Why Your Brand Should Be Attractive
Outbound Marketing methods are becoming less effective and at a rapid pace. They're making your business and sales team unattractive. Cold calling, canned e-mails and direct mail are going right into the trash and closing the door to that prospect ever becoming a paying customer.
It's 2018 and your marketing strategy should look like it. No one likes a pushy brand but it's been proven that subliminal messaging leads consumers to act out of their own will making the consumer and business relationship a balanced one. Take a step back, look at your business and marketing strategy and ask yourself, "Am I attractive?".
Consumers are researching products to solve their problems and meet their needs. In fact, it's been reported that 60% of a buyer's purchase decision is already made before they ever speak to a sales representative. Inbound Marketing is familiar with these changes in consumer behavior and provides a bridge from your brand to the people in the community that matter the most to your business.
Inbound Marketing relies heavily on content and content relies heavily on buyer personas. To establish a clear path to successful marketing, you must first identify who your buyer personas are. Buyer personas are generalized representations of your ideal customers. Who are they? What matters to them? What keeps them up at night? You want to know when and where your ideal customer is on the web so that you can use thoughtful content to connect with them and stay top of mind. This sounds simple, but there are hours of emotional intelligence and psychological study that go into the creation of buyer personas.
Inbound Marketing is about being present, available and attractive to your target audience(s). Don't keep doing the same pushy sales things you've done before. This is very unattractive. Nobody likes desperate. Instead, become attractive to the consumers you'd like to see walk into your business or pick up the phone and give you a call. Make it THEIR idea to do connect with you. This will lead to lasting relationships, referrals and more time to focus on working on your business instead of in it.
If you're just getting started with the rigorous transition of Outbound to Inbound, here are some Inbound guidelines that will help you get started. As always, I am available to answer any questions you may have.