Inbound Marketing Strategy

An inbound strategy uses many forms of 'pull marketing' to attract customers.

What is an Inbound Marketing Strategy?

An inbound marketing strategy attracts potential customers by creating valuable content and experiences tailored them. It pulls potential customers into your buyer pipeline. Whereas an outbound marketing strategy pushes content about your brand, product or service that individuals may not want. Inbound marketing forms a connection with a potential customer through content about a product or service that solves their problem

Franchise Development Inbound Marketing Strategy

As a franchisor/franchisee you will need an inbound marketing strategy to attract prospective customers and pull them into your buyer pipeline. 

The key elements of an inbound marketing strategy offered to our clients are set out below.

We can help you attract customers with content designed to attract qualified prospects, convert them into leads and customers and help grow your business.

Elements of an inbound marketing strategy include: 

advocacy marketing, buyer persona, content marketing, digital advertising, email marketing, funnel analytics, lead generation, 

lead nurturing, seo, social media, sales and marketing alignment, website design.

Situational Analysis

For the simple reason that inbound marketing is linked with your marketing strategy. A complete understanding of your business and its objectives needs to be developed. 

Accordingly, the strategic direction for any inbound marketing decisions must be underpinned by a comprehensive analysis of your business, the market, competition and the environment in which you operate.

Buyer Persona

A buyer persona is the foundation of your inbound marketing. Understanding your ideal buyer is important in developing messages that will resonate.

Marketing Triggers

Having identified your ideal buyer you will need to identify their pain points and what causes them to search for information about your product or service. Understanding your customers pain points will allow you to speak to their needs and provide value.


Figuring out how your prospective customers search for information about your product or service will provide you with list of keywords and phrases to create relevant content.   

Inbound Marketing Goals

Setting inbound marketing goals will allow you to assess your website’s ability to attract traffic, convert leads and close business. This will help you to measure the return on your investment in inbound marketing. 

Content Strategy

Your inbound leads will fall into one of three phases: awareness, evaluation or decision to buy.  The awareness stage is where potential customers are searching for general information about a product or service. The evaluation stage requires information about your brand and information about what it’s like to do business with you. The final decision stage is where potential customers are looking for information on the benefits and functionality of your product or service.

A content strategy will set out the various forms of communication that will speak to your potential customers and guide them through the buyer journey.

Lead Nurturing Process

Some leads reach their decision to buy much quicker than others. Others may not be ready to progress along the buyer journey. In these cases a lead nurturing strategy needs to be adopted to progress the lead to the point of sale. At this point you may decide to handover the lead to your sales team.

Inbound Marketing Platform

The route of inbound marketing is routed in strategy and content creation. You may want to consider purchasing infrastructure to facilitate your inbound marketing that will allow you to focus on your business.

Management and Control

The existence of a control process will identify where your business stands in relation to a future position. Progress towards your overall business objective can be observed, measured and redirected if any gaps appear in your actual and desired position. 

Identifying the key success factors that reflect your businesses most important objectives will provide a basis for establishing appropriate performance measures, determining the allocation of resources. 

Performance measures may include: website visitors, leads per month, volume of traffic via relevant sources, for example, seo, social media, email.

Other Marketing Strategy Services Offered Include:

Any of the above strategies can be used in franchise development.

Everything we do is backed by research

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