Roadmap for designing an inbound marketing strategy
Posted: Thu Jan 23, 2025 7:06 am
Is your e-commerce site ready for an increasingly digital environment? Ensuring a solid online presence is key, especially in highly competitive markets, and one of the ways to work on it is through Inbound Marketing. Inbound Marketing is a methodology that allows you to establish a relationship of trust with the user through non-intrusive marketing techniques. In addition, its content-based approach has the added benefit of reinforcing your reputation as an expert and leader in the sector.
Many e-commerce businesses already have a blog where they post frequently. They have also created social media profiles. They produce website content with SEO in mind. However, they do not achieve significant growth in website visits or sales. In such cases, your online business probably needs the help of a methodology whose success has been proven: Inbound Marketing.
The biggest concern for SMEs that enter the digital world and want to embrace Inbound is how to do Inbound Marketing with their own resources; that is why today we explain how to create an Inbound Marketing strategy.
Inbound Marketing Strategy Step by Step
1.- Set a goal
To set a goal for an Inbound Marketing campaign, you need to bangladesh whatsapp lead look at your e-commerce analytics. How many visits do you need to get a lead? How many leads do you need to generate a sale? According to some reports, 3 out of every 100 visits to your website will result in a commercial transaction.
2.-Define your Buyer Persona
The most important thing before starting any marketing action (online or not) is to know who you are targeting. Within Inbound Marketing, we talk about buyer persona to refer to the archetype of our ideal client.
Who can buy your products? You need to identify your customer profile and dig deeper into the information you collect. Try to come up with numbers that give you an idea of the size of the market. Research what needs, fears and expectations consumers have in relation to your product. Also create a list of the main websites that your audience frequents: social networks, blogs, specialized magazines, directories, marketplaces, forums, wikis… Wherever your buyer personas gather is where you should appear.
3.-Create and optimize your corporate blog
According to research by Optinmonster, websites that also have a blog have 434% more indexed pages. That means more chances for your buyer persona to find you when they search.
Additionally, according to data from the Content Marketing Institute*, 61% of online consumers have made a purchase based on a blog recommendation (*data focuses on the United States).
If you combine the prescriptive power of a blog with its power to make you more visible on Google, you will have in your hands a very powerful tool for your ecommerce.
4.- Prepare a content calendar
With your target audience in mind, brainstorm content types and topics. Define a content plan based on their needs and interests. Publish original content on your blog and make sure you follow best practices to make it search engine optimized.
You can prepare, for example, 100 blog posts to publish, 120 microvideos for YouTube, five ebook ideas to write, etc. By distributing them, you can publish three posts each week, one video per week, and present an ebook every four months.
5.- Promote your content
For promotion, use PPC, SEO, social media, email, forums and websites that your audience frequents. This is where you will leave links to your content. You can upload your articles to Pulse, create a discussion on Linkedin, plan 30 tweets that link to it, send an email to your database, provide valuable comments on forums…
Use your blog as a source of content for your corporate social media profiles, build relationships with other portals to reach new audiences, take advantage of the potential of consumer forums or online groups.
You can also allocate a certain budget to online advertising campaigns. Online advertising is a good technique to speed up your results.
6.- Tracking tools
You need to have metrics that tell you whether you are achieving your goals. There are various tools to track and collect data on how audiences interact with your site. You can also use tools like HubSpot or Marketo.
Many e-commerce businesses already have a blog where they post frequently. They have also created social media profiles. They produce website content with SEO in mind. However, they do not achieve significant growth in website visits or sales. In such cases, your online business probably needs the help of a methodology whose success has been proven: Inbound Marketing.
The biggest concern for SMEs that enter the digital world and want to embrace Inbound is how to do Inbound Marketing with their own resources; that is why today we explain how to create an Inbound Marketing strategy.
Inbound Marketing Strategy Step by Step
1.- Set a goal
To set a goal for an Inbound Marketing campaign, you need to bangladesh whatsapp lead look at your e-commerce analytics. How many visits do you need to get a lead? How many leads do you need to generate a sale? According to some reports, 3 out of every 100 visits to your website will result in a commercial transaction.
2.-Define your Buyer Persona
The most important thing before starting any marketing action (online or not) is to know who you are targeting. Within Inbound Marketing, we talk about buyer persona to refer to the archetype of our ideal client.
Who can buy your products? You need to identify your customer profile and dig deeper into the information you collect. Try to come up with numbers that give you an idea of the size of the market. Research what needs, fears and expectations consumers have in relation to your product. Also create a list of the main websites that your audience frequents: social networks, blogs, specialized magazines, directories, marketplaces, forums, wikis… Wherever your buyer personas gather is where you should appear.
3.-Create and optimize your corporate blog
According to research by Optinmonster, websites that also have a blog have 434% more indexed pages. That means more chances for your buyer persona to find you when they search.
Additionally, according to data from the Content Marketing Institute*, 61% of online consumers have made a purchase based on a blog recommendation (*data focuses on the United States).
If you combine the prescriptive power of a blog with its power to make you more visible on Google, you will have in your hands a very powerful tool for your ecommerce.
4.- Prepare a content calendar
With your target audience in mind, brainstorm content types and topics. Define a content plan based on their needs and interests. Publish original content on your blog and make sure you follow best practices to make it search engine optimized.
You can prepare, for example, 100 blog posts to publish, 120 microvideos for YouTube, five ebook ideas to write, etc. By distributing them, you can publish three posts each week, one video per week, and present an ebook every four months.
5.- Promote your content
For promotion, use PPC, SEO, social media, email, forums and websites that your audience frequents. This is where you will leave links to your content. You can upload your articles to Pulse, create a discussion on Linkedin, plan 30 tweets that link to it, send an email to your database, provide valuable comments on forums…
Use your blog as a source of content for your corporate social media profiles, build relationships with other portals to reach new audiences, take advantage of the potential of consumer forums or online groups.
You can also allocate a certain budget to online advertising campaigns. Online advertising is a good technique to speed up your results.
6.- Tracking tools
You need to have metrics that tell you whether you are achieving your goals. There are various tools to track and collect data on how audiences interact with your site. You can also use tools like HubSpot or Marketo.