5 Steps To A Successful Inbound Marketing Strategy

Digital Marketing can be described as being multichannel. There’s no one way to create a campaign, the strategies used can vary widely and what works for one business may not work for another.

One thing that should be considered consistent, and essential to any digital marketing campaign is content.

Quality content is essential and it should be informative, useful to your visitors and answer their questions.

If you are creating original, useful and shareable content overtime you’ll build a community that’ll keep coming back for more.

This community in turn will share your content on social networks, link to it from their blogs and shout about it to their nearest and dearest. As long as it’s good enough you’ll see backlinks being built naturally over time, new traffic and improved conversion rates on your website (We all love improved conversion rates!).

This type of marketing has been coined Inbound Marketing, and is fast becoming one of the most effective ways to grow and market your business online, not to mention it can be considerably cheaper than going down the paid adverting route.

5 Steps To A Successful Inbound Marketing Strategy

Inbound marketing can be broken down into 5 main areas: Your Main Publishing Platform, Your Content Strategy, Your Outposts, Search Engine Optimisation and lastly Measurement, Monitoring & Testing.

  • Main Publishing Platform – The main hub in your inbound marketing strategy should always be a property you can own and be in control of. A website or self hosted blog are the perfect examples. Stay away from 3rd party properties like hosted blogs or Facebook pages as you’ll never have complete control over these types of platforms. This hub will be where you publish your main content.
  • Content Strategy – Content is the foundation of your inbound marketing strategy, it will create your thriving community. Content comes in many shapes and sizes and can be spread to many properties or outposts. Facebook Updates, Tweets, Google+ Updates, Blog Comments, Blog Posts, Guest Blog Posts, Press Releases and Articles are some examples of where you might want to create content, some of which are outposts which are discussed next. Similarly there are many different types of contents, aim to try and mix it up as much as possible, creating as much interest and variety as possible. Blog’s, White Papers, Video, eBooks, Webinars, Audio and Infographics are good examples of types of content.
  • Outposts (Social Media) – A presence on social media is essential for building your community as is engaging with influencers in your field. A Twitter, Facebook or LinkedIn account is a great place to start, find out where your customers are and which platforms works best for you, then make a concerted effort to build your presence there, while maintaining a presence on as many social sites as possible. Another effect way to build influence and friends is by Guest Posting on your peers blogs. At the end of the day the bigger your social network the more reach you’ll have to promote your new content.
  • Search Engine Optimisation –  Search Engine Optimisation or SEO as it’s commonly known is the practice of optimising your content and website so that you’ll rank well in the search engines and be found easier by visitors interested in your content and potential clients. It’s an enormous subject if you’d like to read more about it there is a great guide over at the brilliant SEOmoz site – The Beginners Guide To SEO. SEO is an integral part of any inbound marketing strategy and has to be considered at every turn.
  • Measurement Monitoring & Testing – It’s important to know how things are progressing and if problems are occurring. Using web analytics we can track visitor behaviour on our main hub and see how people are interacting with our content through the social media channels. If you find problems, like visitors dropping off and leaving your site, A-B & multi-varient testing can be used to change elements of your website and improve your overall performance.
This brilliant infographic from Smart Insights shows a visual representation of the 5 Steps To A Successful Inbound Marketing Strategy:


Thanks to Smart Insights for producing a great infographic.

An Inbound Marketing and content strategy can take considerable time and effort to build up and produce a strong following, but once you have built the platform and strong engagement you have it for life, as long as you keep creating useful shareable content.

It is without doubt worth the time and effort if you are interested in building and maintaining a presence online.

What do you think? Let me know in the comments below.


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