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HOW TO: Create a Resilient Inbound Marketing Strategy

Avoiding Marketing Technical Debt and Building a Strong Inbound Marketing Foundation

inbound marketing strategy

In today's rapidly evolving marketing landscape, adaptability and forward-thinking are crucial for maintaining a competitive edge in your business.

Unfortunately, many businesses overlook the importance of establishing a solid marketing foundation, similar to accumulating "technical debt" in the tech world over time.

That's why in this blog post, we'll delve deep into the concept of marketing technical debt. We'll explore strategies to avoid it and provide you with a step-by-step guide to building a resilient marketing foundation that will drive long-term success.

Understanding Marketing Technical Debt:

Marketing technical debt represents the latent costs that accrue when businesses overlook long-term issues. 

Just like financial debt, the longer it festers, the more expensive and intricate it becomes to rectify. In marketing, technical debt typically arises from suboptimal strategies, underperforming websites, or hastily implemented foundational elements. 

These hindrances can significantly impede the achievement of marketing objectives.

If we think of this in terms of credit card debt with a high interest rate. When you make a quick purchase with the card, it feels convenient and easy at the moment. However, if you don't pay off the balance promptly, the interest keeps accumulating, making it harder to clear the debt. Over time, you end up paying much more than the initial cost, just as accumulated marketing technical debt can lead to increased costs and complexities in software development or system maintenance.

Moreover, marketers who inherit this situation are under constant pressure to fix it, despite the unlikelihood of being able to. It's like asking someone in the situation above why they can't afford 

The Importance of a Strong Inbound Marketing Foundation:

A strong foundation serves as the bedrock upon which every successful marketing strategy is built. It lays the groundwork for future expansion, guides decision-making processes, and amplifies overall performance. 

Without a solid foundation, businesses may find themselves grappling with inefficiencies and missed opportunities on their marketing journey.

Here is how you build it:

  1. Defining your brand identity 
  2. Creating targeted buyer personas
  3. Optimizing your website 
  4. Leveraging technology 
  5. Developing an agile marketing strategy

1. Defining Your Brand Identity:

Before delving into marketing tactics, it's imperative to comprehend your brand's value to your customers, competitive positioning, mission, and objectives. 

Organizing workshops involving key stakeholders, marketing teams, and sales representatives can uncover the core components of your brand's identity and how you intend to present it to the world. 

Posing thought-provoking inquiries about your brand's strengths, weaknesses, and aspirations paves the way for a coherent and impactful marketing approach.

During this time, it's also important to interview your current customers and request candid feedback about your company's strengths and weaknesses. Understanding when your brand is not a good fit and what types of customers you can't help is just as important as understanding what you're great at.

2. Creating Targeted Buyer Personas:

Successful inbound marketing hinges on a personalized approach tailored to specific buyer personas

Gaining a deep understanding of your ideal customers' needs, preferences, and behaviors is pivotal in effectively shaping your marketing endeavors. 

By identifying and meticulously documenting your buyer personas, you can tailor your content and communication to resonate seamlessly with your target audience.

3. Optimizing Your Website:

Your website serves as the driving force behind your marketing initiatives. Conducting a meticulous audit of your website, encompassing both technical SEO and user experience (UX),  is indispensable to ensure alignment with your brand's goals and the provision of comprehensive information to visitors.

Addressing technical glitches and making informed decisions about either a facelift or complete overhaul establishes the foundation for a user-friendly and high-performing website.

4. Leveraging Technology:

Modern marketing relies heavily on technology. If your company is still relying on spreadsheets and a cobbled-together network of tools to track leads, you're falling far behind.

The availability of the right tools, such as a robust CRM, marketing automation systems, email delivery platforms, and advanced analytics tools, is pivotal for lead capture, prospect nurturing, and precise measurement of marketing performance.

Equipping your team with adeptness in utilizing these tools will maximize their impact on your marketing efforts.

5. Developing an Agile Marketing Strategy:

Ultimately, the key to success lies in crafting a well-honed and adaptable marketing strategy. Your strategy should find its roots in your brand identity, buyer personas, website optimization, and technological resources.

Clearly delineated goals, reasonable allocation of your marketing budget, and built-in flexibility to accommodate unforeseen shifts together form an effective marketing plan.

Get Started with Inbound Marketing: What’s Next?

If you are brand new to inbound marketing, it might be best to start by accomplishing further research and education on best practices and key concepts. HubSpot, the founders of inbound marketing, have an educational academy chock full of resources to help point you down the path of success.

Additionally, protocol 80 has a book that walks through all of the ideas introduced here and also includes:

  • Example strategies
  • Inbound sales ideas
  • Overviews on core KPIs to track
  • Tactical suggestions on what to deploy
  • + More!

👉 You can click here to buy the book on Amazon! 👈

If you want to talk further about any of the concepts with a coach, explore your options here!

Let's Talk About Coaching!