Growing your business online requires clear goals, high-quality content, and a laser focus on helping your ideal customer. In this blog, you’ll learn 4 proven components of a better inbound marketing strategy.

Ask the Important Questions First

Before you dive into creating content, it’s important to take a step back and consider your business goals for the next 12-18 months. How much do you need to grow? What resources do you have in-house to accomplish your inbound marketing goals? Who is in your inbound marketing team and what are their strengths?

It’s important to develop a strategy which is grounded in reality. You can get caught up with shooting for the stars, but if it’s not achievable, then all of us might as well just pack it in now.  Make sure there is an alignment between the stated company goal(s) and your individual performance objectives (and vice versa).

Using this S.M.A.R.T. goals framework, you can develop inbound marketing goals that align with company objectives.

Focus on Your Ideal Customer

If you try to help everyone, you’ll most likely help no one.  There’s a reason why 80% of inbound marketing content is geared towards technical buyers in the early stages of the buying journey.  These folks are most likely to be in-market for your services/products and can quickly provide value in exchange for your inbound marketing efforts.

Be as specific as possible when determining who your ideal customer is, so you can focus on attracting that audience through inbound marketing channels. This will drive down costs (and increase ROI) while providing you with invaluable insight into how to improve your inbound marketing strategy over time.

A great way to visualize this is to map your buyer’s journey. A great inbound marketing strategy involves mapping out all of the touchpoints in the buyer’s journey, from identifying the pain point to making a purchase decision.  Here’s a great resource to help you map your buyer’s journey!

It makes sense for your inbound marketing efforts to focus on attracting those in your ideal customer persona who are in their research phase. By creating targeted content that is highly relevant and valuable to this persona, you’re less likely to waste time chasing prospects down an inbound marketing rabbit hole (bounce rate) or investing in cold calls/emails with little chance of success.

Keep Your Content Relevant & Timely

Video is an impactful way to connect with new customers. It’s in the top three inbound marketing tactics in 2018.  Why? Because people like to watch!  Let your video content showcase the quality of your work and your professionalism on the job.  This also helps in establishing your expertise in your industry, which in turn can build trust and credibility.

Use video in ways that specifically address the pain points in your customers’ journey to purchase. Done correctly, it can be one of the most powerful tools in your marketing toolbox.

Use a CRM to Organize your Customers

Using a CRM platform like HubSpot can help in streamlining inbound marketing efforts.  You’ll be able to more effectively and efficiently identify your inbound leads, monitor activity in real-time and measure ROI on inbound marketing campaigns.

Once you have your inbound leads in the database, you can use HubSpot’s marketing automation capabilities to send personalized messages based on inbound lead activity.  This ensures they’re receiving content that is relevant to them at each stage in the inbound marketing buyer’s journey.

If you’re in the early stages of creating inbound marketing strategies, then HubSpot offers a free trial to get started.  If you need help, Mellowest is a certified HubSpot Solutions Partner ready to help you setup your CRM and start scaling your marketing efforts. Click here to schedule a free growth planning session to discover your marketing bottlenecks and learn the best ways to kickstart your growth.

Summary

In conclusion, inbound marketing is a strategy in which you attract, convert and close customers through relevant inbound marketing content. This type of marketing content helps promote your products/services in the form of ‘thought leadership’ in your industry or niche.  This makes inbound marketing an excellent strategy for construction companies who are looking to deliver value through helpful resources and drive business growth using the web.