Today's consumer doesn't want to be bothered. They are on the do not call list, they use DVR to fast-forward through commercials, they don't open junk mail, they use ad-block on their browser. So how can businesses reach people?
Inbound marketing, also known as content marketing, is one way. Instead of using interruptive tactics, like billboards, TV commercials, radio ads, pay-per-click, and mass mailings, it's all about using tactics aimed at making qualified customers find you.
To achieve this, the inbound methodology focuses on creating great content that speaks directly to your specific buyer personas. Buyer personas are fictional representations of your ideal client. To cater content specifically to them, you need to delve into specifics about their demographics, their problems, and their concerns.
What questions are they asking? Why would they object to buying your product or service? What common traits do they share? How old are they? Where do they live? What is their income level? These are all topics that must be considered.
From there, you need to create content on your blog, on your website, and on social media, put it out on multiple platforms, and encourage sharing.
Make sure that your content isn't just a sales pitch. People know when they're being sold to. It needs to be valuable, useful information that genuinely helps people. If you aren't educating your potential customers about your niche, your competitors probably are.
Along with thinking about buyer personas, you have to focus on the sales funnel. You need to create compelling content targeted at your buyer personas at each stage of the cycle. For example, if someone is just browsing around, and not yet committed to buying anything, your content needs differ from someone who is ready to buy right away, or someone who is already a loyal customer.
If you're regularly putting out great content, people will notice, and almost as importantly; so will Google. After a while, you'll start to see a boost in search ranking for a variety of terms that relate to your business.
If someone Googles a high-level, specific question related to your product or service, your company's post may be the result they've been looking for. Finally, remember to include a call-to-action at the end of each post to move that visitor further along their journey.
Wondering if inbound marketing might be right for your business? Contact us for a free digital marketing consultation.