Thought Hive: Attracting Customers with the Inbound Methodology

Posted by Jessica Jones Oct 10, 2016 6:00:00 AM

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All marketing strategies have some version of an attract phase, but the way Inbound marketing works is a bit different. Let’s see how the inbound methodology utilizes the attract phase to generate highly qualified leads.

The attract phase of the inbound marketing methodology is arguably one of the most important phases of this marketing method. A few major components that help attract visitors to your website are content with a keyword strategy, a business blog used to establish thought leadership, and properly planned distribution strategies—ensuring your content reaches the people who matter most to your business.

If your word is your bond, then your content forms the contract for your customers.—Direct Images Interactive

For example, if your company developed your website content around a specific buyer persona, then your content should attract highly qualified leads to your targeted focus. This means individuals with pain points that your product or service alleviates will be knocking at your website door looking for educational, easy to consume information, and how your brand plans to delight them throughout their entire buyer experience.

Inbound marketing is all about delivering value to potential, current, and repeat customers. And ultimately, these customers become your brand ambassadors using their experience as a testimonial for others to work with you.

Tough Love Marketing Tip: It’s not about you. It should always be about the people who put their trust in your business.

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So how do you generate qualified leads and later brand ambassadors in the attract stage? Here’s a few quick tips to help start attracting the right audience for your business.

Set clear goals.

Clear goals command clear results. If you are going to exhaust marketing resources, it is important to understand how those resources are performing—improving your return on investment measurements, tracking your marketing performance, and ultimately making your boss happy.

Understand your brand.

Developing buyer personas and fully understanding your target audience is a crucial part of your brand development process. Having buyer personas will allow you to understand their pain points, struggles, passions and enjoyments. By understanding how your brand fits into their buying lifestyle, your ability to go above and beyond increases exponentially.

Your brand is a story unfolding across all customer touch points.—Jonah Sachs

Stay focused on the goals at hand.

Oftentimes business owners and marketers alike get sidetracked by the details and processes involved in creating a successful inbound marketing campaign. Staying focused will ensure you are utilizing time and resources appropriately. This is crucial to the return on investment of inbound marketing. If you were to generate a marketing strategy that does not encompass your overall business goals, how can you expect to meet your target metrics? Center your projects around a specific set of SMART goals to encourage brand success.

Develop content with your consumer in mind.

If you have taken the time to fully understand and get to know your customers, you are well on your way to a successful content development strategy. It is always important to know your personas’ preferred means of content consumption in relation to their buying habits and influences. Knowing this information assists in providing a more pleasurable, personalized user experience for your customers, which is shown through your content strategy, creation and even how you distribute your content to them. Because even though you may have the right message, if you don’t meet your audience where they are and at their right time, you miss out on your window of lead converting opportunity.

Maintain user experience excellence through thought leadership.

Inbound marketing is logically rather simple: Attract, Convert, Close, Delight, four stages with simple tasks. Become an industry-specific thought leader who keeps their customers front of mind and you will be off to a running start by providing the best possible user experience available. A pleasurable user interaction builds positive brand recognition and overall growth.

Marketing's job is never done. It's about perpetual motion. We must continue to innovate every day.—Beth Comstock

The most simplest and effective way to attracting the right customers with inbound marketing is to understand your product or service to its core, and get to know your buyers’ thought process, purchasing habits, and ways of life. Ultimately, your main focus is to help your customers by serving their needs. Because above all, you should always put your customers first, and by putting them first, you’ll end up being their go-to brand.

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Topics: Inbound Marketing

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