First things first, you need to identify your audience to a granular degree. Do this by creating personas to understand how and where’s best to engage with them – the goal is to drive the right traffic to your website and your website should be designed to convert visitors.
Provide your audience with valuable information – rather than selling your services, provide them with something they are likely to be looking for. This could be something almost unrelated to your product or service. For example, take Gilmour & Gray, a maker of quality chelsea boots. Rather than promoting special offers to their pre-defined audience (personas), they are much more likely to engage with them and catch their attention by publishing an article on “The Top 10 Polo Events to be at in 2016”. This is something that one of their personas might search for online, and thus Gilmour & Gray can be discovered that way.
Inbound marketing and attracting leads to your business is all about creating content that speaks to the needs of your market and then connecting with them via marketing channels including:
1. Social Media
Across all social media channels publish great content that your ideal customer can relate to, thus keeping your brand at the forefront of their mind. Provide easy access to your website so that when they’re ready to be converted, they can be.
2. LinkedIn Autopilot
This is a clever tool which requires very little time and yet which can attract the right leads to you fairly hassle free. Firstly you need to optimise your LinkedIn profile so that it speaks to your target audience and makes them want to connect with you. Autopilot then allows you to do an advanced search for your target audience and at the click of a button to then “view” 300 profiles per day. Those that you view will then be notified that you have visited their profile, they’ll browse yours and if they think you can provide some value then they’re likely to connect.
3. Online Advertising
Advertise on websites where your target audience spend their time. Having created your personas, through programmatic advertising you can target your audience exactly and set the price that you’re willing to pay.
As mentioned with the example of Gilmour & Gray, regular and relevant content on your website will drive traffic there. Call to Action buttons can do the converting so make sure your UX is on point.
5. Email Marketing
Provide personalised monthly updates and other valuable information to your subscriber list. You can link back to blogs you’ve written that month, your insights and special offers.
Ensure your site is optimised for search engine discovery and ranking. Amongst other slightly more technical elements this can be done by keeping it up-to-date with fresh and relevant content. Work out keywords/phrases which are likely to attract leads and use them across the content you create.
Paid online ads based on the keywords your ideal customers search for the most; channel them back to your website.
In summary, attracting prospects to your business requires you to firstly identify your audience to a granular degree, understand their pain points and needs, provide them with valuable information in exchange for their details and collect data by tracking their activity to learn more about them and their buying habits.
Regardless of your business these are techniques you should be employing to place you ahead of the competition and to drive relevant traffic to you. As mentioned previously, ensure your website is designed to welcome the increased traffic you’ll see and ultimately to convert them.