The following is guest post by Paul Roetzer, founder and president of PR 20/20, an
inbound marketing agency
and PR firm specializing in search marketing, social media, content marketing and public relations. You can find Paul on Twitter @
, and the
PR 20/20 blog
Conventional marketing pays for interruption and impressions
, which means you buy everything, including: ad space, mailing lists, air time, printing and postage, in addition to agency costs (i.e. commissions, retainers and hourly fees). The basic theory is, “outspend your competition to gain market share.” This is an
archaic and faulty process
Inbound marketing, which is powered by content and community, gives underdogs and innovators the ability to
grow faster and smarter by outthinking, not outspending, the competition
, and by investing their marketing dollars in
production, participation and performance
But first you need a plan...
Enter the Inbound Marketing GamePlan
Inbound Marketing GamePlan
was first introduced by PR 20/20 in January 2010 as a
free eBook download
. In essence, the GamePlan is a more flexible version of a traditional strategic marketing plan, with a focus on shifting resources to more measurable and effective inbound marketing strategies.
The GamePlan is designed to adapt and evolve to changing market factors and business needs, and fully integrate brand marketing, website development, search marketing, social media, content marketing and public relations. To achieve maximum success and ROI with inbound marketing, these
once separate disciplines must be planned and executed in unison
When building your
Inbound Marketing GamePlan
, the general philosophy is, “less time planning, more time doing.” The goal is to set clear benchmarks and objectives, arrive at a consensus for the 12-month approach, approve budgets and allocations for first quarter activities, and then take action.
The best inbound marketers will
always be testing and evolving
, so don’t be afraid to take some chances and start learning through experience.
The GamePlan in Action
Our hope is that the Inbound Marketing GamePlan eBook serves as a resource for organizations of all sizes to take a more strategic approach, and tap into the full potential of inbound marketing to
connect with all relevant audiences, generate leads and build loyalty
Following is a recommended eight-step system to build and execute your Inbound Marketing GamePlan:
Clearly define and differentiate your
Design and deploy a content-driven
Go beyond prospects, and consider the impact of your inbound marketing efforts on all
(e.g. peers, competitors, employees, job candidates, vendors, media, prospects and customers).
Establish measurable and meaningful
designed to achieve the primary goals of generating leads and building loyalty.
Build an integrated campaign fueled by
core inbound marketing strategies
of search marketing, social media, content marketing and public relations. The success of each strategy creates momentum that drives your organization forward.
that can be easily shifted based on campaign performance and analytics.
with milestones, tasks and responsibilities.
everything, and be willing to adapt and evolve.
The GamePlan Elements
Whether developed by your internal team, or outsourced to an inbound marketing agency, here are some key foundation elements to create as part of the Inbound Marketing GamePlan:
12-month strategy outlook
in brand, web, search, social, content and PR.
with a detailed plan that includes: tactics, task lists and timelines, as well as resource allocations of both time and money.
to identify and prioritize search terms.
content marketing calendar
, including: prioritization, budgets, abstracts and timelines for blog posts, case studies, videos, white papers, eBooks, webinars, articles and more.
Media and blogger database as the foundation of your
and blogger outreach efforts.
, highlighting planned press releases, feature story pitches, editorial opportunities and associated events.
Social media dashboard
of priority forums, groups, networks and blogs for target industries and buyer personas.
Speaking opportunity database
for company leaders highlighting potential engagements throughout the year.
Inbound marketing is driving the convergence of traditionally separate disciplines
, specifically brand marketing, website development, search marketing, social media, content marketing and public relations.
Organizations have the opportunity to achieve
new levels of efficiency and effectiveness
by integrating these areas into a single strategic plan, and running dynamic campaigns that continually re-allocate resources based on performance.