How To Attract Today’s Consumers To Your Solutions, And Keep Them Coming

In my last blog, I introduced the concept of Inbound Marketing, the best way to turn strangers into customers, then promoters, of your products and services. I talked about how Inbound is all about attracting interested buyers in an “inbound” rather than an Picture1outbound” way. And I explained that, as today’s consumers search online for answers to their questions and solutions to their problems, you’d better be an option, high up in the search rankings, or you’ll be passed over.

I also outlined the four Inbound Marketing steps in the buyer’s journey as the typical consumer goes from stranger to enthusiastic promoter of your brand: Attract, Convert, Close and Delight. In this blog, I want to discuss Step 1: Attract. I’ll tackle the other three in subsequent blogs.

When Attracting Searchers To Your Site, You Don’t Want Just Any Traffic—You Want The Right Traffic

For your Inbound Marketing strategy to be successful, the first order of business is to attract the “right” people to your website who are actively searching for the solutions you offer. You want the prospects who are most likely to become leads and ultimately, happy customers.

So who are these “right” people? They are your ideal customers, also known as your buyer personas (semi-fictional personalities). They encompass the goals, challenges, pain points and demographic information around which your whole business is built.

The first thing you need to do before you start to “attract” them is to know who they are. Even though they are semi-fictional, you should have the discipline to scope out the buyers’ personae before you try to catch them.

Once you’ve done this, you then build your online experience around providing those personae with the answers to their questions—the solutions to their needs. And how do you do that?

Here Are Several Important Tools To Attract The Most Likely Potential Customers To Your Site:

  • Blogging: A blog is the single best way to attract new visitors to your website. Once your webpage content is published, posting regular blogs is the smart, effective way to keep your website fresh—which is crucial to search engines constantly crawling it for updates. In order to be found by the best prospective customers, it’s vital to create relevant blogs that speak to them, answer their questions and offer them solutions.
  • SEO: Today’s consumers begin their buying process online, usually by using a search engine to find something they have questions about. Therefore, you need to make sure you appear prominently when and where they search. To do that, identify the specific keywords which your ideal buyers are searching for, then write your webpages, blogs, emails, tweets, Facebook posts and all other communications around them.
  • Webpages: Your website pages are your digital storefront. It’s crucial that your website appeals to your ideal buyers and is brimming with helpful content to entice the right searchers to visit your pages.
  • Social Publishing: Successful Inbound Marketing strategies are all about remarkable content. Social publishing allows you to share that valuable information on social platforms, to engage in conversation with your prospects, and to put a human face on your brand. Discover where your ideal buyers spend their time and establish a robust presence there.

Like Moths To A Flame, You Want People To Be Drawn To Your Brand

As we now know, people today search, they evaluate options, they consider the alternatives and then they decide. Once that is done, they research their decisions, talk about it with their friends or in chat rooms, and based on the feedback they get, possibly rethink what they have chosen. Therefore, brand awareness is crucial.shutterstock_374016991

Are you creating, delivering and sharing content that will appeal to precisely the right people (your buyer personas) in the right places (channels) at the right times (when they’re searching for solutions)? Is your website user-friendly, easy to navigate and full of answers potential customers can use? Are you connecting with your fans and making new ones on Facebook, Twitter and all the other available social outlets?

If your answer to any of these questions is no, you’ve got some work to do!

To Learn More About Inbound Marketing

I recently wrote a white paper explaining how to “do” Inbound Marketing, in which I covered:

  • The data: How today’s consumers are shopping for solutions and answers to their questions
  • The process: How marketing should change its processes to capture searchers
  • The tools: How to initiate the Inbound Marketing journey for your business
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