Inbound marketing is a form of marketing that focuses on attracting customers by producing quality content online that is relevant to them no matter where they are in the buyer’s journey. It is the process of turning strangers in to leads and eventually into advocates for your brand. Inbound marketing takes a much different approach from traditional methods because it focuses on creating content that your buyer personas will love and seek out themselves rather than trying to shout your message as loud as you can, to as many people as possible. Traditional outbound marketing methods are still somewhat useful depending on what kind of business you run, but by only as a part of a larger plan that incorporates inbound strategies as well.
How To Start A Local Inbound Marketing Campaign
The most effective way to start marketing campaigns for the small business owner would be to contact a local inbound marketing agency. Hiring a full service marketing agency ensures that you will get the experts who know how to execute a plan from start to finish. If that isn’t an option for you, here are 4 steps to start your own local inbound marketing campaign for your small business:
Step 1: Creating Buyer Personas
Most business owners have done some sort of research to figure out who their customers are. Generally, business will gather target market information such as age, income, and location, and use it to direct all of their marketing efforts. While this information is important, it is not enough and a buyer persona goes much more in depth than that. Buyer Personas are profiles of your ideal customers that focus on their lifestyle, motivations, life goals, and roles. It focuses on why they do what they do and where they go to find information. This will give you even more insight about who your customers are.
Step 2: Make a Plan
The goal of an inbound marketing campaign is to create content online that will attract your buyer personas to your website and your brand, with the goal of nurturing them through the buyer’s journey. Most inbound marketing plans incorporate your website, social media, a blog, and several other platforms to produce content. Construct a plan that includes different types of content offers, calls-to-action, blogs and any other content you have.
Step 3: Be Aware of the Buyer’s Journey
The buyer’s journey is the process that a buyer goes through before making a purchase. There are three stages of the buyer's journey: the awareness stage, consideration stage, and decision stage. When people interact with your brand, they may be in any of these stages. It essential to create content for each stage of the buyer’s journey so that they can find content that is relevant to how far along they are in the buyer’s journey. If you are just telling people that your product is the best and they should buy it now, people who aren’t ready to buy won’t pay attention to you.
Step 4: Analyze, Analyze, Analyze
Analyzing the effectiveness of your campaign is an important step to see what is working and what is not. If the content you are posting isn’t getting much attention and hasn’t generated leads then, make some small changes and try again. Continual research should be done on your buyer personas so that you always know where they are going to do research and find information. Analyzing your results will help to keep your plan on the right track.
An Inbound marketing Campaign is a necessary tool for a small businesses to connect with their customers. If you are a small business, you can create local inbound marketing campaigns that connect to people locally who are going online to look for products like yours. Most small businesses don't have a huge marketing budget and need to ensure that every marketing dollar is put to good use, and simply putting a billboard up in the middle of your city doesn’t work anymore. Inbound marketing will take you small business marketing to the next level.