Don’t you find it annoying when someone tries to sell you something that you don’t need? Or when you want to watch your YouTube video and need to wait for the advertisement to be over? And when it is over other ad comes? … Yeah! Me too!
Being “attacked” by publicity and advertisements is really old fashioned, nowadays we are the ones that want to go in search of the information for the specific necessity that we have. Not the other way around.
Being able to find the right information for our needs it’s called inbound marketing. Inbound marketing offers all the information that the client needs in a non-intrusive way. It is there in an easy to be found way, using the words that the possible clients would use.
It’s about attracting the client and helping them to make a decision by offering answers they were looking for, by giving the valuable content.
I love to make metaphors, so here I want to share one with you: inbound marketing is like a ladder, it’s a step by step path the clients will be taking since they have a necessity, until they finish a transaction, and even after when we still keep delighting them.
It has 3 main phases: attract, interact, and decision/delight. In the attraction phase, as I have already mentioned, we will attract our audience with all the valuable information they need; they don’t know us at this point, and we need to demonstrate that we are leaders in our field. In the interaction phase, we will be offering solutions for the problem we now know they have, in a non-intrusive way, we will offer communication ways, or more exclusive information in exchange of data collection. Finally, in decision/delight, we will be continuously offering tools for their success so they can make a final decision, and also even after they have finished their transaction.
So let’s go to the important part her, which is the step-by-step process that you need to follow to create your strategy. Come with me, I’ll show you!
How do I create an Inbound Marketing strategy?
1.- Define your buyer persona
First of all you need to know who you are addressing to. If you don’t know who you want to help, how are you planning on starting?
Nowadays, clients prefer to do their own research, rather than waiting for an ad to pop up, they’ve become more independent. In this process we need to be really specific, the more specific, the best, to know who this buyer persona is, and know what they are looking for and how would they act.
You can look for demographic information: Gender, age, location, etc., also for career, professional role, income, where they buy things, social media platforms they use, expectations on a service, objectives, goals, pains, etc. Try to seek for all the things that you want to know about your persona.
To create this buyer persona you can use the Hubspot tool “Make my persona”, it’s really helpful, and they have an specific site to help you define your buyer persona, let me share the link with you: https://www.hubspot.com/make-my-persona
You will have this chart, that you will fill up with your buyer persona’s information, and at the end you will have the option to download the information with your new avatar.
2.- Identify their pain points / triggers
Once we know who our buyer persona is, we need to identify what makes them to seek for a product, what triggers their needs or pains and pushes them towards this search.
Knowing when these pain points appear or what they are, will help you gather the correct information with the best approach to create the strategy you need. It will also be helpful to determine what content you need to be talking about so your audience can reach to you.
3.- Look for the right keywords (how do people search for this information)
You need to think as how your audience is thinking. Make a list or brainstorm with all the possible ways that people could try to search for your product or service.
Imagine that you were the one with that necessity and try to think how you would search for it, now these are going to be your “Keywords”, they are going to be exactly the key on how the audience is going to find you.
Focus on the content you have or on the content you are going to create, and you are going to take the keyword from that information.
For example, if your client wanted to take a cooking course, they could possibly be searching the keywords “Cooking course”, “Cooking course in Vancouver”, “Presential cooking course”, “Learn how to cook”, “Cooking classes”, and so on.
You need to think how this client would be looking for this type of content. Put yourself in the shoes of your clients and think as they would.
4.- Set your goals
Be clear about what do you want to obtain with this campaign. When you know what you want to do, you can trace a path.
Some inbound marketing goals examples can be: Attracting web traffic, Increasing leads, Converting leads into clients, Generating more sales, Boosting Instagram engagement, Increasing the number of followers, Increasing our range in the SEO (search engine optimization). Any goal is valid, as long as it helps you to be found by your clients with the solution to their pain. When creating these goals be specific, you can use the SMART technique, this means:
“Specific”, Define what you want to achieve.
“Measurable”, You need to be able to measure it at the end.
“Attainable”, Be sincere about being able to accomplish this goal, be realistic.
“Relevant”, How this goal contributes with the business.
“Time-based”, Put a period of time to develop this goal.
5.- Content strategy for each stage
Your possible leads or possible clients can fall intro 3 categories or stages: Top of the funnel, Middle of the funnel and Bottom of the funnel, and each of these stages have a different type of “language”. They are searching for different things and have different needs.
In the top of the funnel, you will create awareness, these leads are looking for general information about their need or pain. You must attract as much audience as possible and turn them into leads. In this stage, the people are collecting as much information as possible by doing their own search. You can use social media, blogs, video content, podcasts, and more, to create value content that your buyer persona will find of use.
In the middle of the funnel, these people are evaluating, they have been introduced to you and what you offer. They are going to investigate how your business works. In this stage, people who are interested in your content will look for more information about your business. In this stage you can use more personalized content, newsletters for subscribers, eBooks, guides, templates, case of studies, testimonials and more, searching for a data collection in exchange of this more privileged information.
Finally, the bottom of the funnel, it’s the stage where decisions are being made. Leads will review the functions and benefits that you offer and see if it is what they are looking for. Remember that your lead will compare you with your competitors to make a decision, try to outstand by offering a taste of your business, maybe with a discount, a free trial, a tailored video or a free consultation.
Your content needs to be directed depending on what stage it’s your client at the moment.
6.- Nurture your clients and possible leads
A relationship with a client is like a love relationship: if you don’t take care of it you will lose it. Your possible leads are doing their own search as we have mentioned before, and sometimes we are not there to take care of them immediately when they need extra information after arriving to our pages.
We need to be prepared for that to be able to nurture them at all times, to solve their needs and pains, so they will choose us, that’s why we can use automated responses, so they don’t get cold and go other way. You can do this by using automated emails campaigns, automated chatbots on your website or on your phone messages application system. In that way, your clients will be taken care 24/7 by your business.
Remember to take special care of clients that are already interested in you, by sending special messages to solve any inquiry that they might have or by offering something extra that will make them feel special, for example an invitation to a conference that you might be offering or a free template or sample. If you have special details with your clients, they will remember it and that is a plus for you.
7.- Have online presence; website, blog & social media, be searchable.
Being able to be found is a key factor, it doesn’t matter all the information that you have and can offer if people can’t find it. Or even worse: if they find it and your website or social media doesn’t look trustworthy, you will lose these possible leads.
Having an online presence is the key of trusting a business nowadays, people can research who you are and what you do, and we have mentioned that they already do in the Top of the funnel.
Create as much as online presence as possible, have a professional and organized website that will make your clients want to stay with you, have social media with value and updated content, create a blog where you can post all the information and knowledge you want to share about your products, services and themes related to the field. The more platforms you have, the easy it will be to be found you over the competition.
Inbound marketing is all about being there for your future client. It’s about being one step ahead and having all their needs solved, even before your client knows that he or she has one. Having value information for them and at the reach of their hand is the key factor in this process.
Sometimes starting alone can be a hard job, we hope that with all of this information you will be able to create your own strategy. If you want any help with the process don’t doubt on contacting us. You can click here and get a free consultation with me.