The year is only a few days old. If one of your resolutions was to get better results from your inbound marketing in 2015, it's not too late to start perfecting your strategy. All it takes is a little bit of dedicated time and a lot of passion to get 2015 off to a great start for you and your business goals. Start attracting, converting, closing, and delighting new customers today with these five simple tips.
Learn Your Lessons
2014 is over and you can't change it. But you can take an honest look at how your marketing strategy worked for you and find the lessons that you need to take into 2015. Look at your site's traffic and your leads from month to month. Which pieces of content really resonated with your personas and brought in high-quality leads? Which topics landed with a thud, taking all your content writing energy with it? When you know what worked at what didn't, you can do a better job of deciding where to focus your team's energy in the year to come.
Prioritize Your Personas
Knowing your personas is essential to success in inbound marketing so you should already have some great profiles created. But your personas are not set in stone. Now is a great time to reevaluate your personas and ensure that the details you've included still work for you and your target market. Furthermore, if you have a few personas, choose where you really want to focus your efforts. When you know who your primary persona is, you can really concentrate on learning how to create the very best content for that one profile, while allowing secondary personas to take a backseat. You can't be everything to everyone, so figure out whose business you really want.
Scope Your Competition
We all know some business owners who don't just track their competition, they obsess over it. If you're one of those people, this tip isn't for you. If not, now is a great time to check in on your competition. Did they have any particularly effective initiatives in 2014? Are they targeting a certain type of customer? Where are the holes in their strategy - and more importantly, where are the holes in yours that they're managing to fill? Don't become obsessive, just check in and get inspired to do better in 2015.
Map Your Content
Any inbound marketing strategy is going to include great content. That's a key part of the "attracting" phase of the inbound marketing process. But if your content isn't mapped to a specific persona, you're not doing the whole job. So take a few minutes to go through your editorial calendar and make sure each blog post, eBook, and white paper is specifically mapped to a persona. That will make it easy to look at which personas are best represented and make sure that your primary customer profile is well targeted.
It's just now 2015 so maybe you don't want to think about 2016 just yet, but the sooner you do, the better off you'll be. Prepare for next year by making sure that you're measuring your most important marketing metrics and doing it effectively. Be sure you're tracking your incoming visitors, your leads, your subscriptions, and your customers. Of course, our favorite tool for this is HubSpot, but there are others out there, too. When you've got the right measurement process in place, you'll be able to see your progress that much more clearly and make changes when necessary. Be sure to download our free eBook Digital Marketing Measurement for more info on this topic.
There is no better time than the new year to revamp, revitalize, and re energize your inbound marketing strategy. Here's to a happy and lucrative 2015!