Create Awareness: Inbound Marketing
Inbound marketing strategies help you attract new potential customers through content creation.
Inbound marketing is a long-term, on-going strategy. You’re likely to see quick wins with outreach, but generally patience is required for inbound marketing. When done correctly and consistently, inbound marketing can be a powerful way to attract new customers.
Essentially, it works like this:
- Create content that your audience is interested in.
- People find your content and become aware of your products and/or services.
- You convert your audience into customers.
It sounds simple, but there are many aspects to consider to be successful with inbound marketing. First, what type of content will you create? Second, how will people find it?
There are numerous mediums for publishing content. Writing blogs/articles, podcasting, and creating videos are the most common. If you’re not sure which type of content to produce, go back to your Questionnaire and consider which type of content is most relevant to your audience.
Next, create a publishing schedule. It’s important to release new content continuously. It can help to create an editorial calendar with topic ideas or themes.
Be sure to infuse your message and story into your content to make it unique. When your content resonates with your audience they will help spread the message even further.
Search Engine Optimization (SEO)
One way people will find your content is through search engines, like Google. The process of making your content easier to find through search engines is SEO. SEO can be a complex topic, so if you’re just getting started, you can think about SEO in its most simple form:
- Brainstorm or research the types of words someone will type into Google that would lead them to your website.
- Create content using those keywords.
Social media is a great way to spread your message and engage new potential customers. You can share your content, and create new content specifically for your social channels. Not sure what to post? Click here to download the 2-Week Social Media Planner.
Be a Guest
Don’t limit your content creation to your own channels. You can reach more people faster by borrowing other audiences. Go on podcasts as a guest, or offer to write guest articles for other publications. There are many creative ways to get in front of new audiences, so be open to collaborative ideas with other businesses.
Media outlets are always looking for interesting stories to share. Reach out to journalists and editors of publications that your target audience consumes.
Building your email list is the best way to share your content and stay in front of your prospects and customers. Social media platforms can fall out of favor or disappear, but your email list is an asset you own. In the next section, Capture Leads, you’ll learn about the importance of growing an engaged email list.