Inbound marketing is a specific set of marketing activities that is designed to attract visitors, leads and new customers to your website. Unlike outbound marketing where you have to go out to get customer’s attention, inbound is designed to earn the attention of a customer, by having great content that is easy to find on search engines and social media.
By ensuring that your content is aligned with the customer and their needs, you will naturally attract visitors to your website. Content is absolutely key, we need to have the right content and at the right time. We refer to this as the buyers journey. We also need to ensure that we integrate search engine optimisation (SEO) into our efforts. This is to ensure that our content is accessible and can be easily found.
“You can have the best content in the world, but if your potential customers cannot find it, then it will delight no-one and serve no purpose.” David Vidgen Ltd
As with all marketing activities, you want to attract the right people to your website. You want to attract visitors who become leads, who become new customers and then ultimately happy customers. Blogging, social media and webpages are all examples that as an inbound marketing agency in Birmingham we harness for our clients to bring visitors, leads and customers to their websites..
In order to ensure that you have the right content, you must undertake some research to fully understand your market. We then create a buyer persona, this is a fictional customer who has needs, wants and goals. We can also conduct keyword research to ascertain the words and phrases that our personas use to become aware, consider and make purchases.
It is only when we have a full picture of our desired audience, can you then begin to think about creating content. Your content is specifically tailored for each section of the buyers journey, this includes:
- Content for individuals wishing to increase their awareness of the benefits of your products or services
- Content for individuals are aware of the benefits and are considering a purchase
- Content for individuals who are shopping around for the best supplier