Happy New Year!
Yes, it’s closer to Valentine’s than it is to January 1 but if you haven’t done anything about your inbound marketing strategy for 2017, then consider the last 30 days as a free trial month.
Solid excuse, right? You’re welcome.
But now that your free trial period’s over, it’s time to get cracking. So let’s get to it.
Your 2017 Inbound Marketing Plan
Some businesses do inbound marketing piecemeal or they try everything at once to see what sticks.
The problem is that you’re unlikely to get favorable results doing either of the two. To ensure that you’re getting the most out of inbound including:
– increased visibility and brand awareness
– high-quality traffic and leads
– more sales and loyal customers
here are four proven strategies that should be part of any solid inbound marketing plan.
1. Develop buyer personas.
A buyer persona is a clear picture of your ideal customer. If you don’t know what your target audience likes, what motivates them, what challenges they are facing, and so on, how can you create content that will resonate with them?
Having your ideal customers at the forefront of your inbound marketing efforts will make your content strategy easier to implement and much more effective. Creating a buyer persona can be as simple as possible – including just the basics such as background, roles and responsibilities, key motivations, personality, goals, and pain points.
Or you can use this template to develop in-depth personas.
2. Work on your content.
Great content accomplishes two things: (1) It keeps existing customers engaged with your brand and (2) it drives new ones to your site.
But great content is easier said than done. You have to think of your readers or viewers as hungry beasts that need to be fed constantly. If your business doesn’t have a blog or a video channel yet, here‘s a good place to start.
Aside from blog content and videos, you can also do whitepapers, case studies, tip sheets, and checklists. Don’t be afraid to experiment with your content mix.
Over time, you’ll learn which topics and what types of content appeal to your customers the most (and get the best conversions for your business, too).
3. Promote via social media
Did you know that there are more than 50 million businesses on Facebook today? These days, it’s a standard practice for any company to have a presence on social media channels such as Facebook, Twitter, Instagram, and LinkedIn. So if you’re already on these sites, great!
Aside from sharing blog posts on your social media channels, you should also post social videos such as product demos, live Q&A sessions, telling your brand’s story, and so on.
Like your content strategy, the goal for this inbound marketing strategy is to drive traffic to your website and engage followers. That means you should also be prepared to test different tactics and make adjustments when necessary.
4. Don’t forget SEO.
How do you get traffic from Google? The answer is SEO or search engine optimization.
As an inbound marketing strategy, it works by optimizing your online content. The easiest ways to do this is to find the best keyword opportunities, understand on-page factors, and perform periodic content audits.
At the heart of both SEO and inbound marketing is the customer. SEO together with inbound make for a complete sales strategy.