Inbound marketing isn’t just a one-size-fits-all way to cut and paste to generate business. Rather, it requires customization and specification based on factors such as your industry and target audience. It requires careful planning, careful decisions, and laser-focused strategies. Helping clients navigate these kinds of decisions is at the heart of what I do every day.
Yes, I will be creating segmented landing pages or emails for a lot of my clients, but marketing is about more than building pages. Knowing what to put on a landing page or knowing how to segment your audience is a skill that has taken a long time to develop. It’s never a perfect science, but we learn more and more about your prospects and customers every time we work under the umbrella of inbound marketing. We may eventually use this information to refine and adjust our methods.
The data and knowledge you collect about your audience is brand specific, and that information cannot be replicated from company to company. The content you create and the perspective you have of your industry should be unique – that’s what sets your brand apart. This idea is the same for how to approach marketing your business.
What does it look like in the real world? Here are a few examples from two of my clients, both of whom offer similar services but in different industries:
Working with the first customer, the database of initial leads was small. It took a long time and a lot of content marketers to turn their database into a sustainable business. With the second client, the initial lead list was huge, so we took a different marketing approach. We chose not to focus on content marketing (which came next), but rather re-engaging contacts on their prospect list to get some sales on the books.
Marketing is personal. These clients needed different strategies because they were in two different places in the development.
One of the main goals of another client was to get clients to interact with the brand through text messaging, given their industry, so that SMS marketing was part of their initial individualized strategy. . What we found was that SMS marketing was not the way to get prospects to engage by SMS for them. Although SMS messages are still broadcast on occasion, it is actually email marketing and social media that has the biggest impact for this brand, and this is where we put the most emphasis. today. We have learned from our efforts and refined our strategies.
These are just a few examples of how your inbound marketing strategy should be tailored to your business and your unique goals. This is basically what an inbound marketing consultant does.