In order to review it and incorporate improvements if necessary, we can review the fundamental pillars of any buyer persona model:
Sociodemographic profile and work role (if B2B).
Pains and needs of the buyer persona.
How would you summarize your purchasing process?
All this information will help us reflect and ensure that we have enough information to define a good Inbound Marketing and communication strategy.
Traffic capture
At this point, it's time to start talking about the different phases of Inbound Marketing and audit all its elements. We'll start with the traffic acquisition channels : when we talk about this phase, we'll need to analyze each of the different channels we use.
Organic
The first thing we should review are the organic channels associated with our content strategy. This is essential, since this is the most important channel in an Inbound Marketing strategy and is probably where we are investing the most resources.
The main objective of any content strategy is to attract users through organic traffic, who can become future customers through the different phases of our funnel ( TOFU, MOFU and BOFU ). To find out what is really working for us and what is not, we must review:
Which pages and articles are bringing us SEO traffic?
Which keywords are bringing us the greatest volume of visits?
It will also be necessary to do an in-depth analysis of the content strategy, that is, the content of interest that is created for your target audience or buyer persona.
In this part of the audit we will be able to understand if our SEO strategy is yielding results and if the quality of the visits is adequate or if, on the contrary, we need to make modifications.
For example: imagine that 90% of your blog traffic comes from a post that is far from the interest of your buyer persona and that, even though you have a large volume of visits, they are not of quality. This information will be very useful for adjusting your SEO and content strategy and generating articles that are more focused on results.
E-mail
The next channel for capturing traffic would be email marketing . That is, the strategy we use to send emails to the contacts in our database. It is important to review this, since we are probably including links to the content we are interested in in order to also get traffic through this means.
In this section, it is important to carefully analyze what objectives we have and what content we are interested in sending to feed our database. It is extremely important to review this channel, as it will allow us to find out if we are including the right elements in the emails. We will review:
Newsletter subscriptions
Delivered/undelivered email rate
Open rate
CTR (link click-through rate)
Paid
Of course, we should also review the paid campaigns. We could dedicate a single post (o accounting directors email lists going to stick to seeing what would be the most important thing to analyze… That is why you have to remember this: the key is in the approach of the campaigns.
Your main objective will be to deliver value to the user, so carefully review your segmentation and make sure that you are focusing on your buyer persona . In addition, you must make sure that the content you deliver is what awakens or covers an interest and what they will want to view. We will review:
Both SEM and Social Ads campaigns
Clicks, views, reach, CTR, CPL, conversion rate, etc.
Are the KPIs we are using giving us enough information?
Are paid campaigns performing as expected?
Are you getting the desired ROI (Return on Investment)?
Segmentation of shipments
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