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Connected Customer Experience

The Importance of InboundMarketing

Author Nancy Defilippis on Oct-5-2015

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Marketing departments are continuously evolving their marketing mix towards inbound marketing. It takes a variety of skills to get it right and have a supporting team that can deliver.
Times have changed in Marketing as a whole from what traditional marketing use to be.

Below are the types of people and skills needed for a great inbound marketing team.

A Journalist:

The foundation of effective inbound marketing is consistency and quality content production.
They need to know how to write for the web. Not newspapers, novels, nor screenplays. The web is a different medium that requires a different writing style.
They should understand what the inverted pyramid is, how to conduct an interview and the process of fact checking.
Besides traditional article construction, they will need to create email campaigns and write landing page copy as well. Also a need to understand blogging which is must.

A Social Community Manager:

At times great content is out there, but no one knows where to find it.
Promoting your quality content is just as important as creating it. Your main tool to do that is social media. Which in today's world is your number one tool that needs to be used.
You need someone who understands all the major social media platforms and how best to grow an audience using them. They need to understand how each platform differs and if the content is appropriate for your target market...

A Visual Graphics Specialist:

These days, most content that gets people’s attention is visual. Yes, text is still pervasive but that’s changing rapidly. People want answers to things yesterday so visual is something they can comprehend in seconds.
Your inbound marketing team needs someone with solid graphic design skills but they also need to have the ability to translate complex concepts into a visual form. This is crucial if you want to catch people’s attention "Now".

A Testing & Analytics Specialist:

When you start generating traffic from your inbound marketing efforts, you will start gathering data. You need someone who can interpret this data and make recommendations from it. They should be highly analytical and be able to convert different data into meaningful recommendations. They should be an Excel wizard.
They should also be able to run "Tests" on landing pages and other marketing assets and be able to report on them regularly.
Answering the question, “Is this campaign working?” And back it up with data, not their opinion is also a critical point to a successful campaign.

A Strategic Manager:

You will need a more senior and knowledgeable manager who understands inbound marketing, who can supervise people and deliver campaigns on a deadline.
This person should also understand inbound marketing strategies:

  • What campaigns are you launching this month or quarter?
  • What target market are you going after?
  • What mix of earned and paid attention are you going to use?
  • What kind of content will best to generate leads?
  • How do we manage the leads that come in? How do we know if the leads are “sales ready and qualified”?

SEO Specialist:

Some of you might be asking if an SEO (search engine optimization) specialist is needed. SEO has changed a lot in just the last few years.

  • Needing understand how to properly use keywords in your content and to research what keywords you should use
  • Needing to optimize your pages properly so you’re not making Google guess what the page is about
  • Needing to understand what local SEO is and how that might apply to your business
  • Needing to understand how to reach out to publications and bloggers to establish relationships.

In other words, getting found through search these days requires ALL of the skills that I’ve described in this article. Getting found means doing inbound marketing.

In Conclusion:

Inbound Marketing requires an array of different skill sets. Building a team to execute an inbound marketing program is demanding on a variety levels. You will always need a fresh skill sets, an adjustment of company culture and a different mentality of marketing.

But if you realize how technology is fundamentally changing the way we discover and buy products and services, you’ll understand how necessary it is to invest in inbound marketing now…instead of waiting until your competitors beat you to it.

Topics: Marketing, inbound

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