Expert advice to help you generate more revenue for your business

Posted by Alex Barton on 14/09/2017

essex inbound marketing, marketing with a magnet

Below, you will find some expert advice on how to generate more revenue for your business by increasing awareness of your products, services, and brand.

My name is Alex Barton and I am the Creative Director at Exubra. We are a Branding and Inbound Marketing company that specialises in delivering results for our clients through consistent and relevant brand and marketing communications.

Below I have shared my 5 step plan on how to establish a strong brand identity and inbound marketing plan to stand out in a competitive market, grab share of voice and ensure you stay top of mind - to generate more revenue for your business.

buyer personas

Step 1: Know your facts first

The success of a business largely depends on the reputation of your company in the market. A strong brand identity and image is proven to attract more prospects and will create the opportunity to convert them to customers and generate increased revenue for your business. Your online presence, whether you are an online retailer or B2B service provider, also affects your credibility in the marketplace. Therefore, it is pivotal to chalk out an effective inbound marketing strategy consisting of clearly defined steps to be followed to ensure you attract more prospects online and take them along the buyers' journey to convert them into Marketing Qualified Leads (MQLs) and eventually brand ambassadors.

For the process to start off on the right foot, it is essential to understand your target market. An effective way to go about this is to understand your buyer personas. Buyer personas are semi-fictional representations of your ideal customers based on market research and real data about your existing clients. When creating your buyer personas, consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. What are your buyer personas?

Here are some questions you should ask to identify your buyer personas:

  • What is their job role? Their title?

  • How is their job measured?

  • What does a typical day look like?

  • What skills are required to do their job?

  • What knowledge and tools do they use in their job?

  • Who do they report to? Who reports to them?

  • In which industry or industries does their company work?

  • What is the size of their company (revenue, employees)?

  • What are they responsible for?

  • What does it mean to be successful in their role?

  • What are their biggest challenges?

  • How do they learn about new information for their job?

  • What publications or blogs do they read?

  • What associations and social networks do they participate in?

  • Describe their personal demographics (if appropriate, ask their age, whether they're married, if they have children).

  • Describe their educational background. What level of education did they complete, which schools did they attend, and what did they study?

  • Describe their career path. How did they end up where they are today?

  • How do they prefer to interact with vendors (e.g., email, phone, in person)?

  • Do they use the internet to research vendors or products? If yes, how do they search for information?

  • Describe a recent purchase. Why did they consider a purchase, what was the evaluation process, and how did they decide to buy that product or service?

If you build a detailed profile for your buyer personas this will allow you to tailor your content and inbound marketing strategies making them more relevant and deliver them in a better context. At Exubra we identify buyer personas as part of our Inbound Marketing services, and we create content which also has context.

segregate inbound marketing facts

Step 2: Segregate the most relevant facts

The next phase is to look out for the relevant facts that should be considered and reflected in your marketing plan.

Ask yourself some questions. For example: what communication mediums should I adopt? Am I exploiting all the resources available at my end? What attracts prospects towards my product or service? Is there a need to modify my product or service?

essex inbound marketing attracting with a magnet

Step 3: Reaching out

Now it’s the time to plan out the methods of attracting your prospects creatively. One way to do this is to group your buyer personas regarding returns you can earn, i.e., highly profitable and low value.

Think in terms of the maximum return you can receive:

  • How many prospects are willing to purchase your product/service with little effort?

  • How many prospects need an initial enticement to know more about your brand and services? Inbound Content Marketing.

  • What are some of the key questions that should be kept in mind about your service/product?

short term inbound marketing plan

Step 4: Develop a short-term plan

Make short term plans at the beginning to test the efficiency of your overall marketing strategy. For example, you can set up a plan for 1 or 2 years to understand the strengths and weaknesses of your marketing strategy. Then it is important to identify what is working and what isn't and also ask yourself 'why?'.

Keep yourself abreast of the latest trends and the changing attitudes and aspirations of your target audience. For example, in recent years we have seen a significant shift in using mobile and tablet devices for communication and for accessing the internet. Responsive websites are a must today for search engine and user recognition.

Besides this, you must have a backup plan to keep your company’s cash flow smooth. Don’t rely on a few affluent clients for recurring business and pitch to the small and medium scale industries as well for that 'bread and butter' revenue.

long term inbound marketing planning

Step 5: Develop a long-term plan

Developing 3-4 short term plans into one long term plan will help you detect all the flaws (if any) in your marketing approach and ensures that your long term strategy is an effective one.

Below are 5 of the most significant steps that should be considered while drafting a long term marketing strategy for your business:

  1. Begin with a snapshot of your company’s current situation, called a “situation analysis.”

  2. Establish your buyer personas to understand your target audience deeply

  3. List your marketing goals

  4. Develop the marketing communications strategies and tactics you’ll use.

  5. Set your marketing budget.

Remember: Make your strategy as simple as possible so that it becomes easier to achieve the desired results.

Download your FREE eBook on how to create Buyer Personas for your company now so you can segment your audience and create stronger marketing campaigns...

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Topics: Exubra Blogs, inbound marketing