Every good campaign needs to start with a goal in mind, and every good goal starts with SMART rules. A SMART goal is:
If you have the time, this recording of "The Power of Goal Setting with Charles Duhigg" from the HubSpot Academy is a wonderful resource for understanding why you need goals, different types of goals you can set, and how to set them.
Buyer Personas should be at the core of your Inbound Marketing Strategy. Often, your company will have more than one buyer persona, with different goals, needs, and identifiers. Your inbound marketing strategy needs to be very clear about which of your buyer personas you're targeting. Knowing this means you'll know the following:
"Marketing automation makes the world go round" - a wise man I made up for the purposes of this quote.
Without marketing automation, your inbound marketing strategy won't get very far. Inbound marketing relies on automation to nurture your leads through the funnel. Marketing automation sends targeted messages based on goals your leads have taken, and removes a lot of the hassle from the sales cycle.
Work out your marketing automation platform, your triggers, and the content you will need to create to move your leads through your sales cycle. You will also need to work out how you're going to capture lead information through forms, and what info is important for you to know.
Every buyer persona is different, and you will need to tailor your content to appeal to your buyer personas. Start by identifying their pain points, asking key customers and looking at previous campaigns to see what content is helpful and will appeal to your buyer personas.
Your inbound strategy needs content to work, and that content has to live somewhere. You need to know where your content is going to be hosted (generally on a blog page) and how you're going to promote it. Promotion and distribution can happen on Social Media, Google Ads, Google Display Network, and email.
With these five components, you will have an inbound strategy you can work with to start attracting, converting and delight leads. You can find out more about inbound marketing here, or get the executive guide to going inbound.
First Floor, Hyde Gate, Hyde Park Lane,
Cnr William Nicol & Jan Smuts Avenue,
9 Welgemeend St, Gardens,
4th Floor, Silverstream House
45 Fitzroy Street, Fitzrovia,
London, W1T 6EB