Inbound Marketing Strategy Blueprint

A 90 day engagement in which we’ll dive deep into your business goals and create an inbound marketing plan custom-fitted to your business and guaranteed to produce results.

This is our playbook...

Phase 1: Foundation

Creating a rock-solid foundation is crucial to a profitable inbound marketing strategy. During this phase, we'll define your business's goals, identify your company's ideal customers and map out a clear path to profitability.

Define Business Goals

Let’s zoom out to the highest level - as a business what do you want to achieve with inbound marketing?

Generate 300 new customers in 12 months?

Increase lead quality to double close rate?

The first step is to get ultra-clear on what your organization wants to achieve.

From there, we can reverse engineer an inbound marketing strategy to get you from where you are now to where you want to go.

Return on Investment Audit

Before we start working with any client, we do everything in our power to make sure profitability is attainable and that you’ll eventually reach a (hopefully huge) ROI on inbound marketing efforts.

Return on Investment” (ROI). It is a business school basic and a fact of life. If you get less out your efforts than you put into them, you’re going backwards, not forward – and, eventually, you will be bankrupt.

We’ll perform a meticulous audit into your company's ability to achieve ROI from inbound marketing - this process involves:

Expected CPC

How much are you willing to pay for a click? Depending on the ad network and audience, B2B marketers can expect cost-per-click to range from $1-$7 or more.

Target Conversion Rate

How often does a visitor convert into a lead on your website? For the average for B2B marketers it's around 2.6%.

Average Sale Price

On average, how valuable is a single customer? For many companies this number may vary or increase over time. We'll consider different options, such as a new customer vs. the lifetime value of a customer.

Lead to Customer Rate

What percentage of your leads turn into Customers?

Define Buyer Personas

Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers.

Personas help us all -- in marketing, sales, product, and services -- internalize the ideal customer we're trying to attract, and relate to our customers as real humans.

Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.

We’ll help define your company’s personas using various tools like the “Build My Persona Template” and “Build My Personas” web tool.

Build my Personas Template Build My Persona Tool

Content Strategy

It’s important to understand your audience: how they think, the answers they seek, and the path they tend to take to find a solution.

In addition to knowing who someone is, you need to know where they are in the buying cycle ( i.e. how close are they to making a purchase?).

Define Lifecycle Stages

The location of your potentials customers in the buying cycle is known as a lifecycle stage. For the purposes of this phase in the inbound Strategy Blueprint, we’re divvying up the buying cycle into three lifecycle stages: Awareness, Consideration, & Decision.

Top of the Funnel: Awareness

At this point, a buyer is trying to solve problems, get an answer, or meet a need. They’re looking for top-level educational content to help direct them to a solution, like blog posts, social content, and ebooks. Their value as a lead is low because there’s no guarantee that they’ll buy from you. But those who find your content helpful and interesting may journey on to the middle of the funnel.

Middle of the Funnel: Evaluation

When someone moves into the middle of your funnel, it means you’ve captured their attention. They know they have a problem that has to be solved, and now they’re trying to discover the best solution. The need for a future purchase commitment creeps up as they’re evaluation their options.

Bottom of the Funnel: Purchase

The bottom of the funnel is where someone is making the actual purchase decision. They're ready to buy, but that still doesn’t guarantee that they’re going to buy from you. That’s the last choice they have to make: Where do they get the solution they’re seeking?

Content Mapping

When it comes to content, one size rarely fits all. To ensure that your company's content is effective at generating and nurturing leads, you need to deliver the right content, to the right people, at the right time. Content mapping is the process of doing just that.

With content mapping, the goal is to target content according to A) the characteristics of the person who will be consuming it (that’s where buyer personas come in), and B) how close that person is to making a purchase ( i.e. their lifecycle stage).

Marketing + Sales Alignment

Let's get marketing and sales on the same page so you can track leads and maximize the amount of leads that turn into customers.

It’s important to understand that a marketer’s role doesn’t end after converting a lead.

Marketing plays an integral role in helping engage and close leads. It takes a lot to turn a lead into a customer: multiple interactions on multiple channels, good third-party coverage and reviews, a solid sales team, and much more.

Taking the time to build a sales enablement strategy that has a significant, measurable impact on the process will be crucial to turning your leads into valuable customers.

Phase 2: Website Traffic + Lead Generation

You don’t want just anyone coming to your website. You want people who are most likely to become leads and, ultimately, happy customers.

SEO Strategy

We'll spend time on each of these areas throughout the inbound Marketing Blueprint:

  • Crawl accessibility so engines can reach and index your content
  • Compelling content that answers the searcher’s query
  • Keyword optimized to attract searchers & engines
  • Great user experience including a fast load speed, ease of use, and compelling UI on any device
  • Share-worthy content that earns links, citations, and amplification
  • Title, URL, & description to draw high CTR in the rankings
  • Snippet/schema markup to stand out in SERPs

PPC Strategy

PPC (Google Ads, Facebook Ads, LinkedIn Ads, etc) enables you to drive qualified traffic to your website now, generate instant results and measure ROI down to the dollar.

While SEO is a great strategy to develop long term, sustainable traffic to a website, it takes a lot of time to build an effective strategy which is why pairing SEO with Pay-Per-Click advertising is crucial.

Benefits of PPC marketing:

  • Offers quick entry to any market
  • Results are easy-to-measure and track
  • Works well with other marketing channels
  • Provides a wealth of useful data

Conversion Strategy

Now that we have some website visitors, we want to be able to turn these visitors into leads for you to nurture toward becoming a customer. Making sure your website and landing pages are optimized for conversions will ensure your website traffic converts into leads!

Page Speed Audit

Search engines, use the load time — the time it takes for a user to be able to read the page — as an indicator of quality and Google has indicated that page speed is now a major ranking factor.

Landing Page Best Practices

Landing pages increase the number of website visitors that convert into leads and are the best option for increasing conversion rates on Search and Social campaigns.

Conversion Path

Can your website visitors easily take the actions on your website that matter to your business's bottom line? A conversion path is the process by which an anonymous website visitor becomes a known lead. It includes a remarkable content offer, a call-to-action, a landing page, and a thank you page.

Mobile Usability

More searchers are using mobile devices than ever, and search engines are using innovative techniques to tailor content to their queries. To make sure you're not left behind, you'll want to not only ensure your content looks great on mobile devices, but also help search engines decide what kinds of queries you should rank for.

Phase 3: Technical Implementation

Technical Implementation

  • Hubspot Setup
  • Connect social accounts
  • CRM set up and data import
  • Social media publishing schedule
  • Ad management set up
  • Email automations for lead nurturing
  • Sales Pipeline creation
  • Google Analytics configuration
  • Conversion tracking

"As an early stage company in a competitive industry, being able to leverage Drive Agency’s lead generation and online marketing expertise was instrumental in developing our online marketing strategy."

Laura - CMO at Eave Mortgage

Think inbound marketing is right for your business?

Click the button below to request a free Inbound Marketing assessment and find out if Inbound is a good fit for your business.

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