Once you’ve developed your buyer persona, you’re ready to brainstorm content ideas.
With the inbound model, the content is focused on the buyer rather than the product. This way, you will be educating your audience by offering them useful information, and you will be doing it in a clear and entertaining way.
The content can be an explanatory video about mortgage or savings plans; it can also be a mortgage loan rate calculator like this one:
You can see how this mortgage simulator works here.
Potential customers land on your site looking for answers to specific questions and solutions to their problems. Anticipate these problems and develop content that provides answers. This will make visitors see you as an expert in the field and will also lay the groundwork for a positive customer relationship.
One of your best resources for identifying potential customer needs is communication email list your own R&D department. Product developers are subject matter experts. Partner with your marketing department to develop informative and educational content that offers the solutions your audience is looking for at every stage of the buying process.
Inbound marketing differs from traditional marketing efforts in that it is dynamic and interactive. Each visit to your website or social media platform comes from consumers who are at different points in the marketing/ sales funnel .
A new visitor may need content designed to increase awareness of your company and products. Returning visitors may be comparing your product to a competitor's. Some may be ready to make a purchase but want to discuss options with a personal call or face-to-face meeting.
As you can see, you need to present content based on the needs of each individual user.
The content you offer will take the form of blog articles, whitepapers, infographics, videos, podcasts, and social media posts. These will lead your visitors to landing pages with calls to action that capture quality leads.
For this to work, you need to define and design effective calls to action (CTAs): what are the most appropriate messages to convert your website visitors into customers? Which CTAs generate the best results for you?
Calls to action and conversion paths are essential elements of your inbound strategy. Test different options and adjust them according to the needs of your business and users.
