As inbound marketing becomes more and more important, we thought that we would share our thoughts on best practices to make it work for you in the coming new year. Here are the highlights of our recorded session. If you want to delve more deeply, download the recording.
6 steps to catch your fish:
1. Fish where the fish are – You need to understand where your prospects are getting their information. The best thing you can do is invest time in learning what they are searching for. (I.e. the keywords they use to solve their business problems.) Focus on the long tail search. What we mean by that is the phrases they are typing in, not just one or two words.
2. Use the right bait – You need to know what kind of fish you are fishing for (that is, your ideal client). Without that, you are throwing in a huge net expecting to find the perfect fish. Chances are you won’t. You need to understand what environment the fish are swimming in (competition, search volume, differentiation). All three are important, but the most important is: how are you a different worm? Lastly, you need to understand what are the fish biting at? (Insights? Customer needs? Problems?)
3. Use the right equipment – You need to pay attention to all of your equipment, not just the fishing pole! Your equipment consists of a content platform, organic SEO, email marketing, social media marketing, online advertising, mobile and location, and analytics. There are lots of tools out there, but it’s best to use one that joins them all together.
4. Have patience – You can’t cast your line and expect to instantly catch a fish; great inbound requires between 10 and 20 hours a week worth of work. You can expect to increase traffic 2-4 months and to really gain traction expect 2-7 months to really gain traction.
5. Refine your technique over time – You need to refine the bait you are using to catch your fish. Look at offers and continued distribution of content: process flows, building backlinks, tracking metrics, inbound sales processes. Marketing is never a completed activity.
6. If the catch is too small, throw it back – nurture the small (not ready) ones. You can do this with emails containing newsletters, invitations, content offers, blog summaries, and/or trial offers. An occasional phone call or visit is also good.