If you’re interested in how to make your business grow, then you should be interested in marketing. There are many marketing methods, but if you want to know what your best marketing strategies are, there is one that stands above the rest—inbound marketing. While the ideas behind inbound marketing are not new, the term is new.
Inbound marketing is your answer to how to grow your business online. It can be used alone to pull traffic to your business website organically, or you can use it in conjunction with digital and traditional advertising to supercharge your marketing efforts.
We are going to teach you the basics of inbound marketing in a series of articles called Inbound Marketing Basics to Grow Your Business.
In this first article, we’ll give you an overview of the inbound marketing basics.
What this series will teach you about inbound marketing
Here are the articles we have planned for the series: Inbound Marketing Basics to Grow Your Business.
- Inbound Marketing Basics: Buyer Personas
- Inbound Marketing Basics: Keyword Research
- Inbound Marketing Basics: Blog Posts
- Inbound Marketing Basics: Landing Pages
- Inbound Marketing Basics: Lead Magnets
- Inbound Marketing Basics: Email Marketing
- Inbound Marketing Basics: Driving Traffic
- Inbound Marketing Basics: A Summary
Each article focuses on a key step in the inbound marketing process. By the time you finish reading the series, you will understand how to use inbound marketing better than your competitors.
Let’s briefly look at each of the key steps you’ll learn in this series.
Your buyer personas represent your ideal customer for each product or service you offer. You might have three or four personas, depending on your business. You will learn what research to conduct before you develop your personas, and then learn how to best write your buyer personas.
Keyword research is the process of determining what terms your buyer personas type into their search engine to find a product or service like yours. Because Google is the current king of search engines, we forget that there are many others. We’ll show you search engines that don’t even call themselves by that name but are powerful nonetheless. We’ll also teach you some SEO basics, such as how search engines work and how to use backlinks.
Your blog posts are more than just useful articles for your readers. Each post focuses on a specific buyer persona and keyword. When your ideal customer types that keyword into a search engine, searching for a solution to their pain or need, they find a link to your blog post that provides the solution. They read your blog post, recognize that you’re the real deal, and then immediately call you and offer you their credit card. (Sort of.)
A landing page is simply a page on your website that your dream client lands on. They might get there from a search engine, a referral, a social media link, or an ad. They might even get there because you sent them there from your blog post. (By the way, your blog post is also a landing page, and you’ll learn more about that in our series.) You design your landing page with one main goal: to get your visitor to take an action. This call-to-action gives them something useful in exchange for their email address.
A lead magnet is that “something useful” that your prospective customer receives in exchange for their email address. It can be an ebook, a checklist, an infographic, or a video—just about anything downloadable. If you send someone to your landing page from your blog post, your lead magnet should supplement the information in the blog post. Whatever you use for your lead magnet, it needs to be valuable enough that your ideal customer will gladly give you their email address to receive it.
Rarely will someone read a blog post, go to your landing page, download your lead magnet, and then become a customer on the spot. They need more information to rationalize the emotional decision they want to make. You accomplish this by sending a series of emails that will help them know, like, and trust you. There’s a specific order to this process, and we’ll teach that to you.
Although most inbound marketing methods focus on attracting people to your website through organic search, it would be foolish (and far less effective) not to use digital ads or other strategies to drive traffic. We’ll teach you about digital advertising, including Google AdWords, Facebook Ads, and lesser-known platforms such as Instagram, YouTube, Pinterest, and more.
In the final article in the Inbound Marketing Basics to Grow Your Business series, you’ll learn how to tie everything together using marketing automation software. We’ll also give you an inside look at the software we use.
By the end of this series, you’ll be far ahead of your competition, and you will understand how to use inbound marketing to grow your business.
Ready to learn how buyer personas help you identify and reach your ideal customers?