What Do Inbound Marketers Actually Do?
Effective marketing is no longer about pushing products and services onto people. Effective marketing is now about nurturing your prospects by educating them on how to solve the problems that brought them to your product or service in the first place. This is where inbound marketing comes in. There are many stages involved in inbound marketing from attracting a user to converting them into a lead, to closing the deal— but what do you do to achieve that? What does a day in the life of an inbound marketer look like?
Here are some of the most common tasks you will find an inbound marketer doing:
Information is key; people search for everything online these days, from tips on bedroom decoration, to where to find the best Italian restaurant. Everyone is constantly looking for convenient answers online. Writing blogs (such as this one) that are educational, informative, and interesting are crucial to inbound marketing. It is how you attract a user and convert them into a visitor. Blogging is a large part of an inbound marketers job, from choosing the right image and long-tail keyword, to when is best to publish. Keeping a consistent schedule for blog posting is also important and up to the marketer.
2. Social Publishing
Everyone knows that social messaging is a large part of marketing. Inbound marketers use social in various ways such as promoting a blog post, an exciting event, or a recent e-book. With the use of so many great tools, such as HubSpot, you can optimize your publishing times and ensure you’re getting views or better yet, post interactions. An inbound marketer needs to choose an eye-catching image (depending on the platform), write enticing copy, and sometimes boost the post to get more reach and clicks.
3. Calls-to-Action (CTAs)
A CTA is a button that can sit on a blog or a part of your website and links prospects to a landing page. Making a CTA can be as basic as choosing the colour of the button and inserting text or it can involve design. Once the CTA is created we place it on a page of the website or a blog post and track the number of clicks, the conversion rate, and if the CTA is getting traction. HubSpot makes this really easy to do too!
4. Landing Pages
All this talk about landing pages, but what does it mean? Putting together a landing page includes writing copy, creating a form to capture lead information, and creating a thank-you page for the page to redirect to. Sound’s easy doesn’t it? Well, you need the copy to drive interest and influence the reader into filling out a form, so it’s not as simple as it seems! Then you also have to consider what information you need from a lead. The general rule of thumb is that the amount of information collected should directly correlate to the perceived value of the content.
We all know how to write an email, but as an inbound marketer, the process is a little different. You have to consider the creative design needed, the right publishing time, and the appropriate contact list to send to. Then you also have to test the email to make sure it sends properly to every browser. Many people use image blocking so they won’t always receive the completed, designed email. Another aspect inbound marketers need to consider is the metrics of the email after it has been sent. Deliverability, engagement, and contacts lost are a few of the statistics that help an inbound marketer understand the success of the email and if any changes need to be made. Statistics are the key to success!
There are so many other tasks an inbound marketer does in their day-to-day routine such as segmentation, creating workflows, smart content, forms and more. It would take a full e-book to get through everything, however, these are a few of the more common responsibilities. Inbound marketing is fun, innovative and informative, it feels good as an inbound marketer knowing that the content you put together is educating someone and helping them grow their business.