Posted on 16/05/2023 by Melanie Comerford

Planning Your Inbound Marketing Strategy

Creating a comprehensive inbound marketing strategy requires careful planning and consideration of your overall goals, whether they are attracting new customers or retaining existing ones. The structure of your plan should align with your overarching business model and goals. Having a solid plan in place can greatly improve your marketing efforts and drive desired outcomes.

In this blog, we will cover the essentials of crafting an inbound marketing plan, including defining your target audience, identifying your goals and KPIs, and developing a content strategy that resonates with your audience. 

After reading this, you will have the tools and knowledge you need to create a comprehensive inbound marketing plan that drives real results for your business. So, let’s dive in and start attracting the right customers to your brand today!

Developing Your Buyer Personas

What is a Buyer Persona?

Understanding your personas is a critical step in building a successful inbound strategy. Personas are fictional representations of your ideal customers, and they can help you understand their unique needs, challenges, and interests. By defining your personas, you can create a strong foundation for your business that will shape every decision you make, from product development to marketing.

a group of different consumers

If you’re new to personas, it’s important to understand that within your target market, there are likely to be a variety of different buyers. Depending on whether your business is B2B or B2C or both, your products or services could be purchased by business owners, finance managers, or the end consumer. Each buyer will have their own unique characteristics and preferences, and it’s important to understand these in order to effectively target your marketing efforts.

How to Create Buyer Personas

To create effective personas, it’s important to gather data from your existing customers and carry out secondary research to uncover unique insights about your target market. This data should include both qualitative and quantitative information, such as:

  • Demographics
  • Behaviours
  • Pain Points

This data can then be used to create detailed profiles of your ideal customers, including their goals, challenges, and preferred communication channels.

By understanding your personas, you can tailor your messaging and marketing efforts to effectively reach your target audience. This can include creating targeted content that speaks to your persona’s pain points and interests, as well as developing sales processes so that they are designed to appeal to their unique needs and preferences.

In addition to driving content creation and marketing efforts, personas can also inform product development and customer acquisition and retention strategies. By understanding your ideal customer, you can create products and services that are designed to meet their specific needs and preferences and develop acquisition and retention strategies that are tailored to their unique characteristics.

Creating personas doesn’t have to be a difficult task. We’ve created a persona development template to help get you started.

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With a deep understanding of your personas, you can create a business that is designed to meet the needs of your ideal customer and drive long-term success.

Setting Your Goals

Equipped with your buyer personas, you should be in a position to create some strong and tangible goals that should demonstrate whether or not your inbound campaigns are performing as well as they should be. 

To create an effective inbound strategy, it’s crucial to keep your goals in mind at all times, whether you’re new to this or looking to refine your existing plan. However, setting goals can be challenging, and many marketers miss the mark. To ensure your inbound strategy is working efficiently, it’s essential to keep track of your return on investment (ROI) from your marketing activities, and clearly identify what you want to achieve and when you expect to see results.

SMART is an acronym for Specific, Measurable, Achievable, Relevant, and Time-bound. SMART goals are a framework that helps individuals and organisations create goals that are clear, achievable, and measurable.


The goal should be clear and unambiguous, answering the questions of what, why, and how. It should define what is to be achieved and what steps need to be taken.


The goal should be quantifiable so that progress can be tracked and measured. This helps ensure that you stay on track and can make adjustments if needed.


The goal should be realistic and attainable. It should challenge you but not be so difficult that it’s impossible to achieve.


The goal should align with your overall objectives, and be important and relevant to your business or personal development.


The goal should have a deadline or timeframe, providing a sense of urgency and ensuring that progress can be measured.

When setting your inbound goals, start by reviewing your current analytics to understand your current ability to attract traffic to your website and convert leads. Some essential KPIs to track could include:

  • Monthly unique visitors
  • Clicks
  • CTRs
  • Sources of traffic
  • The number of leads

By analysing this data, you can set expectations for the future of your inbound campaigns, set realistic and feasible goals, and be ambitious without setting yourself or your team up for failure. Remember, running an effective inbound campaign takes time. So when assigning timeframes to your goals, keep in mind that patience is key. Stick with it, and the results will be worth it!

Top Tip! Remember that inbound campaigns require long-term thinking, planning, and execution. Continuously monitor your analytics and adjust your strategy as needed to achieve your goals. Stay motivated, and don’t get discouraged if you don’t see results immediately. Stay focused on the bigger picture, and over time, your efforts will pay off.

Conducting Content Research

In inbound marketing, content research refers to the process of identifying the topics, keywords, and content types that are most relevant and valuable to your target audience. The goal of content research is to develop a content strategy that aligns with your audience’s interests, pain points, and search behaviours, and creates content that attracts, engages, and converts your ideal customers. You can see why it’s important to start your plan with your persona research!

