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  2. INBOUND STRATEGY CHECKLIST 2 What is Inbound Marketing? Inbound marketing is a proven and powerful strategy for creating brand awareness and generating leads. It’s also more necessary than ever because buyers are online, spending more time doing their own research prior to making contact with potential vendors. Inbound marketing enables you to attract prospects to your brand by ensuring that engaging content is online, exactly where and when prospects want it. With inbound, you are not buying attention like you do with paid programs—you are earning attention. So why does this matter? You need to make sure these potential buyers find you before they find your competitor’s product or service! Roughly 93% of buying cycles start with an online search, and 88% of clicks come from organic search.1 In your customers’ minds, the higher search engine ranking your brand has, the better the product or brand is. 1. Marketo
  3. INBOUND STRATEGY CHECKLIST 3 TOTAL ROI How many touches did it take before your lead converted to a customer? How much did you spend on the campaigns they interacted with? What did it cost you to win that customer? STEP 1: REVIEW CURRENT BASELINE & MARKETING PERFORMANCE By understanding how you’re doing right now, you’ll be able to identify the areas that need improvement. This will allow us to focus on which inbound tactics will provide the biggest return on your investment. OVERALL SITE TRAFFIC How many visitors are checking out your site and the content you’re producing? TRAFFIC SOURCES Where are your site visitors coming from? Knowing which sources bring the most traffic allow you to better plan your campaigns. CLICK THROUGH RATE COST PER CLICK How successful are your campaigns? Are people actually clicking on them? See which of your campaigns are the most popular. What is the ROI of your campaigns? How much did you have to spend before a prospect clicked through to your site? CONVERSION RATE Once a visitor lands on your site, do you have enough content to convert them to a lead? Can they find your content? COST PER LEAD How much time did you spend creating your content? How many leads did it generate? How much did each lead cost you? BOUNCE RATE Is your content easy to find on your site? If not, you run the risk of visitors leaving immediately upon landing on your page. PAGE VIEWS PER VISIT Which pages of your site are the most popular? Throw some good content on there to convert more leads! RETURN VISITORS When it comes time for your prospects to buy, you want to be at the top of their mind. Provide them with valuable content to keep them coming back to your site. EMAIL METRICS Total number of opt- in email subscribers. Engagement of email subscribers How often are emails sent? Deliverability rate? Open rates? Opt-out rate? ROI PER CAMPAIGN You need to know which of your inbound efforts is producing the greatest return so you can continue to focus on them. Focus on the money!
  4. INBOUND STRATEGY CHECKLIST 4 STEP 2: BUYER PERSONAS REVIEW Do you have detailed buyer personas? This is a critical step when creating your inbound strategy. A well-defined persona is crucial to helping you determine how to best attract your targeted customers, convert them to high-quality leads, and nurture them through the entire buying process.
  5. INBOUND STRATEGY CHECKLIST 5 STEP 3: MAPPING THE CUSTOMER JOURNEY Customer journey maps are an illustration or diagram of all the touchpoints with which your customers come into contact. Customer journeys are not a “one size fits all” template. It’s important for us to sit down and determine your customer’s touchpoints and how they buy. Doing so will allow us to better tailor inbound tools to your brand.
  6. INBOUND STRATEGY CHECKLIST 6 STEP 4: DETERMINE THE INBOUND COMPETITIVE LANDSCAPE Having a thorough understanding of how your competition markets itself will allow you to get a leg up on them. Conducting research on your competitor’s content, social media, emails, backlinks and paid marketing efforts will give you better insight into their inbound marketing strategy. 1. Are your competitors blogging? If, so, how often? 2. What main topics are your competitors writing about? 3. Is this content valuable to the reader or is it self-promotional? 4. Is their content being shared via social media? 5. How many social followers do your competitors have? 6. How often are they posting to their channels? 7. What type of engagement are their posts receiving? 8. What types of content are they sharing? Promotional? Educational? 9. Do they use guest authors? Is the same person writing all the time? 10. Is the blog mobile friendly? 11. Does your competitor’s website have valuable backlinks? 12. How are your competitors attracting website traffic? 13. Is it organic, paid, a mix? 14. What keywords are they ranking for/using to drive traffic to their site?
