4 Tips to Maximize Your Inbound Marketing Machine

Blog_InboundMarketingMachine.jpgYour personas are in place and you've aligned your content strategy with their pain points and buyer's journey. The start of your inbound marketing strategy is in place. But where do you go from here?

It's the perfect time for you to turn your inbound process into a well-oiled machine. That means improving the power, efficiency and overall effectiveness of your inbound strategy. It’s not easy to do and it won’t happen overnight, but it’s well worth the time and effort.

In today's article, we'll talk about a few things you can do to build a better inbound machine and take your marketing from good to great.

Keep your Content Optimized 

Having great content is critical to engaging visitors. But, if they can't find it, they'll never know how great it is. Make sure your content plan includes relevant keywords and phrases you want to rank for. Consider using long-tail phrases and creating keyword clusters or groups.

Rather than start with hundreds of keywords, choose 10-20 priority phrases you want to rank for. Diligently focus on working your way into search engines and improving your rankings.

Take Full Advantage of Marketing Automation

Marketing automating, when it comes to inbound, is most often associated with drip marketing and lead nurturing. This is for good reason—lead nurturing is essential for turning marketing leads into sales. Without active nurturing, sales leads gained from inbound tactics would deliver an ROI that’s just a sliver of what they could.

But there are plenty of reasons other than conversion rates to embrace marketing automation. Automating your marketing and sales workflows can free up time that’s otherwise spent on tedious manual tasks like list-building, reduce employee burnout, improve reporting, help with scaling and even help to ease tensions between antagonistic marketing and sales departments.

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Never Stop Testing

If you want your inbound marketing to run like an efficient machine, you need to understand that, like all machines, your inbound strategy requires regular maintenance.

For your automobile maintenance, this means oil changes, tire rotations and tune-ups. For your inbound marketing strategy, it means tracking performance, setting new benchmarks and testing new ways to improve.

A set of tactics that works one day might not always work the next. Trends and tastes change, competitors come and go and your own business might evolve over time. Testing and tweaking your marketing strategies are essential for keeping up with these changes.

Testing is also necessary for long-term improvement and growth. There’s always room to improve your KPIs, and “good enough” very rarely actually is.

A few things you can consider testing and tweaking:

  • Audience targeting for social media ads
  • Post topics, images and graphics for social media ads
  • Landing page elements such as calls-to-action and content
  • Performance of premium content offers 
Provide Relevant Content 

Best practices like all of these are undoubtedly helpful for attaining real, measurable results from your inbound marketing efforts. But relying too heavily on a “machine” model of marketing can be dangerous. Inbound marketing is about creating relevant content that builds relationships, something that can’t be done with a mathematical formula.

The real engine of inbound marketing should always be delivering quality content that provides solutions for your audience's pain points.

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