RESEARCH!

All good marketing begins with good market research. Creating targeted content can be better achieved when you know your audience. Don’t just go on a hunch, try out some qualitative and quantitative techniques to gain a better understanding of your target audience’s desires, values, interests, motivations and their online browsing behaviour.

CREATE ACTION PLAN

Based on the initial research, you can now create a campaign concept and plan, tailored to your target audience and business objectives.

MARKETING AUTOMATION

Before implementing your lead generation campaign, you need to put in place the tools your team will use on a daily basis to capture leads and manage customers.

READ OUR BLOG ON MARKETING AUTOMATION HERE.

THE MAGIC WORD – CONTENT

With the framework in place you can begin to create the lead-generating content that is of interest to your target segments. At Springboard PR & Marketing we advise our clients to utilise some of the following:

• Blogging
• Social media posting
• Landing page creation
• SEO and keyword development
• Webinars
• Case studies
• Video
• Email marketing

DEMAND GENERATION

By incorporating your inbound tactics into an overall, comprehensive demand generation strategy, you can begin to build brand awareness and produce qualified leads for your sales team.  This demand generation strategy ensures that you funnel consumers down the conversion path, from an interested audience to a brand ambassador. The end result is increased sales.

REPORT AND ANALYSE

Once you have established a process that delivers more direct sales or qualified leads to your sales team, you need to start the evaluation.  At Springboard PR & Marketing, we advise our clients to monitor the various stages and track a variety of analytics. Using these insights, you can review your performance and make tweaks to deliver better results, each time.

TO READ MORE ABOUT THE TOP METRICS YOU SHOULD BE USING, CLICK HERE.

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.