In Izzy’s last blog article he made the decision to sign up for Hubspot’s medium package.  Now he needs to develop his action plan.

Izzy read the latest report on the State of Inbound Marketing, which showed what other small businesses viewed as important, based on their results. What Izzy learnt by reading this report was:

1. Social media, seo, blogs and email were the best for lead generation.
2. Paid search, telemarketing, direct mail and trade shows were declining.
3. Small business is increasing their inbound marketing budget and decreasing their outbound marketing budget.
4. The more blogs you post per week, the greater your chance of acquiring a customer.
5. Blogging is also linked to better search results, more website visitors and social media success.
6. If he could increase his indexed pages to over 311 he could increase his leads by 24%.

This research really helped Izzy determine where he should spend his time initially. His action plan went as follows:

1. Determine the keywords my prospects are using – on the Hubspot Keyword Grader.
2. Rewrite the content on my website to use the right keywords and help with SEO.
3. Create a lead generation offer: an ebook.
4. Create a landing page for the ebook with conversion form.
5. Set up a lead nurturing campaign to build reach, social media connections, blog subscribers and to move prospects down the funnel.
6. Publish two blog articles per week.
7. Use the blog to build my social media connections and promote the ebook.
8. Use my social media connections to promote my blog and ebook.

Even though Izzy was very busy with not a lot of spare time, after reviewing the research and learning the results other businesses had achieved, he understood that spending his time on Inbound Marketing was the smartest use of his time. The bonus was that with the Hubspot software it was all going to be relatively easy and he would be able to track everything through their closed loop marketing analytics, so he would know what was working and where to spend his time going forward.

In the next blog we’ll look at the marketing plan and process for Izzy’s company and how Inbound Marketing fits in. Don't miss the next blog article - subscribe today!

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