Many conventional marketing techniques are too expensive or complicated for both large and small businesses to successfully implement. Traditional marketing techniques have typically relied on direct mail, television and radio ads, billboards, cold-calling and spammy email lists. These techniques don’t attract customers like they used to. That’s why inbound marketing makes sense for both large and small businesses.
Traditional marketing techniques are disruptive, resource-intensive, and provides a low ROI for your marketing efforts. The internet has changed the way consumers make purchasing decisions. Gone are the days when a business ran an ad and controlled the message about their brand. In today’s online world, consumers have control – with a quick Google search they can check reviews of your products and services and see what people are saying about you. They seek out information and your content needs to attract their attention in order to turn them into customers.
In 2017, consumers are seeking out information when it’s relevant to them and while they’re on the move. They aren’t sitting at home waiting for your television or newspaper ad to appear in front of them!
Inbound marketing is built on the concept that when you consistently provide something of value to customers first, they will respond by doing business with you. By creating engaging and meaningful content you help guide potential customers through the know, like, trust phase of your buyer’s journey. If your content resonates with your potential customers it will eventually lead them to try, buy and refer your product or service.
By sharing useful content, you attract potential customers and keep current customers engaged with your brand. By reaching customers on a variety of social media platforms you position your company to attract, retain and gain repeat business.
Inbound marketing relies on the creation and distribution of high-quality content. It’s not enough to simply create content, you have to optimize it for search and promote it through social media channels. The goal of the content is to answer potential customers’ questions, establish trust and begin to build a long-term relationship. When designed properly, inbound marketing can serve as a magnet to draw customers into your sales funnel.
An Effective Inbound Marketing Strategy Focuses On:
The first step is attraction. As a business owner, you want to draw in individuals who can potentially become your customers. These individuals are described through buyer personas, and they are at the focus of your inbound marketing efforts.
Attracting your specific buyer persona requires a focused inbound marketing strategy that starts with quality content creation. This content needs to not only draw in your ideal clients, but also compel them to transition to the next step of the conversion process. You also have to make sure your content is posted where your ideal customers are likely to spend their time.
Creating a blog that is attached to your website is the first step. A blog will increase your search engine optimization and attract people to your website. The blog should include various categories related to your business services. After you set up your blog, begin writing posts that answer some of the most common questions in your industry. For blogging to be effective, you need to regularly update it with fresh content.
The next step is content distribution. It’s important that the content you have created gets maximum exposure and traffic. The best way to do this is by optimizing your content for search engine optimization (SEO). This includes:
The next step is to get traffic to your website. When you want something, you need to offer something of value first. It’s the law of reciprocity. The same law applies to inbound marketing. Initially, your primary goal is to get your visitors to give you their contact information.
You need to offer something of value to get visitors to go to a specific webpage or be willing to give you their contact details. This “something of value” comes in the form of content – eBooks, white papers, blog posts, webinars, case studies, etc. – essentially any sort of material your ideal customer will find valuable.
To make this exchange of information effective, you need the following tools:
Inbound marketing works best as a part of a comprehensive marketing strategy that might also include outbound techniques like Facebook ads built from custom website audiences and Pay-Per-Click advertising. Selecting the right mix of marketing strategies for your business requires time, knowledge and expertise. Colorado Springs SEO for Growth can develop and implement a growth-driven marketing strategy custom designed for your business.
Colorado Springs SEO for Growth offers a complete range of inbound marketing services including:
Contact us to learn how we design conversion-based sales and marketing platforms that are strategically engineered to grow your brand.