The reason your new business hasn’t gotten off the ground isn’t because it is a cookie cutter that churns out the same, predictable product every day, it’s because it doesn’t have an actionable inbound marketing strategy or a strategic inbound marketing services plan.
What you’ll learn and be ready to apply today:
- Why having an inbound marketing strategy is important.
- The importance of an elevator pitch that describes your business (in one sentence).
- How to choose your niche (for the service you provide) with laser focus.
- How to define your target client.
- Takeaways of the techniques that you can use to start your first inbound marketing services strategy today (even if you’re a brand-spanking, noob).
An Effective Inbound Marketing Strategy Drives business and Leads
No company (or brand) makes a product or a service where one-size-fits-all, but when your business has the answer to the problem, they will stand up and take notice. And by the way, you are a brand. There is no other person who can provide a service in the successful way you do.
“Setting goals,” notes business strategist Tony Robbins, “is the first step in turning the invisible into the visible.”
Robbins provides entrepreneurial principles that more than 50 million people have followed. He has created a persona that people can relate to. It’s his personal journey in business that he has nurtured into a personal story.
Share Your Story to Generate Leads:
Your personal journey of how you started or got into your business is what will drive leads. If you want to grab their eyes and ears (and pocketbooks), then you’ll need to have a ‘personal statement’ that describes specifically what you do.
How you can meet them halfway instantly, is when you make your statement an integral part of your inbound marketing services strategy, and you can create one that you can fine-tune as you attract more clients that fit your business.
How to Make an Elevator Pitch People Will Remember
A personal statement is the message you share about your business and you should be able to grab hold of their attention with a single sentence. Think about it like an elevator pitch:
The business person who says “I work with start-ups” can introduce herself as, “I design marketing steps for mid-level companies that increase their lead generation and sales.” The latter of the two expresses the help the professional provides while demonstrating the value she gives.
Make your elevator pitch as much of a personal statement as possible by fine-tuning:
- the introduction,
- the service you give,
- the clients or clientele you serve best, and
- the results you deliver.
The next time you strike up a conversation with a person who may be a potential client, you’ll be ready to share what you do, succinctly, and in a way that says you’re in business.
Create a Personal Website or a Landing Page as Part of Any Inbound Marketing Services Strategy
A personal story is how you can attract more people to your brand. When you deliver on your promise—it’s when they will perk up and start paying attention. And you can also communicate it too, as your own unique statement.
But no personal journey in the world is going to get them to tune in unless you have an inbound marketing strategy that can not only reach them but one that also:
- delivers on a promise, and
- is scalable when you need.
You can create instant credibility to your business if you offer your inbound marketing services, or related products on a personal website. Consider running your own and also make sure it is a site that runs on its own Web domain:
- A Web domain is a like a virtual address where your website sits, and it can be purchased for just pennies a year.
- Choose a Web theme or a landing page that can be hosted at a Web hosting company.
- Consider trying a theme at WordPress.org because its flagship site WordPress.com provides themes that have only limited functionality.
Ready-made themes are everywhere nowadays and each has customizable features that can fit your needs. Be sure you give some thought to whether you want to scale up your business right away or in the next 1 to 5 years, and how your website will introduce you to clientele 24/7 as your business grows.
Choose a Niche Where Your Clients Already Exist
Your personal story or unique selling proposition (USP) is now in place and is ready to use at any time. Your website is now your virtual business card that can tell people more about the specific services you provide. Now it’s time to think about how to refine your story into a targeted personal statement.
One of the biggest mishaps newer inbound marketing strategists encounter is not choosing the right niche. Newer marketers sometimes try to reinvent the wheel, but it’s crucial to understand that they are meeting the needs that already exist in a particular market or niche.
IT Marketers, for example, will search for businesses in the Technology business. Online marketers serve up physical products or information-based ones to promote or sell that exist in an established market. Book marketers, as another example, will offer books from authors and also influencers, while IT marketers could aim towards IT professionals who want more leads.
Think about how you would craft a statement that uniquely reflects your talents, before you dive into any marketing. Many businesses struggle with trying to ‘match’ their niche to themselves, but as you continue to use the principles in this Guide, you will continue to grow your business with a structured marketing plan.
