The key to creating an effective inbound marketing strategy when you’re a startup is to properly structure your marketing team . Without this, the approach can be neither efficient nor scalable. Indeed, startups often have the desire to go fast: their main objective is to grow as Sao Tome and Principe Email List as possible . But without a structured and sustainable strategy , growth will not be there anyway. This is why it is essential to structure the marketing of your startup as soon as possible . This involves the following 3 steps: defining realistic and relevant objectives; define the strategic and operational roles within the startup; and finally, decide which aspects can be managed internally and which need to be outsourced.
1- Realistic and relevant objectives for the marketing strategy of your startup. Everything starts from the objectives. To properly structure your marketing as part of an inbound approach, you must ask yourself the following questions: depending on the turnover or the growth I want to achieve, how many customers must marketing generate thanks to the? ‘inbound? How many MQLs are needed to reach this number of customers? How many Leads are needed to reach the desired number of MQLs? Finally, how many visitors does marketing need to attract to get the desired amount of leads?
2- Define strategic and operational roles
When setting up an inbound strategy, structuring your marketing team also means defining strategic and operational roles . The employees in charge of the strategy will have to follow the KPIs at the global level and at the level of each campaign launched. Thus, they will monitor the evolution of the number of visitors, leads, MQLs and customers generated in total and then by each traffic source to ensure that these figures are consistent with the objectives set.
The people in charge of operations (writing blog articles; creating emails, landing pages, forms, CTAs; managing social networks and SEA, etc.) will be able to monitor the performance of blog posts (overall number of views and by source, CTA click-through rate) and landing pages (overall conversion rate and by source) in particular. In the case of a startup, the workforce is sometimes small, the same person can perform several operational and / or strategic functions . This is often the case for start-ups. As long as the organization is clear, whether there are 2 or 10 of you, your marketing team will be functional.
3- Outsourcing and internalization
Indeed, in the first years following the creation of a startup, the turnover often does not allow enough hiring to carry out each marketing action. Moreover, even after fundraising, marketing teams are not always trained in the inbound strategy or the tools necessary for its deployment. In this case, we generally recommend that startups get support in the development of their inbound marketing strategy (definition of buyer personas, customer journey, forms, scoring, etc.) and in its technical implementation ( installation and configuration of tools, campaigns, landing pages, etc.). The idea is to build solid foundations in order to scale this approach as the startup grows.
What you must remember
Too often we see startups whose strategy is not well defined and / or whose tools (marketing automation in particular) are little or badly used. It is a waste of time and money that can slow growth or limit turnover. For lack of being well structured from the start, these startups are missing out on business opportunities while their products are promising. This is why we advise you to follow these three steps to properly structure the marketing of your startup: 1) Define the most realistic and relevant objectives possible
Despite the lack of historical data during the performance audit phase, it is important to start somewhere and set goals (which will be reviewed as the inbound strategy is rolled out)