inbound marketing

Whatever business you’re in, implementing inbound marketing strategies are crucial for success.


Because as of 2017, 76% of North American businesses are using an inbound marketing strategy. That means that if you’re not using inbound marketing, 3 of your competitors are.

Inbound marketing is the ideology that people value personalized, relevant content rather than interruptions and sales tactics.


Grabbing a potential customer’s attention by giving them a reason to be interested, is the most effective form of marketing.

How effective?

A well-done inbound marketing strategy is ten times more effective for lead conversion and costs 61% LESS than outbound marketing.

Basically, if you’re not investing in inbound marketing strategies, you’re missing out. So, we’re going to talk about some strategies that you can start using in your business today.

5 Inbound Marketing Strategies:

  1. Define your personas
  2. Understand your dream customer’s triggers
  3. Establish your objectives
  4. Create your content strategy
  5. Decide on distribution method

But first, let’s talk more about what inbound marketing is.

What is Inbound Marketing?

Inbound marketing is about growing your business by creating meaningful relationships with your customers. It’s about making them feel valued and empowering them to achieve their goals, wherever they are in their journey.

Caring about your customers matters because if they succeed, so do you.

There are three parts to inbound marketing:

  • Attract: drawing people in with irresistible content that establishes you as an expert in your field.
  • Engage: creating content that is specific to your audience by addressing their pain points- making it more likely for them to buy from you.
  • Delight: after the customer has purchased your product or service, offering support to make sure they find success with their purchase.

Now that we’ve covered the basics, here are 5 practical inbound marketing strategies that your business needs to start using today.

1) Define Your Personas

The goal of inbound marketing is to attract the customers of your dreams. But how do you attract someone when you don’t know them?

This is where the Buyer’s Persona comes in.

A Buyer’s persona is a semi-fictional representation of the customer of your dreams that’s created based on market research.

Can you picture what they look like, how old they are, and where they live? Do you know what they like and how they spend their time?

What are their hopes and dreams? What makes them tick?

Knowing who you’re marketing to and how to solve their problems is the first step in inbound marketing. Click here to create your Buyer’s Persona today.

2) Understand Your Dream Customer’s Triggers

Now that you know who you’re marketing too, it’s time to meet their needs. Find what your target audience struggles with and help them by filling that need.

Their struggles, also known as their pain points, will add an unparalleled depth to your marketing strategy. Knowing their pain helps you target people with reason and emotion that speaks directly to them.

By taking time to complete this step, instead of assuming you’re helping people, you’ll know that you’re proposing real solutions for real problems.

Identifying the pain points of your future customers will make you stand out of the crowd and give you a leg up on the competition.


3) Establish Your Objectives

Next, you’ll need to establish your marketing objectives to help you achieve both your marketing and business goals.

Examples of marketing objectives:

  • Increase Brand Awareness
  • Launch a New Product
  • Introduce the Company to New Local or International Markets
  • Improve ROI
  • Increase Company Profits
  • Lead Generation

For example, if generating leads is the most important thing for your business, your inbound marketing strategy should be centered around that. Every effort should lead toward your goal of lead generation.

As with any goal, your metrics should be measurable and attainable. This is called a SMART goal. SMART meaning strategic, measurable, achievable, realistic, and time-sensitive.

Think about what you would need to say to your boss to answer the “what”, “how many” and “when” to make your plan achievable.

4) Create your Content Strategy

Content is an essential part of inbound marketing. But even if you create the best content in the world, if it doesn’t get you closer to your business goals, you might as well not waste your time.

Keep your customers engaged by offering them valuable information that meets their needs. They’ll keep coming back to you to solve their problems and eventually, you’ll establish trust and loyalty. Then when they’re looking to purchase, your name will be first on the list.

Here’s how:

  • Objectives– The SMART goals that you established earlier should play a part in every piece of content you create. For example, if your goal is lead generation, you would create content to support this.
  • Competitors– Find out what your competitors are doing, and do it better. Do research on their content marketing and social media by signing up for their email list and using tools like Hootsuite and Moz’s Open Site Explorer.
  • Content– Make sure you go back to your objectives and remember that you’re creating your content around your goals. Then decide how your content is going to fill your customers needs. Will your content educate, inspire, or entertain them? Then you’ll decide on what type of content you’ll create and the topics that will most benefit your audience.


Examples of types of content:

  • Blogs
  • Video
  • E-books
  • Webinars

Examples of topic ideas:

  • Expert opinions
  • Inspirational stories
  • Comedy sketches
  • How to’s
  • Lists


5) Decide on Distribution Method

How you distribute your content is important. Will you wait for people to come to you organically or will you pay through to promote your content through avenues like Facebook and Google Ads?

If you’re on a budget, organic traffic might be the way to go to grow your business. But if you’re on the clock (like if you’re launching a new product) then paying for ads might be the better way to go.


Here’s an article to help you decide if you should advertise or optimize.

And that’s it!
Implementing these 5 strategies will give your business direction and a way to achieve your goals. If you want to grow your business but don’t want to do it alone, is here to help! Reach out and schedule a FREE 7-minute call to figure out the kind of support you need.

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