As a startup, you’ve created a product that is a unique solution to customers’ problems and you put care and money into delivering your services and products it to the market. The next step is to expose it to as many people as possible and inbound marketing makes this possible. Inbound marketing attracts the right buyers and helps you provide relevant and informative content that will help convert visitors into leads and close more sales.
Create Your Buyer Persona
Creating value-added marketing campaigns depends on if you understand who you want to reach. Defining your buyer persona will allow you to attract your target audience with the right message.
Buyer personas, or marketing personas, are generalized representations of your ideal customer. To create products, messages, content and services that meet the specific needs of your audience, you need to understand who they are. It’s easy to become focused on delivering your products and services but you need to step back and ask, “Is this what will best serve the customer?” Creating a buyer persona will help you create focused messaging and content and make sure you have a clear path to conversion. Understanding the needs of your audience will allow you to send messages to encourage them to continue along the buyer’s journey.
Creating Your Marketing Content
Content marketing encompasses any words and images you use to promote your products or services. This marketing is published to social media channels, search engines, and your company’s blog. Quality content marketing connects customers with the businesses and services they want. Content can include informative blog posts, newsletters, how-to guides, case studies, ebooks, podcasts, guest posts, white papers, Pinterest boards, and FAQs, to name a few.
The focus on inbound marketing is to create personal connections with people who will benefit from what you offer. Make sure to develop content that humanizes the sales process in order to deepen this connection and earn the trust of your customer.
Optimizing Content for Search Engines
When creating content, the most important thing is to make sure it’s optimized for search engines. SEO is about connecting and converting, not just ranking. Google works to makes sure the best answer is delivered to the searcher in the more efficient way possible. Your website’s content needs to be user-driven and it should deliver the answers to the question your customers are asking in as few clicks as possible.
Be sure each page is optimized with correct title tags, heading tags, meta descriptions that include keywords, and alt tags on images. Each page’s content should also contain keywords that are topically related to your core keywords. Linking is also an important part of SEO. Your web pages should be internally linked to each other, such as linking a blog article with a core solutions page on your site or linking external pages to your content. This helps Google understand the context of your content.
Take Advantage of Social Media’s Reach
Effective social media marketing starts and stops at your target audience. Think about what social media your audience might use, or the time of day they might check it. Do they check it before or after work? The more you understand your audience, the better you’ll be at conveying your brand and your business’s story.
Remember to keep your content fresh and share resources and other companies’ content as well as your own. Don’t be afraid to let your business’s unique personality come through. But as you’re posting, keep in mind that every social media channel is different; if you post on Facebook with the same language and frequency as Twitter, you’re bound to annoy followers.
Use Offers to Generate Leads
In order to generate leads, you must have something to offer in exchange for potential customers’ contact information. Lead generation is meant to build your email list but people won’t give you that information for nothing, they want to know what they’ll get in return.
Consider something about your business that you can share. This might sound like giving away “trade secrets,” but it’s more important to build a bond with prospects and customers. They want to know what goes into the products and the more you share with them and educate, the more connected they become to your brand. Share these tips and knowledge as an eBook, checklist, template, or exclusive video, but make it valuable so that potential customers give you their contact information in exchange for the value they’re receiving.
Nurture Your Leads with Email Marketing
The reason behind nurturing your leads is to help buyers make a decision and to close the sale. In order to do this, you must build a relationship with your buyers and be there when they’re ready to purchase. Knowing how to engage with them in order to push them toward a purchases depends on understanding the buyer’s journey. You need to know where yours leads are in their decision-making.
Email marketing is a great way to connect and stay in touch with leads, and it gives you a way to push your leads along in the buyer’s journey. List segmentation and keeping track of email engagement can help with this, as can automation. Email marketing keeps you in the prospect’s view, continuously pulls them back to your website, and delivers content that prospects will find valuable and educational. HubSpot is also a great resource for tracking and running all your marketing campaigns so they’re all in one place.
Evaluate Your Progress
You can’t know if your inbound marketing campaigns are working without tracking your metrics. But first you need to know what metrics to look for and what they mean. HubSpot suggests six areas you should look at when measuring your inbound marketing performance: brand awareness across social media channels, engagement with your audience, lead generation, customer conversions and sales, customer retention, and overall website performance.
This is a lot to take care, but there are fantastic tools to help you. HubSpot tracks and runs all your marketing campaigns, and it connects everything to your website’s marketing efforts. Other tools can be Google Analytics, SEMrush, and Hotjar.
Start Your Inbound Marketing
This is a lot to think about but break it down step by step to make it easier. Create a buyer persona, make sure your website is full of relevant information your audience needs to make a decision, and optimize your website for search engines. Gather leads and use email automation to nurture your leads. Be consistent and persistent and measure all areas of your progress and adjust what doesn’t work. If you need any help in marketing your startup, contact us and we’ll work with you to help you reach your business goals.