An Inbound Marketing Strategy, which is part of your overall online marketing strategy, is essentially about attracting customers to your website. By creating and sharing content, using such forms of content marketing like creating white papers, social media marketing or SEO, it allows you to draw in the right customer to your unique website, making them return again and again.
By publishing interesting and relevant content at the right place and the right time. An effective Inbound Marketing Strategy creates relevant sources of information that will be attractive and help potential customers (tweet this) . Contrasting traditional marketing techniques which uses strategy of ‘begging’ costumers to your site, this approach allows you to be ‘found’ by customers who are in search of something your brand can advise on, and ultimately purchase from.
So with this in mind, in order to attract a potential customer we need to understand and ask questions about who your customer is, what their basic needs are, and most importantly: what platforms do they engage with? Everyone of us is unique yet we do share similarities in how we search for things online.
The idea is to understand what these similarities are, build a detailed buyer persona, and personalise your message to each persona’s specific needs. A buyer persona can be built on a person’s age, job or social interests. But it doesn’t end there. Not only must you establish each type of persona, an effective Inbound Marketing Strategy must anticipate how the persona interacts with your marketing.
To explain, people interact with your company differently, so marketers need a multi-channelled approach to anticipate each different interaction. This is about time and placement. By using tech-savvy analytic tools, you can address these interactions as they evolve, thus allowing you to create and publish the right content.