Inbound Marketing Methodology Step 1: Attract visitors to your website
You are probably familiar with the inbound marketing methodology. This methodology consists of 4 steps: Attract, Convert, Close & Delight. This article is a continuation of a series that started with the article “What is inbound marketing?”
The first part of the inbound marketing methodology is ATTRACT. The buyer’s world has changed. The buyer no longer wants to be disturbed by your company if there is no need for it and only accepts relevant information. Outbound marketing, such as television advertising, magazine advertisements, radio spots, direct mail, etc., is not only disruptive, but often you even communicate with the wrong target group.
The inbound marketing methodology places your product or service in front of potential customers when they are actually looking for what you have to offer.
Inbound Marketing Methodology Step 1: Attract
We don’t just want visitors to our site, we want the right visitors. But who are those “right” people? The right people who visit your site are your your customers, who are also known as buyer personas. For these people you need to create content, because you want to attract them and guide them to your website.
Buyer Personas are holistic ideals of who your customers really are, inside and out. Personas includes the goals, challenges, pains, common objections, but also common personal and demographic information. Writing content around these areas attracts your target audience and makes them familiar with your brand while using the right content, SEO and social media.
Three important facets of the inbound marketing methodology to attract users to your site are:
- Content development (Blogging and Premium Content): Content is the way to stay ahead of your competition. Blogging and premium content is essential for your digital and inbound marketing strategy. Two important benefits of content marketing are attracting more visitors to your website and creating a higher lead conversion.
- Search Engine Optimization (SEO): before you start with content marketing, or basically any part of the inbound marketing plan, you need to make sure that you are targeting the right keywords.There must be a good balance between the keywords on which you want to be found and what your target group is actually looking for. Many suitable software systems are available for this. When optimizing your website and content, always focus on keywords that are a good reflection of the products / services, the issues that it solves, how products / services can help, frequently asked questions, etc.
- Social Media Marketing: social media is not only suitable for B2C companies. In fact, B2B marketers who use Twitter generate on average twice as many leads as companies that do not. Social media is a fantastic way to not only communicate with your customers, but also to generate new followers for your brand. The use of social media as a tool for generating leads is not just about posting content, but also about controlling your social media channels and monitoring who is talking about your brand and your field in general. This gives you the insights you need to make the connection with those individuals in a medium they are most comfortable with – social media!
As you can see, there are many different possibilities of an online marketing strategy that are aimed at attracting qualified visitors to your website. It is no longer about spending your marketing budget on outbound initiatives or on paid digital advertisements. You can use inbound marketing tools to guide qualified visitors to your site, convert visitors into leads and link those leads as customers and promoters of your brand.