Inbound marketing success – In a nutshell, expert advice from Andrew Walker from Rame MarketingClick here to view the transcript
Most importantly, it delivers results.
I worked with a Devon based SME who had a global audience but a limited marketing budget. They were struggling get their message in front of the right people.
So we sat down together to create an inbound marketing plan.
The first stage of the plan was to spend time exploring the marketing landscape to get an in-depth understanding of the real issues faced by their customers and prospects.
We then created buyer personas and mapped the company’s solutions to those personas.
Next we updated the website content to move away from being internally focused and product and features led, to an issues, solutions, benefits approach putting the customer at the heart of the offer.
We identified the types of content we needed to create and produced a plan to distribute and promote that content through a mix of search marketing (that’s Search Engine Optimisation and Pay-Per-Click advertising), social media and email marketing.
Over an 18 month period:
Engaged traffic to the website grew by more than 600%
Almost 5000 company emails were captured in return for an ebook
More than 7000 datasheets were downloaded
They had more than 2,400 video and webinar views
And there was some form of engagement across more than 70 countries
Leading to a steady stream of qualified leads and an increase in sales.
None of this would have been possible within the timeframe and with the allocated budget through traditional marketing means.
There’s no magic bullet or short term solution, just hard work and planning. Take the smarter approach, promote your business through inbound marketing.