WHAT IS INBOUND MARKETING?
Inbound marketing as defined by HubSpot as a business methodology that attracts customers by creating valuable content and experiences tailored to them. This is a more human and empathetic approach when compared to outbound marketing, which can be disruptive and, a lot of times, unwanted.
The purpose of inbound marketing is to educate customers, not to be salesy! It’s aimed at creating meaningful and lasting relationships with customers by creating valuable content in the right context. Once your prospects see you as a resource, they will come to you!
The goal is to become a trustful source and eventually your customers will be your #1 marketers!
“People trust people more than they trust institutions.” –Joe Chernov
BUT WHERE DO I START?
Start by setting goals! Ask yourself “Why?” “Why did I start this business?” “Why do I want this to succeed?” “Why do I want people to buy my product/service?”
By setting your goals as a business and knowing the purpose of your specific campaigns you already have a foot in the door in creating the perfect inbound strategy.
A common mistake some businesses tend to make is not creating a buyer persona in order to better understand their target audience. A buyer persona is a semi fictional representation of the ideal customer for your business that is created through analyzing past customers’ data and some educated guesses. It’s important to note that buyer personas can and should be revisited and updated every so often. Adapt to your customer base!
“People don’t buy what you do; they buy why you do it.” –Simon Sinek
SOCIAL MEDIA
The ultimate way to inbound market! No marketing platform is more human and conversational than social media. This is where you make yourself available through responding to people’s comments, DM’s, and story replies on your business’s page.
Use social listening tools to track, analyze, and respond to conversations across social media and the internet! This is also the best platform for real time marketing.
Create conversations, engage, and let people know you’re listening.
BLOGGING
Through blogging you can boost your SEO all while providing pages of valuable content to prospects right on your website. Before you choose a topic or a title, do some keyword research! Find out what search engines favor most and use that to your advantage.
Pro tip: Use your targeted keywords in your headings. Search engines prioritize headings over body text. You’re welcome.
“Tell a story. Make it true. Make it compelling. And make it relevant.” –Rand Fishkin
EMAIL MARKETING
Email marketing is all about sending right content to the right person at the right time. Send blog articles, follow up from past user behavior on your apps or websites, segment your contacts in order to personalize emails. Most importantly, be aware of where customers are in the lifecycle stage!
IN CONCLUSION
Be a resource, not a solution. Be conversational. Make yourself available. Market in an empathetic, helpful, and human way. Set goals. Analyze data. Adapt. Create lasting relationships.
“Start with the soul and end with the sale. Not the other way around.” –C.C. Chapman
