Growing your business through content
INBOUND MARKETING AND CONTENT STRATEGY
Inbound Marketing is as its name suggests a way to pull in new clients. The bait has to be tasty, and if you’re fishing for business you’d best know which waters to cast your nets.
KEY REPORT HIGHLIGHTS
- Lead Magnets
- Scope of Services
Inbound marketing is a technique used to attract customers to your products and services via original content. This is delivered in the form of blog articles, videos, lead magnets, and social media posts. As opposed to sale-driven posts, you need to utilize relevant content that is of value to potential customers, builds trust and the foundation for meaningful relationships.
You’re asking people to read between 500 to 2000 words. Why should they? Because your blog is fascinating, perhaps even funny and above all it’s original content that is relevant and engaging. Remember the olden days when people actually bought magazines? Okay they still do. The point is that any media institute worth its salt employs skilled journalists, not just someone in the office that has a knack with words. Writing a blog is akin to writing a
feature’s article. It is a time-intensive process involving a significant amount of research, writing, editing, publishing, and distributing. At VoltLab our team of creatives have extensive experience as journalists and furthermore are
specialists in web copy. Coupled with our strong design team, we can produce monthly articles on topics relevant to your target audience.
Videos are a valuable, powerful way to tell your brand’s story, to showcase your product or service, and to engage with your target audience. We’re not talking infomercials here, we’re talking about compelling, interesting, and
emotionally engaging stories that can make your business come to life online. There are a lot of pieces involved in developing a compelling video, we find these top five tips crucial to success:
- Be Authentic. If you create a video hoping it will go viral you could fall into the trap of making it gimmicky. Connect with your audience by telling an honest story.
- Find a different angle- literally and figuratively. We don’t want to see the same talking heads and poses. You’ve got to find a refreshing approach to your subject matter.
- Don’t stress the small stuff. If the lighting isn’t perfect it doesn’t matter. You are not pretending to be the next Fellini. Whether you’re shooting from a smart phone or the latest HD Video Camera, if the content is good, it will work.
- Ideal video length is 60 seconds, two minutes at a push.
- If possible use a microphone. If it’s going to be used as Autoplay, then insert sub-titles.
Lead Magnets have been described as a form of a bribe, but we prefer to think of it in terms of bartering. You have something I want, and I have something you want, so we conduct an exchange that is mutually beneficial.
In this space we offer value to a prospect in exchange for their contact information.
An effective lead magnet is an essential part of attracting qualified leads into your marketing funnel. We can identify and produce valuable content that your target audience is willing to exchange for their contact information. In addition to creating the lead magnet content, we will design a compelling landing page and drip email campaign to nurture leads for your sales team.
Inbound Marketing: Scope of Services
CREATE 12-MONTH INBOUND MARKETING PLAN
We’ll provide a written inbound marketing plan that takes stock of your current position, and then lays out the specific strategies and activities that will help your company reach your lead generation goals within one year.
CREATE BUYER PERSONAS
For inbound marketing to be truly effective you have to know whom you are talking to. We’ll combine your data with new insights and present several buyer personas. Buyer personas are fictitious people who represent an ideal client for your company. We’ll explore what makes them unique, and then craft all content around them.
It’s critical to make sure your new web design is built for success with inbound marketing. We’ll guide your designer so the new redesign will be aligned with your marketing goals. We recommend that the new design be built on WordPress since the HubSpot COS does not handle some of the specific needs.
COMPILE TWO OFFERS FOR INITIAL SITE LAUNCH
VOLT LAB will take your existing content and repurpose it into two offers, one that will serve as a Top of Funnel offer, and the other as Middle of Funnel. This will allow us to begin collecting leads immediately, while we work on new offers in the future months. At VOLT LAB we work with what we have and build on it. The only time you’ll see us waiting is at the bus stop!
CREATE EDITORIAL CALENDAR
In our first month we’ll create an effective strategy, a collaborative editorial calendar that will keep all content creators on the same page and ensure a smooth campaign. It is essential to weave a golden thread through all the digital platforms, to deliver a compelling message. The remainder of these activities will commence from the second to twelfth month.
WEEKLY CONSULTING & MONTHLY REPORTING
We’ll provide updated strategies and monthly reports on our progress so you can feel confident that your campaign is on an upward trajectory. We’ll provide this feedback through a weekly 1 to 1.5 hour phone call/web-meeting. In addition, we’ll also spend time helping you analyse your existing results, and strategizing each new step.
HUBSPOT MANAGEMENT + TRAINING & SUPPORT
We’ll handle all details of running the HubSpot tool and it gets better, we’ll also empower your team! We’ll teach them how to use all of the tools, including workflows, list segmentation, landing pages, etc. Our goal is to serve as a partner over the next 12 months and not to operate separately from your company. We want you to know how the platform works, and how your employees can use it successfully. So, by the time our partnership comes to a close your company will be able to continue your marketing efforts. Fly baby bird fly!
WEEKLY KEYWORD ANALYSIS
We spend time researching what’s working and implement what we have learned. The potential opportunities for inbound marketing efforts are huge, and we use the best practises. We don’t write for search engines, but are cognisant of how people are phrasing their searches for our type of content.
PUBLISH 2 BLOG POSTS PER WEEK
We’ll liaise with your team to help produce two blog posts per week. We create fresh content that is interesting to your target audience in order to achieve the desired inbound marketing success. There are several ways this content will be created. For posts that are technical in nature, someone on your team will write the content. We’ll then edit it for formatting, tone, and best practices for inbound success and we’ll handle publishing and promoting it. For posts that are more common in nature, we will submit a brief for your completion from which we’ll write the blog. For video posts, you can shoot video around a particular topic, and we’ll edit the video into a short format clip that works well for inbound.
For each post and offer we’ll implement the promotion on Twitter, Instagram and Facebook.
Based on the strategies we create in our 12-Month Marketing Plan, VOLT LAB will help you execute all email marketing campaigns using HubSpot.
CREATE ONE NEW OFFER PER MONTH
CREATE THE ENTIRE LEAD GENERATION SEQUENCE FOR EACH OFFER
An effective offer path means that we create calls-to- action, landing pages, the appropriate forms, thank-you pages, and follow-up emails that all work
DEVELOP AUTOMATED WORKFLOWS AND LIST SEGMENTATION
We’ll set up workflows that help move leads down the buyer funnel as they enjoy more content and build their confidence in your company.
We’ll make sure that each page of content is optimized to get the most from organic search.
SALES CRM GUIDANCE & INTEGRATION
In order to follow up on our ROI reporting, we’ll help you select Customer Relationship Management (“CRM”) software that your sales team can use. We’ll tie in the data between HubSpot and the CRM so that they actually close more sales from your online leads. By connecting HubSpot and your CRM, we’ll be able to report specific ROI on your marketing dollars.