The right offer at the right time in front of the right person is an irresistible offer. That’s what inbound marketing is all about, attracting the right people and putting “an offer they can’t refuse” in front of them.
You’ve worked hard on your blogging strategy and are creating blog content targeted to the keyword phrases your ideal clients are using to find you. Now you need to get them to take the next step and sign up for one of your offers so they identify themselves and become a lead.
In order to develop a stellar marketing offer for any of your marketing target groups, use these helpful steps as markers to success:
Understand your target audience and where they are in their buying cycle
Content plays a critical role in every stage of the inbound marketing process, from generating awareness about your company to helping convert leads into customers. People are looking for different things depending on where they are in their buying cycle.
The prospect gets acquainted with your brand or realizes they have a need for your product/service. At this stage they have only just realised they have a problem and are doing some exploratory web searches.
The prospect identifies their problem and researches potential solutions, including your product/service. Now they’re ready for some helpful, informative content.
The prospect examines the options and begins narrowing the list of vendors. They’re starting to deep dive now, they know the solutions on offer, and are starting to compare them.
The prospect decides from whom to buy. Make sure you’re on their mind when they get to here.
Use content which attracts traffic and leads
You may be asking at this point, ‘what kind of content attracts traffic and leads?’ For the purposes of launching a powerful marketing campaign, you will focus on the first stage - creating awareness through your marketing content. This means your marketing offer needs to attract a ton of traffic and generate new leads for your business.
There are different types of content formats and topics that you can pursue to achieve this goal. Here are some simple tips for helping you focus on what is important.
Choosing the Right Content
In order to find what content topics capture the attention of your target audience, you should look at past data that you have access to. For instance, what are the most popular blog articles you have published? what are some of the most viewed pages on your website?
Don’t do it all yourself
You don’t have to be the only one creating your company’s inbound marketing content. You can use different voices from inside your organization, technical folks, customer service people, company executives, product managers, and others in your organization have a unique take on important aspects of your business.
Almost every piece of content you create can be adapted, reused, modified and republished in another format. Make a habit of finding multiple ways to package and distribute the same information in different formats.
Place the Offer on Your Website
In order to start generating new leads from your offer, you need to place it on your website. You will do that by creating a landing page on your website.
There are several key components that make an effective landing page, one which converts a higher percentage of visitors into leads. In my next blog post I’ll look at landing pages in detail and explain why they’re important, as well as discussing how to optimise them.
- The success to inbound marketing relies on the ability to produce quality and targeted content to capture your chosen audience.
- Developing audience personas, allows you to fully understand your target audience and their needs so you can create irresistible marketing offers.