Successful sustained marketing campaigns start off with defined measurable goals. Goals should be defined using lead and sales metrics for your particular industry. Once the goals are determined, a strategy to accomplish these goals can be articulated. Your inbound marketing strategy should include website design, social media marketing, search engine optimization, content marketing, email marketing, search engine marketing, etc. For a better understanding of the relationship between activity and return see our inbound marketing calculator.
Aside from detailed content on your website, consider adding videos - which are educational for your audience and are an important component in your SEO strategy. Make blog posts fun to read and avoid industry jargon. Your audience is on your website because they have a problem they need solved or to be entertained.
Something of value - a coupon, a free guide, content that is not publicly available. Guides with answers to your 10 most frequently asked questions can be valuable resources. Include graphics, brochures, and create email marketing templates. Make sure to include links to other related pieces of content or a link to connect in social media.