The Inbound Marketing Mix

Author: Shannon Dawson

The increasing complexity and sophistication of digital marketing techniques means that the job of a Chief Marketing Officer (CMO) is no longer to manage just the marketing mix, it is also now partly research and development. This article outlines why marketers need to keep one eye on the so called evolution of ‘Growth Hackers’, how inbound marketing is evolving, and how you can stay on top.

The birth and growth of the internet, social media and other digital platforms is enabling a massive transformation in various marketing strategies, such as the explosive Inbound marketing concept.

Inbound Marketing is gaining rapid success as the world moves towards a digital communication medium. Inbound marketing focuses on pulling audiences towards your product or brand offering, and leading the audience along a journey – the online customer journey. A dynamic and technology driven strategy for attracting customers to products and services leveraging a range of tools and techniques for interest and awareness, search, research, purchase, and experience…

Techwitty Inbound Marketing

The overall goal of inbound marketing is to attract potential customers to your product or service by using tactics such as content marketing, social media marketing, search engine marketing (SEM), search engine optimisation (SEO), retargeting, look-a-like audiences, email marketing, lead nurturing, lead cards, click bait, ebooks… You name it. Basically, Inbound marketing tactics leverage anything at all that may make a person want to click onto a digital asset or property that will ultimately link them to something associated with your brand, service or product.

Consumers activity must be tracked and monitored not only on landing pages, but also across social media platforms, ads, content, and even on browsers. The intention is to attract, engage and delight potential customers with content and to encourage the necessary steps to take action, such as; leaving their email, or filling in a form. This then enables direct contact with the potential customer.

Sounds simple, right? WRONG. The concept of inbound marketing appears to be straightforward, however it can be far more complicated than meets the eye.

That is where we come in.

Techwitty Growth Hackers

Here at Techwitty, we will assist and guide businesses through the dynamic and ever-changing path that is Inbound Marketing. The inbound marketing team at Techwitty solve the ‘research’ component of a CMO’s position by staying at the bleeding edge of what is possible with respect to marketing automation, bots, growth hacks, email software, the gig economy and much more…

So, what is the process of Inbound Marketing? Let’s break it down into 6 steps…

Step 1. Establish a successful Marketing Strategy for your business

Marketing is an investment that ensures promising growth for your business, not an expense. It is therefore critical to determine the ways in which your marketing strategy will provide a return on investment (ROI).

Step 2. Construct and preserve an impressive website that actually converts

Your company’s website should be dynamic, impactful, compelling, user friendly, and professional. An efficient website is the essence (core) of all your online presence, lead generation and marketing. The website needs to deliver your message, convey your point of difference, deliver to the viewers the credibility of your organisation, and it needs to track and convert these viewers into legitimate leads.

Step 3. Provoke more traffic to your website

By growing the traffic to your website, the chances of converting visitors into leads is heightened. The inbound marketing techniques used to create this drive to your website include pull tactics such as; blogging, social media, search engine optimisation (SEO) and Pay per click (PPC) advertising to name a few.

 Techwitty Success

Step 4. Transform traffic into leads

Here, appealing offers and call to action’s must be generated to attract potential customers to the product offering.

First, you should produce targeted landing page’s which illustrate the product offer with a form to compile lead information. Secondly, upon concluding the form, the consumer should gain access to the offering, and should then receive a follow up auto responder email. Third, the consumer’s details should be automatically transferred into your CRM system. Lastly, calls to action (CTA) should be placed throughout the site to boost more lead generation.

Step 5. Translate leads into sales

Tasks used in this step to improve and optimise conversion include; segment leads, lead intelligence, lead nurturing, CRM integration and email marketing. Marketing mechanisation (automation) is utilised to execute these tiresome tasks in the most cost effective manner and in minimal time, hands free.

Step 6. Evaluate everything

The most important metrics utilised in measurement include; Traffic to leads, leads to customers, cost per lead and cost per customer. There is no point building the marketing machine, if you are not looking specifically at each and every step of the funnel from traffic generation, to landing page conversion, and then ultimately to the quality of the customers you are able to convert. Everything is data, and data is the key to developing and optimising an amazing inbound marketing system.

Conclusion:

It is increasingly important to include inbound marketing strategies as a key component of your organisations overall market strategy. Inbound marketing has the advantages of ensuring customers are engaged in an interactive, two-way communication through pull tactics, driving audiences to valuable content using modern technology.

If you are interested in understanding what is possible in the fields of inbound marketing, marketing automation, bots, and growth hacking, contact the team at Techwitty today to schedule a free assessment of your marketing mix, and then a free one hour strategy session on what is possible for your marketing strategy.

Author: Shannon Dawson