Inbound Marketing is the opposite strategy to cold calling – instead harnessing fundamentals like content marketing, social media, SEO, blogs and events to push yourself in front of your consumers, creating brand awareness and nurturing leads.
Ideal for commerce, Inbound Marketing is a technique that places you in front of your consumers at various points in their buyer journey. Instead of chasing cold leads, you can give your consumers an array of pull marketing content and wait for them to come to you.
Why Do I Need Inbound Marketing?
Inbound marketing is perfect for people who want to turn their content strategy into quality leads. It allows you to nurture leads from first interaction right through to a purchase, increasing your conversions and providing a highly measurable return on investment.
Give me 3 quick benefits:
Brand image – Inbound marketing is all about positioning yourself as a thought leader in your industry. By providing content that is useful to your readers and solves their ‘problems’, you can appear as a
Encouraging customer interaction – When it comes to traditional marketing methods, the conversation is strictly one-sided. Inbound marketing puts you in the centre of the conversation and encourages interaction from your consumers.
It fits well with your current strategy – If you already have a blog, inbound marketing can compliment it perfectly. Optimise your current pages and provide a call-to-action on all of them, converting your blogs into useful data capture forms.
So where should I start?
To be part of the conversation brands need to understand what their consumers are talking about.
Buyer personas are a great way of learning about your customer mindset and find opportunities to present a solution to their problems.
A buyer persona is a fictional representation of your ideal customer base. The persona takes into account the demographics, motivations, buying habits, desires, challenges and more of a typical customer. You can create them from real data, interviews or even just the assumptions you make.
Once you’ve understood the problems they may face, and the steps they may take in the lead-up to a purchase you can beginning creating a content strategy to ensure you’re providing relevant content for each stage of the purchase funnel.