In this slideshare, we'll cover a lot about how you can accelerate growth with a flexible inbound marketing strategy. But first, we need to get the most obvious argument for inbound out of the way first: changes to EU legislation.

1. How to create the ultimate inbound marketing strategy

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Introduction
In this slideshare, we'll cover a lot about how you can
accelerate growth with a flexible inbound marketing
strategy. But first, we need to get the most obvious
argument for inbound out of the way first: changes to EU
legislation.

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Winter
GDPR is
coming
GDPR is coming. This new EU legislation will still apply to
the UK, despite Brexit, and it is set to totally change the
way businesses collect data, store it and reach out to
prospects. Take marketing company Keurboom, which
was fined £400,000 in May 2017 for making nuisance
calls; a key example of the way that buying data lists and
cold calling are set to be drastically overhauled and
possibly even phased out by GDPR.

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Be
prepared
for GDPR It’s about time. GDPR is also timely in
reflecting the communication habits of
the market which currently holds the
world’s largest spending power;
millennials. There’s a lot of data out
there about how hesitant millennials are
to communicate through outbound
measures,and how unprepared British
businesses across all sectors are for
GDPR and its arrival.

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Collect
leads
organically
The outbound marketing process is more than likely to become even more tricky now that
Article 50 has been officially been triggered. The solution? Building an inbound marketing
strategy that futureproofs your company from market conditions similar to these, attracts leads
in a totally organic and natural way, collects data and personal information from people with
their specific consent, and allows you to engage with and nurture those leads in fun, honest
and creative ways.

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Make your
marketing
work
Every company markets itself whether it means to or not. A sign
outside a shop is marketing. A leaflet is marketing. Having a
Facebook page is marketing. Them merely existing does little,
though; you need your marketing to work for you to justify its cost,
attract new leads and grow your business. We believe the absolute
best way to do this – especially in the digital era – is with a bespoke,
creative inbound marketing strategy.

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Outbound marketing’s decline has been apparent for years, especially when there’s
information out there that suggests the right inbound marketing strategy can provide triple
the ROI than an outbound campaign for less money.
Outbound
is on the
out

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Working with a creative agency to build a unique inbound
marketing strategy has also seen countless brands boost
their local presence, expand into international territories
and capture niche markets, all in fun, engaging ways that
snare the absolute best parts of various digital channels
such as search, social, email and many others.
Build a
unique
inbound
marketing
campaign

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What is it about inbound marketing that we feel
makes it the ultimate form of marketing for small
businesses looking to grow, SMEs looking to
engage better with their clients and larger
brands who want to improve the quality and
volume of their targeted leads?
Start from
scratch

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Inbound
marketing
is the
ultimate
blend
For us, inbound marketing is the ideal blend of
traditional and modern marketing trends. Traditional
marketing practices such as focusing on building
strong relationships, earning trust amongst the industry
and with clients, and having a strong brand image. The
problem a lot of traditional marketers have is that they
may have an excellent picture of who they want to
attract and what makes them tick, but struggle to reach
out to them.

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That’s where a strong inbound marketing strategy can help by pairing those honest values with
modern digital channels and the targeting options they provide to attract those markets organically
without interrupting them in their daily lives.
Attract
markets
without
interruption

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Instead of cold calling prospects, you could take advantage of emerging technologies such as mobile
messenger apps to open a dialogue with the leads that matter most to you. If your market is one that
enjoys visuals though and is more likely than not to be glued to a smartphone, than that budget may
be better spent on platforms like Snapchat to engage with leads and nurture them.
Take
advantage of
emerging
tech

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Use
research
in creative
ways
Before committing your budget to any specific channels
though we must point out the most important part of any
and every inbound marketing strategy: persona research
and discovering your market’s movements.

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Persona research is by far and
away one of the most important
parts of an inbound marketing
strategy. The better you research
your market, its movements, what
excites it, what your competitors
are doing and other factors, the
more successful your growth
marketing strategy is likely to be.
Research
equates to
success

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That can even go as far as inclusivity. There are 11 million disabled people in the UK today according to
research published by Marketing Week. Is your brand an inclusive and a progressive voice in your industry,
creating content and targeting qualified leads with a campaign that everybody can be involved in?
Be an
inclusive
and
progressive
voice

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Your inbound marketing strategy and philosophy is more than generating leads and converting sales.
It’s also one of the best ways to give your brand a real voice, helping you to engage with people from
across all backgrounds who may have an interest in who you are and what you have to say. That’s a
tactic that can be especially useful for smaller businesses and start-ups who want to make a real
impact on their industry if they use the right channels relevant to their market to attract positive
attention and start a conversation.
Give your
brand a
voice

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Many start-ups may already have started to create an inbound presence for
their company. They may have heard about the benefits of content
marketing and are blogging, but are disappointed that their efforts aren’t
generating as much interest as they’d like. There are businesses on the
other side of the coin too; people who have an incredibly successful blog
that’s generating a lot of traffic which, sadly, isn’t exploring the rest of the
business or converting sales.
Convert
sales and
generate hot
leads

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That doesn’t just go for blogging, but for other creative methods of
content generation designed to entertain a market and encourage them to
make a purchase at the same time. Video marketing is one of the most
explosive and potentially lucrative ways to generate fresh leads for an
inbound marketing strategy, but how do you bridge the gap between
video and purchase?
Successfully
direct your
traffic

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For the immediate future and beyond, video marketing campaigns are going to
represent an enormous amount of internet traffic for brands who decide to invest.
Despite that though not everyone may be totally enamoured by watching videos on
a smartphone. It may be more of a millennial and centennial thing; what do you do if
you’re a business looking to attract more niche markets who, say, devote their time
to podcasts and other forms of internet media?
Get onboard
with video
marketing

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Content creation should be a critical part of any and every inbound marketing strategy, but it can’t
work alone. You may have created the most amazing, interesting and engaging marketing visuals in
the world but it means nothing if people can’t find them and – most importantly – if they don’t direct
people to the next stage of your strategy with calls to action that encourage leads to perform a certain
task.
Content is
king

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Conversions don’t just happen. An essential
part of the process revolves around lead
nurturing and tipping leads over the parapet
with creative content and incentives that
simply can’t be ignored. Play your cards right
and you can also potentially resurrect dead
leads with a creative inbound marketing
strategy that reaches out to people who may
be willing to give your business another
chance.
Leads don’t
nurture
themselves

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Not many people know about Reddit for instance but it’s the largest place on the
internet to discover user-generated content and a channel that can help you to go
viral if that’s something important to you and the message is right. Again though,
research your personas. It makes little sense to waste time creating content for
Reddit and its various communities that may have little interest in what you have to
offer.
Give Reddit
a go

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Instead it could be worth exploring partnerships with influencers and
micro-influencers; rising and established stars with a strong digital and
social presence that can reach out to your target audience in transparent
ways to let people know you exist on an almost-instant basis. Again this
serves to highlight the changing face of digital marketing, how quickly
trends can be adopted and how beneficial a flexible inbound marketing
strategy is to attracting your market.
Explore
partnerships

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It’s important to stress that a highly flexible
inbound marketing strategy shouldn’t be a one-off
and must constantly evolve with your market in
consistent ways. That means planning ahead with
your content; doing something on an annual basis
such as at times like Valentine’s Day can keep you
in the minds of potential customers and encourage
them to buy during special events, while getting on
board with major events such as the Olympics
also helps brands to capture the feel-good factor
and helps them get noticed in creative ways.
Flexible
inbound
marketing
is
important

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Researching your audience, creating content for it, reaching out to it over the right
channels and nurturing those leads is just a small part of the inbound process.
The inbound
process

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Different businesses measure success in different ways, though. For
serious business growth, to improve the quality of your leads and
convert more of you what you offer on a consistent basis, it pays to
indulge in big data, calculate and visualise your analytics on a regular
basis to adjust your inbound marketing strategy and reduce your costs
while the organic side of your campaign takes hold.
Indulge in
big data

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This is where working with a marketing agency to
complement your inbound marketing strategy can
really pay off when it comes to business growth,
especially for SMEs. Time is tight; you need to
dedicate as much of yourself to the most important
aspects of your business. It’s why you hired staff;
can you really ask them to do things like keyword
research, manage the marketing budget and reach
out to prospects over social media on top of their
own jobs?
Time is
tight;
outsource
your
marketing

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A good inbound marketing agency will work alongside you to offer creative inbound
solutions to business growth, allowing you to focus on the areas of your business
that matter most to you and your staff whilst taking advantage of the knowledge
brought by a team dedicated to building an inbound marketing strategy that works
for you.
An inbound
strategy that
works for
you

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Good agencies can also work with businesses on a consultancy basis to
give businesses an overview of how the inbound process can benefit the
entire company, bring different departments together and get them
working from the same page with an inbound marketing strategy that’s
easy for everybody to understand. Sales and marketing departments, for
instance, are both working toward the same goal but are wildly different
floors. Inbound marketing can help bring them closer together and work
in a more harmonious way.
Get
departments
working
from the
same page

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That’s a hell of a lot of things that a good inbound
marketing strategy can do. It must be expensive
then, especially for small businesses with a tight
budget looking to grow? It’s an understandable
train of thought but also one that highlights the
beauty of a strong and flexible inbound marketing
strategy. A good strategy is entirely scalable and
cost-effective for your needs.
Inbound
marketing is
cost-effective

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At the same time, preparing the right message and working hard
to identify the right personas means that small amounts of your
budget can go into biddable media techniques such as paid
search and social targeting to almost-instantly get in front of parts
of your audience that you believe are most likely to convert to
improve your ROI.
Instantly
get in front
of the right
audience

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Once that ROI starts to look positive, you could
put more budget into the biddable part of your
campaign or keep the ship steady while the
organic part of your inbound marketing strategy
takes hold to capture more relevant leads in
natural ways.
Capture
more
relevant
leads in
natural ways

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There’s one key rule of inbound marketing though; the more you put into it the more
you get out of it. One blog every now and then won’t cut it, for instance. For those
with serious growth ambitions who want to reach new heights quickly, biddable
media will be an essential part of your success.
The more
you put in
the more
you get out

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Trusting those campaigns with an experienced
team well versed in creative organic marketing
and other techniques such as biddable media
management is the best way to discover parts of
your market that you didn’t know existed, reach
out to them without annoying them, nurture them,
engage with them, build long-term relationships
and convert sales in painless ways that will
encourage them to come back to your business
time and time again.
Trust is key

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Want more information? Get in touch.
BOOK A MEETING WITH US

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