Inbound marketing success is something that most companies would love to experience if they only knew what it took to get there. I mean think about it, having people looking forward to reading your blog posts, requesting whitepapers, reports, and other forms of information from your site, and in the end calling you and looking to hire you or buy your products. But, as I said before, the problem for most business owners it that they don’t really know what it takes to create this kind of inbound marketing success.
Over the next three posts, I am going to try to outline the three steps to inbound marketing success. While these posts will not be exhaustive, they will provide the basic platform necessary to begin a strategic inbound marketing program for your business.
Step #1 - Understand what inbound marketing is designed to accomplish. Inbound marketing is simply a method of marketing that provides information to current and potential clients that cause them to seek you out to purchase your products/services. One very successful business owner said that when he started his inbound marketing program that he thought of himself as a “seller of his product” but after about 18 months of inbound marketing he realized that he was really an “information broker.” The results of his providing great information to his current/potential customers was the sale of several hundred high ticket items that allowed him to become a national leader in his industry.
What this business owner found was two-fold:
- Customers in the information era want to have their questions answered before they are willing to buy.
- The company that gives away the information that answers their questions has a better chance to get their business than the one that “holds back” till after the sale.
What this means for you and your inbound marketing success is that you need to seriously consider your marketing strategy. You need to look for ways to provide information and answers to questions your current/potential clients are asking. You need to change your thought process from that of a product/goods salesman to that of an information broker.
When you provide quality information and real answers to pressing questions, those who learn from you will be more willing to buy from you as well as refer you to others who would buy from you as well.