Inbound Marketing ABC Assessment
The InsightFuture Marketing simple ABC process assesses your inbound marketing strategy to determine the support you require to create and distribute valuable, relevant, and consistent marketing content to attract and retain a clearly-defined audience.
This process examines the marketing collateral for consistency in messaging and determine what kind of inbound marketing content you use. Your customer personas will be reviewed to help define who are your targeted customers – their challenges, needs, questions and the kind of content they like to consume. An examination of their buying stages will tell us what each piece of content is accomplishing and how it is integrated into the different phases of the customer buying cycle. An overview of the various digital platforms actively used to determine their effectiveness. For example, Webpage, Facebook, Twitter, CRM, Marketing Automation software, web videos and other digital media.
After this initial audit, we will go to the drawing board, define any gaps, determine what works well and map out a solution just for you.
First establish a Content Strategy with a framework that supports your organisation’s goals. Next create focus groups with internal staff and customers, is an efficient way to generating new marketing content. The process provides a unique method for filling in the gaps you may have with current persona profiles or opportunity to create new ones by sound-boarding ideas with your customers and detecting what works best for generating interest. Next, integrate this with your customers buyer's journey. Maybe you have an awesome piece of content for engaging early-stage buyers with answers to a problem they are experiencing, but do not have a piece that moves them further along.
The outcome is to provide you with a content mapped for each persona at each stage of the customers buyer's journey:
The content created in the first two stages will be problem-solving and solution-based with the last stage product-based showing how your product or service can solve their problem. The content map will assist in streamlining a consistent communication message throughout your website, social media, blogs and e-tools.
It's an art of communicating with your clients and prospects without selling. Instead, you are communicating with your future and loyal customers with intelligent and educational information (e-tools) to empower them to make a more informed purchase decision.
The process moves the potential client through the inbound marketing methodology stages converting them from strangers to visitors to leads to customers. In delivering consistent, ongoing valuable information to clients, you’re building trust that ultimately rewards you with their business and loyalty.
There are some essential website tools you need to get visitors (traffic), leads, and customers. These website tools are part of the framework for delivering a successful Content Strategy that supports the inbound methodology
Essential website tools,
- Responsive Website Design (RWD)
- Search Engine Optimisation (SEO)
- Call-To-Action (CTA)
- Landing Page & Thank You Page
- Social Media
- Marketing Automation Software.
These tools will assist in generating responsive web design, accelerating SEO performance and executing lead generating content.