Make Inbound Marketing Work For Your Business

There are three goals of inbound marketing:

1. Attract new prospects to your company - The goal is to attract more of the right customers with relevant content at the right time.
2. Engage with them by presenting insights and solutions that align with their pain points and goals. 
3. Delight them by providing help and support to empower customers to find success and fulfillment with your products and services.

Examples of Inbound Marketing:

• Blogs 
• Social media campaigns 
• Search Engine Optimized (SEO) website text
• Videos
• Web-based seminars (Webinars)

Inbound marketing provides value to consumers who are already actively searching for information about your products and services. To reach your audience follow these steps:

1. Create a customer persona - research your current customers and those you want to attract to your business.  There are a some different ways to do this:
2. Surveys - What social media platforms do you use? What time of day do you use them?
3. Interview a small group of customers to find out what types of online content they find helpful and are likely to share with others.
4. Create and publish content, such as blog articles and social media, that provide value. 
5. Optimize all of this content with an SEO strategy that targets specific keywords and phrases related to your organization, the challenges you solve for customers, and the ways your business helps people. 

Social media can be used to generate new leads as well as retaining existing customers. 

To generate new leads:

• Publish blog content and direct people to your blog on social media platforms. This will drive prospective customers to your website where they can learn more about what your business offers. Think about what information, tips or advice would customers be searching for. Through a blog they will also learn more about, and become attracted to, your organization. 
• Purchase Social Media advertisements. Since social media platforms are known for changing algorithms regularly it would be wise to hire someone who is dedicated to knowing the ins and outs of social media advertising to do this for you.

To retain current customers:

• Share the impact that your business has had on its customers. Connect with existing customers, tell them stories, show them the value they are getting for their money, and impart a vision of where your business is headed.
• If your company is just getting started with a social media strategy, start out with one or two well-used channels such as Instagram and Facebook

Need a concise pre-launch checklist to help you plan your strategy? Here it is:

1. Research your Buyer Personas. Become acquainted with each persona’s motivations, questions, preferences, and challenges.
2. Create accounts on social media channels using a business email account (not your personal email account). Record login credentials so you don’t forget them.
3. Apply your brand to the accounts (logo, colours) Make sure the contact information is correct and include a link to your business website.
4. Assign someone to manage the Social Media accounts. Ideally this should be someone who is familiar with the company’s mission, vision, brand, privacy policies, and is able to maintain the voice of your business.
5. Determine a publishing schedule and start posting!

 Keep in mind that you are selling solutions!

Need help getting started coming up with a social media marketing strategy? Contact us!  Our marketing strategies will help you build stronger client relationships and reach more customers.