  7. INBOUND STRATEGY CHECKLIST 7 STEP 5: REVIEW INBOUND MARKETING GOALS We’ll use a SMART (Specific, Measurable, Attainable, Realistic, Timely) framework for identifying your goals. These goals are tracked by leads, customers and revenue; they are not tracked by email opens, social followers, etc. These goals are based on what you are trying to achieve for your brand, but examples include: 1. Total new leads this month/quarter/year. 2. Total qualified marketing sourced opportunities sent to sales. 3. Total new customers sourced by marketing. 4. Total revenue generated from marketing sourced leads. ATTRACT NURTURE CONVERT ENGAGE
  8. INBOUND STRATEGY CHECKLIST 8 STEP 6: VALUE PROPOSITION REVIEW A value proposition is a clear sentence that tells your visitors exactly what you do, how you are different and why they should buy from you rather than your competitor. A firm value proposition is a crucial part of your inbound strategy. A strong value proposition leads to a significant increase in conversion rates. • Focus on clarity • Avoid jargon and keep it short - it shouldn’t take any longer than 5 seconds to read your value proposition • Highlight the benefits and results your customer can expect from your product or offering • Tell why you are different and better 01. BANKNEWPORT PROUD TO BE YOUR COMMUNITY BANK. 02. GRAIN SURFBOARD LOCALLY GROWN, HAND-BUILT SURFBOARDS. 03. NORTHEAST CREDIT UNION WE’RE YOUR TRUSTED NEIGHBOR. 04. SILVERSTONE THE FREEDOM TO BE YOU.
  9. INBOUND STRATEGY CHECKLIST 9 STEP 7: CONTENT REVIEW The main goal of inbound marketing is to attract visitors to your website and then convert these visitors to leads. When you produce quality content through inbound marketing methods, you can present your business as being credible on a topic or a service. 1. What are your profitable keywords? Your website should rank for the right keywords. 2. Are you creating compelling content? Engaging content is what will attract visitors to your brand. The more thoughtful the content, the more willing visitors are to give you their information in order to read it. 3. Identifying which keywords are most profitable for your brand will help guide the direction for your content creation. 4. Content Promotion. Once this content has been created, how are you promoting it? We’ll determine a plan to distribute this content via: Email, Blogs, Social media, Content syndication, PPC / Re- marketing, Influencers, etc. SOCIAL ECOMMERCE EMAIL WEBSITE WEBINARS LANDING PAGE REPEAT AUTOMATION GOOGLE ANALYTICS SEO SEM MOBILE SOCIALGUIDES PODCAST CONTENT BLOG LANDING PAGE CRM REVIEWS SURVEY RETARGET CONTESTS REFERRALS
  10. INBOUND STRATEGY CHECKLIST 10 STEP 8: WEBSITE REVIEW Your website should be optimized for conversions. If a lead does not convert, you don’t have that potential lead’s information and you’ve lost the opportunity to market to them. If you can increase the number of quality leads you’re generating, you can create more sales opportunities and, in the end, generate more revenue. We’ll review your site to ensure it is optimized for maximum conversion potential. BEFORE AFTER
  11. INBOUND STRATEGY CHECKLIST 11 STEP 9: MARKETING AUTOMATION REVIEW Marketing automation tools enable you to both deliver your content and measure the impact of every inbound tactic and channel. Implementing an automation platform allows you to “close the loop” by integrating your marketing analytics with your CRM sales data. We will not prescribe an automation tool for you based on any preconceived notions. We’ll work with you to determine which marketing automation tool is most effective for your organization. If you already have a tool in place, we’ll work with you to optimize that tool.
  12. INBOUND STRATEGY CHECKLIST 12 STEP 10: MARKETING AND SALES ALIGNMENT If you want to be successful with inbound marketing, you will need to align your sales and marketing teams around one common goal—revenue generation. No technology, training, or management technique will magically create a harmonious relationship between sales and marketing. If you want these two teams to collaborate and achieve your goal, you’ll need to make a conscious decision to bring the two teams together. We will work with both your marketing and your sales team to determine: • How you qualify leads • Who is responsible for various aspects of business development process • How you will measure performance QUOTA - Sales quota is sales - Marketing’s quota could be measured in leads, marketing qualified leads, revenue percentage, etc. LEAD GENERATION TERMS - What is a lead - What is a marketing qualified lead - What is a sales qualified lead - What is an opportunity COHESIVE REPORTING Both sales and marketing should have access to the reporting dashboards. Your sales team should have insight into the marketing metrics and marketing should have insight into the sales metrics. This helps build a harmonious, results-driven team. PROGRESS CHECKS These sessions will give you a set time to review the quality of inbound leads that are being generated, recap the most common questions and objections that leads are posing, and discuss ways to improve the inbound lead generation and qualification process.
  13. INBOUND STRATEGY CHECKLIST 13 STEP 11: BUDGET REVIEW A recent Gartner survey showed that, on average, US companies allocate 2.5% of their annual revenue to digital marketing activities. Therefore, if your annual revenue is $10 million, your annual spend for digital marketing should be around $250,000. We’ll work with your budget to help you determine the appropriate amount to allocate to: • Inbound marketing software • Inbound marketing integration, setup, and conversion-centered website iterations • On-going content creation and promotion • Conversion rate optimization • Reporting