--- title: "Marketing Plan Pt. 3: Attract & Retain a Defined Audience [VIDEO]" description: Attract and retain a defined audience using inbound marketing to convert, and then keep in contact with, site visitors who are qualified leads. image: http://www.trendingupstrategy.com/hubfs/Blog_Photos/man-checking-phone.jpg --- [Skip to the main content.](https://www.trendingupstrategy.com/manufacturing-blog/marketing-plan-part-3-attract-retain-defined-audience-video#main-content) [![Trending Up - Logo - Horizontal - Color - Inverted copy](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png?width=400&height=133&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png "Trending Up - Logo - Horizontal - Color - Inverted copy")](http://trendingupstrategy.com) [![Trending Up - Logo - Horizontal - Color](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color.png?width=400&height=133&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color.png "Trending Up - Logo - Horizontal - Color")](http://trendingupstrategy.com) - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) Search Toggle Menu Search Toggle Menu - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) [Facebook](https://www.facebook.com/227608167419927) [Linkedin](https://www.linkedin.com/company/16181944) [X](https://twitter.com/trendupstrategy) [YouTube](https://www.youtube.com/channel/UCcscfDHxjYP3OP5lVb6hTjA) 1 min read # Marketing Plan Pt. 3: Attract & Retain a Defined Audience \[VIDEO\] [![Picture of Alicia Westphal](https://www.trendingupstrategy.com/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg) Alicia Westphal](https://www.trendingupstrategy.com/manufacturing-blog/author/alicia-westphal) May 04, 2017 [Buyer Personas](https://www.trendingupstrategy.com/manufacturing-blog/tag/buyer-personas) [Construction](https://www.trendingupstrategy.com/manufacturing-blog/tag/construction) [Commercial Construction Marketing](https://www.trendingupstrategy.com/manufacturing-blog/tag/commercial-construction-marketing) ![Marketing Plan Pt. 3: Attract & Retain a Defined Audience \[VIDEO\]](http://www.trendingupstrategy.com/hubfs/Blog_Photos/man-checking-phone.jpg) This is part 3 of our series for marketers creating a marketing plan. Check out [part 1: create a defined strategy](https://www.trendingupstrategy.com/blog/specialized-construction-strategic-marketing-planning-part-1-strategy-video) and [part 2: create relevant content](https://www.trendingupstrategy.com/blog/construction-strategic-marketing-planning-part-2-create-content-video). ### Marketers Plan Part 3: Attract and Retain a Defined Audience 80% of business decision-makers would rather get company information from a series of articles than from an advertisement, according to the Content Marketing Institute. According to HubSpot, in 2007, it took 3.68 cold call attempts to get a response. Today, it takes at least 8.  For today’s business people, this doesn’t come as a surprise. But do you know what do be doing instead? Take a look at why marketing that’s inbound is the way to reach today’s buyers.       [Inbound marketing](https://www.trendingupstrategy.com/inbound-marketing) has gained popularity across the globe since its beginnings in the mid 2000’s. The basics of inbound are to *attract, convert, nurture, close, and delight an audience that is made up of your ideal buyers*. Begin with a sales and marketing strategy that utilizes content. Recent research shows that 96% of buyers want content with more input from industry thought leaders, rather than content that sells (2016 Content Preferences Survey Report, DemandGen, 2016).     ### Inbound marketing works best by using content that a prospect wants to download in order to convert, and then keep in contact with, site visitors who are qualified leads.     Your [strategic marketing plan](https://www.trendingupstrategy.com/content-marketers-blueprint-strategy-creation) should incorporate elements that attract your ideal buyers, such as: - Designing a customer-centric website - Implementing a [search engine optimization process](https://www.trendingupstrategy.com/10-seo-mistakes-to-avoid-during-your-next-website-redesign) - [Publishing consistent new, helpful content](https://www.trendingupstrategy.com/blog/construction-strategic-marketing-planning-part-2-create-content-video) (such as blogs) - Creating videos to educate visitors - Publishing regularly in places like social media and other industry sites Your plan should also include a [clear plan to convert, or retain, your ideal buyers](https://www.trendingupstrategy.com/blog/convert-more-automated-manufacturing-systems-leads-with-your-website), such as: - Premium content offers (ebooks, guides, checklists, or templates) - Landing pages with forms - Email sequences to grow a lead’s interest - Call-to-action plans Start by creating a strategy that clearly lays out your target audience and goals along with a defined, researched content plan to meet them. Then, write, publish, and distribute relevant content. Attract and retain a defined audience using content with inbound marketing principles.  [Learn more here](https://www.trendingupstrategy.com/content-marketers-blueprint-strategy-creation), and [check back next week for Part 4 - Drive Profitable Consumer Action.](https://www.trendingupstrategy.com/subscribe-to-blog)    [**LEARN MORE ABOUT OUR PROVEN, REPEATABLE MARKETING PROCESS **-** PERFECT FOR MANUFACTURING COMPANIES**](https://www.trendingupstrategy.com/manufacturing-marketing-and-sales-blueprint) - [Tweet](https://twitter.com/share) [![Specialized Construction Marketing Plan Pt 1: Defined Strategy \[VIDEO\]](https://www.trendingupstrategy.com/hubfs/Blog_Photos/start-with-a-defined-strategy.jpg)](https://www.trendingupstrategy.com/manufacturing-blog/specialized-construction-strategic-marketing-planning-part-1-strategy-video) #### [Specialized Construction Marketing Plan Pt 1: Defined Strategy \[VIDEO\]](https://www.trendingupstrategy.com/manufacturing-blog/specialized-construction-strategic-marketing-planning-part-1-strategy-video) ![Picture of Alicia Westphal](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=30&name=alicia_westphal_headshot_02.2017.jpg) [Alicia Westphal](https://www.trendingupstrategy.com/manufacturing-blog/author/alicia-westphal) : Apr 11, 2017 When you’re looking for the results of this year’s marketing budget for your specialized construction business, can you easily show what’s happened... [Marketing Strategy](https://www.trendingupstrategy.com/manufacturing-blog/tag/marketing-strategy) [Commercial Construction Marketing](https://www.trendingupstrategy.com/manufacturing-blog/tag/commercial-construction-marketing) [Read More](https://www.trendingupstrategy.com/manufacturing-blog/specialized-construction-strategic-marketing-planning-part-1-strategy-video) [![Need Measurable Marketing Strategy Results? Create Relevant Content](https://www.trendingupstrategy.com/hubfs/Blog_Photos/shutterstock_273268259.jpg)](https://www.trendingupstrategy.com/manufacturing-blog/create-relevant-content-for-measurable-marketing-strategy-results) #### [Need Measurable Marketing Strategy Results? Create Relevant Content](https://www.trendingupstrategy.com/manufacturing-blog/create-relevant-content-for-measurable-marketing-strategy-results) ![Picture of Alicia Westphal](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=30&name=alicia_westphal_headshot_02.2017.jpg) [Alicia Westphal](https://www.trendingupstrategy.com/manufacturing-blog/author/alicia-westphal) : Jan 12, 2017 Marketing teams are under increased scrutiny today thanks to the advent of Big Data. Executives can analyze everything from overtime cost/benefits... [Content Marketing](https://www.trendingupstrategy.com/manufacturing-blog/tag/content-marketing) [Inbound Marketing](https://www.trendingupstrategy.com/manufacturing-blog/tag/inbound-marketing) [Read More](https://www.trendingupstrategy.com/manufacturing-blog/create-relevant-content-for-measurable-marketing-strategy-results) [![6 Steps Toward Great Content Creation](https://www.trendingupstrategy.com/hs-fs/hub/404404/file-1199638145.jpg)](https://www.trendingupstrategy.com/manufacturing-blog/6-steps-toward-great-content-creation) #### [6 Steps Toward Great Content Creation](https://www.trendingupstrategy.com/manufacturing-blog/6-steps-toward-great-content-creation) ![Picture of Jenna Orrock](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=30&name=IMG_1160%20square.jpg) [Jenna Orrock](https://www.trendingupstrategy.com/manufacturing-blog/author/jenna-orrock) : Jul 09, 2014 One of the fundamentals of Inbound Marketing is content creation. Put simply, content is the message that your inbound marketing strategy delivers to... [Buyer Personas](https://www.trendingupstrategy.com/manufacturing-blog/tag/buyer-personas) [Social Media](https://www.trendingupstrategy.com/manufacturing-blog/tag/social-media) [Content Marketing](https://www.trendingupstrategy.com/manufacturing-blog/tag/content-marketing) [Read More](https://www.trendingupstrategy.com/manufacturing-blog/6-steps-toward-great-content-creation) ##### CONTACT CONTACT 1870 THE EXCHANGE SUITE 200 #357 ATLANTA, GA 30339-2021 720.213.8437 INFO@TRENDINGUPSTRATEGY.COM ##### MOST RECENT BLOG MOST RECENT BLOG ###### [Video testimonial from one of our specialty manufacturing clients](https://www.trendingupstrategy.com/manufacturing-blog/video-testimonial-from-one-of-our-specialty-manufacturing-clients) One of our clients, Glide-Line, manufactures the World's most flexible conveyor systems. Here at... ##### Newsletter Newsletter ![gold-horizontal-white](https://www.trendingupstrategy.com/hubfs/gold-horizontal-white.png) - [Privacy Policy](https://www.trendingupstrategy.com/privacy-policy) - [Terms and Conditions](https://www.trendingupstrategy.com/terms-and-conditions) © 2026 TRENDING UP STRATEGY [Facebook](https://www.facebook.com/227608167419927)[X](https://twitter.com/trendupstrategy)[Linkedin](https://www.linkedin.com/company/16181944)[YouTube](https://www.youtube.com/channel/UCcscfDHxjYP3OP5lVb6hTjA) Return to top ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "contentUrl" : "https://404404.fs1.hubspotusercontent-na1.net/hubfs/404404/Trending%20Up%20Testimonial%20-%20Glide-Line.mp4", "dateModified" : "2024-10-28T19:52:02.255Z", "description" : "Testimonial from a specialty manufacturer - Glide-Line", "duration" : "PT1M38.032S", "height" : 1080, "name" : "Testimonial from a specialty manufacturer - Glide-Line", "thumbnailUrl" : "https://404404.fs1.hubspotusercontent-na1.net/hubfs/404404/Trending%20Up%20Testimonial%20-%20Glide-Line.mp4/medium.jpg?t=1730145122255", "uploadDate" : "2024-04-22T18:42:49.014Z", "width" : 1920 } ```