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Developing a 2016 Inbound Marketing Plan?  Don't Forget These 7 Steps

[fa icon="calendar"] Mar 9, 2016 1:56:00 PM / by Andrew Levy

blog-post-image-10.jpgThe New Year is here, meaning it’s time to reassess your Inbound Marketing strategy to keep up with the trends. These Marketing ideas might just be timely reminders, or they could be something you haven’t considered before. The below strategies are all new, but they will  help you to propser in 2016.

1) Clean Your List & Re-Engage Subscribers.

The first Inbound Marketing idea you need to embrace is culling and refining your members or subscribers. Unsubscribing members could be the best thing for you to do, because although they did at one point seem interested, they aren’t interacting. It might just be that they used a service you provided (a 10% discount offer, a free webinar link, a printout) and submitted their email to get it. But that’s all they wanted at the time. So when you see they haven’t opened the last 15 emails you’ve sent, you assume your content is failing -- but really, it’s not you -- it’s them. Unsubscribe them.


2) A/B Testing.

New Year, new testing and new marketing strategy -- this is one of the key features within any marketing automated platforms, such as HubSpot Perth. Get into a rhythm with your testing and be methodical about it. Define a schedule for what is being tested -- why, how and where -- and be sure to have a baseline before you start testing. Give yourself a deadline for each test and make it a priority in your personal schedule. Not sure where to start? Start your new year A/B testing with paid ads and landing pages, and make sure to test one thing at a time, so that you can be sure of your statistics. 


3) Be More Social Then Ever Before.

Use your Twitter, Snapchat, Instagram and Facebook accounts to the maximum -- and don’t just be social -- monitor and segment for a purpose or goal. The majority of marketers are using social media around 6 hours per week (according to Social Media Examiner), with most stating they post twice a day on any given platform. If you’re clocking more than 6 hours, it might be worthwhile looking at your editorial calendar to see what’s most important – and if you don’t have a plan, this could be your marketing strategy downfall.


4) Embrace Images, Videos, and Podcasts.

According to a study by B2B Marketing Mentor, images and photos are the most important tactic in optimising social media posts, coming out above hashtags and user-targeting. This doesn’t just go for social media, according to HubSpot, 63% of people prefer emails that contain mostly images. Build your content with the support of an image like a meme or a video link that highlights your point.


5) Don’t Just Write; Create.

This is similar to the previous point, but instead of supporting your content with an image, this leans more on the side of presenting content in a different way. For example, take a typical blog and make it into a podcast, interview, or even an infographic. Maximise your reach to amplify the amount of content you create from one source. Content is meant to be creative, so create something with it and give your reader’s brains a break (and yours). Use infographics for data and research – to soften the hard number edge, such as podcasts for discussing a rich topic, or do an interview for a unique angle on a topic that might be “boring”. Don't just stick with one medium -- people think different, your prospects learn using different mediums -- so you should embrace different content options and different channels.

6) NewsJack To Increase Engagement.

Similar to content curation, Newsjacking is the use of recent events to build your brand. This isn’t necessarily a new marketing idea, but it’s proved successful, and according to Spredfast “brands tweeting about unexpected occurances during major events saw a 1200% lift in re-tweets per follower”. The best thing about this “real time marketing” idea is that it doesn’t take a team to manage, just solid processes to monitor and act on relevant topics. Build a strategy around trending topics and you will see more engagment and improved lead generation.

7) Use Snack-Sized Content.

Take an idea and break it down into bite sized pieces. This marketing idea is based on the leap in mobile device use for searching and the time it takes for content to load. Studies show that if your website takes longer than 5 seconds to load on a mobile device, you’ve lost your customer to a competitor. Short and sweet content is also far better for smaller screens and loading times. Not to mention, it forces you to get to work more effectively, to get your point across in less words. Win/Win.


These 7 marketing ideas are designed to help you kick off 2016, combined with a successful strategy and keep up with the changing demands of the digital marketing world.

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Topics: Lead Generation, HubSpot, Inbound Marketing, Inbound Marketing Perth, HubSpot Perth

Andrew Levy

Written by Andrew Levy

CMO | Inbound Marketing Strategist
 Perth A Chief Marketing Officer and experienced strategist for Content Marketing, Social Media, & Marketing Automation. Andrew has managed a multi-million dollar Inbound Marketing strategy, using HubSpot, across 3 regions - Asia Pacific, Europe & North America. He has marketed product, purchased by 'Top Fortune 500 listed companies’ including: #1 Walmart, Marks & Spencer, Tesco, LVMH, Chanel, Lotus F1, Cathay Pacific and more. Follow Andrew on Twitter @AndrewLevy_.