Crafting the Right Inbound Marketing Strategy
Building the right inbound marketing strategy is crucial. With the right plans in place, you’ll start seeing a return on your marketing investment almost immediately. Consumer expectations are constantly evolving. So, it’s more challenging than ever to gain the attention of prospective buyers. Here are a few tips to keep in mind as you develop your inbound marketing.
1) Put Customers First
While it takes a bit of extra effort on the front end, don’t underestimate the power of buyer personas. With the right research, you’ll paint a complete and accurate picture of your typical customer. Assign a face and a name to your personas. Understand what keeps them up at night and how they define success.
Conduct interviews with customers, prospects and those who have told you “no.” By better understanding who you are marketing to, the “what” of your marketing strategy will become clear. It’s important to note that persona creation is never finished. You should periodically re-evaluate and adjust your personas as you learn more about your audience. Better knowledge of your potential consumer leads to better messaging and higher engagement.
2) Know Your Strengths & Weaknesses
Do a pulse check on your current state before launching a new inbound marketing strategy. There are many free and subscription-based analytics tools to help measure KPIs, lead conversion and traffic metrics. Pick one or two, and dive in. Find out what you’re doing well and where you could use a boost in audience engagement. Note where you might benefit trending internet marketing strategies. As you launch new tactics, pause to measure and make adjustments along the way. Always be sure you’re connecting everything back to your buyer personas. Make everything you do going forward measurable. Don’t forget to monitor your progress and document the processes/tactics that return the best results. An agile, informed strategy will keep your audience engaged and evangelizing on your behalf.
3) Identify Audience Wants & Needs
The best inbound marketing examples educate and engage with audiences. Using the foundation of buyer personas on which to build messaging, identify where and when your audience wants to hear from you. Do they prefer blogs? Podcasts? Send a simple survey to your audience about the types and frequency of content they prefer and what keeps them interested. Additionally, it’s smart to repurpose content into a variety of formats to please a wide range of readers. For example, take a blog and extract quotes and statistics for a series of social media posts. It gives you more mileage for your marketing effort and increases the likelihood that your message will be seen. Don’t forget to include customer testimonials, quotes and videos whenever possible. Be creative and meet your audience where they’re most likely to listen to you.
Using the Right Language
Just as important as content type is content tone. Approach each message as an opportunity to solve a problem for your prospect or customer. While it’s easy to delve into features and capabilities, it’s always best to start from the perspective of your reader. How can your product or service solve a problem or make their job easier? Go back to your persona research about “what keeps your customer up at night.” How can you make their job easier and help improve the metrics that define their success? Well-timed, solution-based messages build credibility with your audience and keep them engaged through all stages of the sales cycle.
With the right personas and consumer research in hand, you’ll have the insight you need to build an effective inbound marketing strategy.