The 3 Phases For Growth
Experiencing results from your inbound marketing takes a profound understanding of your ideal customers’ pain points, goals, and purchasing process. You will need an inbound marketing strategy, strategically setting up a marketing automation system that works while your sleep, and a proven framework to run agile inbound marketing campaigns. Below you will find the 3 phases for growing your startup’s inbound leads.
Phase 1: Develop Your Inbound GamePlan
For your inbound marketing strategy to drive revenue to your bottom line, you need flawless execution. During phase one we will work together (30-day process) to develop your startups custom Inbound Marketing GamePlan. This GamePlan sets the framework and the goals for the entire phase two and three.
A buyer persona is a semi-fictional representation of your ideal customer, and they will serve as the foundation for the Inbound Marketing GamePlan. We will be able to focus on creating content for blogs, social media, and eBooks around your buyer persona pain points and purchasing process.
Inbound marketing focuses on appealing to the right type of visitor to your company’s website and educating them on an on-going basis. This education process typically occurs in three stages: Awareness Stage, Consideration Stage, and the Decision Stage. Each stage needs a different type of content based on the pain points that the persona is seeking information.
With an Inbound Marketing GamePlan, we can collaborate with your startup to identify your core buyer personas. Then we can determine the key questions they’re asking, outline content offers at each stage in the Buyers Journey that answers their common questions, and creates a collection of blog posts that will attract website visitors to your site from Google/Bing and targeted social media sites.
Phase one, you can expect to receive a complete Inbound Marketing GamePlan which includes your defined business goals, your core buyer personas, plans for your core website pages, an outline of your first 90-days implementing your first inbound marketing campaign.
Phase 2: HubSpot Setup & One Off Tasks:
In phase, two I will quickly identify and implement key one-off activities that to apply within the first 60 days based on your goals. Some examples include:
- Fix your website page speed
- Add website pages to assist your buyer personas at the decision stage
- Perform SEO on your core static website pages
- Create a landing page with call to action for your content offer
- Setup email automation around your first content offer
- Identify sites for guest blog posts for link building opportunities
I have an inbound marketing playbook full of proven techniques that pay themselves within the first two months. This work is performed alongside the setup of HubSpot. Using HubSpot marketing automation software, we then develop a powerful lead generation engine. Our goal is to nurture your inbound leads through education and providing a personalized experience with marketing automation.
3) Run Lean Inbound Marketing Campaigns:
Startups must remain agile and integrate continuous learning into every aspect of how they operate which is why I use principles from The Lean Startup. I have adopted a clearly defined 90-day cycle for implementing inbound marketing campaigns.
I will provide 90-day GamePlans that breaks down the inbound marketing campaign activities that will be completed and clearly defines, in points, how your budget is being used. Typically this will include the production of campaign content, campaign promotion, blogging, keyword research, site optimization, content development, social media, and analyzing marketing data.
The performance of all activities implemented is analyzed using HubSpot, Google Analytics, Moz, and SEM Rush. We will setup conversion goals and define which key performance indicators (KPI’s) to measure. Some example of conversion goals is requesting a demo, add an item to shopping cart, complete purchase, or downloading a content offer.
Each 90-days I will analyze what worked and what didn’t work. This allows us to discuss key learnings, and utilize our findings to determine the next inbound marketing campaign for the upcoming quarter. As well this makes it possible to look for growth marketing initiatives is able to identify one-off opportunities.
How Much Will This Investment Cost?
Your inbound marketing investment should be decided based on your sales goals and how many resources is needed to achieve them. Every quarter, I will develop your Inbound Marketing GamePlan around clearly defined points. I use a point-based pricing model where all marketing activities have a pre-determined point value. Your marketing budget will determine your monthly point allocation. On average startup founders with one or two in-house marketers can expect to pay for a twelve-month retainer that costs $5,000 to $12,000 monthly.
Want to hire me?
Are you frustrated trying to develop and execute an inbound marketing plan to attain exponential growth? If you’re not confident that your marketing budget is spent on activities with the most value, I can work with you to develop a clear understanding of your customer’s preferences and behavior. These insights are then directly applied to a regular calendar of inbound marketing activities that are measured and refined on an ongoing basis.