Now that we have completed our persona and we know who we are targeting, we can start constructing our Inbound Marketing Strategy.
The first stage in an Inbound Marketing Strategy is "ATTRACT". This stage involves attracting the right people. We know who these people are from our Persona Analysis, now we have to attract them to our website.
There are four main tactics in the ATTRACT stage. Each tactic helps build a relationship with prospects and leads them through your company's sales funnel.
Blogging is a great way to drive traffic to your site. Statistics indicate that blogs generate 55% more website visitors and 97% more inbound links. It is gaining in popularity, with 55% of marketers surveyed saying blog content creation is their top inbound marketing priority (HubSpot, 2018).
Blogging also costs 62% less per lead than traditional marketing (paid searches, PR, advertising etc...). In order for blogging to be successful, blogs must be relevant and targeted to your Buyer Persona.
2. Search Engine Optimization
There are 5 billion searches on google daily! Optimizing your company site to rank well on google should be a priority. Furthermore, 89% of online consumers use search engines when making a purchase decision. So, optimizing your company website and content will make it easier for your Buyer Persona (ideal client) to find you and make a purchase. Companies can incorporate SEO techniques to increase leads with little to no cost!
Your company website is one tactic that is totally under your control. Companies can set up conversion paths that captivate and entice visitors and ultimately lead them through the different stage of the sales funnel.
Using the buyer persona a company can design content that addresses needs and provides information that is valuable to visitors. CTAs with a strong, personalized message can increase your conversion rates by over 202% (Hubspot 2018).
Setting up conversion paths and calls to action on you website is cost effective way to increase ROI!
4. Social Media
Social Media is an exceptional platform to engage prospects and clients and drive traffic to your website. Social media produces 2x the marketing leads of trade shows, telemarking and direct mail at a significantly lower cost.
With so many channels to chose from, companies must be targeted with respect to where their prospects and customers "hangout". Good thing after creating the buyer persona we know where that is.
Bottom line, social media lead conversion rates are 13% higher than average conversions at a lower cost.
The diagram below, show where the Attract stage falls in the Sales Funnel
Below find our download to the Attract Tactics cheat sheet.Stay tuned, in the following weeks we will cover each of the 4 tactics involved in the ATTRACT stage of an Inbound Marketing Strategy. Here is our first tactic:
|SEARCH ENGINE OPTIMIZATION, HOW TO GET NOTICED|
LINKS TO OUR BLOG POSTS
(ITEMS WITH NO WORKING LINK HAVE NOT BEEN RELEASED AS OF YET)
|THE POWER OF INBOUND MARKETING|
|WHY BUYER PERSONAS ARE A VALUABLE RESOURCE TO YOUR COMPANY!|
|HOW TO CAPITALIZE ON THE ATTRACT STAGE OF INBOUND MARKETING|