Inbound marketing strategy and work flow

Inbound Marketing Strategy and Work Flow

Sankalp Technology SEO

Inbound marketing has been a proved and effective marketing method since 2006. It has been one of the key marketing strategies for doing business online. The outbound marketing policies include the looking for ads, buying ads, importing email lists, looking for leads, which has become extremely tiresome and did not prove innovative in the digital era. What creates impact is the when you emphasize on high quality content and creative designs which will attract people towards your company and its products. This is exactly what the inbound marketing policies aim at. It is important to understand your customers’ needs and align the content accordingly. This would automatically pull the people to your site and increase the probability of turning your virtual customers into real customers.

There is a basic way to interpret the graphic for the inbound marketing. The top four actions are attract, convert, close and delight. All inbound companies need to take care certain basic agendas for obtaining more visitors, creating increased and new leads as well as turning them into customers.

What is inbound marketing?

Now that one is ready with all its set up for inbound marketing, it is equally important to look for the workflow nurtures. This is almost similar to that of lead nurturing. When it comes to the culturing the workflow, it is a wiser idea to move on with a new one rather than revamping with the older ones. as for the leads, you can get better and qualified leads if you educate them however for workflow, you need to optimize them to make it effective in your marketing strategies. as studies reveal, the workflows of the inbound marketing has 23% shorter sales cycle which means one can save up to 23% more time if the current workflow is optimized efficiently.

The basic marketing actions Attract It is important to have the right traffic rather than more traffic. The ideal customers or better termed as buyer personas who would eventually share the demographics along with the customers of the same type. This is how your business will be built. Social media, blogging, web pages, SEO are the essential tools that you need to use for effective inbound marketing.

Convert Calls-to-action, contacts, forms, landing pages are some of the major tools in converting the potential leads, i.e. the visitors into leads. The contact information is more important than anything else in the online marketing.

Close Once you get the right type of visitors, you should get them converted into the right leads and eventually into customers. This needs to be accomplished smoothly through the tools like emails, lead scoring, marketing automation and closed loop reports.

Delight

Providing remarkable content to the users including leads, visitors and even the existing customers is all what the inbound marketing does. It happens many a times that the person is easily forgotten who has taken a check. Inbound marketing strategy revolves around engaging the existing customers with delightful products which can be up sold to them. The social media, smart calls-to-action and regular email with significant content are effective tools to keep the customers happy Inbound marketing helps to attract the qualified and proved prospects to your business and at times may even come back for more than once. The major criteria are High quality content creation: there should be specific and targeted content which will answer to all the customer’s basic queries. This will also help you share the content broadly.

Different marketing cycles: as variety of people goes through variety of stages while interacting with your company, each of the stage demands specific marketing actions.

Multi channelizing: inbound marketing is definitely multi-channelizing and it interacts with people at their point of contact.

Personalization: it is absolutely necessary to know the best about your leads and over the time it can help to personalize the messages keeping in mind the specific needs.

Integrated service: this is the key for a smooth business as the analytics and the publishing tools need to work in accurate coordination. You have to keep in track about the exact content at the right time and place.

Along with the inbound marketing strategy, effective workflow is necessary to win the game.

Some effective tips for better workflows:

Get identified of your workflows with the few leads

It’s very obvious that all workflows are not ready to be used as workflows. They can be evaluated and then filtered, you may finally decide whether to delete or revamp the workflow. 

Get identified with the poor inbound marketing workflows

It is important to identify workflows with the least engagement and gauge their performance.

There are marketing analytics tools which can be used to evaluate the poor performers ranking on the number of qualified marketing leads, number of accepted-sales lead and the time taken for customer conversion. 

Get rid of the worst performing workflow

It is very important to get to know where the workflow is suffering. The potential of the workflow should be evaluated by sending mails, adding or deducting contacts from the existing list and by updating the email notifications as well as contact information.

The workflows are set up to channelize the leads towards the buying process. Just sending emails does not create much of a difference. The workflows are required to trigger the actions which generates from lead engagement. There are even scopes to compare the workflow strategies. 

Get you lead nurturing campaign strategy evaluated

When you evaluate the workflow performance, you may find how and where is it lacking and accordingly get it stemmed from the lead nurturing strategies. Depending on the duration of the campaign coinciding with the length of the buying process, the experts from the sales team will have a fair idea how time it might take to convert a visitor into a customer. Micromanagement is yet another important part of the campaign and for this you may need to divide the segment into specific target groups with precise criteria. However, the best process is to offer the content specific products to each buyer.

Reference: http://sankalptechnology.blog.com/2014/07/28/inbound-marketing-strategy-andwork-flow/