Account Executive, 7+ Years Of Digital Marketing Strategy & Project Management Experience
February 21st, 2020
Some companies have tried inbound marketing in the past, and it did not go as expected. Others are giving this digital marketing thing a try for the very first time.
Whether you are looking for a restart or a place to begin, here’s how to get your inbound marketing program off the ground.
Learn the basics
Just like anything else in life, you must learn about what you are wanting to accomplish before jumping in. That is why starting with the inbound certification from HubSpot is the best place to begin.
If you go back to the origins of Inbound marketing, you will find HubSpot. They are the ones that came out with the thesis of inbound marketing and created all-in-one software to make inbound marketing possible.
Once this certification is completed, everything else can follow, but please make sure you start with your certification.
Now that the foundation of your education has been completed, it is time to set your goals. Without goals, your company will lack vision into the success of your inbound marketing efforts.
When setting your goals, it is a best practice to start with how many more clients will you need to hit your revenue target. Then you can reverse-engineer how many clients need to come from marketing.
Next, your team can put in metrics like traffic, leads, and sales opportunities that will help your company hit its overall revenue goal.
Build out your team
You will need employees to accomplish all of this work. In the beginning, your team could just hire a content manager and then, over time, expand as needed. Overall, you want to make sure you have the right people on your marketing team.
A fully developed inbound marketing team should have a CMO/director of digital marketing, a content writer, a videographer, and a graphic designer. Most successful inbound marketing campaigns start with producing three to five pieces of content per week, either written or visual.
Create content that will drive traffic
Once you have everyone in place, look to write three pieces of content and produce two videos per week. Your graphic designer should be helping with visuals to assist in your writing and videos, as well as making updates to the website to provide a better experience.
The best place to start when creating content is by asking your sales team what are the most common questions they hear in every meeting. Once you have a list of questions that potential buyers are asking, then you can start developing content to address those questions.
Measure your results
Next, you can start to measure your success. You should start seeing results in three to six months. With the goals in place, the right people, and content being produced, your team will be interested in seeing what is driving results and what is not.
The best place to do this is in HubSpot.
For a smaller team just starting, use some of the free tools and then grow into HubSpot's more advanced software offerings once your team is ready. The software will provide data on where contacts are coming from, as well as where they are converting and turning into sales.
With this type of data, your marketing team will be able to produce more content that drives traffics, leads, and sales.
With so many requirements and metrics, we know that getting started in inbound marketing in 2020 and can be very overwhelming.
Over here at IMPACT, our goal is to help companies see success with inbound marketing, and we start by putting together a 12-month digital sales and marketing plan by understanding your goals and impediments.
In the end, your team will have a 12-month marketing plan, with milestones that need to be reached to hit your goals. These milestones could be hiring more people, investing in a new website, or using the necessary software.
The goal is to put a plan together that is going to help you hit your revenue goals by leveraging inbound marketing.
The truth is, every company is different, but the principles of inbound don’t change. It takes an experienced guide to help you apply them to your business.
Check out our Fast Start program and start your inbound marketing journey off on the right foot!
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