We combine a range of strategies from marketing through to sales & business strategies to create an inbound marketing strategy that is based on facts rather than desire.
We don’t just except these strategies on face values – we challenge their principles to ensure that the materials that we use to build our strategy are realistic and achievable with clearly identified goals and schedules.
Here at Toast we use our proprietary content strategy document to map the content strategy to real time campaigns to ensure that every channel is aligned and is used to maximum affect.
These are just a few of the questions we would ask to build a comprehensive understanding of who you are, what you sell and who you are selling it to. Once we have this information we can create inbound marketing campaigns that will not only target the customers you have identified but deliver the sales you want them to place.
The Inbound Marketing plan must reflect the priorities and values of the company. The following three key elements work together to connect all activity together in a consistent and considered approach:
You may have an existing branding strategy or we can help you develop one, but whichever route we take it has to be updated and in line with your inbound marketing goals. We do this by:
Similar to the brand values, traditional views and guidelines on the use of TOV may only be appropriate for outbound marketing materials and could be, not only irrelevant but detrimental to your inbound marketing. Inbound marketing is based on a very different relationship, one of “open conversation” rather than “prepared speech”, which demands a very different tone to be taken.
We have already outlined what inbound marketing is, and to achieve the goals you desire from your inbound marketing you must have a plan. This plan or inbound marketing strategy is not only your guide but provides the means of measurement and analysis, by:
Any inbound marketing campaign must compliment and integrate with its outbound counterparts. Any duplication or confusion of message could compromise both campaigns and damage brand values.
Here at Toast, we identified the need to map the various inbound marketing campaigns against the available channels and materials – creating a content strategy document.
This spreadsheet is a working document that defines and measures the various activities this are required to fulfil campaigns and achieve their goals and targets. This is achieved by:
These are referred to as ToFu, MoFu, and BoFu and relate to content specifically designed for conversion or progression through the Sales Funnel.
All inbound marketing is set within a commercial framework, therefore all campaigns should have targets and schedules attached. This allows for greater analysis and for RoI to be identified.
If you have any questions on anything above or interested in hearing more about inbound marketing and how it can help you grow, please do not hesitate in contacting us using the link below: