Improve your Inbound Marketing Strategy with our Growth Storytelling Framework
All the resources we’ve discussed above have guides, frameworks, and checklists. We’ve bundled them in our Growth Storytelling Framework. Be sure to check it out for free (no signup needed) and ask us any question in our LinkedIn Group.
Inbound Marketing Growth
This Inbound Marketing Strategy Guide with all its resources and templates has been created by a team of marketers with more than 40 years of inbound marketing experience combined.
We’re confident that taking your current Inbound Marketing Strategy and implementing even 10% or 20% of our tips will help with your Inbound Marketing Growth.
Inbound Marketing can give a slow ROI. Being consistant, talking to your audience, listening, actually listening without your bisases, learning and adapting the the way to grow.
Along the way, you should tell great stories, be mindful of your SEO and your Social Media Strategy and never publish & pray. Always invest time in distributing and promoting the great content you’ve created.
In a world where the is an overload of just about everything, you can not rely on the old saying ‘build it and they will come’.
Integrated Inbound Marketing
To fuel your Business Growth, your Inbound Marketing Strategy needs to be integrated with the right tools, right people and flow throughout the organization. Your sales and support team needs to understand exactly what content exists, where they can find it, when, and how they should use it to tell a story.
Employees need to be empowered to become brand ambassadors. They need to understand what types of content they can share on their own social media accounts and which hashtags they should use.
Your Inbound Marketing Strategy needs to be integrated in the entire organization and not live in a silo owned and managed by one person or a handful of people.
We’ve already mentioned a couple of tools but we want to share a couple more to make your life even easier and your campaigns even more effective.
Here are a couple of writing and visual design tools, because… you’ll be creating a lot of content to fuel your Inbound Marketing Strategy.
Top Content Writing Tools
Write better, write faster, get ideas from angles you have not of before and collaborate better than ever before. here’s our lineup of top content writing tools.
Check out Grammarly if you did not have had the chance yet. You can easily create a free account and copy / paste your content in their editor to have it grammar checked or you can install their free browser plugin and once anctivated, Grammarly will start finding grammar mistakes for you on various platforms.
With their paid plans, you can also set up writing guidelines for yourself and your team so all your writing will be on brand.
Do you want to empower your team to use the words ‘how are you’ instead of ‘how are ya’ (not the best example, but it will do), you can set up an alert in Grammarly and every time you or your team mates writes ‘how are ya’ they will be notified.
Be sure to check it out.
Google’s suite is vastly overrated because most people only use 1% of the capabilities. Google Docs are great in collaborating with team mates and once you get people on the Google Suite, it’s easy to also get them to use other tools like Sheets, presentations and all the other goodies.
No more sending emails with Word Docs and hoping you’re editing the latest version. Work in the cloud for free and collaborate easily with your colleagues or freelancers.
StoryLab.ai (that’s us) has a versatile suite of AI Marketing Copy Generators. We’ve already mentioned how to use the Content Idea Generator and how to use AI to help create your Brand Story but you can use our tool for a lot of cool things.
You can for instance get started with our Instagram Caption Generator and come up with new Insta caption ideas, you can create drafts for your email copy with our Email Copy Generator, you can create great blog intros with our Blog Intro Generator and much more.
We believe you should not use AI to create your copy but rather as a buddy that helps you to come up with new ideas and new angles to tell your story better.
Top Content Design Tools
What is an Inbound Marketing Strategy without great visuals? Boring and ineffective. That’s what it is :).
Here’s our lineup of great content design tools that we use ourselves.
Canva is one of those tools that we’ve been using for years. We’er super grateful for the tech, visuals and templates they created.
Creating beautiful designs is so much better and faster with this tool. if you haven’t tried it out yet, be sure to do so.
Google Web Stories
Create beautiful, snackable, short pieces of content with Google Web Stories.
Check out Google Web Stories, here’s one we made and make use of the tech Google has created to tell short stories on the internet.
We find it very immersive and engaging and it get’s people to consume content in a unique way. Different than written text or videos.
Next to Canva, we’ve also been using InkScape for years.
InkScape is an Open Source flexible drawing tool. It takes a bit of time to get the hang of it but they have a large community and a lot of videos to help you get started.
All images created in this blog post, the rest of the website and our social accounts are created with Canva or InkScape.
The Inbound Marketing Funnel
The Inbound Marketing Funnel is being used to illustrate that Inbound Marketing is the art of attracting people that have not heard of you yet (strangers) and nurturing them, together with other internal stakeholders, to become a customer and eventually a promoter.
You can easily see why your Inbound Marketing Strategy needs to be integrated with multiple Inbound Marketing tactics, multiple stakeholders and various tools.
You can set up different channels, tactics, approaches even team per stage of the Inbound Marketing Funnel.
The more complex your product / service is, the more complex the funnel is and the longer it takes to get people from stranger to customer.
Usually, B2B Inbound Marketing funnels differ from B2C funnels.
In B2C Inbound Marketing it’s usually easier to take a person from stranger to customer. Think about how many impulse purchases you have made because you saw an advertisement? B2C funnels often also revolve around repeat purchases and taking customers to the promoter stage.
In B2B Inbound Marketing products / services are often more expensive and there is a need for Sales and other internal stakeholders to get involved.
Often times, B2B Inbound Marketers implement an Account Based Marketing Strategy (ABM Strategy) to get people from stranger to customer.
With an ABM strategy, you identify your target accounts (a list of companies you want to have as your customer) and hone in on those companies with different marketing, re-marketing, sales outreach tactics.
We sometimes get the question:
“What is the difference between Inbound Marketing and ABM Marketing?”
Basically, you can do Inbound Marketing without an ABM Marketing approach but to do ABM Marketing well, you need an Inbound Marketing Strategy in place.
Take the Inbound Marketing Funnel as an inspiration, but be sure to create your own and hone in on what drives the most impact for your company.
Raul Tiru: Raul loves to build companies and help startups and scale-ups grow. Raul started his first website when he was 17 years old, has held several growth marketing positions in fast-growing companies, and has helped companies via his Freelance Marketing services. You can find Raul on his community GlobalOwls where he helps Nonprofits and Startups to do better marketing.