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Inbound Marketing

Before starting any inbound marketing effort, it’s essential to have a plan in place to ensure its viability.  We tell our clients to follow these steps and your plan will be complete, easier to work with and will just be better.

We believe there are several steps to developing a comprehensive marketing infrastructure.  For more detail on all of these steps, scroll down the page.

If this appears daunting, feel free to contact us for a Project Primer to help catalog your thoughts.

Step One:
Plan Your Marketing Strategy

This is the fun part.  Fun because you obviously have an idea for a product or service and some idea on your market.  It takes a little imagination to put the two together and can be enjoyable.

To get your idea moving, consider these steps:

  • Start with a quick picture of your company’s current situation.  Begin by recognizing you are at a crossroad.
  • Develop a clear picture of your target audience.
  • Establish your marketing goals.
  • Begin to consider marketing communications tactics.

read more.

Step Two:
Build (or refine) your website

No sane person builds a website to turn away prospects, clients and search engines.  But it does happen.

There are several tools to audit your site and monitor its effectiveness.  Chances are you have access to many of them now in the form of google analytics or other tools.  But the biggest and most effective tool is to ask yourself:  If you had to make changes to your site, how quickly and inexpensively could you get that done?

Read a little more here.

Step Three:
Promote your message.

There are several ways to get your web platform recognized.  Some are a regular effort, (social media such as Facebook, twitter, and others) while others require less regular attention (SEO, PPC, and email blasts). Regardless how you feel about it, Social Media is here to stay

Step Four:
Convert Traffic to Leads.

So all the foot work is done and now you need to concentrate on converting all that rich traffic into active leads.   That means there is still a lot of work to do, but as they say, you’re mass communicating!

And there are a few simple things to be done to make the job easier.

Read on!

Step Four:
Segment everything and everyone.

Did you ever go to an amusement park, ask the information desk attendant where is a certain ride or the best funnel cake vendor?  You probably walked away thinking that person was the smartest cat in the place.  You were right, but not for the reason you might realize.

Consider this:  He sits all day and directs people to different spots and after a while realizes x amount of people are looking for one thing, while y amount is looking for another.

Those x and y groups are called segments.  And if you’re the owner of the park, you will want to know how many people are looking for both so you can put them in the back of the park, past all the other, perhaps less popular attractions.

Get it?  Knowing what people are looking for can help you put perhaps less attractive things in plain sight, becoming more attractive.

Read more here.

Step Five:
Measure everything

There are tools galore to help monitor how your efforts are performing.  Many of them are self-evident, as with PPC advertising, but many take active monitoring and revisions to stay as effective as possible.

In all cases, with a little attention. you can tell quickly just how well you are doing.

Here’s a little more.

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