How to Do Inbound Marketing in Cleveland



Inbound Marketing is a strategy that you can implement to skyrocket your business now, both in and out of Cleveland! Here are techniques on how you can do it!

Do you have a business website that you want to promote? Are you in for the long-term impacts of marketing rather than the short-term boosts?

If you answered yes to both questions, then, this article is perfect for you. Inbound Marketing can do wonders for your reach to attract, engage, and convert ideal clients.

For every marketing activity, you need to consider the customer value journey. It starts by attracting strangers and ends with turning these strangers into raving fans.

It does not happen overnight. And each time you lead each target customer down his journey, you need quality content.

Quality content is the foundation of good inbound marketing. It contains valuable information for your customer to consume and become aware of your offer.

Be it a product or a service, it depends on your quality content how you can convert your potential customers. And promoting this valuable content across your target audience is what inbound marketing is all about and more.

What’s Inbound Marketing?

Inbound Marketing encompasses various traditional and digital marketing tactics to lure leads into checking out your business.

While getting sales is still the end goal, inbound marketing’s role is usually to attract and retain leads.

Making your target audience aware of your presence is always the first step of any promotion. The awareness stage is when you inform your target audience that your business exists and what it is about.

This is usually done through content created around your target audience. It must appeal to them so that you attract the right person.

That is one major difference that sets inbound marketing apart from outbound marketing.

Inbound Marketing vs. Outbound Marketing

With Inbound Marketing, you attract the audience almost passively through quality content that appeals to them. You can also trigger interest through various media in platforms like blogs, search engines, email, and events.How to Do Inbound Marketing

With this strategy, you have the freedom to choose the platform depending on your budget. Even if your budget is limited, you can still do this kind of strategy as you can rely on organic reach and your target audience is smaller.

But with Outbound Marketing, you tend to spend more resources because you have a larger audience with this. Advertisements like those on TV and print media, cold calling, and email spamming are types of this strategy.

Even social media ads can sometimes be categorized under it. Since you have a bigger audience, these advertisements usually require higher fees and tend to be more aggressive.

How to Do Inbound Marketing

Now that you know what it is, here are the important techniques that you need to do.

1. Establish your ideal client avatar.

Sometimes called a buyer persona, an ideal client avatar describes what your target customer to serve is like. If you establish this early on, you can build your brand and messages specifically to attract the ideal client.How to Do Inbound Marketing

Here are some things that you need to know to have a detailed ideal client avatar:

  • Is she a man or a woman? Men and women respond differently and get attracted to different niches, aesthetics, products, and services.
  • How old is he or she? You can put a range. Different age groups have different buying habits and the culture is different across different generations. Older and more established people often have stronger buying power, too. And what’s important for them now has changed from when they were younger.
  • What is his or her occupation? Different careers can mean different lifestyles and personalities, too. So, this can also reveal important aspects of your buyer persona.
  • Is he or she married? Perhaps already a parent? This can also help you with who to target depending on your product or service is. For example, if you are selling baby products, then, your potential customers that may convert better are the ones that have babies. It may sound obvious, but, if you miss this, then your marketing can go down the drain.
  • What are his or her hobbies? Favorite things? Interests? Study the content that your potential buyer consumes regularly. This can affect your branding. The language that appeals to them can influence your messaging and tone.

2. Do keyword research.

A competitive keyword comes handy for search engine marketing for both SEO and PPC. SEO or search engine optimization will give you site visitors looking for the specific keywords that you are trying to rank high for.

How to Do Inbound MarketingMeanwhile, you can save money if your targeted specific keywords for your Pay-per-click campaigns are balanced in terms of the search intent and cost.

Too specific, your ad may end up not getting enough leads. Too broad, you may be showing ads to irrelevant people that are not your ideal clients.

For these searchers to click on your link, your page must land on the first search engine results page, if not at the topmost position. If you are unsure whether your page is SEO-friendly or not, get this SEO audit service by Milia Marketing to know.

3. Write and publish blog posts regularly.

Cleveland has an active blogging scene and small businesses can partner with them. Or, you can also do it yourself for your business. Putting up blog posts regularly lets your business give valuable content for your target audience.

At this point, you should have had your style, tone, and jargons to use established based on the profile of your ideal client avatar that you have drafted earlier.How to Do Inbound Marketing

Once you have identified your specific keywords, use them in your blog posts strategically for it to become indexed properly for SEO. And as you put up more content and your website gets indexed for more keywords, your ranking can go up. This, in turn, makes your page more searchable organically.

And as you put out more quality content that appeals to your target audience, the better the chances that they will buy your product or service.

Buyers rely on information from your site to decide whether to avail of your product or service. Make sure that your copywriting is also top-notch.

4. Promote your content.

Bring prospects to read your blog posts. You can do this by sharing the link with your email subscribers.

How to Do Inbound MarketingBuild an email list by exchanging lead magnets to your prospects’ email addresses. To help you with your email marketing, you must subscribe to an emailing service or platform like ConvertKit.

What you can also do is to transform the blog post into several other types of content. This is called content splintering.

You can make infographics and other visual elements out of your blog post. Or get quotes or a few lines of text out of the post. Then share these in your social media accounts.

Make a video and post it across platforms. And if you can make a podcast out of it, it is also a plus! Having content across platforms increases your reach. This is to increase your chances of attracting the right audience.

5. Improve your engagement.

Up your social media marketing game. After all, social media is about engaging with your prospects.How to Do Inbound Marketing

Don’t forget to include call-to-actions in your posts. This can start the engagement.

Respond to queries timely. Use chatbots if you can but nothing beats personalized messages.

This can also serve as an avenue for your business to listen to customers. Social listening will help you gain more insights about your audience, learn more about their interests, and tweak your promotional activities based on your analysis.

Make sure that your contact information is also available for your potential customers to see. Be prepared to have your customer care team handle inbound calls.

Partner with Cleveland’s Milia Marketing

Your inbound marketing strategies will only matter if you get results, not mere site visits nor growth in social media following. Make the most out of it by having a professional do it for you.

If any of these overwhelm you, let Milia Marketing assist you. Book a call with Milia Marketing and start attracting endless leads for your business!

Anthony Milia

Anthony Milia

Anthony Milia is an author of Marketing Magnifier, marketing consultant, and owner of Milia Marketing, an award-winning Marketing firm located in Cleveland, OH. Anthony helps Small and Medium-sized businesses get the best ROI for their marketing dollars by shedding light on their sales and marketing challenges.

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