We are going to provide the answers to your inbound marketing questions based on the attract and convert stages in the inbound methodology as well as their respective best practices. Let’s begin!
Inbound methodology best practices for the attract phase.
What are the overall best practices for the attract phase of the inbound methodology?
Inbound marketing has four intricate steps: Attract, Convert, Close, and Delight. Each of these steps builds from the previous one to create a seamless brand experience once the groundwork is complete.
The major best practices of the attract phase include understanding who you are trying to attract, how you can best attract prospects, and the strategy of implementation.
Let’s break it down.
First, you need to establish a clear idea of who you are trying to attract. Building buyer profiles based on the likes, dislikes, needs, timing, and behavior of your potential customers aids in effectively communicating parameters to the sales teams, content developers, and the company as a whole. We call these buyer personas.
Best practice: Create buyer personas for each of your ideal customer types. Collaborate with your marketing and sales teams, conduct interviews, and cruise the social landscape to gather clues and insight on your potential customers. We even recommend setting up a few in person interviews to ensure your buyer personas are aligned with your buyers.
For more information, check out the following articles:
- FAQ Friday: Buyer Personas
- Value in Knowing Your Buyer Personas : Smart Content 101
- Back to the Basics with Buyer Personas
Once you have your persona profiles complete, you can begin to brainstorm the types of questions this ideal customer may have prior to viewing your products or services. If you create content that discusses pain points, answers questions, and sparks engagement via social media, you are well on your way to attracting valuable website traffic.
Best practice: Develop content that caters to your buyer personas needs, likes, and dislikes. This content should highlight value propositions, drive engagement, and increase brand awareness.
For more information about creating content that will attract website visitors, explore these articles listed here:
- How to Map Content to Assist Your Website Marketing Strategy
- Thought Leadership Monday Mashup: Content Optimization
- Organizing the Proper Content Messaging for a Better Branding Strategy
Now that you know who to attract and you have the content that speaks to the right audience, it’s time to open the gates, because the website traffic will floeth. Right? Not quite.
A key part to the last step of the attract phase best practices is distribution. Referring back to your buyer persona profiles will help you understand where you can reach these ideal prospects, and how to approach them.
Best practice: Be sure to provide value at all times. If you are sharing content on social media, we recommend sticking to at least an 80:20 rule where 80% of your content is speaking to your audience through content shared with you and the other 20% is your own original content.
To take it a step further, you don't have to be on every platform. Work to narrow down which social platforms and distribution methods work best for your product or services, and which ones are bringing in the most engagement.
For further reading on content distribution and attract phase best practices, learn more about distribution best practices from these listed articles:
- Promote Your Marketing Video With Online Video Distribution Tactics
- SEO Best Practices for Successful Video Distribution
- How Marketing Video Distribution and Advertising Work Together
Inbound methodology best practices for the convert phase.
Content offers, forms & landing pages questions:
How do I convert website visitors into leads?
Converting website visitors into leads is laced with best practices for both the marketing and sales departments. Today, I think it is important to point out the most mechanical points about converting website visitors into leads and eventually customers.
The mechanics of this process include events, announcements, downloadable eBooks, and other valuable content offers as well as the way in which you should deliver said offers.
Best practice: “Every campaign you plan, whether it’s an event launch, eBook release, or product update, should come paired with a customized landing page. This page should highlight exactly what viewers need to know about the campaign at hand.”
These landing pages are so important we actually covered some of your questions about them in its very own FAQ Friday: Landing Page Best Practices.
For more information about inbound marketing best practices, you should check out the articles below:
- What is an Inbound Marketing Game Plan?
- Inbound Marketing Best Practices for Small Business
- A Review of Inbound Marketing Best Practices
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