Inbound marketing is more than just attracting as many people as you can to your website. It’s about attracting the right people.
But who are the “right” visitors?
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
– Seth Godin
They are people or companies who have a problem that only your company can solve — and solve way better than anyone else!
Some companies are a good fit for your services, and some just aren’t.
You need to focus your inbound marketing strategy on what sets you apart from your competitors. What makes your business special? If you can answer that question then you’re on the right track.
You also want to steer people towards your website who you can turn into sales leads, do business with, and who will sing your praises when the sale is done.
Then when these customers land on your website, you need to be ready for them with the content, tools, and experiences to convert leads, close sales and, ultimately delight your customers.
What does inbound marketing mean for your business?
Let’s start by looking at the origins of inbound marketing.
Inbound marketing is a term coined by our global partner Hubspot and a whole micro-industry has developed around this concept.
It is a long-term strategy that uses insights gleaned from your demand generation campaigns to determine what kind of demand there is out there for your products and services.
There are three stages to inbound marketing:
To attract the right people to your website, you need to hone in on your unique selling point.
What’s your mission? Why did you start your business?
If you get really clear on that then you can start to create buying personas, which will help you understand what your target audience needs.
Once you’ve done that, you can use content marketing and SEO to attract the right visitors at the right time in the right channel that aligns with their buying behavior and stage in the purchase cycle.
Your content strategy should go hand in hand with your approach to SEO. If you want to build your brand authority and rank for the topics that matter then you need to be targeting the right keywords.
Engaging potential customers is all about having the right tools or content in place to keep them on your website, and make sure they come back for more.
The aim is to keep the conversation going and create a relationship that will mean your brand stays top of mind when they decide that they’re ready to buy.
If you want to delight your customers, don’t forget about them once they’ve bought something from you. Continue being helpful and useful so you can build a long-term relationship.
This could be in the form of valuable post-sales content, knowledge base articles that provide a DIY approach to solving their questions?, or even email follow ups.
If you continue to engage, then you can turn one-time purchases into repeat business, and also create raving fans of your brand who shout? from the rooftops about how amazing you and your products and services are.
Inbound marketing techniques
There are two main inbound marketing techniques you need to consider as part of a successful inbound marketing strategy: content marketing and SEO.
Before you start creating content –– no matter which stage of the buying cycle you want to target –– you need to have a plan.
Quality beats quantity every time!
Each piece of content you create needs to target customer pain points, as well as answer their burning questions.
If you want your content to cut through the noise, you need to focus on being helpful and informative. This content should attract, engage, inform, and inspire action, and can include blog posts, videos, social media posts, whitepapers, ebooks, case studies, and webinars.
– Content Marketing Blogs –
At WSI Digital, we can create a digital blueprint that helps you put together a strategy to ensure that your content marketing answers the questions your potential customers are asking.
We provide the guidance to help you take control of your marketing so you are attracting the visitors most likely to convert into sales leads
No (wo)man is an island. The same applies to your marketing tactics — none of them should work in isolation; they should all form part of a wider digital strategy. This applies to your approach to content marketing and SEO.
If you want to help prospects discover the right content at the right time, you need a robust and intelligent SEO strategy.
Google has made significant investment into user experience to make sure it surfaces the content that best answers the questions it is being asked.
That means you need to carefully choose keywords that make most sense to your business, will enable you to rank highly, and will help build your brand authority.
As Google and other search engines change their algorithms on a regular basis, your SEO strategy cannot be static, and must be able to pivot quickly to take advantage of updates.
– Search Marketing Blogs –
We have developed a SEO methodology that we call AdaptiveSEO. This approach enables you to quickly adapt and evolve to these algorithm changes to stay ahead of the competition, without any risk of penalties for bad SEO practices.
At WSI Digital, we offer inbound and digital marketing solutions tailored to the needs of businesses in different industries. We have a team of digital marketing consultants spread across 80 different countries who can help you generate more leads, improve your online brand reputation, access new opportunities to generate revenue, and drive up profits.
We understand that every business is unique – so is our approach. We have a pretty unique way of approaching projects and we know its not for everyone. If we think we can have a serious impact on your results we’ll tell you – If we don’t think we can help we tell you that too!
We are very selective about the projects we take on and the only real way we can assess if we are a good fit for your company is to schedule an initial chat. If this goes well we’re happy to do a little research and schedule a longer consultation – We figure with this approach everyone wins!