There are many definitions of Inbound Marketing, but most capture the fact that Inbound Marketing is based on generating website content, optimizing a company website and creating tactics that attract potential customers to a company site.
Rather than interrupting people and pushing your message to them on your time with traditional media—with Inbound Marketing you are there for them when they go searching in Google.
The pillars of inbound marketing are accepted to be:
- Search marketing
- Social media
- Content marketing
- Public relations
The initiatives above are a powerful combination of optimizing your online presence and amplifying your message.
BUT the inbound marketing campaigns that really get me excited are those, which focus on INTEGRATION and EVALUATION long before the first press release is drafted or a single tweet is typed.
There is synergy found when the elements of an Inbound Campaign are summed up. Create effective PR campaigns and make it easy for your target audience to socialize the message, then it is sure to appeal in social media feeds, ensure that right content is easily found when prospects Google you and you’ll have people downloading content and retweeting. Integration of Inbound Marketing efforts takes a campaign from good to great. The true reward for a well-executed campaign is found in the tools to evaluate your efforts and have accurate data that breaks down the details of your success formula.
A well set-up Inbound Marketing Campaign starts with the end in mind. Tracking and evaluating all efforts, tactics and programs must be a key component to the inbound marketing program.
It is not enough to know that your efforts increased your website traffic. You want to know the quality of that traffic, what did they do after their first website visit, how many leads became customers, how much did those leads cost and how long is the sales cycle.
If you’re ready to create an integrated and trackable inbound marketing program, sign up for a free Inbound Marketing Assessment.
