First of a 4 part series discussing the steps of inbound marketing.
Inbound marketing is now the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that brings the right people toward your company and product.
The first step to inbound marketing, is bringing the right traffic to your site. You want the people who are most likely to become leads and ultimately reliable customers. Every business, naturally, as different ideal customers, also called buyer personas. Buyer personas are holistic ideas of what you customers are really like. Personas include the goals, challenge, common objections to products, and personal and demographic information shared among all members of that customer type. Your buyer personas are key to the success of your business.
In order to attract these ideal customers to your site, you need to create content that appeals to them. Say you own a jewelry company. Start with the basics of what your customer might be looking for online – jewelry, perhaps fashion, beauty tips, luxury gifts, etc. Once you have gathered some details about your ideal customer, try one of the following tools to attract them to your site:
Blogging is the base of all inbound marketing. A blog is the best way to attract new visitors to yoru website. In order to be found by the right prospective customers, you must create valuable content that speaks to them. For the jewelry website, blogs about styling jewelry for special events, different types of stones, or perhaps just introducing your newest lines could be a great choice. If your blog offers great content, customers will keep coming back to it, eventually making a purchase on your site!