by Karen Vanessa | Feb 12, 2014 | Search Engine Marketing
Many traditional online marketing methods involve hard selling. Anyone can build or buy mailing lists and bombard people with promotional emails. With email providers getting better at spam filtering, search engines becoming smarter and customers becoming wiser, these tactics have lost traction. Inbound marketing is the way forward. Even the traditional seo company has become more of a content marketing focused company today. The old ways of obtaining links have been overtaken by the creation and distribution of quality and useful content. In fact content has always been the king when it comes to best practice search engine marketing.
It's hard to put money and effort into something that you are not clear about. If you are waiting on the sidelines, despite knowing the benefits of inbound marketing, you are probably unclear about how it works or lack the right tools or the right strategy.
Understanding inbound marketing:
Inbound marketing helps you attract potential customers to your business. Rather than going after people with mailers, advertisements or cold calls, you find people who have the need for your product or service and bring them to your website. You can then take them through the sales funnel and make them your customers.
Here are the four main phases of inbound marketing:
Research strategy for finding potential customers:
Before looking for potential buyers, you have to create a buyer persona. What sort of person will your potential buyer be? A buyer persona is a profile of the buyer that includes the person's demographics as well as goals and challenges. This allows you to figure out where to find such people on the internet. A web search will also give you the forums, blogs and social media sites where your target market is likely to get together and discuss their goals and problems.
Once you have identified the right websites, the next step is to observe what is being discussed. By simply reading the conversations, you can find out many things about your potential buyers.
For example, you will get information about your target market's concerns and problems, the criteria they use to evaluate products and their feedback about competing products. Armed with this information, you can put together a content strategy to attract them to your website.
Attracting potential customers to your website:
You must create the right content to attract potential buyers. The content you create should ideally be aimed at solving problems that your target market is facing. Besides giving them a reason to visit your site, good content helps build trust and positions you as an expert in your field. You also need good content to convert your visitors into leads. The best way to make people subscribe to your mailing list is to give them valuable content in exchange.
You can create content yourself or you can outsource it to freelancers. Whichever route you take, make sure that you are creating high quality content that adds value to your target market and engages your visitors.
Once you have the content ready on your website, it's time to do some promotion. Share your content on social media sites used by your target market. Become a member of the sites where your target market hangs out and join their discussions. Use your expert knowledge to add value to the website and to your audience. While doing this, you can gently point them to your website where you have the right content to solve their problems. This should be done naturally and should not look too promotional.
Inbound marketing seo company Melbourne specialise in creating content as a primary focus rather than link building. For example, you can write content to give a quick solution to a problem and ask them to visit your link for the details. Once visitors arrive on your website, you can offer them more useful content in exchange for their email address. This is how you generate leads.
Nurturing leads and converting them to customers:
You need automated email campaigns to deliver the promised content when people subscribe to your list. Design email campaigns to gently take them down the purchase funnel and if required, give them an attractive offer to close the deal.
Continue sending content and offers to your subscribers regularly to encourage them to stay subscribed and to make further sales. Make sure that you don't send emails too frequently or without a good reason. Always send something that adds value to your customers. For example, if someone has purchased a storage cabinet, an ebook on home organization will add value.
Inbound marketing will yield good results if you do it with clear goals and a good strategy. Unlike hard selling, which converts less than 1% of the target market and puts off the remaining 99%, inbound marketing will help you steadily build a group of satisfied customers who will be happy to recommend your business to others. Websites like Hubspot provide all the tools that you need to put together and execute a successful inbound marketing strategy in one integrated platform.
Want more information on inbound marketing or seo? Visit www.hubspot.com
Just another "geek" phrase meaning "small business that acts like a big company that takes no shit"