In my last article, I wrote a high level overview of what Inbound Marketing is without getting into many specifics. In this article, I’ll offer more details and introduce what needs to happen to make inbound marketing work for your company.
The foundation of any marketing campaign is the ability to measure return on investment (ROI). In order to do this, it is important to have software in place that allows you to do that.
Since we are HubSpot partners, we obviously recommend the HubSpot all-in-one marketing software to track everything that happens with your marketing efforts.
This software is very robust and even offers the ability to build an entire Content Optimized System (COS) website. There are many features to the COS, but the most important is its ability to make the visitor experience unique and targeted to what they are searching for.
Marketing is all about getting qualified leads which is the primary focus of Inbound Marketing. There are many ways to generate leads, including search traffic, pay-per-click (PPC), rented email blasts and traditional print ads.
When driving this traffic it is important to make sure you are targeting the perspective pain points and answering their questions and providing solutions.
This is perfect for social media channels because if you have great content to share you have something to talk about. When you are talking to leaders and potential customers and providing great content you will boost your profile.
Sales come from the infrastructure you build with the website and various lead generation methods. Those people will not immediately know, like and trust you so that is the next phase in the Inbound Marketing process.
This is done through a series of emails each lead will begin to receive after entering your funnel. Other lead nurturing activities like personalized content work to constantly engage with potential customers until they want to buy from you.
Jason Ohrum is the President of JAZ Design Company, Inc. which has been in business since 1999. When he is not growing JAZ Design and his client’s businesses he enjoys skiing, wake boarding and wake surfing and hanging out with his wife and son. You can find him on
For more information about how to drive more inbound traffic to your website to generate more leads download your free ebooks and contact us directly.