Inbound Marketing Management: what it is and how to do it in 3 steps

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The Inbound Marketing management involves three main stages: planning of actions, implementation control and measurement of results.

Together, these steps ensure that all Inbound Marketing steps, as well as the actions that comprise them, will be carried out in accordance with the organization's objective and type of business.

Inbound Marketing management must be carried out by a specialized professional, who knows the processes, strategies and indicators of this model, and can count on the help of an Inbound Marketing tool to ensure that all steps are successfully executed. 


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If you who are reading this article work in a company that wants to start Inbound Marketing actions, you are very welcome and I am sure you will learn a lot, however, consider hiring a marketing agency

If you are an agency marketer, know that applying these three steps will ensure better results for your clients' campaigns. Within the scenarios of an agency and a joint venture, Inbound Marketing management contributes to:

  • increased agency productivity;
  • organization of activities to be performed;
  • task control;
  • real-time measurement of results;
  • Making more assertive decisions.

So without further ado, let's understand the steps of marketing management.

Inbound Marketing Management in 3 Steps

The three steps we list below comprise the management of a series of actions that are part of what Inbound Marketing is, so if you still have doubts about this concept, we recommend that you read the article; “Complete Guide on Inbound Marketing : What it is and how to apply it to your business”.

If everything is fine, let's go to the steps of Inbound Marketing management!

  1. Make a plan

Planning what should be done is an essential step for everything a company is going to do, whether inside or outside of marketing.

It is impossible to think about starting a series of actions without knowing where you want to go with it.

So start Inbound Marketing management by planning. In a marketing agency, it is important to set up the planning for each client, after all, each one has different objectives, services, products and audiences.

To perform this step you will need to answer the following questions:

  • What do I need to disclose (what is the service or product and what are its value propositions?);
  • who is the persona I want to achieve;
  • What are the short, medium and long term goals? For example, increasing traffic, generating qualified leads, and converting leads to customers.

This is where you should understand your customer journey and build a sales funnel. Only then will you understand what the personas' needs, problems, desires and doubts are at each stage of the way up to the conversion of the lead into a customer and subsequent enchantment.

It might be interesting to divide your goals according to the steps of Inbound Marketing:

  • attraction;
  • conversion;
  • relationship;
  • sale;
  • Enchantment.

This division will help you give the necessary attention to all stages of the strategy, as well as making it easier to identify bottlenecks and opportunities.

  1. Start strategy management

With the planning in place, it's time to put everything into practice. Each stage of Inbound Marketing has its own set of strategies that are generally used to achieve the objectives of each stage.

For example, in the attraction stage, the most common actions are:

  • IF THE;
  • social networks;
  • Blog content.

Organize the actions of each stage of Inbound Marketing in your planning and set up a schedule that will show when each campaign should take place and which ones will be put into practice. It also lists what will be needed to run the campaign, such as:


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  • collection of testimonials;
  • video recording;
  • production of images for social networks;
  • building keyword lists;
  • Blog content writing and more.

In short, at this stage of inbound management, you, as a manager, should be concerned about:

  • create a schedule;
  • define what should be done, who will do it and when;
  • Point out what results are expected.

To assist in this phase use a project management tool.

Also read: How to do advertising agency management: 5 strategies for greater results

  1. Track Inbound Marketing Metrics

We have reached the last stage, but it is important to emphasize that it should not only be done at the end of a period such as a semester.

The monitoring of inbound marketing metrics must be carried out in real time , while the campaigns are in the air (when it is a beginning, middle and end campaign) and continuously, in campaigns such as SEO actions, which offer results over time .

Through metrics your team must optimize campaigns, seize opportunities and correct flaws.

Among the most important metrics in Inbound Marketing are:

  • Traffic;
  • Lead conversion rate; 
  • Qualified leads;
  • Bounce rate.

Include an Inbound Marketing tool in your management

Now that you know how to manage Inbound Marketing it's time to get a helping hand!

Quickly accomplishing everything listed above is the big challenge, both for companies with in-house teams and for marketing agencies. The good news is that you won't need to do all this on your arm! To improve your results you can count on the “15 Inbound Marketing tools: from attracting to loyalty”.

Among them, marketing automation software is undoubtedly the most strategic because it brings together several features in the same tool, including:

  • keyword panel for SEO and content marketing;
  • creating landing pages and forms;
  • email marketing flow automation ;
  • AB test performance;
  • marketing automation;
  • Lead Tracking;
  • Lead Scoring for qualifying leads;
  • Reports and more.