Here and there you may notice people saying: “Do what you love – and people will buy it”. Is it just a trend that we are trying to humanize everything we do or is it really working? This is what you might have asked yourself. But have you ever got to think how it may work with marketing? Finally. can one create marketing that people would love? Of course! And I’m going to tell you how to do it by means of applying the tools of inbound marketing methodology.
The main condition of creating what people love is to do it the way you’re.
If you don’t like things you are doing, nobody would like them either. It’s not about any kind of mysterious stuff like the positive energy you want to spread or spirit you have for it. No. It’s a pretty straightforward stuff: when you fill your work with what you really enjoy, the possibility that other people would notice and appreciate it increases.
Depending on how old you are, either you may remember the times before Internet when all the advertising was pretty unnatural and persistent or you may have heard about them.
It doesn’t mean that back in that era people didn’t like the process of creating marketing campaigns or they were doing it without inspiration – no, they just didn’t have even a half of the possibilities to deliver their values that we have now.
Today at our disposal we have numerous ways of telling our customers the story in a special way thanks to the inbound marketing methodology. If you’re not familiar with the main types of marketing – inbound and outbound – I suggest taking a look at the article “What is the best for business use: difference between Inbound and Outbound Marketing? “ It will help to get essential knowledge for a quick start and moving further in this article.
Comparing to conventional outbound marketing approach, the inbound methodology has a lot of advantages.
The main one is the possibility to reach the exact audience and, therefore, to make all your marketing efforts targeting. Another beneficial point is certainly about analytical and networking possibilities, which you would definitely miss favoring outbound marketing. Therefore, inbound marketing methodology enables you to create personalized approach relying on the interests and behavior of the target audience, analyze feedback and come up with the improvements.
First, what I invite you to explore is broken into the stages inbound marketing methodology. Each of the stages has its own marketing approaches and relevant tools. Definitely, it’s one of the essentials marketers should know today.
The first stage is pretty straightforward one. Even if you don’t have any marketing background you may understand that if you want to gain users, firstly you need to get visitors. That’s why you always start with the attracting attention of people whom you want to be your customers. Visitors are very unstable because they don’t have any relationship with your product yet. They are just observers. However, keep in mind that every customer has been a visitor.
Definitely, you need to gain as many visitors as you can but what matters even more than quantity is the quality of your visitors. If a lot of them are just random people that have no reasons to be interested in purchasing your product, they wouldn’t stick to the results of your inbound content marketing whatever successful they may be.
To avoid this, you need to have the clear understanding of who is your customer. This is where you need to get your hands on creating buyer personas.
Buyer personas are your average customers with their all their habits, interests and other daily routines – everything that can connect their life to your product. Therefore, you need to create profiles for buyer personas that represent each of your target audience. Later it will help you to speak “their language” and direct them to special buyer journey. I recommend you to take a look at this article, which guides you through the creating buyer personas.
Next what you need to bother about is the creation of the content, by which you can attract visitors. Inbound content marketing is probably the most powerful and widely applied component of the overall inbound marketing methodology.
Today high-quality content is everything for marketers. Because there is no other way to show your expertise to the billions of people on Internet but to create various content for sharing and spreading.
Of course, inbound content marketing is based on the content that engages but there is a lot of experts with their own content. So how can you make people see you among all those people? This is where platforms of sharing content come in. Definitely, you need a website with the information about your company and products. Having website is undoubtedly an essential basis.
Now you may think that website is okay but where would I put my content then? There are many ways to handle this. You may have your website with the attached blog. Your blog may also stand apart or be published in the blogging platforms. Which way to choose depends on your purposes and how good you are able to promote your blog the way it is and attract people attention to the content.
Search engine optimization is one of the first things people think of when trying to draw traffic to the blogs, websites and landing pages. SEO is based on making the path to their content easier for search engines. For this, you would need to provide keywords in your content and link all the pages to each other. Also, you would use guest posting and try to get as more references from other experts as you can.
Learn more about traction and the types of content that can help you to appear on the top in this article.
On this stage, you need to turn your visitors into those who have got the message and – moreover – those who are ready to the “dialogue”. The idea behind this stage is that you need an action from your visitors to set the basis of your relationship. If an action was made, it would mean that the customer was converted into the lead.
Keep in mind that people will take action only if you give them options. Otherwise, they would stay silent forever.
These are the main tools of inbound marketing methodology that may help you to engage your visitors and get feedback from them:
1) call to action
Every time you expect your visitors to perform any actions, you need to tell them about it. This is what call to actions serve for. Websites, blogs, social media – where your content is leverage call to actions to direct people through the buyer’s journey.
They usually go with a call to actions and serve for getting contact information from the visitors. Usually, it’s held by means of a fair exchange: you give them valuable information, while they give you their contacts.
