So you're new to inbound marketing; maybe you've spent your whole business career paying for ads and cold-calling customers, or maybe marketing is a whole new game for you altogether. Wherever you are in your journey, don't worry, we have the tools you need to succeed. Remember, inbound marketing means that you get the client to come to you, not the other way around. Get to know these key inbound marketing basics and you will be entirely up to speed.
1. Always Be Content-ingOkay, so chances are even if you have been living in a far-off land or under a rock you have heard the now oft-repeated phrase "Content Is King." It may be over-used, but it is not wrong. Content is basically the foundation of inbound marketing and if you want to generate leads or even just get an audience, content will be your best friend. Why? Because this is the way your potential clients get to know and trust you. So content may be king, but what is content? Is it as simple as writing a blog? Well, blogging is pretty central, but it is not the only thing you can be doing. The world of content is wide and varied; there are infographics, videos, podcasts, e-books and everything in between. You have literally every channel you can think of available to spread your message and introduce your product or service.
Well, now you have your blog and social media presence on the way, you are getting comfortable in the inbound marketing sphere, but what exactly is your goal with all this content? Well, again, your goal is to get the clients to come to you. Think about your audience and imagine what kind of content they might find useful; if you are selling furniture, for example, and your ideal client is one who cares about the look and feel of their interior, consider creating DIY how-tos or an infographic about feng-shui--something that aligns with both their interests and your brand. Producing useful tools for your potential customers will make the whole process less like an impersonal sales transaction and more like a comfortable, well-established relationship progressing to the next step.
3. Always Be Personal
Inbound marketing thrives on authenticity. Going back to that whole "comfortable relationship" idea, consumers feel way more confident doing business with real people, rather than abstract symbols. For you that means making sure that every person on your team is a person--complete with real answers instead of a sales script, real facts instead of evasion tactics and real emails instead of form letters. Personalizing your brand can mean a variety of things, but many inbounders find it helpful to show transparency, humor and real customer feedback.
4. Always Be Consistent
Okay, so now you are sharing great content, exuding some awesome personality and getting new clients, you're done, right? Not quite! Inbound marketing doesn't end when you've closed a deal, it is a continuous loop. Your goal is to keep your client happy before, during and well after a sale is made; satisfied customers are your best tool for bringing in new leads. Come on, who would you trust more? A snazzy website or a close friend? Those "close friends" are your banner bearers and they will spread the word about your awesomeness far and wide...if, of course, you continue to be awesome. Staying awesome means checking in with current or past customers to make sure they are getting what they need from your product; it also means listening to feedback and making an honest effort to incorporate it.
5. Always Be Analyzing
Maybe it's not as sexy as infographics or satisfied clients, but analytics are your best friend where inbound marketing is concerned. You want to make sure that all the great work you are doing is actually hitting its target. Guess what? Nowadays, you don't even need expensive software to run this kind of testing--it actually comes pre-packaged into many marketing platforms such as Hubspot, or it is available free of charge through the great interweb. Google Analytics can give you a distinct picture of how your efforts are being perceived, or you can use Bitly to do some fairly simple, yet very effective A/B testing. Whatever you choose, make sure that this is part of that inbound loop--marketing campaigns are only useful if they are being seen.
There you have it, a crash course in inbound marketing! Now you are poised to become the next inbound guru. But if you have any additional questions, feel free to contact us for more useful tips and tricks.