correct systems in place to create and measure conversions when they arrive at your site.
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