Once you’ve created a personable statement, you can add it into your website. A USP is a valuable part of any business because it can help customers understand you and your business. It how you “stand apart from competitors,” and center on “creating things that cater to your ideal group of customers,” as illustrated by HelpScout.
How to Choose Your Ideal Clients
You can select your niche by searching for the service you provide, and then by looking for the types of people that are also involved in the commerce side. If you find what you feel is a significant number of customers in a given niche that fits your business, then it’s likely that there is a large enough market that you interact with, and also to test, in order to see if an inbound strategy will generate an interested amount of people who can become leads.
You’ll also save time and costly testing by sailing over markets or niches that are not viable for your service.
How to Find Your Ideal Clients:
This is also where both your elevator pitch (that’s your personal statement or USP) and your personal or business website come into play. In order to grow your business, you will also need to find out who is your ideal customer.
- Your perfect customer is the ideal customer you’ll want to attract. It is also referred to as your buyer persona.
A buyer persona gives you a way to identify the kind of content and messaging you create that speaks to your intended audience. It also lets you design the kinds of messages and content that you share with each customer, as you learn about the kinds of marketing they respond to.
Buyer personas help you “map out and create highly targeted content,” notes HubSpot. However, there are also negative personas. While an ideal customer interacts with you, a negative persona is less likely engage with you (whether they are “too advanced” to use your product, they try it only for research reasons, or they may have only been a one-time customer). Where do you find customers?
The contacts you presently have is an excellent place to start:
- If you have customers you’ve been acquiring already, you can begin reaching out to them as a way of interviewing them. These individuals you have engaged with before and some of them may also represent your ‘targeted personas’.
- You may also want to speak the people who may not have an interest in you. It will help you hone in on the ones you do find your products from your business are easy to use and to also learn what the enjoy most about things you offer.
- Your current leads (also called “prospects”) that you have will let you delve deeper into learning about what makes them tick.
- Remember that you may have some amount of information about each of them already that can help you to determine (either through opt-ins or analytics from site visits) that may tell you if they meet your ideal customer or buyer persona.
- Use specific phrases that specifically describe your buyer personas. These will discuss the habits or traits of your personae that will make it simpler for you to recognize when you’re speaking to your prospects. (You’re not cold-calling anyone as much as learning about what’s important to them.)
- How many interviews should you do, and how long should you continue to? Generally, you will want to speak with as many ‘interviewees (your ideal customers, prospects, or potential ones)’ as you want until you able to pinpoint what they will likely say.
- Think about trying a buyer persona template that you can use to list the specific information you discover about each person.
Also consider referrals. They may be customers you know about or have already engaged with:
- Professional groups are places to start, and also leaders in the latest marketing tech principles.
- Search online for organizations that publish magazines or online groups on social media sites such as LinkedIn, that connect with other business that are similar to you.
- List the ones that best fit the inbound services you offer.
- Then begin to nurture introductions with them using your personal story and business or landing page website, online and in your local area, where they do business.
If your niche is extremely specific, consider that you also are a “brand”, and although your business is unique, it still must have a significant amount of people in it whom you can generate as leads, and also market to. It’s important that you continue to consider your buyer persona: it is the ‘model’ that reflects your ideal customers the most. Make sure your buyer persona for your ideal clients is also flexible. It will allow you to fine tune your marketing as your business evolves.
Marketing is how inbound marketers test a service’s viability in any niche. They apply the data they find to help them leverage an effective advertising or marketing services strategy. When you’re first starting out, be sure to use this Guide to Today’s Inbound Marketing Strategy as a primer:
- Have a Personal Story you can also use as an “elevator pitch” to describe your business.
- Use a Website as a Business Card and as social proof that visually tells them about you (e.g. location, other businesses who know you).
- Pick a Niche where customers already participate.
- Get acquainted with the Clientele from your buyer persona(s) who already interact with brands like the ones you provide.
- Continue to connect with new businesses as you share about yours.
Your marketing should be always be actionable, scalable, and able for you to share the moment you are asked about your business. Use the inbound marketing principles in this Guide to help you create leads and grow a sustainable brand that your new and future customers will value.