Forming a proper inbound marketing strategy starts with effective planning. It allows you to set the right goals and also track your progress.For Digital Marketing Company Check Vivid Digital Here are the two core steps to planning an inbound marketing strategy that gives results.
1: Set SMART Goals
In order to make your inbound marketing strategy work, you need to consistently measure your success. Which can only happen when you set the right goals. You need a solid benchmark to measure your efforts against, or else you’ll only be aiming in the dark.
Every goal that you set needs to be precise. Which means you cannot set random goals and expect to see results. The best way to go about it your goal setting is to take the SMART approach.
Your goals need to be…
Having a business goal like “growing audience reach” is great, but it’s vague and not smart. You need goals that suit your business and at the same time are crystal clear.
The inbound marketing ideas that worked for some other company may not work for your business. Which is why your SMART goals need to be in sync with your company size.
Here are two examples of SMART goals, one for a new business and the other one for a growing company.
New Small-Sized Business
When you’re just in the initial stages, you need to get on the radar of your potential customers because they have no idea about your products or services. Which means your focus should be on attracting your target audience to your website and give them clarity on your offering.
Goal Example: Get more targeted visitors to your website.
SMART Goal Example: Create a series of blog posts and attract 1,000 visitors via social media in the first month.
Growing Medium-Sized Business
A medium-sized business that is already growing and has built an audience needs to have a different goal. At this stage, you already have a consistent stream of visitors to your website. Which you want to convert into prospects/leads that can later on be converted into customers.
Goal Example: Turn more leads into sales.
SMART Goal Example: Get 2% of visitors to download a case study in exchange of their email address and close 5 new customers in the next four weeks.
2: Set Key Metrics
If you’re going to create an inbound marketing strategy, you also need to know if it is giving the kind of results you want. Which is why it’s important to consistently tweak and optimize it.
Now, unless you are measuring the important metrics, you won’t know what’s the next step you should take and if you should redirect your efforts in a new direction.
So optimizing your inbound marketing and measuring the effectiveness of your strategy go hand in hand. Properly tracking your inbound marketing KPIs helps you understand where you’re going wrong so that you can improve your efforts.
Given below are some of the key metrics that you should be tracking if you want to increase the chances making your inbound marketing strategy successful.
A. Conversion Rates
Your website conversion rate is a key metric to track as it gives you clearly idea on how many of your visitors are turning into leads and leads are converting into customers. Whether you are using a dedicated landing page to convert or a simple blog post, you need to focus on getting more people to take the desired action on your site.
B. Website Visitors
Great content is the backbone of a solid inbound marketing strategy. But what’s the use of creating such content if nobody’s going to see it? Getting your prospects or potential customers to consume your content is an important part of inbound marketing.
This is why it’s crucial that you track the number of visitors to your main site or specific areas on it. This KPI gives you a clear idea of whether your inbound marketing tactics are helping you attract your audience.
C. Traffic Sources
All traffic isn’t equal, which means knowing where your traffic is coming from is important. Website traffic is of different types, namely direct, organic, social, referral and email.
When you monitor your traffic, you’ll know exactly how people are coming across your content and what kind of results each channel is driving. Which can in turn help you measure the ROI of different channels.
D. Warm Leads
Every prospect that downloads a piece of content from your site or subscribes to your newsletter has already shown interest in what you’re offering. Which makes him/her a warm lead.
Leads give you their contact information in exchange for your content, which makes it important for you to track them. You need to know exactly what pages are generating the most leads and how they are responding to your email marketing/social media marketing efforts.
E. Paid Customers
Unless and until you’re tracking your paid customers, you’re not tracking your true ROI. Keeping track of customers that you gain as a result of your inbound marketing tells you whether you’re headed in the right direction or not. It’s the ultimate indicator of success or failure of your inbound marketing strategy.