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Pillars of Inbound Marketing by Mind Map: Pillars of Inbound Marketing
5.0 stars - 4 reviews range from 0 to 5

Pillars of Inbound Marketing

Process

brand

target

frame of reference

unique selling proposition

reasons to believe

target

develop buyer personas, buyer attributes, roles, titles, company size, industry, needs, personal, e.g., more free time, industry, e.g., regulatory compliance, company-specific, e.g., more traffic, more leads, disseminate info, frustrations, e.g., bad webmasters, difficulty in updating site, desires, motivations, goals, problems, communication channels, do i need more data?, focus groups, surveys, observed behavior (online or offline), web analytics

align messaging with buyers, capability mapping, framing questions, diagnostic questions, buyer-vision questions, solution summary, relevant proof points (success story)

execute

build a messaging architecture

ongoing, get found, strategize, what keywords do i target?, What content do i need?, When will I need it? (editorial calendar), How will I distribute my content?, websites, microsites, blog articles, videos, webcasts, photos, webinars, presentation decks, podcasts, press releases, white papers, ebooks, in-person events, tradeshows, roundtable, roadshows, How will I promote my content?, organic search, paid search, social, facebook, linkedin, twitter, youtube, flickr, digg, blogs, forums, yelp, offline, How will I measure my results?, create, optimize, on-page, off-page, other channels (video, etc), calls to action, tagging, searchable text, relevance, promote, convert, visitors to leads, landing pages, leads to customers, lead nurturing, lead intelligence, lead scoring, visitor alerts, close the loop, adapt, page optimization, keyword performance, persona refinement, budget re-allocation

stumbling blocks

resource allocation and commitment, where will content come from?, how much will content cost?, who will train my staff?

website design, development, deployment, custom platform, hybrid, hosted solution

Pillars

compelling content

goal-oriented, purpose driven

relevant, substantive, a result of effective buyer personas

exclusive

brand building or affirming, clarifies positioning, communicates uniqueness, consistent with or evolution of identity

stylistically appropriate

targeted promotion (driving traffic)

search, organic search, PPC

social media

email

offline

automation infrastructure

publishing system (cms), website, information design, visual design, stack, programming, hosting, support, integration, programming, support, other channels

lead capture, landing page, email list integration

lead management, scoring, nurturing, email, lead tracking, CRM integration, disposition

intelligence, website activity, social media monitoring

alerts

continuous improvement

what, building/evolving the brand, better service, more services, building/evolving the buyer persona, more sales, more profitable sales, improving productivity, lower marketing costs, generating more leads

how, feedback loops, surveys, post-purchase, mini site surveys, brand monitoring, competitive intel, content inspiration, observed behavior, meaningful online metrics, page optimization, time on page, conversion rate, A/B testing tools, web analytics, PPC stats, keyword performance (conversion), organic, paid, inbound links, offline, heads in beads, foot traffic

aka

engagement marketing

content marketing

summary

get found

convert

visitor-to-lead

lead-to-customer

analyze