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6 Basic Steps To Escalate To Higher Levels With Inbound Marketing

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Inbound marketing has proven to be one of the best marketing strategies in the contemporary digital world. A well thought and meticulously crafted inbound plan can do miracle for any business. The potential ROI could be very high for wise investments in inbound marketing, provided the following SIX BASIC steps are executed passionately.

STEP-1: Craft A Well Planned Marketing Strategy

Involve your quality time and talent pool to craft your marketing strategy. Ensure that the following major premises have been critically defined and shaped.

  • Goals and objectives.
  • Profile of your targeted customers.
  • Tools and techniques to be adopted.
  • Formation of core team.
  • Roles and responsibilities of the team members.
  • Whether to outsource marketing technologies and services.
  • Budget outline and estimated investment.

STEP-2: Design And Develop A Strong Website

An official website for your business is essential to create an effective and magnetic platform to install and run your inbound marketing system. While designing and developing the website, you need to take care of the following attributes:

  • The look and appearance, including layout and color combination.
  • It must be user friendly and easy to navigate.
  • Compatibility to mobile devices.
  • It must be Search Engine friendly.
  • Easy to maintain and update regularly with contents, graphics and latest information sharing.

STEP-3: Pull Your Traffic

For a successful inbound marketing campaign, you have to generate maximum traffic to your site and ensure that you are getting a proportionately higher number of quality leads. For the purpose, you can incorporate the following FOUR strategic actions.

I.  Blogging: A regular blog writing and posting may increase your traffic inflow by 55% or more. Hence, sincerely follow the following tips.

  • Deliver quality content, which is relevant to the requirements of your audience.
  • Constantly increase the number of blogs in your blog pool. This will increase the number of pages and enhance the opportunities for optimization through search engines.

II.  Social Media: Make your presence felt and recognized in different social media platforms. Link your social media space to your website. Engage in social media and keep on increasing your followers’ base and ‘likes’, through organic reach and if required, by paid services. Share your blogs, events, videos, infographics, photographs, achievements, and customers’ experiences in social media. Gear up your potentials for social media marketing.

III. SEO: So far as has been revealed, around 44% of searches either target a particular product or service, and about 20% of Google searches are meant for local brands/products. You can optimize the search by taking care of the following tips:

  • Develop insights and understanding about Keywords.
  • Identify and enlist the most potential Keywords.
  • Optimize your site, pages and contents for those Keywords.

IV.  PPC (Pay Per Click): Along with organic reach, you can boost your reach to quality leads through a PPC campaign. The additional advantages of PPC are as follow.

  • Your freedom to choose an appropriate social/digital media space.
  • Freedom to create and manage your own PPC campaign.
  • A convenient entry and exit from the campaign as per your choice.

STEP-4: Productive Conversion Of Traffic Into Leads

This step indicates searching of diamonds in coal mines. Understand the pulse of your audience and accordingly create ‘attractive offers’ and ‘calls-to-action’ to appeal your potential buyers from among the audience. At this stage, your goal is to generate more leads, collect their contact information and take them into your CRM fold. For a productive conversion, take care of the following requirements:

  • Build the effective landing pages.
  • Link the ‘offers’ to a form to collect lead information.
  • Place ‘call-to-action’ offers through your site and pages.
  • Design an auto-responder email message with ‘thank you’ notes for your leads.
  • Anticipate the categories of your leads and accordingly design and develop the ‘offers’. For example, an interested buyer may look for videos, ebooks and white papers, but a lead who is ready to buy may look for demos, scheduling a meeting with a representative, requesting a proposal, presentation etc. Similarly, the leads with identified needs may seek webinars, podcasts, brochures, sales sheets, references of any satisfied customer etc.

STEP-5: Ultimate Lead Conversion To Sales At this stage, you need to ensure that the leads are handled in a very delicate manner with utmost care and attention. Apply the following guidelines for effective conversion:

  • Already you’ve come to know the types of leads you’ve generated. Now, you’ve to categorize them for better management.
  • Adopt different techniques to nurture different types of leads. Create campaigns to improve their awareness and educate them to move towards sales.
  • Design an effective email campaign to stay in touch with your leads and intimate them about discounts, rebates, special offers, etc.
  • Use an appropriate CRM tool to track your movements with your leads and optimize their conversion into sales.

STEP-6: Use Analytics, Intelligence Data And Measure Your Performance

Performance evaluation is a continuous process and not technically confined to the last stage. Whatever objectives and targets we set are to be measured periodically to draw better insights for further refinement and fine tuning our strategies and tactics. We can use web analytics, Google analytics, Facebook analytics and other similar statistical services for the measurement of lead conversion, cost per lead, cost per customer etc.[spacer]


  • inbound-marketing

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