Sometimes, you just need to get back to the basics. This is true in budgeting, wellness, and even marketing your business. Digital marketing can have so many tools, updates, and trends to follow that it’s easy to lose sight of the point of it all.
To help with this, we’re launching a new series to help us all get back to the basics of inbound marketing. We’ll explore the different stages of inbound marketing – attract, engage, delight – and what you should focus on with each one. First up? The attract stage.
What is the Attract Stage?
In case you need a refresher, the attract stage is very much what it sounds like: it’s the beginning of a prospect’s decision-making process, where they are first attracted to your business. They might find you through an online search, a social post, or a referral from a friend.
This is the stage where you prove your worth, so you want to be hyper-focused upon your customer, your keywords, and your content.
Focus On Your Customers
What would change about your content creation and marketing strategy if you were hyper-focused on your customers?
As a marketer, there are easily a dozen tasks that fill your days: strategies need to be built and executed, content needs to be created and distributed, social channels need to be monitored, emails need to be answered, and so much more. This doesn’t account for the testing of new tools like AI or chatbots, or time to get creative with new mediums like video and podcasts. But this exact shift in our mindset is often what we need to move the ball forward.
Focusing on your customers doesn’t mean you lose focus on your business. Rather, focusing on your customers shapes how you share about and position your business online. This customer focus starts by creating your buyer personas, which are fictitious representations of your ideal customer. Buyer personas cover demographics, job industries and positions, communication preferences, and more. Have you created your buyer personas? If not, check out this helpful blog post.
Focus on Your Keywords
Developing a representation of your ideal customer allows you to think like your customer. This will prove valuable for every aspect of your marketing strategy, but it’s especially important for building your keyword strategy. Your strategy needs to focus on using the same words and phrases your ideal customer uses when they search online for a solution to their problem.
While keywords and SEO can feel pretty daunting, there are many tools available to help you narrow down the right keywords for your content. Some of our favorites include:
- Google Keyword Planner
- KW Finder
- SEM Rush
Focus on Your Content Plan
After identifying your buyer personas and keywords, you can begin to build your content marketing strategy by brainstormingtopics that address your customer’s problems. These topics serve as the pillars for every piece of content you publish. For a great rundown on creating pillar pages, check out this blog post.
After creating the pillars of your content, your team can get busy creating and distributing content offers and blog posts that help solve visitors’ problems and provide value for them time and again. The more you are consistently valuable to your visitors, the more you will earn their trust and their loyalty.
Ready to get back to the basics and kickstart your inbound marketing? Check out our free glossary to define everything you need to know about inbound marketing. Grab yours below!