The first thing you should do is define who your Buyer Persona is. That ideal client you want to target and that you need to attract to your website. What they need, what motivates them, their need, and how you can help them solve their problems.
Defining your Buyer Persona well will help you generate attractive content on your blog. Content that solves your problems and that accompanies you in your purchase decision process.
To do this, you must create content that helps you know what you need (informational content), what options you should consider (consideration content) and why you should choose our product (decision content). Yes, we have simplified it, but we think it is understood. These contents well, you can share them on your blog, but also on your social networks or by email. Because remember that not all your users will come to your website being at the same decision stage.
Get their email to be able to maintain a relationship.
The content, let’s say, is the excuse for what will come next. What we want from the visit is a form. So, the first thing you should do is have a CRM.
To achieve this, we must offer something in return. This is what in Inbound we call the “give and take” strategy. And this, simply in offering something in exchange for an email. That something can be from downloadable, quality content, a demo account if you offer SaaS software, a discount, etc.
We already have the email. Now is the time to weave a good Inbound Marketing strategy. Well, here you need to automate certain things.
With the lead under your belt, we have to communicate via email to accompany you in your purchase decision process until they mature. Remember that you will have data. This means that depending on the part of the funnel they are in; you will have to offer them one or another content.
Inbound Marketing for SMEs
We reached the key moment. So far, we have generated quality traffic and got leads. And, from here, we have generated certain automation. But no, we haven’t done Inbound Marketing yet.
Also, know that there are many other tools, even free ones.
With a tool like HubSpot, you only need one person to manage it.
When you can see the results of applying Inbound Marketing in your SME
The results will come depending on the moment you are. A company that is just starting to start a blog and generate traffic is not the same as another company with some traffic.
Just as it is not the same if we bet everything on SEO, then, if instead, we use Outbound marketing strategies such as a campaign on Facebook, LinkedIn, or Google Ads, among others. With these campaigns, we will already be “shooting” directly on our Buyer Persona, so the results should not begin to arrive.
The residue left by your Inbound Marketing strategy
Keep in mind that when you launch your Inbound Marketing strategy, you should consider it as an investment. Everything you do is an asset that no one can take away from you.
As the months go by, you can get leads and create a community of customers and users that will help you achieve greater credibility.
Everything you generate, posts, whitepapers, ebooks, videos, etc … will help you create and grow your reputation more and more.
But not only that. Remember that the first point we have discussed has been to generate traffic to the site, remember? That traffic, if nothing strange happens and you maintain the cadence, will help you stay in the first positions. And this means that visits and leads will continue to arrive.
And you can continue sharing these contents on social networks where you will already have your community of loyal followers.
So, if you dare to start your Inbound marketing strategy for SMEs, whether large, medium, or small, now is still a good time.