Before practicing Inbound marketing, it’s important to understand the fundamentals of Inbound success. Remember, customers don’t want to be sold to, they want to be educated, and Inbound tactics can deliver the kind of information your prospects need to help them make smart, well informed decisions. You can begin to do this by keeping these best practices in mind. First, by using buyer personas, second, by using the buyer’s journey, then by creating remarkable content, and knowing how to leverage it.
Let’s start by taking a look at how to use buyer personas. Since Inbound marketing and sales are customer focused, you need to know who you’re trying to reach. You don’t want just any traffic to your site, you want the right traffic. You want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? The right people are your ideal customers, what we call your buyer personas. Buyer personas are semi-fictional representations of an ideal customer, based on real data and some educated speculation about demographics, behaviors, motivations, and goals.
Personas are created through research, analysis, and taking a close look at who’s already buying from you. They can help you get into the mindset of your potential buyers and create the right content. When you create the right content, you’ll effectively attract your ideal visitors, convert them into leads, and close them into customers. They’re the glue that holds every aspect of Inbound marketing together. So, you could say that they’re a pretty big deal, but how do you create buyer personas? There are three things to keep in mind - research, identifying trends, and creating persona profile stories. First, do your research. Buyer personas must be based off of actual research, not assumptions. Yes, research takes time, but if any of those assumptions are inaccurate, your personas will be, too.
These personas give you a really clear idea of exactly who these potential customers might be, what they are interested in, what they are dealing with, and what they are working towards. But when it comes to creating a great Inbound strategy, it’s not enough to know just who you’re trying to reach, you also have to know what they want to see. And who are buyer persona’s right for? Is it B2B, B2C, or nonprofit? Buyer personas are necessary for any type of business. That brings us to the buyer’s journey. Every interaction your persona has with your organisation should be tailored to where they are in the buyer’s journey.