Earlier this week I shared an infographic highlighting the history of marketing from outbound marketing to inbound marketing.
In today’s post I want to provide you with a great visual [ infographic ] showing the Inbound Marketing step-by-step. If done well, this is the way your Inbound Marketing Strategy should work. I am going to emphasize “YOU” in my commentary because Inbound Marketing requires YOU, the SMB owner, to take more control of your businesses success or failure. You want to ensure that your messaging and communications happen with the frequency you want and in a consistent manner.
The infographic below breaks down marketing into 6 sections:
- You Develop a Marketing Strategy: Set your goals, establish your ideal customer and what kind of ROI (return on investment) you are targeting.
- You Create & Maintain a Powerful Website: Most online marketers (solely 100% online) will tell you “your website is the hub of of all your online marketing and lead generation.” It should have a clear message about what you do, how to contact you and a blog that fills your visitors with tons of useful & free business content (sometimes requiring an email address).
- You Generate Traffic: Traffic to your website / blog means your business has more opportunities to generate sales. An amazing stat from the infographic is that a blog gets you 55% more traffic so make your content great to attract those extra eyeballs!
- You Convert Traffic to Leads: All traffic is not created equal though. You want the traffic to generate ACTION or convert into relevant sales leads. In this step you use landing pages to help you focus and convert your traffic into leads by keeping them focused on a single objective (free report or coupon as an example).
- You Convert Leads into Sales: This process is where you inform your customers about the value of your product / service, highlight how it solves a problem they have or may not know they had. In doing this you are segmenting your sales leads and keeping them “warm” until they reach the time when they take the action you want them to do (hopefully turning them into a paying customer.) This is most often done through email marketing (autoresponders).
- You Measure Everything: This is the toughest part. You want to set targets (Key Performance Indicators) in advance (like a visitor to e-mail sign-up ratio or sign-up to payment ratio). If you are trying to focus on ROI you want to track dollars spent and the dollars collected to determine the cash flow impact. Are these campaigns sustainable, what is the cost per lead, cost per paying customer and other important metrics.
I hope you enjoyed the blog post and the infographic below. If you did let me know on Twitter or by sharing this article with your friends. It would be greatly appreciated.
If you have a good tip for fellow SMB owners please post a comment below. I’d love to hear from you!.
To Your Success,