An action in the marketing plan as an example of what Inbound is
Posted: Wed Dec 04, 2024 6:10 am
In many meetings, when we present a digital marketing plan that includes Inbound Marketing actions, we are often asked to give a simple example. The best thing, based on our experience, is to explain an action from the marketing plan as an example , which is what we are going to do in this article.
This is a real example that, even if you don't know it, you are experiencing first-hand. That is, at this moment you are part of the example, since this article belongs to the action that we are going to tell you about. As you may have guessed, it is a marketing plan from our own Advertising Agency specialized in B2B Marketing and Inbound Marketing .
Global marketing plan
To summarise and without going into numerous details that are not the subject of this article, the global marketing plan is intended to attract B2B companies as potential customers. It has two unique features:
We don't have an urgent need to attract customers. Growing is always good, but we like to do it little by little to ensure good service to our customers. Therefore, it is a long-term plan.
We have 2 clearly identified buyer personas :
Marketing Director
Marketing Assistant
The action we are going to explain is intended for both.
Action within the content strategy
This action is part of a content strategy whose objective is to offer the marketing team resources – blog articles and ebooks that can be downloaded for free – that help them do their job list of timor leste consumer email by offering them up-to-date information on digital marketing with a theoretical approach that they can apply to their particular cases.
From our nearly 30 years of experience in the advertising world, we know that one of the main problems facing marketing managers is the development of a marketing plan. And within this, the digital marketing plan has its own complexity due to the rapid evolution with which changes occur. Therefore, we think that an updated guide on how to prepare a digital marketing plan would be useful to them - and to their team members.
Schematically this action consists of:
Content Pillar: Free Guide How to Prepare a B2B Digital Marketing Plan .
Pillar article: 7 steps to develop a B2B digital marketing plan .
7 support articles:
This article you are reading.
Content, essential in a company's marketing strategies.
SEM should be included in almost every strategy in your marketing plan.
How to measure the ROI of a digital marketing plan.
How to make a marketing plan integrating digital advertising.
Evaluate the situation before defining the B2B digital marketing plan.
Useful, realistic and measurable objectives of a digital marketing plan.
We promote this content through email marketing, with smart CTAs on our website and blog, and on social media. As it is a support action as a whole, we do not use digital advertising to promote this content, but rather we do it organically.
But... there is a secret: Monitoring.
The content pillar is created exclusively for the service of a marketing professional. It is written in a technical manner. It has been created solely with the aim of being a helpful material.
The pillar and support articles, in addition to offering useful content, are optimized for search engines. This optimization is carried out after monitoring that tells us which keywords are most used to search for topics related to the development of a marketing plan. We analyze and clean the list obtained and we are left with the eight most searched keywords.
We assign the first position to the pillar article and the following to the other articles. The seven supporting articles include a link to the pillar article on the corresponding keyword. In this way we are recognizing the authority of the pillar article on the topic "marketing plan".
Finally, and this is almost like a magician telling his tricks, we adapt those keywords within the content to our main target, which is the B2B company.
This example within the marketing plan is an action that in Inbound Marketing is complemented with other similar actions to cover the entire spectrum of needs of our buyer personas.
We hope this example has clarified your doubts.
This is a real example that, even if you don't know it, you are experiencing first-hand. That is, at this moment you are part of the example, since this article belongs to the action that we are going to tell you about. As you may have guessed, it is a marketing plan from our own Advertising Agency specialized in B2B Marketing and Inbound Marketing .
Global marketing plan
To summarise and without going into numerous details that are not the subject of this article, the global marketing plan is intended to attract B2B companies as potential customers. It has two unique features:
We don't have an urgent need to attract customers. Growing is always good, but we like to do it little by little to ensure good service to our customers. Therefore, it is a long-term plan.
We have 2 clearly identified buyer personas :
Marketing Director
Marketing Assistant
The action we are going to explain is intended for both.
Action within the content strategy
This action is part of a content strategy whose objective is to offer the marketing team resources – blog articles and ebooks that can be downloaded for free – that help them do their job list of timor leste consumer email by offering them up-to-date information on digital marketing with a theoretical approach that they can apply to their particular cases.
From our nearly 30 years of experience in the advertising world, we know that one of the main problems facing marketing managers is the development of a marketing plan. And within this, the digital marketing plan has its own complexity due to the rapid evolution with which changes occur. Therefore, we think that an updated guide on how to prepare a digital marketing plan would be useful to them - and to their team members.
Schematically this action consists of:
Content Pillar: Free Guide How to Prepare a B2B Digital Marketing Plan .
Pillar article: 7 steps to develop a B2B digital marketing plan .
7 support articles:
This article you are reading.
Content, essential in a company's marketing strategies.
SEM should be included in almost every strategy in your marketing plan.
How to measure the ROI of a digital marketing plan.
How to make a marketing plan integrating digital advertising.
Evaluate the situation before defining the B2B digital marketing plan.
Useful, realistic and measurable objectives of a digital marketing plan.
We promote this content through email marketing, with smart CTAs on our website and blog, and on social media. As it is a support action as a whole, we do not use digital advertising to promote this content, but rather we do it organically.
But... there is a secret: Monitoring.
The content pillar is created exclusively for the service of a marketing professional. It is written in a technical manner. It has been created solely with the aim of being a helpful material.
The pillar and support articles, in addition to offering useful content, are optimized for search engines. This optimization is carried out after monitoring that tells us which keywords are most used to search for topics related to the development of a marketing plan. We analyze and clean the list obtained and we are left with the eight most searched keywords.
We assign the first position to the pillar article and the following to the other articles. The seven supporting articles include a link to the pillar article on the corresponding keyword. In this way we are recognizing the authority of the pillar article on the topic "marketing plan".
Finally, and this is almost like a magician telling his tricks, we adapt those keywords within the content to our main target, which is the B2B company.
This example within the marketing plan is an action that in Inbound Marketing is complemented with other similar actions to cover the entire spectrum of needs of our buyer personas.
We hope this example has clarified your doubts.