How advanced is your inbound strategy?

A simple exercise I use with clients to help them see where their strategy is at and what’s left ahead. I hope you find it useful.

When was the last time you took stock of your strategy?

Something I often hear from clients is that they’re so caught up in the day-to-day they struggle to see the big picture. They can’t remember what their strategy was. They can’t see where they’re heading.

This is a simple exercise I run through to help clients take a step back.

Digital marketing is a journey. You start simple, you get good at the simple things, you move onto more complex things. Similarly, in this exercise, I’ll run through the five stages of digital marketing sophistication, from the very basic, to the complex.


You have a static website with a contact form.

This is as basic as it gets.

Content Strategy

You’re driving traffic to your website by creating targeted, user-centric content which is hosted on your site, shared on your blog and social media channels.

Lead Generation

You’re converting the traffic generated by your content strategy into leads using lead magnets, which are assets given away for free in return for visitors’ contact data.

Lead Nurture

You have targeted, automated email campaigns set up to send relevant, personalised communications to contacts served up by your lead generation campaigns.

Marketing Automation

Your email campaigns are integrated with your CRM platform and sales data. Contacts which are displaying high levels of interest in certain services or products are automatically flagged up to sales so they can engage and close.

It’s better to do simple well, than complex poorly

As I said earlier on, digital marketing is a journey. One of the most common mistakes I see people make is to rush through these stages before they’ve mastered them.

What you learn by nailing and fine-tuning your content strategy will inform your lead generation campaigns. What you learn from your lead nurture strategy will inform when you flag a ‘marketing qualified lead’ up to sales.

But if you try to rattle through the stages too fast. Or worse, activate them all in one go, you’ll never get really good at any of them.

If you’re looking for advice on how to move your business along these five stages of sophistication, drop me a line using the button below.

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