Seven Questions to Ask Yourself about Your Inbound Marketing Strategy (Part 1)


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Each day, our clients and friends ask us to review their strategy and give the advice about how to optimise their message and their inbound marketing activities. As marketers, it is indeed our responsibility to deliver a clear ROI for digital marketing.

Whether you are a B2B (Business to Business), B2C (Business to Consumer), FMCG (Fast Moving Consumer Goods) product, or a Duty Free Retailer, you have no doubt spent time in meeting rooms and scouring the web to work out what social networks you should be using, what technology you should be measuring with, and checking out your competitors activities to get some visual reference on the state of the market. One critical task to ensure you are on the right path is to identify what content your audience needs, searches and wants, and where and how they ultimately like to consume it.

This article series is designed to provoke your thinking and give you some key pulse checks for your inbound marketing strategy. If you find you don’t have a plausible answer for each question, we suggest regrouping your team and fleshing out each aspect until there is a working comfort level. You may not have an instant answer but embrace the unknown and seek it out. Iteration is an essential step towards clarity.

Q1: Do You Have a Plan?

Whilst elementary, conquering anything always starts with a stated objective. Are you trying to increase the size of your database, shift sentiment from positive to negative, top up sales funnels, or increase share of voice online? Each is a noble intention. An intention becomes a goal when it is articulated into a plan.

Within our business practice, we always encourage our clients to use our Altimeter-inspired Social Business Measurement Compass to prioritize what the top-line levers will move and what the future planned activity needs to accomplish.

The six steps are set out below – and we have written a 6 part series on how to measure ROI for each:

Once the six are set by order of importance, articulate further how the business (as it is at the present) can deliver on the stated business objectives. Ask yourself what your business is ultimately trying to achieve. Review the skill sets and strengths of your team. Do they need future up-skilling to deliver on a new set of inbound marketing activities? Ensure that your Pillars of Governance are in place and a framework exists that articulates the expectations and responsibilities of the employees to work the plan.

Whether this be delivered in a working business paper, plotted on an Excel spreadsheet, or incorporated into a traditional marketing plan, make sure that this plan is one that is regularly audited for performance and is constantly on the money to reinforce that those involved know what roles they play, where you are presently in the business journey, and where you want to go.

If you enjoyed this blog – please check out our latest ebook – “The Inbound Marketers Manifesto


About the Author

Stephenie RodriguezStephenie Rodriguez founded Mighty Media Group, a leading data-driven digital, mobile and social marketing strategy and solutions firm, in 2004 and is currently the company’s Chief Executive Officer. She is also the former publisher of Ocean Drive Magazine (Australia), a speaker and futurist on all aspects of social technology, an evangelist of engagement,  and has advised companies including SSP – The Food Travel Experts, Austereo, JR/DutyFree, Radar Group of Companies, Transfield, Allied Mills, Lincoln Indicators, Income Solutions, and Bayer (Berocca), Toyota, Mercedes Benz, and the UN FAO. You’re likely to find her Tweeting here @digitalgodess or present at events such as #SXSWi, #TFWA, #Tedx and #SocialBiz.