Various entrepreneurs experience marketing difficulties on different occasions. One of the ways to address such issues is by adopting an inbound marketing strategy. Here are four online growth and lead generation challenges that inbound marketing can solve.
Problem #1: How to show up in the first page of the search results.
Probably the #1 question we're asked is, "When will my website show up on the first page of results?" Our answer is always, "That depends."
It isn't possible to tell when your website will show up on the first page of search results because that depends on multiple factors, including your competition.
But there things that we know, based on of data available to us through software such as HubSpot. This type of software provides valuable insights, including details on what people are searching, the frequency of particular searches, and the current competition for the phrases you are focusing on ranking for.
Additionally, the software provides regular updates on the phrases that individuals are using when searching your topics versus what you think people are searching for.
The other factor worth considering, in this case, is long-tail keywords. It is not unusual to find people typing an entire sentence when searching for something online, and you can leverage the same. With inbound marketing, and the HubSpot software in particular, your content can be very carefully focused once you research and identify the right terms.
By doing so, you will increase the chances of showing up on the first page of search results.
Problem #2: Convincing leads to choose you over the competition.
Create a trusting relationship using inbound marketing.
Inbound marketing strengthens your relationship with customers. You need to establish your expertise if you want to capture the attention of those who research online before purchasing. You can do this by providing valuable material and educating them-- whether it be by video, blog, or website content.
Create content that will grow trust with other humans, speaking the language they are comfortable with. (See #1 above on using key phrases that are common for your target audience and long tail key phrases.)
The bottom line here is that you need to win the trust of prospects before engaging them in any business transaction.
That is possible by offering the following.
Offers That attract
When individuals are starting their buying journey, you should extend them what we used to call "top funnel offers." However, since the implementation of the flywheel, we now use content to attract strangers in hopes of turning them into prospects.
Either way, the goal is to avoid bombarding prospects with details of each topic they are focusing on at this stage. Also, note that the priority here is offering solutions and not promoting your brand. Solve their problem with your expertise.
If you are dealing with a knowledgeable individual who is on the verge of considering available options, you should have content or offers that will engage prospects turning them into customers. In the old sales funnel, these used to be called middle funnel offers.
Becoming a trustworthy resource and educating prospects are some of the things you should prioritize in this case. You can also allow such leads access to advanced details once you get more information from them.
Remember that content creation should focus on offering guidance to potential buyers during the decision-making process. In turn, that acts as an assurance to such individuals that you are an expert at what you do, which is paramount if you want them to develop trust in your firm.
By creating content for visitors that is not simply "request a quote" or "free trial", you're guiding them through the entire decision making process, developing a sense of trust in your organization and reinforcing the fact that you know what you're doing.
Once you win the trust of prospects they will have no problem converting, and that is what will set you apart from your competitors.
Problem #3: Who is your target audience?
Not everyone will buy from you after interacting with your brand in one way or another. That implies that you need to identify the leads you should invest in. A scoring feature comes in handy in this case. (Surprise: we use HubSpot's.) Using this feature, it is possible to assign a value to leads depending on their actions when they visit your website, as well as the emails they open or the links they click.
The score rises as specific leads engage with your brand more. A high score by a particular prospect is an indication that you need to prioritize engaging them further. Additionally, your sales team can identify leads that express interest in your advanced content and those who revisit your site thanks to HubSpot's scoring feature.
Problem #4: Getting the most bang for your marketing dollars.
It is worth mentioning that the SEO value of your content keeps growing long after creating it, which is not the case for ad campaigns. The reason is that immediately you stop investing in such ads, there is a high likelihood that the income you expect from your company will dry out. Also, if you have no budget for your PPC ad campaigns and you are not investing in search engine optimization either, your website will not feature specific key phrases.
On the contrary, embracing blog writing and inbound marketing can help you earn returns for a considerable period. That is because inbound marketing and blogs attract the attention of prospects. The implication is that you can turn your blog readers into leads by adding calls-to-action on popular content.
Start Solving Problems
Marketing is part and parcel of any successful business venture. The marketing strategy you adopt as an entrepreneur will also bear a significant impact on the outcome. Note that investing a lot of money in a particular marketing approach may not yield much, yet, it may become the game changer when you apply it in a different business venture.
So, before promoting your brand, you need to identify the right channels to use, adopt the ideal strategy, identify possible issues, and address such problems as well. The challenges above are just a few of those you can expect. So, if you do not want to channel your resources in the wrong direction when it comes to marketing, you need to do due diligence.
Also, the future of your entity depends on various factors, and that includes the marketing approach you adopt today. You should also appreciate the fact that identifying the right marketing approach is one thing, and implementing the same is another thing altogether. That implies that if your sales team is incompetent, you may not realize a return on investment.
Equipping your marketing and sales team with the necessary tools is critical if you want to realize the most bang for your bucks. Every marketing approach is unique to each business. There is no one size fits all. Careful consideration of all aspects beforehand as you try to identify the best way to promote your brand will determine what you can expect from such a venture.
Good software, such as HubSpot, and a solid inbound marketing strategy can help you address common marketing problems. You can learn more about inbound marketing by downloading our free ebook.
*Originally published July 2016. Updated August 2020.