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Building Awareness with Inbound Marketing

Glint Adv - January 31, 2021 - 0 comments

Most people know that marketing is essential for running a business. However, to get the customers you want, it’s imperative to have a solid marketing strategy. The truth is that most people are completely oversaturated with marketing content. Individuals see so many advertisements every day, and they don’t remember most of them. What’s more, the human attention span is growing shorter now that so much of our lives happen online, and we’ve become accustomed to instant gratification. The good news is that inbound marketing can help your business to stand out from the crowd.

When we think of traditional marketing methods, we typically think of outbound marketing; radio spots, TV commercials, print advertising, etc. We are pushing marketing out to our audience to attract more customers to our brand. Inbound marketing is a type of marketing strategy that brings in customers by creating content that is specific to them. This tactic focuses on creating quality content that drives people into your business and your brand. Aligning the content you publish with your target audience’s interests will naturally attract inbound traffic that you can convert and close. 

Market Segmentation

Inbound marketing offers a smarter alternative because they are marketing directly to the people most likely to be interested in their products. A critical part of inbound marketing is market segmentation or the process of determining which types of people have the greatest potential of becoming your customers. You can segment target markets in several ways, including basic segmentation like age, gender, income, and education level. You can also narrow down your target by segmenting your audience by industry, geography, behavior, or interest in your product or service. 

Creating buyer personas can be a helpful tool for inbound marketing because it allows you to get a clear picture of your potential customers. A buyer persona will give all the details about a particular type of customer, including why they might be interested in your product. This allows you to create inbound marketing content that is tailored to each buyer persona. For example, suppose you know that one of your buyer personas likely has a problem that your product can solve. In that case, you’ll want to identify that problem in your marketing content and target your ads to that buyer persona.

The main reason that inbound marketing is so successful is that it creates value and positive experiences for consumers. Rather than struggling to attract customers who aren’t interested in what you’re offering, you’ll be able to reach those who will appreciate your products. These people are also more likely to become repeat customers, giving your business more opportunity. Inbound marketing allows consumers to discover your brand quicker and in a method that they prefer. It also helps you get your brand in front of customers at the right moment, so they are ready to engage with it.

Inbound Marketing Strategy

So, how can you develop great inbound marketing content? It’s important to make sure that your content is integrated across several different platforms to reach multiple people, giving customers many ways to engage with your brand. Many businesses have a blog as part of their website that allows them to showcase their products and offer their audience expert knowledge about their industry.

Bull Horn

Social media is also a critical component of inbound marketing, and businesses should try to be consistently active on multiple platforms. The three most commonly used social media platforms are Facebook, Twitter, and Instagram, but some companies also use Pinterest, Reddit, TikTok, and other media. How you use social media and which platforms are best for your business will depend on the target markets you’re trying to reach. During market segmentation, you can determine which platforms your buyer personas are most active on, then use this information to inform your social media strategy.

Another great inbound marketing tactic is video content. Videos are typically boosted higher in social media algorithms, meaning that more people will see them. Shorter videos are ideal, as they have higher retention rates. However, you can always feature a short snippet of a longer video and link to the full content on your website. Finally, email campaigns are a great way to engage your target market with inbound marketing. Your emails can be integrated with website, blog, and social media marketing using featured links that will take users to supplementary content.

Curating the ideal content for your target audience is not always an easy feat. If you need an expert to help create an inbound marketing strategy, contact Glint Advertising. We’re here for all your marketing, branding, and advertising needs.

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