Once you've past the onboarding quarter, most of the initial research is completed and your inbound marketing agency will be grinding out deliverables:
Planning
- Campaigns
- Content Calendar
Social Media
- Daily Monitoring
- Daily Engagement
- Curation
- Sharing New Content
- Re-sharing Old Content
- Increasing Fan/Follower Base
Blogging
- Writing Blog Posts
- Incorporating CTAs
- Promoting Content Offers via Related Posts
- Content Offers
Research
- Selecting Offer Based on Persona and Funnel Position
- Writing Copy
- Creating Visual Assets
- Client Review
- Publishing and Sharing
Email
- Creating Content
- Targeting Segments
- Email Blasts & Newsletters
- Optimization
On-page SEO
- Code Changes
- Adjusting Content and Copy
- Page Speed Improvement
- Conversion Optimization
Analyzing
- Past SEO Successes/Failures
- Future SEO/Keyword Opportunities
- Buyer Personas
- Do we really know our buyers?
- Do we need to adjust our personas?
Conversion Rates
- Best Performing CTAs
In addition to strategy execution in the form of deliverables, we’ll also be communicating with you and providing reports:
Bi-Weekly Email Check-ins
- Quick wins or other updates.
Monthly Report and Phone Call
- What did we do?
- How are we doing?
- Are you doing anything we should know about?
Quarterly Video Meeting
- How did we do this quarter?
- What is our strategy for next quarter?
We try to use data to drive every decision we make. We use the following tools throughout the quarter to monitor effectiveness and track success:
- Google Analytics
- HubSpot Reporting (If Applicable)
- SEO MOZ
- Website Crawling (i.e. Screaming Frog)
- Google Webmaster Tools/Search Console
- AB Testing
- Page Heatmapping
- Visitor Recording
Finally, we rely on our meetings with you to tell us how we’re doing. Are you getting more leads? Are phones ringing more? Are prospective customers now more educated due to the content we’ve created?
Inbound marketing follows a repeating cycle of analysis, strategy, and execution:
We continually monitor and analyze data and make adjustments to our strategy throughout each quarter and the year as a whole. If your products or services change, if you make discoveries about your buyers, or if you discover any other game-changing information – we’ll regroup and strategize the rest of the campaign.
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