Inbound marketing is all about provide people of something of value and nurturing relationships. When you are establishing relationships and networking online, it all comes down to good writing. I am not talking about gimmicky sales writing that makes you feel like you are reading the script to a cheesy used car sale commercial.
I am talking about writing that targets a specific audience and fulfills a clear purpose. Strong writing will establish you as a trustworthy authority in your field (even if you just opened shop). It will also be persuasive without being overbearing and completely engaging.
Who is Your Target Audience?
One of the first steps in any business writing is to identify your audience. Sometimes it helps to come up with a hypothetical profile of potential clients. How old are they? What is their income bracket? What problems are they looking to solve? Asking these questions will help you really get a feel for your target audience so that you don’t waste time creating content that doesn’t reach the people you want to be connecting with. For a more comprehensive list of questions that will help you identify your target audience, click here.
Take the Time to Win Over Potential Customers
The main reason you need to work on nurturing relationships with your readers and potential clients is because people who visit your site might not be ready to buy right then, but they will be down the road if you put in the time and effort. According to the Wiedert Group, only about 50% of the people who visit your site are ready to buy. Most of them will need to be wooed over time.
Typically, visitors need your product or services; they just aren’t ready to invest the money or they aren’t convinced that you are the best choice for a provider. That is why email marketing and newsletter signups are so pervasive. From a shopper’s perspective, they can quickly enter their email address and be reminded about your company and your website a week or so down the road. This automation allows visitors to create a sort of book mark that will pop up their inbox. They can quickly type in their email and move on to the next task. Creating great content and making sure that customers receive regular updates is an ideal way to nurture relationships.
How Do I Create Valuable Content?
If you know nothing else about your audience besides the fact that half of them are just browsing, that is still enough information to start honing your content and aiming for a particular target. In order to turn those browsers into new clients, you need to offer them something of value before they even sign on. In the world of content creation and inbound marketing, this typically means information. Here are just a few strategies to keep in mind:
1. Answer a question that is relevant to their field
2. Create an informative and visually appealing infographic
3. Provide a free webinar that offers useful tips
4. Write a concise and reader friendly summary of a difficult concept
5. Present a list of helpful tips and/or resources
If you aren’t providing valuable content to potential customers, then you are missing out on a vital opportunity to acquire new clients and make sure that browsers eventually become buyers. For most businesses, the main challenge is finding enough time to handle daily operations and conduct meaningful inbound marketing programs. If you are strapped for time and need some help, contact Belo Consulting today. We can identify your audience, create valuable content and help you grow your business.