We have learned from experience and study how to capture the interest of the right leads, maintain their interest, and provide them just the right information at the right time until they are ready to buy. Our process delivers that value to your business.
Build the Engine
Add Gas to the Engine
Add Rocket Fuel
If you don’t have an engine that can turn website visitors into qualified sales opportunities, all of your marketing investments will be under-utilized. IMR’s first and most critical task with every client is to build the inbound marketing engine using your company’s Content Marketer’s Blueprint™ as a guide. Once your engine is built, IMR will begin to add the gas (consistent content production) that will attract leads and make your engine run.
IMR’s activity during this first phase of implementation will include:
After your engine is built, IMR will add gas (content production and distribution) to attract and engage your buyer persona. You can expect to see a clear positive trend in website visitors, leads and quality of leads coming through the engine. The most important aspect of this phase however, is that all of IMR’s activity, including the content and distribution methods be measured comparatively against other marketing investments you might be making. The data gathered by IMR during this time period will be used to make regular improvements to the inbound engine, the content being used to attract buyers and the distribution methods that spread the reach of the content. Once IMR has gathered 3 months of “closed-loop-analytics”, meaning IMR understands which activities contribute most to sales, strategic investments can be made to scale results without wasting money on activities that produce poor quality leads.
IMR's ongoing activity during this retainer based partnership will include:
You may have noticed that traditional online marketing tactics like pay per click advertising, social media advertising and other (paid) sources of traffic were not mentioned in earlier stages of working with IMR. IMR believes that these activities play a strategic role for companies using inbound marketing to grow their business, but without hard evidence (data) to guide these investments, they can be very dangerous for the relationship.
These types of investments should be considered as “rocket fuel”, used only to scale the inbound engine, and not as a replacement for underperformance.
First, build your engine. Then, make sure the engine runs with regular gas. What happens of you put gas into an engine that isn’t built yet?
Once your confident that your engine is running efficiently, you can invest in some rocket fuel. Without testing the engine first, rocket fuel can quickly get expensive and out of control.