Inbound Marketing and Lead Generation Part 2: The HOW.
Last week we discussed inbound marketing and its characteristics. Now let’s talk about how to create this strategy.
As described in my previous article, inbound marketing is all about your content, either online or offline. In order to be able to create content, the first thing you need to do is define to whom this content should be addressed. In other words: define your avatars.
This is a very important step, because by knowing who they are, you will also know two other important parts of the inbound marketing strategy:
- What they are interested in, and
- Where you can find them.
Once your audience is clear, you need to set up your goals. What do you want to achieve?
Do you want to increase your reach?
Do you want more followers?
Do you want to create a sales funnel?
And now the inverse engineering begins. You can view it as a mathematical equation.
A + B = C
A is the audience, B is the content, and C is the goal. In this equation, you have the A, because you define it before you start, and you have C, what you want to achieve.
