01295 266644

Inbound Marketing Strategy and Planning

Here at Toast, we believe that strategy isn’t just important; it’s essential if you want to achieve the goals you have and hit the targets you’ve set.

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.

Campaigns – we identify what inbound marketing campaigns you require

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.

So what are the results we need?

  • What processes need to be created to achieve those results?
  • Why are you using the chosen channels and why have you chosen specific keywords (or not!)?
  • Where are your customers and how you are getting in front of them?

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.

Methodology – What needs to be done to deliver results?

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: 

1. Branding Strategy

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:

  • Ensuring constant alignment with brand values
  • Brand values shouldn’t change but must be reviewed in line with your inbound marketing objectives. Many company’s brand values were written for traditional marketing purposes and therefore may not be relevant.
  • Ensuring ‘tone of voice’ (TOV) is consistent for existing audiences and appropriate for new target audiences.

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.

 2. Inbound Marketing Strategy

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:

  • Audit of existing marketing assets and values
  • Inbound Marketing must be an integral part of your marketing plans, so we need to know what your current campaigns consist of and how they are supported.
  • Building target personas
  • Effective campaigns are based on understanding exactly who your audiences are and what they require from your products and services. Once we know these personas, we can create the right strategy to target them
  • Defining inbound marketing campaigns
  • Using the existing marketing information and the personas information, we can now plan what campaigns are required, their hierarchy and relevant keywords.
  • Reviewing and integrating with new marketing strategy

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.

 3. Content Strategy

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:

  • Mapping campaigns against channels – every campaign is mapped to the channels available, not all channels are appropriate, but where required details on keywords and content must be recorded.
  • Keyword analysis – Keywords are drawn from any existing marketing intelligence and then added to using a variety of online tools and inbound marketing strategy.
  • Top, Middle and Bottom of Funnel Offers

These are referred to as ToFu, MoFu, and BoFu and relate to content specifically designed for conversion or progression through the Sales Funnel.

  • ToFu – These are easily consumed guides that answer the most common high-level questions – “How do I do this?” or “How do I do X?” and usually take the form of “Top 10 tips” or “Essential Guides to” and can be PDFs or blog posts. They are primarily designed to gain engagement.
  • MoFu – These are more mature documents, offering greater detail and often taken on topics touched on in the ToFu but delivered with greater levels of details. These often take the form of e-books, guides or case studies.
  • BoFu – These are designed to convert the reader to a lead, and can take the form of a details white paper that invites detailed discussion or interaction. Very often these can be a free consultation or review of some kind.
  • Timeframes and schedules for production.

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:

If you want to discuss how to create a Content Strategy or identify your own ToFu, MoFu or BoFu – contact us today.