What Is Inbound Marketing Consulting?

Inbound marketing is an expansive strategy that incorporates a variety of tactics, from SEO to content marketing to website optimization, that functions holistically to help you achieve your marketing and sales goals. It’s positioning your brand to be discoverable by your target audience so that you can effectively nurture them through the sales funnel.

Inbound marketing is made up of many moving parts--and because it can get quite complex, it can be a challenge to not only manage and monitor your inbound strategies but to determine how effective they are. Inbound is a long-term strategy, and performance can’t be based on overnight results. Given these challenges, many businesses choose to work with an inbound marketing consultant.

 

We Are The Third Party That Checks On Your Teams Current Inbound Strategy

Our inbound marketing consultants will evaluate your existing inbound marketing strategy to determine if changes are needed or improvements are possible. We will look at your unique marketing goals and evaluate your tactics and how they've been implemented. We will use a variety of analytics tools to collect and analyze your campaign's data to more accurately assess the performance of your tactics and then recommend changes to your strategy based on our findings.

 

We Begin By Ensuring You Have All The Necessary Structure In Place

Good structure is essential for all of your inbound marketing efforts going forward. The structure of your inbound strategy essentially acts as the skeleton or foundation from which you will build. An effective inbound structure includes these elements:

Buyer Personas

It can't be overstated just how important it is to know who your audience is. One of the biggest mistakes you can make is to try to appeal to everybody. The moment you do this, you end up appealing to no one. Buyer personas help to improve your SEO, your content, and your ability to engage with leads effectively. If you don't have buyer personas, we can help you create them using the data you have on current and past customers.

SEO Strategy

For an inbound marketing campaign to be effective, you need to be found. This is where your SEO (search engine optimization) strategy comes in. We will do a thorough SEO audit of your website to make sure every page is properly optimized for both on-page and off-page SEO and to ensure that there are no issues that may be hindering your SEO (such as broken links, poor navigation, or slow loading times). We can also help conduct keyword research to identify high-quality, relevant keywords that will help improve your rankings.

 

We Then Audit Your Existing Workflows And Processes

Once we've evaluated the structure of your inbound strategy, we will take a look at all of your existing workflows and processes to ensure that they are not only efficient but also effective. For example, if you have an email marketing strategy in place to nurture the leads you've captured, it should involve segmenting your leads to make it easier to send content that is relevant to each type of lead. We'll make sure that you're reaching your leads and that your emails are actually effective in converting them.

 

We Ensure You Are Using Your CRM And Data Effectively

CRM (customer relationship management) software is necessary if you want to collect, organize, and monitor all of your interactions with your leads and customers. A properly implemented CRM software will make your workflow much more efficient. We'll make sure that your other applications and systems are successfully integrated and that you're using the data that a good CRM provides effectively to adjust tactics or address issues when needed.

 

We Check Over Your Inbound Funnel

The inbound funnel is the entire process in which you attract, nurture, and close leads. The sales funnel consists of three different sections, and your inbound strategy should address leads and meet their needs no matter where they are in the funnel. We will inspect all three of these sections:

Top Of The Funnel

TOFU (Top-of-the-funnel) is the stage at which you position yourself to be found by leads via a variety of tactics, such as SEO, PPC (pay-per-click) ads, blog content, social media, and more. During this stage, leads are educating themselves on their needs, wants, problems, and challenges. Not only will we make sure that your tactics are effectively bringing in traffic, but that your content aids their discovery process. If they find helpful, relevant, and engaging content, they're more likely to move further down the sales funnel on their own.

Middle Of The Funnel

After the TOFU stage comes MOFU (middle-of-the-funnel). You should continue educating leads throughout this stage while also positioning yourself as the best solution to their needs and challenges. You'll continue to provide more in-depth content here, including white papers, case studies, eBooks, and more. You can offer this type of content via downloads in return for signing up to your email list or as part of your email campaign.

Bottom Of The Funnel

At some point, your leads will be well informed regarding their needs and the potential solution you provide, as well as being more familiar with your brand. They'll be ready to move into BOFU (bottom-of-the-funnel), where they will be ready to engage. There are different ways to do this -- you can offer a free consultation, a free assessment, a free trial, or even discount codes. Once leads have gotten to this stage, it's important to close them effectively, which is why we will carefully evaluate your tactics here.

 

We Ensure Your Content Fits the Buyer’s Journey

Addressing each stage of the funnel requires that you have content specifically tailored to every stage of the buyer's journey. What's important to realize is that the buyer's journey is no longer linear. It may take some leads longer to go through each stage than others, and they may be using different channels at different points of their journey. We will make sure you have the content that addresses each stage of the journey.

We'll also evaluate your content creation and publishing strategy to make sure you're producing enough content, publishing it at the best possible times to reach as large an audience as possible, and properly marketing your new content.

Awareness

The awareness stage comes when leads are at TOFU. They are still figuring out what their problem or need is. What you can offer to them is content that is educational. We'll make sure you not only have a content strategy that addresses this stage, but that is varied as well. You'll want different types of content for leads to consume, such as blog posts, eBooks, white papers, webinars, how-to-videos, and email newsletters.

Consideration

At this point, your leads have a good idea of what their problem or need is and are searching for a potential solution. Content that addresses the consideration stage includes case studies, FAQs, product demo videos, product webinars, and more.

Decision

Once your leads are in the BOFU, they'll be in the decision stage of their buyer's journey. This is when they know what solution they want, but are trying to decide who to get it from. You should position yourself as the best option by having written customer reviews, video testimonials, live demos, and more.

 

We Help You Structure Your Team To Work With Inbound More Effectively

The interesting thing about inbound marketing is that even if you have a decent or even good grasp of how to use your website, engage on social media, or nurture your leads via email, there are always ways to improve. Our inbound marketing consultants will perform a thorough evaluation of your inbound marketing strategy from the top down to make sure your strategy and tactics will be as effective as possible. Not only will we recommend changes and improvements, but we will also train your team and provide professional guidance so that you can maintain your inbound strategy efficiently and effectively. Or, we can augment your team with the necessary resources to fill the talent gaps that you might be missing.

At SMB Advisors, our inbound marketing consultants can help make sure that your inbound marketing strategy is properly implemented and that you're on the right track to reach your goals.

Need assistance getting started with your inbound marketing plan? Talk to one of our Trusted Advisors to build a plan tailored to your initiatives and objectives that delivers results. 

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