The principle behind inbound marketing is to have as much of your content out in the marketplace as possible. Each piece that is found by potential clients is a chance for your business to start a new and profitable relationship.
Of course, they must be able to find you first so here are three of the best strategies you can use to make sure that happens more often:
Find Out Where Your Customers Hang Out Online
The best way to do this is to create a persona with the traits you will find in your ideal customer. Once you know who your perfect customer is you will have a better understanding of where they are most likely to hang out online, or at least you will be able to easily find out with a little more research.
Check out popular blogs, visit forums, and seek out the Facebook groups forming around your niche. A keyword search on Twitter may also yield some valuable information.
Once you have discovered places where your ideal customer is likely to be interacting join these groups and forums yourself. Start sharing great, helpful information to build yourself up as an authority in that niche.
It should be easy for these members to find you, but it’s important your message doesn’t have any hint of marketing in them as you will come across as spammy, which may get you kicked out.
Your main priority is to get them to visit your site, where you will share further content with the intent of enticing them into your sales funnel.
Find Out What Your Customers are Looking For
A tool like Google Keyword Planner, while not as helpful as it used to be, is still a good place to find out what keywords people are typing into the search engines every day. Wordtracker is also an option and offers extra functionality for a monthly fee if you need to delve a little deeper.
Finding out the exact keywords your customers are looking for will tell you what problems they are having, and the types of questions they are asking.
Once you know what problems customers need solving it’s time for you to start creating the content that will help them. Create your content around the keywords you have discovered.
This is where a little SEO knowledge can go a long way to increasing your profits so make sure you get up to speed and find out what is currently working. Skills developed in SEO will help you get your articles and websites onto the search engine results pages.
Don’t expect anything to happen overnight as it requires a long-term commitment with a steady stream of quality content. Go after the long-tail keywords to start as these are easier to rank for due to the lower search volume and less competition from other marketers. A long-tail keyword is simply a keyword phrase of 3 or more words.
Keep Working on Your Social Media Presence
Your presence on social media won’t work if you treat it as a set it and forget it system. These networks, and their members demand new and engaging content every day. It doesn’t have to be content derived solely from your site as you should also include interesting informative articles from other sites to round out the mix.
You could also share some things from your personal life (or your employees’ lives if they are willing), just to let your followers know that there are real people behind the social account and website. And every so often throw up an amusing post just for the sake of it – everybody needs a good laugh sometimes.
If the content is good people will be inclined to share and like it, helping spread the word. It also doesn’t hurt to simply ask for a share or a like as well.
Do these things consistently and well and over time you will have a dedicated and loyal following who know and trust your business well enough to eventually make a purchase.