Inbound marketing is a type of marketing that encourages you to entice people to find out more. It’s the opposite of outbound marketing, where sites focus on pushing their brand directly through pop-ups and other types of annoyances. In recent years, we have shifted towards inbound marketing. As consumers become more knowledgeable of the Internet, and as ad blockers become that more adept, brands have to switch the way they target their desired audiences.
Let’s take a look at how you can start gaining results from this form of marketing:
Know Your Ideal Buyer
To entice someone, you have to know who you want to entice. Outbound marketing can broadly target everyone without any problems, but inbound marketing has to have the ideal buyer in mind. Find out more by tracking who visits your website and who interacts with you on social media. Over time, you’ll have a better idea of things like gender, age group, and the sort of interests your ideal buyer has.
Set a Goal
It’s not as easy as you think to set a goal. Every goal has to contribute towards some form of long-term aim. It’s all well and good wanting to have more visitors, but that doesn’t matter if they aren’t buying anything or spending a long time on your site. Your real goal should be to get more visitors and to make them act on something on your website.
Think of Your Landing Pages
Now you need to figure out where your visitors are most likely to land. Obviously, your homepage will serve as the main landing page. You have to make sure your homepage has the right sort of content on it. Think specifically about what appears in the top half of the page because this is what people are going to see first. If people don’t like what they see, they’re going to disappear without looking anywhere else.
This is where figuring out your ideal buyer really comes in handy.
Build the Content they Want to See
What is your ideal audience looking to find out?
Again, this is where your research comes in handy. Your site must fulfil some sort of need. Think about what problems your audience has and how you can serve as that solution. If they have an issue and see the title of a blog that claims to solve that issue on the first page they see, they’re going to stay to find out more.
Quality content is just as important as consistent content, though. Build a long-term plan for the content on your website. Begin planning blog schedule now. Know what you’re going to talk about in the coming weeks and months. Schedule some multi-part posts to create interest and to keep them coming back for more.
Make it easy for those who like your site to sign up for the future. The future of any brand is not in who visits their site now. It’s in who keeps visiting their site going forward. In other words, they should easily be able to see your RSS feed and your ‘Subscribe’ buttons. If they can’t, you’re potentially missing out on a whole host of fanatical fans just waiting to discover more about your website.
Finally, remember to share your content via social media. Don’t wait for people to find you. Be proactive and ensure that they can find you through their Facebook and Twitter feeds. Do this regularly and in time you’ll begin to build up a business you can take pride in.
Don’t worry if it doesn’t happen overnight. If you’re doing the right things, it will happen eventually.