Do you have a documented Inbound Marketing strategy?
Posted: Sun Jan 05, 2025 9:03 am
I think the majority of companies I meet that fail to generate ROI with Inbound Marketing don't have a documented strategy.
Usually, the CEO or the marketer tells me: “ Not documented, that’s true, but I have a strategy in my head .”
I jump inside every time.
If this is your case, and you have a strategy in your head, be honest: you have an idea of the italy email list actions to be taken but nothing is planned, organized, and you have not precisely defined the performance indicators to follow to validate that these actions are effective?
It's just normal. You're human and you have a billion things to think about.
And even.
Let's say you have an extraordinary brain and you have your strategy well in your head.
How can your employees find out about it?
What happens when you are on vacation, traveling? What will happen when you leave the company?
If you were hiring a new marketer tomorrow, how would they review this strategy?
To implement profitable actions, you must have a documented Inbound Marketing strategy .
3. Are you consistent in your Inbound Marketing actions?
If you answered no to the previous question, you will probably answer no to this question.
If you have not planned your actions, you cannot be consistent in their implementation.
Simply because there will always be a daily emergency that will monopolize your time.
To generate return on investment with the Inbound Marketing strategy, it is essential to carry out all the necessary actions to attract visitors to your website, convert them into leads and then nurture their purchasing thinking to bring them to maturity.
Some companies simply communicate on social networks, publish a blog article from time to time and say they do Inbound Marketing.
No, that's not true.
Inbound Marketing requires between 2.5 and 3.5 days per week – for a full-time person – to generate results!
4. Have you worked well on your Personas?
Ah, Personas, a vast subject!
If you do Inbound Marketing, you have necessarily heard of the Buyer Persona.
As a reminder, a Persona is the typical profile of your ideal customer.
The Persona is the starting point of your Inbound Marketing strategy since it allows you to define your editorial line – themes, formats, keywords – and the levers to activate to attract and retain the attention of your target.
The challenge for your Inbound strategy: send the right message to the right person, at the right time and in the right place.
creating an email is sending the right message to the right person at the right time
But the problem that I encounter very very (far too!) often is that companies have not realized the importance of Persona work .
How did you work on your Personas?
If you spent an hour or two in a meeting room and made assumptions to build your profile, this is a mistake that can explain on its own why your Inbound Marketing strategy is not working.
Working on your Personas takes time: time to talk to your customers, time to compare the information collected with your colleagues, time to analyze your data and time to consolidate everything.
We take 15 days to do this work.
And you ?
5. Is your inbound strategy aligned with your sales department? (And understood by them!)
Alignment between marketing and sales is vital in Inbound Marketing.
Inbound Marketing consists of generating leads that are qualified and mature enough to be converted by salespeople.
Inbound should allow you to generate these leads in the right volume and above all with the right criteria.
How can you do this without working with sales?
Very often, the marketing department works alone on its side, passing on leads that it considers qualified and mature to the sales team and is surprised when the sales team fails to convert them into customers.
Usually, the CEO or the marketer tells me: “ Not documented, that’s true, but I have a strategy in my head .”
I jump inside every time.
If this is your case, and you have a strategy in your head, be honest: you have an idea of the italy email list actions to be taken but nothing is planned, organized, and you have not precisely defined the performance indicators to follow to validate that these actions are effective?
It's just normal. You're human and you have a billion things to think about.
And even.
Let's say you have an extraordinary brain and you have your strategy well in your head.
How can your employees find out about it?
What happens when you are on vacation, traveling? What will happen when you leave the company?
If you were hiring a new marketer tomorrow, how would they review this strategy?
To implement profitable actions, you must have a documented Inbound Marketing strategy .
3. Are you consistent in your Inbound Marketing actions?
If you answered no to the previous question, you will probably answer no to this question.
If you have not planned your actions, you cannot be consistent in their implementation.
Simply because there will always be a daily emergency that will monopolize your time.
To generate return on investment with the Inbound Marketing strategy, it is essential to carry out all the necessary actions to attract visitors to your website, convert them into leads and then nurture their purchasing thinking to bring them to maturity.
Some companies simply communicate on social networks, publish a blog article from time to time and say they do Inbound Marketing.
No, that's not true.
Inbound Marketing requires between 2.5 and 3.5 days per week – for a full-time person – to generate results!
4. Have you worked well on your Personas?
Ah, Personas, a vast subject!
If you do Inbound Marketing, you have necessarily heard of the Buyer Persona.
As a reminder, a Persona is the typical profile of your ideal customer.
The Persona is the starting point of your Inbound Marketing strategy since it allows you to define your editorial line – themes, formats, keywords – and the levers to activate to attract and retain the attention of your target.
The challenge for your Inbound strategy: send the right message to the right person, at the right time and in the right place.
creating an email is sending the right message to the right person at the right time
But the problem that I encounter very very (far too!) often is that companies have not realized the importance of Persona work .
How did you work on your Personas?
If you spent an hour or two in a meeting room and made assumptions to build your profile, this is a mistake that can explain on its own why your Inbound Marketing strategy is not working.
Working on your Personas takes time: time to talk to your customers, time to compare the information collected with your colleagues, time to analyze your data and time to consolidate everything.
We take 15 days to do this work.
And you ?
5. Is your inbound strategy aligned with your sales department? (And understood by them!)
Alignment between marketing and sales is vital in Inbound Marketing.
Inbound Marketing consists of generating leads that are qualified and mature enough to be converted by salespeople.
Inbound should allow you to generate these leads in the right volume and above all with the right criteria.
How can you do this without working with sales?
Very often, the marketing department works alone on its side, passing on leads that it considers qualified and mature to the sales team and is surprised when the sales team fails to convert them into customers.