Content research is important because it helps you create content that resonates with your audience and drives traffic, leads, and revenue for your business. By understanding your target audience’s needs, interests, and behaviours, you can create content that answers their questions, solves their problems, and addresses their concerns, positioning your brand as a thought leader and a trusted advisor.

To do content research effectively, follow these steps:

Conduct keyword research

Use keyword research tools like Google Keyword Planner, Ahrefs, or SEMrush to identify the most relevant and high-volume keywords that your target audience is searching for.

Analyse competitors and industry trends 

Study your competitors’ content strategies, social media activity, and engagement metrics to identify gaps, opportunities, and best practices. Monitor industry trends, news, and events to stay up-to-date with your audience’s changing needs and preferences.

Survey your audience 

Use online survey tools like SurveyMonkey or Typeform to collect feedback from your audience on their preferences, challenges, and content expectations. You can also use social media polls, comments, and feedback to gather insights.

Analyse your website and social media analytics

Use tools like Google Analytics, Facebook Insights, or HubSpot to track your website and social media performance, including page views, bounce rates, engagement metrics, and conversions. Use this data to identify your most popular and effective content, as well as areas for improvement.

By doing content research effectively, you can develop a content strategy that is data-driven, customer-centric, and results-oriented, and create content that generates leads, builds brand awareness, and drives business growth.

Auditing Your Content

In today’s digital age, content is king, and most businesses are constantly creating content to engage their target audience. However, with so much content being produced, it can be challenging to keep track of what you’ve already created and what still needs to be developed. This is where content cataloguing comes in.

Cataloguing your content involves conducting a thorough content audit and creating a spreadsheet to keep it organised. Many businesses have a catalogue of content buried somewhere in their archive, which may have been removed from the public domain because they were deemed irrelevant or outdated. However, this content could still bring value to your plan, and by cataloguing it, you can ensure that it doesn’t go to waste.

a person editing a blog on a laptop

To start, take a look through your company’s folders and make a list of each piece of content, noting the different topics, formats, and dates created. As you do this, take the time to assign your existing content to your personas – that is, who the content was intended for or who would derive value from each piece of content. This will help you identify any gaps in your content going forward, allowing you to tailor your future content to better engage your target audience.

Conducting a content audit can also help you determine which content needs updating in order to become relevant once again. By doing so, you can boost your organic visibility and bring in an influx of traffic to blogs that may have been posted for a significant amount of time. Overall, cataloguing your content can help you make the most of your existing content and streamline your future content creation process.

Getting Your Website Ready

Your website plays a crucial role in facilitating your inbound marketing strategy. It serves as the central hub for your online presence and is where most of your potential customers will engage with your brand. A well-designed and optimised web design can help attract, engage, and convert your target audience by providing valuable content, building trust, and facilitating the sales process. Here are some ways your business can ensure your website is ready for inbound marketing:

Prioritise the user experience 

Your website should be easy to navigate, with a clear and concise layout, and a user-friendly interface. Your visitors should be able to find what they’re looking for quickly and easily.

Optimise your website for search engines 

A website that is optimised for search engines is more likely to attract organic traffic. Make sure your website is optimised for relevant keywords, and that your content is valuable and informative.

Implement lead capture forms

Inbound marketing is all about attracting and converting leads. Implement lead capture forms on your website to collect information from your visitors and convert them into leads.

Use data and analytics

Use data and analytics to track your website’s performance and make data-driven decisions. This will help you optimise your website over time and improve your inbound marketing efforts.

Be mobile-friendly

With more and more people accessing the internet from their mobile devices, it’s important to ensure that your website is mobile-friendly. This means that your website should be responsive, easy to navigate on smaller screens, and optimised for mobile devices.

Overall, a website is a crucial element of inbound marketing. By ensuring your website is optimised for search engines, user-friendly, and provides valuable content, you can attract, engage, and convert your target audience, and facilitate the sales process.

Inbound Marketing at Loop Digital

Supercharge your business growth with our cutting-edge inbound marketing strategies. Our team of experts are dedicated to delivering exceptional results for our client partners by leveraging the latest inbound marketing practices. Experience sustainable growth and create exceptional experiences for your customers.

Take the first step towards success today by speaking with one of our experts or exploring our range of tailored inbound marketing packages. To deepen your knowledge of inbound marketing, don’t miss the opportunity to download the Essential Guide to Inbound Marketing today.

Mel is our Partner Strategy & Delivery Manager and also a CIM Chartered Marketer, a testament to her commitment to excellence in the field. But Mel’s contributions don’t stop at the office door. Beyond her professional endeavours, she leads an active life as a qualified run leader and dedicated volunteer. Her experience in these roles has streamlined her leadership and teamwork skills, making her an invaluable asset when it comes to collaborating on projects and ensuring their success. Her sharp insights, strategic thinking, and knowledge have made her a backbone in our team’s ability to drive results for clients in this industry. Mel will make sure that we can approach marketing challenges from all angles and deliver outstanding results for our clients.

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