If you’ve passed any strangely crowded destinations this past week or witnessed a group of teens staring aimlessly at their phones and bumping into each other, you likely experienced the effects of the latest fad in the digital space: Pokémon Go.
The mobile application released at the beginning of the month has already increased Nintendo’s market value by $7.5 billion, and its users are increasing by the minute. So what’s so sensational about walking around with your phone and catching Pokémon? According to Vox, “Pokémon Go is an attempt at realizing what fans have always wanted from the game.” Finally, a real-life element has been brought into the game that was once limited to exchanging flimsy playing cards!
The Mojo Media Labs team has also fallen victim to this Pokémania, and the more we thought about it, the more we realized that our day-to-day responsibilities in the office are awfully similar to the game. How on earth is Inbound Marketing similar to running around your backyard catching nonexistent creatures, you may ask? Here’s one Pokémon-Go-addict’s explanation:
1. Finding leads is a lot like catching Pokémon.
When searching for the rare Pokémon, one must search nearby areas where certain creatures are likely to roam. For instance, a canal surrounds the Mojo office, and just a 10-minute stroll around the body of water can lead to an accumulation of rare water Pokémon. One of the initial steps in the Inbound Marketing process is creating buyer personas, which, according to HubSpot, are “semi-fictional representations of your ideal customer based on market research and real data about your existing customers.”
When brainstorming buyer personas, teams think about the variety of characteristics that would describe a large chunk of their current clients, such as age demographics, goals, and common objections to a purchase. Ask yourself the following questions:
What sites are they viewing?
What blogs are they subscribing to?
What content are they sharing on social media?
Similar to finding the rare Pokémon, go where your leads are on the Internet and you’re likely to find them.
2. Your content offerings are your Pokéballs.
Just as you capture Pokémon with Pokéballs, you capture the attention of your leads with content. There should always be a fundamental strategy behind it, whether it’s a blog, offer, webinar or some other content offering. Do you focus on targeted keywords? A high SEO ranking? Whatever your goal, you want your content to lure a potential customer into learning more about your business.
Of course, you shouldn’t be excessively posting content and bombarding your audience with information. Content must align with the interests of your buyer persona, in hopes of “catching” their attention. It should be naturally inviting.
3. You ‘evolve’ your leads by nurturing them.
In Pokémon Go, you don’t just catch basic Pokémon and expect them to win your battles for you. You evolve them. For example, a Bulbasaur can evolve to any Ivysaur, then a Venusaur. This is just like nurturing your leads. You can’t expect them to instantly go from visitor to customer every single time. You have to nurture them through the four stages of the Inbound Marketing funnel: attract, convert, close, and delight. Soon enough, you may even have a mega-evolved lead that will promote your business for you!
4. Thought leadership is like badges; the more you have, the more respect you receive.
Okay, I admit it. I’m only a Level 6 Pokémon master. As much as I parade around and flaunt my admiration of this new game, the badges don’t lie. With only five medals accumulated and 6000 experience points, my credibility is lacking in this space. Not only does this affect my ability to gain a reputation in the very competitive Pokéworld, but also it makes battling with competitors all the more difficult.
Similar to the credibility needed in order to gain respect within the game, we as Inbound Marketers want to be perceived as the go-to experts when it comes to industry knowledge. We accomplish this by sharing ideas that offer a unique insight to your industry, which can often stir discussion and lead to some conversation. Another way to build this credibility is to reach out to industry influencers who can promote your content to their band of followers. Finally, we pursue Inbound certifications to improve our knowledge and prove our expertise.
These are just a few ways Pokémon Go is like inbound marketing. By pursuing this innovative methodology, you’ll be on your way to catching leads and turning them into customers in no time.