We
start our business in which we are capable to do and the consumer either like
your product or trust on your brand. But in the online marketing, this is not working
100%. Entrepreneur are often frustrated when they focus on marketing activities
like SEO, PPC and e-mail marketing and then find that those channels aren’t
bringing them the ROI and results they were expecting. The reason is why the
company doesn’t get expecting ROI. They have lack of co-coordinating strategy,
focus on targeting the ideal buyer with content and creating a system for
nurturing visitors to leads, and leads to customers.
Ensuring
that your marketing strategy involves “closing loops” while nurturing those who
are not in the buying stage of the process can really increase your results
over time.
Most
important thing in the online marketing are creating trust and earning the
attention of your ideal buyer is most easily done by creating useful,
informative and educative content on your website.
Inbound
marketing isn’t a quick fix for business, or a single way to improve SEO. It is
instead a way to pull all of your marketing strategy and marketing channels
together in a way that attracts ideal buyers, increases long-tail organic
traffic, engages consumers and helps direct your ideal buyer to take action.
Assuming
that you have a good brand and valuable product or service inbound marketing
can build more traffic, more leads, more sales and happy customers. What’s
more; inbound marketing can differentiate you from your competition which is
crucial in this day and age of competition.
15
practical way can be used in inbound marketing to drive more traffic, leads and
customers to your business. These are:-
Know
your ideal buyer
To
be successful your brand must be able to identify and pinpoint your ideal
buyer(s). You can do this by building what are known as buyer personas —
working models of your ideal buyers. Ideally you would involve employees from
marketing, sales, customer service and management to collaborate on the
process.
By
understanding the ideal buyer you can refocus your inbound marketing strategy,
content and flow to speak directly to the needs of those people or teams.
You
can learn more about buyer personas here.
Set
your campaign goals
To
know how many leads typically convert to proposals or quotes, and how many of
those convert to sales helps forecast and goal-set for the amount of traffic
you will need to support those goals. You should know those goals inside and
out, and preferably work backwards from traffic / leads and revenue, building a
strategy that supports those goals. There company needs to Set SMART (specific,
measureable, actionable, realistic and timeframe-based) goals in all areas of
marketing. By setting goals you are able to forecast content generation,
strategy development and tasks to stay on track. Additionally, this helps you
to properly measure your efforts since you will define what is important to you
as a business.
Map
your content
The
next step is to map your content, based on those buyer personas to stages in
the buying cycle. The purpose is to build high quality content that tells a
story, solves a problem and entertains and educates at each step of the buying
cycle so that you can nurture leads through the buying cycle, closer to your
brand, to a sale.
Create
your content calendar
Your
content calendar serves to help co-ordinate content development for your
campaigns. Ideally the calendar is shared amongst all relevant team members so
that the team can contribute to ideas in the form of blog topics. Most often
they are built based on a three-month projection. The calendar is also used to
plan out promotional content such as press releases for new product / service
releases and news. There are lots of great content calendar templates – here is
one that includes instructions to help guide you through the process.
Plan
your marketing / lead nurturing workflow
Not
all visitors to your website are in the position to buy. In fact, most are in
one of two stages in the buying process – awareness or contemplation. Because
of this those visitors will likely be turned off by sales-orientated content.
Conversely, prospects closer to purchasing might lose interest if you do not
generate relevant tailored content to them that serves to help move that prospect
from consideration to close. This content is most often delivered using email
and additional content suggestions that support the goal you have for that
visitor at that stage of the funnel.
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