I'm in a unique position to be first to market for a new women's business, launched in November. Press efforts are paying off with some great recent write ups and more to come. Social media has been slower, but growing as I've started collaborating with bloggers. The most immediate and significant sales come from the press, but these live only as long as you're on the front page of a major website. How do I use this traction towards my inbound marketing? I'd like to develop a strategy but my first dilemma is that women are not necessarily looking for my product. They are converting, asking questions, and then telling friends once they purchase it. I'm considering affiliate marketing but I'm unsure if this is the right approach.
If you haven't already, you need to determine your marketing objective. Without clear objectives driving your marketing efforts, how can you tell if you’re moving in the right direction and implementing the right strategies along the way?
To define that, you need to know the specific marketing objectives you’re working towards before you can start executing against any sort of plan. One tried-and-true framework is the S.M.A.R.T. approach, which means all of your objectives should be Specific, Measurable, Attainable, Realistic and Time bound. You can read more about that method in this blog I wrote: http://www.fieldboom.com/blog/marketing-objectives/.
You can also use the inbound marketing funnel to meet your objective. The key to marketing is to realize that the funnel is a linear, sequential process. You can’t skip ToFu and MoFu and turn strangers into customers. Everyone has to proceed through your funnel in order. Top, middle, then bottom. No exceptions.
Basically, start with your marketing objective and then measure it.