A solid inbound marketing strategy is the key to your success as a business

Inbound marketing is how you get people to notice you, entice them into buying your products, and engage with them to turn them into promoters that can help your business. Here are the eight fundamental steps for creating an inbound marketing strategy.

Why Inbound Marketing? This blog gives you an Insider's Perspective

1) Create your buyer personas

Buyer personas are realistic representations of who your customers are, what kind of pain points they have, and what you can do to encourage them to buy your products. The goal of the buyer persona is to figure out why somebody might actually want to spend their money on you - and once you know that, you can focus on appealing to that audience.

Creating buyer personas is easy if you follow this template.

2) Review your keywords

You want to identify which keywords are associated with your products and/or services, then figure out which ones buyers are likely to use to find what you're selling. You'll want to use keywords of many different lengths for this.

Generally speaking, longer keywords have fewer visitors, but also much less competition - and ranking well on several of them can be more profitable than expending all of your effort on the most popular terms. Various online tools (like this one) can help you find the keywords people are using.

3) Map your Buyer's Journey

What kind of experience should your buyers have?

You should understand the way a buyer reaches your content, and drop content ideas into your strategy for each step of the journey.

For example, if you sell travel packages, a beginning search for a potential customer could be, "Affordable family vacations." This is the beginning of a buyer's journey, when they are just beginning the search for their next vacation but haven't gotten specific yet.

This is a great time to create a blog about opportunities for families who want to go on vacation. Use the short and long-tail keywords you have researched and insert them into your post.

4) Create a Content Calendar

Your content calendar should bring together your keywords and the content from your Buyer's Journey into a schedule that lets you know when and where to publish your content.

You can use social media, newsletters, drip email campaigns... whatever works for the kind of inbound marketing campaign you're doing.

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5) Create gated content that provides increased value

Gated content is one of the keys to success in inbound marketing. Essentially, it's valuable content that's locked away from the users - usually behind a request for their email address.

Note that this should not be the first content with which a visitor interacts. Instead, users should get some kind of value right away, then be asked to hand over their contact information. If they think your company is worth it, they'll happily provide their email.

6) Use those email addresses to create targeted content

8 Steps To Create An Inbound Marketing Strategy

Avoid simply spamming them - instead, focus on sending material that continues to help them through their journey. Pay attention to your buyer personas here and don't send a prospect an email that just won't interest or help them.

Stay targeted and provide value and you will get more people opening your emails and clicking on your news and offers. 

7) Measure the success of your programs

Your content doesn't exist in a void - and analytics software can help you understand how well it's performing. You'll want to measure things like what people are clicking and downloading, what has meaning to your target audience, and what sort of content they find the most valuable.

Once you've done that, you'll be ready for the last part of the inbound marketing strategy.

8) Revise your programs based on what you've learned

Once you know what works for your audience, you can make the changes necessary to optimize your marketing strategy. Look at what the data is telling you to make the right changes and tweak whatever is necessary.

What data should I be looking at? 3 Ways to Optimize Your Content Strategy with Data Insights

Over time, you'll be able to develop a comprehensive marketing plan that plays to your strengths and maximizes the return on your investment.

Inbound marketing is about more than posting blogs that have relevant keywords pushed in - it's about creating the best content you possibly can and using that to drive your business forward. Following the eight steps you've just read through are the best way to get started and appeal and attract your target audience.  

Thanks for stopping by,


Breezy Hill Marketing is a Vermont marketing agency specializing in inbound marketing strategy and web design services. We serve customers in Vermont and the greater United States. 

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