It’s a Thursday night and you head down to your local drug store, hoping to get some relief for your coughing cough.
When the friendly pharmacist advises you to try your favorite cough remedy – sold at a natural health store a few blocks away – you almost take a double. Did he just refer me to a contestant?
You thank him and seek his advice.
After a week – coughing up – you need to get an energy drink for an upcoming project, so you know, where are you going? Back to that drugstore.
The heart of any business lies in its ability to market its products or services effectively.
In the example of a person visiting a drugstore, why did they go back to this store when they were asked to buy the product at another store?
This is because the buyer trusts the drugstore. This business put forward the interests of the shopkeeper to make the sale and the shopkeeper knew this. This made the shopkeeper a loyal customer.
If their marketing team is just relying on traditional methods such as cold calling, direct advertising, or pay-per-click for sales, then the business would not do well.
Today’s buyers are knowledgeable of these marketing strategies and know when they are being sold.
Good businesses do not waste their time on prospects who are not interested in what they have to offer. Instead, they focus on attracting their business growth and retaining interested prospects.
And that’s what will drive your business forward. This is called inbound marketing and it is something entrepreneurs and every business should learn if they want to get more return on investment over time.
What is inbound marketing?
Essentially, you are putting your chances in the driver seat. They choose the path to connect with your brand and business. And it creates a funnel whereby a prospect starts curious, becomes comfortable and then ultimately commits to your brand.
This is most evident with Millennials. While Millennials make up only a quarter of the population, they make up the majority of annual sales. Traditional marketing methods do not work just for this generation.
To them, all forms of direct marketing seem unproven and not genuine. They install an ad blocker in their browsers, stream their TV programs to avoid advertisements and suffer from banner blindness.
Instead they will follow a brand on Twitter, familiarize themselves with reading blogs to know what the brand has to offer and learn about the person before purchasing the product.
You will need a solid strategy to attract, convert and retain your customers.
1. Attracting website traffic
The cross of your inbound marketing strategy is generating traffic. Without prospects visiting your site, you will have a hard time convincing them to buy.
There are three main elements of generating traffic to your website. These are knowing your buyer personality, a content strategy and a social media strategy.
2. Understand your buyer
This is a person who values your products or services and will buy from you again and again.
Essentially, they trust that every message you put out is loyal inside and outside your brand.
These are the people you want for your business. But, not everyone passing through your site will be your ideal customer. However, you can attract them by creating a buyer personality.
3. Have a solid content marketing strategy
With your buyer personality, you can now design materials according to their interests and needs.
When you understand your target audience, you can provide the exact content they want, making your content the cornerstone of an effective inbound marketing plan.
For your initial content marketing strategy, attract your ideal customer with a blog to your site. From here you can provide other types of content to reach a greater audience.
Popular forms of content are:
Rich content like e-books, guides or worksheets
4. Promote your social presence and promotion.
With 74% of people on social media on any given day, you can bet that your target audience is tweeting, liking, and following.
To take advantage, place your brand on a social media platform where your audience hangs the most. Try not to spread yourself too thin; Choose options for three social media platforms, for example, Twitter, Facebook and Instagram.