In today’s contemporary “digital” world, all kind of businesses requires systematic online marketing solutions to acquire new customers.To achieve this, conventional marketing activities should be designed to work coordinately with digital media/advertisements. Which means; a company should be visible everywhere for whom looking for information related with it’s product or services. This approach can be defined as generating an engine, which works for visibility and customer acquisition. Inbound Marketing Engine, is a term that used to explain all kind of connected digital marketing activities in a complex way; starts from creating your own content to classifying potential and real customers’ information in your CRM database, supported with social media and works.
To create an inbound marketing engine for your business, you should design and implement all conventional and digital marketing strategies from scratch, according to your goals, with hands on approach if its possible. Your main aim should be finding potential leads and converting them into real customers. You can follow basic 4 steps to set up your own Inbound Marketing Engine:
First step: Creating a good web site; which tells your story, the benefits that you provide and all the products (categorically) that you offer… Surely all the pages should be prepared with relevant content, contains critical keywords about your business and key phrases as its needed (not too much, not too less).The first your main web page (official homepage) must be designed which should include: sitemap creation, done necessary localizations (if you are global company), write texts about your products&services, create educational articles, create company’s image gallery for web purposes, design embedded lead forms, implement all the tracking codes for tools that you need (like, yandex metrica, adwords conversion codes etc.) and so on.
Second Step: Database and Marketing Automation Tool Connections; which means connecting the lead sources (your forms, ads, campaigns etc.) with your CRM and other marketing automation tools. There are several CRM tools, you can select one according to your needs (eg. Sales Force) and classify your Potential Customers (leads) and (converted) Customers. With CRM, you can record, change and follow all kind of activities about your potential customers and real clients. With marketing automation tools; you can parse necessary datas and use them for creating some Marketing & Sales actions, by using tools like Hubspot, GetResponse, Infusionsoft etc.
It’s always useful to divided your all leads into 3 categories (of course you can make this categorization in a more complex way)
+ Marketing Qualified Leads (only people with mail or phone or with limited data)
+ Sales Qualified Leads (people with high interest and full personal data)
By doing this, you will be able to both follow Sales team, and creating Workflows according to leads+customers’ actions (their web page visit patterns, responses to your mails, campaign and offers for customers according to their buying behaviours etc.). Also some of the marketing automation tools like Hubspot will allow you to create many LPs, many forms with hidden fields, mailings etc. So you can create all the automatic mail layouts (after filling form, after first touch, after first purchase etc.) in a very easy way.
KEEP IN MIND! You should be very careful about marketing automation tools database hygiene, esp. if you are working with affiliate marketing companies to generate cheaper leads.
Third Step:Social Media Support: At the same time, you should create all the social media accounts of your company, and increase #of followers as much as you can. This will bring you 2 typed of benefits. 1- to generate initial customer base, 2- to get supporters and shouters for your company and new products/services. Do not forget to use social media channels as a good source of backlink for your purposes, which will be fourth step. But do not try to create account in every social media! That will be a time loss. I recommend mostly Facebook, G+, Instagram and Twitter.
Fourth step: White Hat works; which can be defined as creating company’s own “private network” with Siloing approach. You should register generic domain names, strongly related with your business. Each domain should be related with a different product or a topic You also should group every web page/domain under main categories and found content from professional writers, which contains the relevant keywords and groups. After a while, you should begin to link all these web pages with each other, and create a high-valued Backlink Network.
Of course for all these web pages, you must keep creating content (pdf documents, articles, interviews, comments etc.) on a regular basis; which can be done by hiring a copywriter, or using your company’s own resources. By this way, you can get great impact on SERPs.
Fifth Step: Paid Advertising and Kick Off!, in this last step, you should prepare a kick off campaign by both using ATL channels and Paid Advertising tools (local networks, Adwords, social media ads, RTB channels etc.).
After a few months (ideally at least 6 months) you will see that your Inbound Marketing Engine starts to bring you some new&organic potential customers.
You might ask yourself about, what is the ideal budget allocation for all these steps? Here is an good example for you…
22% Search Engine Advertising
15% & Content Generation
12% Social Media
14% Local networks (Display Advertising)
28% ATL Channels
9 % Installation and other cost