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John Bonini

By John Bonini

Jun 3, 2013


Marketing Strategy
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Marketing Strategy

The Opening Act: Helping You Become An Inbound Marketing Rockstar

John Bonini

By John Bonini

Jun 3, 2013

The Opening Act: Helping You Become An Inbound Marketing Rockstar


Helping You Become An Inbound Marketing RockstarYour ability to stay current has allowed you to stay somewhat relevant. You’re very close to the big stage, but you still need that edge. You're stuck in the opening act phase, you just need some help to become a marketing rockstar.

This is exactly why so many companies are struggling in the era of the Internet and mobile device; they’ve lost touch with how to speak directly with their target audience, and more importantly, how their target audience interacts with brands.

The power is now with the consumer.

But what does that mean for you?

The first step is identifying where your marketing currently stands. From there, we’ll show you the way for making the adjustments necessary to become a Marketing Rockstar.

Are You an Opening Act?

You’re very close to headlining. The big stage. The big time.

The problem is whenever you’re playing; the arenas are usually half empty. You haven’t given your audience a reason to show up in large numbers just yet.

The good news is that you aren’t far off. With just a few adjustments you could be well on your way to Marketing Superstardom.

The problem here isn’t that you haven’t realized the value of blogging, social media, or even inbound marketing. Where you’ve struggled is in the details.

While you may be generating leads from your website, you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel.

In fact, you may not even have a clearly defined sales funnel yet. Without one, you can never efficiently track and nurture your leads through the sales process.

While you’re very close to marketing rockstardom, you’re still off the mark.

Here’s why:

    • Have documented goals, not sure if it will work

    • Features a lead generating online presence, but lacks mobile optimization

    • Blogging consistently but lacking in readers, shares, comments and subscribers

    • Implementing keywords – not tracking performance

    • Consistently posting to social media, but not driving followers back to your website

    • You’re having trouble separating qualified leads from unqualified

    • Sending frequent email blasts to entire contact list with no target audience in mind

    • Utilizing marketing automation, although no real lead nurturing strategy

    • Sales and marketing understand quality leads, but aren’t setting SQL goals and running reports

    • You’re aware of traffic and lead sources, but unsure which marketing initiatives prove ROI

Your Big Break: Becoming an Inbound Marketing Rockstar

Your problem is with the details.

You have goals; but aren’t sure if the strategies you have in place will get you there.

You have a lead generating website, but it isn’t optimized for mobile devices.

How important is mobile optimization?

Rachel Sprung, Brand & Buzz Coordinator at HubSpot, weighs in:

“I think it’s important to remember that people want to digest everything as quickly and easily as possible. We want to read on the go on our mobile devices.

If your website isn’t mobile, we will immediately go to another company’s website that is.”

Also, having your sales and marketing teams agree on your quality lead identification statement will take you to the next level.

You can’t sell to everyone. You need to know who is more likely to buy, and focus your marketing efforts on attracting and converting these types of prospects.

This will allow you to have a much clearer picture of your target audience, which in turn will allow for sales and marketing to be more productive.

Start by creating detailed buyer personas, which are basically fictional representations of your target audience. They detail everything from demographics, behavior on your website, and information regarding their company.

Once you have a better idea of who your ideal prospects are, you can more effectively create more relevant content that aims to push them further down your sales funnel.

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