October is here, there’s a cool breeze rustling the changing autumn leaves and children everywhere are squealing with delight as they prepare to scurry from door to door in search for their favorite candy.
Here at Mojo Media Labs, Halloween is no different…
We too, have our own tricks and treats... related to inbound marketing, of course, and instead of making you smell our feet (gross) we will share them with you, FOR FREE:
Trick #1: Understanding the Buyer Persona
Whether you’ve you’ve taken any of HubSpot’s certification exams or not, you may likely know the importance of understanding your targeted buyer, such as what pains they may feel or where they are in the buyer’s journey. And if not, we strongly encourage you to get familiar fast! It’s important for any marketer to understand all aspects of his or her target audience, but is especially critical for inbound marketers because we are drawing these potential buyers in, versus going out to find them, as traditional marketing tactics do. In order to better market to these individuals, we need to build accurate, useful content that will grab their attention.
So how do you go about getting this information? Here are three ways:
Interview your salespeople – Who better to ask than those that are in the business and have interacted with potential buyers? Salespeople have excellent insights on the customers’ needs and want and can be a great resource.
Interview customers – Go straight to the source, the people at the companies you already interact with. What better way to get inside the buyer persona’s head than to actually pick the thoughts of your customer?
Research – Do your research! Utilize trusted sources within the buyer’s industry, such as magazines, online posts and social media. More than likely, you’ll be able to use these sources of information for content creation down the road.
An Organized CRM – Use a well thought out and organized CRM to keep up with your contacts and where they are in the buyer journey with your company. As Diamond Partners of HubSpot, we recommend their Marketing Hub to do so. It is very intuitive and provides reliable data about your customers
The Treat: Once you’ve mastered the ability to better understand your future buyers, now comes the treat: you’re one step closer to qualified leads, higher visitations and keeping your ideal buyers wanting more. You went through the process of thoroughly understanding the buyer and now you just need to create and market content that draws them in. Luckily, through all your research, you know what these individuals want to see most.
Trick #2: Building Content and Authority
That brings us to our second trick: building content and authority. You need to create content for landing pages, thank you pages, blogs, emails, promotional copy and more. The fun doesn’t stop there, though. Once you create this content, you need to get it out so potential buyers can actually see it and you build your brand’s authority. Here are a couple ways to do that successfully:
Create an SEO strategy – Meet your new friends: long-tail keywords. Find words you can realistically rank for and use them throughout your content. You’ll begin to build authority with search engines and therefore, rank higher. Outbound links are another great way to build your SEO. They should go out to authoritative websites and use proper anchor text. Learn more about developing and implementing an SEO strategy here.
Promote via social media – Leverage your content in a strategic manner. Don’t just post your content on any social media platform, but promote your content on social media platforms that actually work for your target audience. Focus on the time of day they check social media most to have the highest opportunity for visibility. Don’t stop there, either — interact with these potential customers! The more you can engage in conversations, the more you establish yourself as an authority. Get the scoop on building social media marketing from the ground up here.
The Treat: The treat is simple: quality content + high visibility = more traffic. After all, the definition of “authority” is “the power to influence others, especially because of one's commanding manner or one's recognized knowledge about something.” So if you’re seeing increased traffic because of your quality content, it’s only natural that you’ll build authority in the process.
BONUS: Trick #3: Personalize Your Email Marketing
Because who doesn't love a surprise trick up their sleeves? We've got to be real with you for a second. Are you guilty of spamming your fans with email blasts that are irrelevant to their needs or where they are in their relationship with you? It's ok, we won't judge.
Here are some tricks you can use to improve your email marketing efforts moving forward.
Personalize your emails based off actions taken by your potential and current customers. It may be tempting to cast a large net to see what fish you can capture, but there is more value in hooking the whale that's already interested in what you've got.
Use your subject lines as your "pick up line" so to speak. If this were the first words out of your mouth when meeting your significant other, you would choose wisely wouldn't you? You should do the same here.
The Treat: You will find email marketing works so much better for you and actually provides the results you dream about when you take time to segment your lists and focus on detailing your message to meet the needs of your audience. So as tempting as it is, don't just push SEND ALL.
Tricks for Improving Your Inbound Marketing Efforts
So there you have it.Follow these tricks and you’ll be rewarded with some satisfying inbound marketing treats!