Excellent.org: stairs in orange: simulate the step to success with inbount marketing

Inbound Marketing – The implementation

Did you read our article last week on inbound marketing? And did you realize that it is time to integrate this topic in your company as well? Then read today how you can implement this step by step.

In 7 steps to success

Last week we presented the process of inbound marketing.
This process looks like this: Attract strangers, generate leads, qualify and complete leads, inspire customers.

A strategic approach is required to implement inbound marketing effectively in your company. The following 7 steps explain how this looks like.

1. What does your buyer persona look like?

As always: without a clear target group there is no working strategy. Since inbound marketing is mainly about content, you ask yourself for which group of people you want to produce your content. Create a real buyer persona with name, age, hobbies, wishes, questions, challenges, life circumstances and everything else that goes with it. Which media does your target group use? Through which channels does they communicate? Be as specific as possible so that you can adapt your content and overall strategy accordingly.

2. What goals do you want to achieve?
Why do you want to do inbound marketing? What do you expect to achieve? Try to formulate your goals as concretely as possible. Only then can you measure whether your measures are also target-oriented. And be sure to check whether the goals are relevant for your company.

3. Create content with added value

Excellent.org: advices like cameras, phone and a tablet on a table: Things to create content

The focus is on the customer, not your company or product. When producing your content ask yourself regularly whether it meets the expectations of your target group, answers their questions and satisfies their needs. However, if you don’t know exactly what your target group is really interested in, despite Buyer Persona, the first thing you should do is get to know them. Imagine you are invited to a birthday party and a person you do not know is sitting next to you. How do you get to know them? How do you get into conversation? Right, you ask a question. In return, it is always good to reveal something about yourself. And stay authentic in all this.

Always remember that this is a relationship between your customers and your company. But people trust people and no company – that means: stay human in your communication. Reveal something of yourself and tell stories. We have already explained in detail why this is of great relevance in our article on Story Telling.

What are the possibilities of content presentation?
At the beginning of the acquaintance between your company and your customers, blog posts and whitepapers are a good start. Under no circumstances should your product be advertised here. Rather, you should present yourself as an expert in your field, answer questions and provide inspiration. If the prospective customer has built up trust in you, you can use webinars, podcasts, videos and expert articles to convey even more relevant content and thus strengthen the customer relationship. If the prospect is then faced with the decision whether to buy your solution, you can put more focus on it and enrich it with further information. Free Trials, studies and product comparisons are available here. The motto for all this is: first give, then take.

4. Which strategy do you want to drive?

Which content elements do you want to create and distribute? What resources do you already have in-house and what would you have to get externally? Which channels do you want to use? In which frequency? You do not have to reinvent the wheel here. However, you should consider a clear structure, which you can then enter into an editorial plan. In the editorial plan it is recorded which content is created when by whom and on which channels it is shared. This helps you to keep an overview and to plan strategically for the long term. It is essential that you integrate holidays, trade fairs, important events and happenings here, so that you can pick up on them accordingly and take the necessary steps with foresight. You are welcome to have a look at your competitors. Which strategy seems to be promising? What suits your buyer persona and your company?
This also applies to the channels you choose. Which ones suit your target group? And of course, which content is suitable for which medium? For example, images are better suited for Instagram and Snapchat, which in turn appeals to a rather younger target group.

5. Do you know the importance of a good landing page?

In inbound marketing, all roads lead to a landing page. This in turn is largely responsible for the conversion of traffic to leads. The landing page should be kept as simple as possible and should not contain elements that could distract or confuse your visitors. It should be appealing, personalized and intuitive to use. So what belongs on a good landing page?

  • Inform the visitor about what you offer him. Is it a white paper? Or a blog post? Or is it a page where a purchase can be made directly?
  • What benefit does your offer have for the visitor?
  • How does the visitor get the offer?

Please do not flood the interested party with unimportant information. Keep an eye on your conversion goal and lead your visitor exactly to it.

6. were your goals achieved?

Excellent.org: Presentation for data evaluation of success in inbound marketing

Go back to step 2: What goals do you want to achieve with inbound marketing? Have you really formulated these measurably? Then it’s time for the evaluation.

  • Which blog article on which topic had the most readers, achieved the longest retention time and received many positive comments?
  • Which social media article was most licked, shared and commented on?
  • How often was your newsletter opened and which links were clicked on?
  • How much traffic does your website have? Has it increased through your inbound marketing activities?

Depending on the goals you have set yourself, the questions you ask yourself during the evaluation will be different. Also decide exactly which data are really relevant and which have nothing to do with your goals. In this way you do not run the risk of sinking into the flood of data.

7. How can you optimise your inbound marketing?

Have you reached your set goals? Or is there still something to improve? Analyze which topics work best, which images attract the most attention, how the subject of your newsletter has to be formulated to open it. And when it should be sent at all. Of course there is a lot of literature about this, but the rule of thumb is: try it out, learn from your mistakes and be creative. And be sure to record your learning. In this way you will gradually arrive at the optimal content for you and your target group.


It is worthwhile to take a closer look at the topic of inbound marketing, to shift the focus away from the product and towards the customer. With the help of these seven steps you can implement your own inbound strategy and learn day by day what you can improve. Of course, you can still use classic push marketing measures, but make sure you give inbound marketing a chance.