Inbound marketing is a proven methodology that turns strangers into customers-- no matter what type of business you're in. The strategy of inbound marketing covers all stages, from initial impression to decision making, of the buyer's journey. Effectively communicating with them during each of these stages builds the relationship that converts them into a new customer. An inbound marketing strategy also nurtures your existing customers to increase retention. Inbound marketing is crucial for small business success.
One of the first stages of inbound is to attract using blogging and social media with strong keyword research. The keyword research begins with identifying your prospective customers. One trick is to develop "personas." When targeted customer bases are developed into personas the personas shape the conversations, and the long tail keywords you will target.
It's a little like building your own fantasy sports team. You know who you need to "coach" so you win, so you put those people on your team.
You know who you need to reach to build your customer base, so you create fictional customers that represent your ideal. Then, you nurture the relationship with real potential customers based on your knowledge of what worked with your fantasy team of customers.
By the way, you only need a small team. Think number of hockey players on the ice, not number of football players on the field.
Blogs that use keywords and long tail keywords, to create conversations with customers who are similar to your personas, work for all stages of the journey.
The second stage is to convert visitors, or semi-interested strangers, by using landing pages, calls to action and forms. Give your customers, and potential customers, something to do while on your website. Build opportunities for customers to get more information and to engage with your company. Let them vote for who you put on your fantasy football team, if that's what it takes!
Your landing pages are crucial to converting prospects into leads. Go big or go home.
To close your leads, use workflows, email and smart signals technology. Marketing automation moves your leads through the buyer's journey by re-engaging them automatically. A sound Inbound Marketing methodology brings your business qualified leads and workflows assist in converting and nurturing. Smart signals give your company real time lead intelligence.
Delight your customers using smart content. Gone are the days of a static experience. Tools that allow segmentation of your customers and prospects create an engaging user experience. Inbound marketing allows for a true connection to the real people your marketing is trying to reach. Treat people like human beings, with various interests and quirks, and begin to shift your marketing practices so it replicates the way your business operates in the real world.
Managing your social inbox, or mentions on twitter, google+, and Facebook means true reputation management. Remember the days of review sites? Reviews are no longer a static conversation, they affect our business in a very dynamic way. The conversations taking place online are interpreted by search engines and determine how our business performs. The conversations on social media are real and a business must engage in the dialog to survive and move forward.
Want to step into the actual, real world? It's a great idea, and you don't need to reserve a meeting room.
Host an online event and engage your customers. Customer appreciation days, open forums and on site and educational events allow for real interaction and dialog. These types of engagement can occur online no matter what your business model is. Step outside of the traditional models your industry has created and you will be amazed at how your customers respond.
Inbound marketing is a strategy that cannot be bought. It is a holistic approach about actively participating in the way your company engages the world. Most inbound marketing strategies can be compared to an old school business networking tactic. Choosing a complete marketing platform, implemented by an expert at inbound strategies, is the first step on the path to long term, sustainable, results oriented, performance online.