Surveys are needed to find out what people think about your product. All too often people are not very enthusiastic about answering a bunch of questions but you can attract them by means of content they wouldn’t want to miss.
4) landing pages
Landing pages help to direct people through an exclusive buyer’s journey. So that they would get information exactly where and when it’s meant to happen.
It’s supposed that your visitors “land” on the landing pages after following the certain call to actions.
This is where you convert your leads into customers closing this conversion road from visitor to customer. For this, you need to use contact information gathered on the previous stage. You start with the scoring, which helps to realize which of the leads are qualitative and which of them won’t become your customers. Then, it’s time to nurture your leads by constantly creating content that may catch their interest and sharing it with them by means of information you’ve acquired.
Two main steps in the close stage:
1) lead scoring
Scoring helps you to verify whether the leads you have got aren’t random people but those who will purchase your product. To perform it, you should analyze activity (how many pages were read by your visitors, how many times they came back if they did, etc.) and characteristics of your leads (what type of company visitor belongs to, how many people it consists of, etc.) accordingly to the information you’ve gained from them and analytics tools.
Take a look at this Hubspot article to find out more on how to perform lead scoring in your inbound marketing strategy.
2) lead nurturing
This step is about building relationships with your leads using information acquired in the previous stage. There are many ways you can set and maintain these relationships but the cooperation of inbound content marketing and email marketing is an obvious leader.
Tools that may help you:
1) email marketing
Email is usually considered outdated due to the number of services represented in messenger. However, email marketing is still the most common and powerful way of spreading content and key component in almost every successful inbound marketing strategy. Also, it turns out to be the tool with the highest ROI (if used properly). Check this article to find out more about email marketing and other traction channels.
2) marketing automation
Marketing automation helps you to speed up all the processes and vastly increase performance. On this stage, the relevance of marketing automation is in raising due to the necessity of dealing with a lot of repetitive actions (like sending emails with the new content to your subscribers or posting on social media).
The delight stage is the one that comes after your customer has once purchased your product. But you want him/her to come back. Therefore, you need to keep on working. Here you will need to use analytics, surveys, email marketing and social media marketing – all those tools will help you to keep relationships with your customers and analyze their reactions.
Don’t forget that quality of inbound content marketing matters a lot here. The better your content is – the more people would be delighted to receive more information from you.
Yet worth to mention: even though inbound content marketing is extremely important and powerful thing, it’s definitely not the only factor to consider for this stage while creating an inbound marketing strategy.
Finally, I would like to cover fundamental points you need to keep in mind while following inbound marketing methodology.
1) buyer personas
Creating buyer personas is one of the most widespread marketing techniques. It is what the work with the audience starts with. Buyer personas help you to get the clear vision of what your potential customers are. With the help of this knowledge, you can create personalized marketing campaigns, which are undoubtedly more effective than those “blind shots” that you can do without the profound understanding of your audience.
2) buyer’s journey
Every buyer’s journey consists of three main stages: awareness, consideration, decision. To predict how your audience would behave on each of these stages, you need to have the clear understanding of the audience itself. Buyer personas, surveys, analytics may help you to realize what kind of journey you need to create for your product. I suggest taking a look at this article to learn more about creating buyer’s journey.
3) remarkable content
Great content is definitely a must. After all, hundreds and thousands of those whom you want to reach will get to know you only by means of content. Your content is your face and your expertise in the field.
4) making use of content
It’s not that you write something great and your mission is over. To let people know about your content, you need to use all the tools that are in marketer’s disposal. Use of search engine marketing and social media marketing will help you to create a platform of sharing your knowledge and ease a path to your content for newcomers.
If you want to set a connection your product and your audience, you need to show people how much your product matters actually. In turn, for the latter, you need a versatile approach to the way you market the product, which is what inbound marketing strategy may become: attract, convert, close and delight.
Looking back at the marketing past you may see how important is to find an appropriate way of showing that you love your work and you put a lot of your true self in it. Therefore, it matters. Therefore, somebody may love it as well. It may sound pretty philosophical but in the end of the day everything comes together and what turns out to be crucial in the end is the way you implement your motifs. This is where modern marketing is the most helpful.
Inbound methodology differs from everything marketing has ever been because it gives you the possibility to personify your brand and even product and become friends with your customers.
Finally, with the variety of inbound marketing tools and open online market, you can turn your product into a mixture of your own values and those that your potential customers carry.
In this article, we have made a round trip across inbound marketing methodology. It was meant to give you a complete picture of modern possibilities for expressing yourself by means of marketing and reach the point where people fall in love with your products. I’m extremely excited to hear from you what you think. Feel free to contact me and share your ideas.