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How to Plan a Website That Will Leverage Inbound Marketing

Posted on August 17, 2017

Ah, every B2B tech marketers dream! You’ve been given the green-light on a budget to implement a new marketing approach and redesign your website … and now you’re wondering where to start and how to plan a website that will leverage inbound marketing. Not to worry, smart marketer! We’ve got you covered.

Planning a website that will be used to drive your inbound marketing campaign sounds complicated, but really it comes down to a few key points:

  1. Knowing your audience
  2. Planning your content
  3. Integrating your other marketing channels

A website is a sales and marketing tool and it should be built to drive leads and awareness around your brand. How your build your website will affect how much value it brings you down the line.

So how should a B2B tech company plan out a website that will leverage inbound marketing?

Step 1: Plan with your audience in mind

The first step of a successful inbound marketing plan is really clearly defining who your ideal customer is and how you’re set up to help them succeed and solve their problems. If you haven’t already done it, this is the perfect time to formally define your audience personas.

Audience personas are super helpful for marketers. They’re basically a fictional representation of your target (and ideal) customers. When writing audience personas you’ll want to think about what challenges your customer is facing, how they look for solutions to those challenges, where they spend time online and what influences their buying decisions.

Tip: Speak to people all around your company to understand what customers are ideal for the company and where you've demonstrated the most success.

Step 2: Think about your content

Thinking about who your audience is and how you can solve their problems is a foundational element of your plan, but next you need to think about how your content will help drive your audience to action.

The point of inbound marketing and content creation is not just to drive traffic to your website for brand awareness and education. It is also about driving leads and creating value for your company--which is where gated content comes in! Gated content allows you to provide your audience with highly valuable content--things like eBooks, white papers and infographics--after they fill out a short form to receive the gated content. Now that you’ve received their contact information, you’ll be able to nurture the prospect through the marketing funnel and deliver more value.

Simply put, content marketing will help you to drive traffic to your site, but the quality of your content will always beat the quantity of your content when it comes to user experience.

Tip: Plan out your content in advance with a content calendar. It will help you to create content that is relevant and valuable and keep content creation at the top of your mind, so you don’t go weeks (or months!) without adding valuable content to your site.

Step 3: Integrate your other marketing channels

A successful inbound marketing approach integrates all of your marketing channels together. As such, your website should do the same! When planning out your website, think about how you’ll drive awareness to your email list, to events or conferences you’ll be speaking in, and connect with you on social media.

Tips: Here are a few ways to integrate your marketing channels together for a successful inbound website:

  • Add an event calendars to help visitors find where they can engage with you in person, or to find a time that you’re hosting a webinar for them to attend
  • Add social sharing tools to your blog posts
  • Add your social media channels as links or feeds on your website
  • Make your CTA (call to action) forms easy to find and connect them to your email list or marketing automation software

Creating and following an inbound marketing approach will help you deliver value to your audience and leads to your sales team. Getting ready to create your website with inbound marketing in mind? Check out our fun scorecard: Are You A B2B Inbound Marketing Master?  

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Topics: Inbound Marketing, Website Development

Patrick Zangardi

Written by Patrick Zangardi

Patrick is Kiwi Creative's digital marketing director. He spends his days working with our clients and leading web development and inbound marketing engagements. He spends his nights eating pizza.

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