3 steps to getting started with inbound marketing for start-ups
Inbound marketing is an essential strategy for start-ups with a limited budget – Kosbit CMO Fatmir Hyseni has advice on how to get started
Over the last decade or so, the ways in which customers find the products they want – as well as even the way that they buy them – has been completely turned on its head. No longer do people visit bricks-and-mortar stores to meet their every need.
Instead, the vast majority of us now rely on internet shopping for a significant chunk of our total purchases. As a result, the marketing world has needed to adapt accordingly.
Some have even gone so far as to pronounce the traditional marketing world dead, as a whole new approach to marketing has arisen in its place.
However, that’s not strictly true. While interruption marketing is no longer the best approach, inbound marketing is still an essential tool – especially for start-ups without a large marketing budget.
Getting your business noticed with a blog
Consumers are now more powerful than they have ever been, because they have access to a huge amount of information about virtually any product in just seconds.
All they have to do is Google something and they can see reviews from other customers about certain products and shop around to get the best possible deal. To get the best results for your company, you need to start driving some of this traffic to your site and starting a blog is a great way of doing just that.
There are plenty of ways that businesses can benefit from having a blog. For one thing, sharing valuable information with your visitors will set you up as an industry leader – someone that others can look up to.
Furthermore, a blog helps to make your website more interactive and dynamic. Rather than just being an unchanging list of your products and nothing more, a blog means you always have something new to offer, and a comments sections lets customers join in the conversation too.
Starting a blog helps you to make more of a soft sell to your customers. Instead of ramming your sales pitch down their throats, they will come to trust you, turning them into loyal, returning customers.
Finally, and perhaps most importantly, having a blog on your site will have a huge positive impact on your page rankings in search engines. That’s because sites like Google prefer web pages that link to each other – so if you can get others to link back to your blogs, your page rankings will shoot up.
Take, for example, Kosbit , the global IT solutions and managed provider. The company leverages inbound marketing to attract customer attention by providing education and relevant content as well as positioning itself as a trusted advisor.
Converting traffic into customers
Getting your website noticed is one thing, but it’s not the end of the story. Once you have that traffic, you then need to convert it into paying customers who will help your business to grow and thrive.
This is the true value of inbound marketing, since it gives you the perfect opportunity to show off what you have to offer. To start getting those conversions, you need to encourage visitors to interact with your site. This could be giving them the chance to subscribe to a mailing list, filling out forms, or adding your blog to their RSS feed.
You will also need to include a call-to-action, to get them to behave and respond accordingly. Make sure that every single page has such a call-to-action, so that wherever visitors may go on your site, they are encouraged to act the way you want. Experiment with these to find what works best for you, and keep an eye on your visitor-to-lead conversion rate so that you can keep tweaking things until you achieve the optimal results.
Analysing your inbound marketing results
Knowledge is power, and this is certainly true for inbound marketing. By using analytics, you can see exactly what approach will work best for you, and what you need to change to get better results. With analytics behind you, you won’t need to guess about what might work.
Instead, you can monitor your marketing efforts down to the tiniest detail, and make a fully informed decision, every time. It might sound tricky to keep on top of all this info, but once you’ve got the hang of it, it’s really not that difficult.
There are a huge range of analytical tools available, both free and premium, which will let you track every aspect of your inbound marketing. Simply divide it up into more manageable chunks, measure the results step by step, and check your return on investment across every channel. You can then get the most bang for your buck with your inbound marketing, and get your start-up off the ground.
As you can see, you don’t need the marketing budget of a multinational corporation to get great results from your inbound marketing. Instead, simply focus on putting the right message in front of the right audience, and showing them why your products and services are the ideal solution to their unique needs.
Rather than forcing your message on people, provide them with content that’s of real value to develop a more authentic relationship with them. It’s not all about money – instead, it’s time to start interacting with your customers and achieving the best possible results. Get started today, and your start-up will grow and grow!