Editor’s note: This post was originally published on 10/26/16 and has been updated for accuracy and comprehension.
This is the final blog in a series of inbound marketing articles for anyone who wants to address their sales team’s biggest challenges – and get actionable solutions.
You can get the whole series here.
Your biggest problem is sales.
You need more business to increase your profile, but that’s the long game.
The way to get there is to work backward:
As an inbound agency that works with small businesses, as well as authors and speakers and startups in tech, healthcare and other industries, we know how important marketing is.
We’re always preaching about marketing.
As a business owner, you probably get TIRED of hearing about marketing – even though you know that it’s a necessary means to a great end.
You may even have a small marketing team of your own.
But if you want to really get serious about boosting your sales, you need a strategic marketing plan to help you overcome challenges in sales.
And that’s why we’re promoting inbound marketing as the solution to your sales-team issues.
It takes all of the necessary components that you need to market your business (a buyer persona, email marketing, blogging, etc.) and ensures that they work together seamlessly.
You see, it’s not enough to just toss out a few blogs and hope that people read them.
It’s not enough to drum up a few paid ads and hope that the traffic landing on your site is compelled to buy your products.
It’s not enough to build a jazzy website and cross your fingers that people notice you.
BUT when these components work together, that’s when the marketing machine starts to really get moving.
And once the system is in place, it “rights” the marketing ship by itself, because you’ll have a ton of data to steer you in the right direction.
Inbound marketing is THE solution to your sales and revenue problems.
But we’re not just saying that.
We’ve guided tons of clients through the process of getting their marketing in order so that they increase their brand awareness, drive traffic, convert leads, and ultimately, watch the sales and revenue grow.
Here’s a recap of the blogs in this inbound marketing series. It’ll give you a glimpse into the inner workings of inbound marketing.
Note: Though some of these articles were written for keynote speakers, the principles can also apply to consultants, small-business owners, service-based companies and startups.
In the first article, we talked about how marketing used to operate in a silo, with random ads that focused on showcasing the brand placed in one-time locations.
Inbound marketing strategies take the opposite approach. The goals are to:
With this strategic approach, you can easily identify sales problems and solutions AND get outrageous success!
Now, we’re getting down to the nitty-gritty.
The dollars and cents.
Because that’s what it’s all about.
Sure, you can love what you do.
But if you don’t make enough money to sustain it – or drive enough revenue to allow you to quit your full-time job and pursue your passion – you can’t do what you love!
In this article, we show you how to attract, convert, close and delight your customers so that you beef up that revenue flow.
Here, we help you understand your primary customer or your buyer persona.
If you’re going to create a strategic marketing campaign, you need to know what you’re shooting at – or who your target is.
Otherwise, you’re really just wasting your money and time!
Don’t start writing blogs just for the sake of writing blogs.
Follow this strategy instead: Come up with topics your readers care about, and the write!
You’ll get much better success if you write for a strategic audience, too.
This article also covers tips like writing for people (keep it conversational, folks!), using keywords, and distributing the blog, too.
The words “search engine marketing” (SEO) may bring you to your knees, but it doesn’t have to.
The good news is, today, SEO isn’t about following a bunch of random rules, like Use the keyword 8 times on the page and you’ll rank for sure!
This article discusses the key components of SEO: On-page SEO (that’s what you do when you’re building your website) and ongoing SEO (that’s what you do when you use a keyword in an article).
Social media is one of THE keys to increase awareness about your speaker or author brand. In fact, without social media, it’d be pretty hard to drum up business.
This article gets into the nitty-gritty of what it takes to run the social media arm of your inbound marketing strategy.
You know all that work you’ve done to get the word out about your speaking business?
Email is the next step that allows you to take all of these contacts and begin to nurture them.
Regular email communications help you build trust, grow your authority, and educate customers.
That’s how you take a prospect and convert them into a customer. This article shows you how it’s done.
This inbound marketing series covers everything business owners – whether they have a small marketing team or not – need to know about the essential inbound components.
With a comprehensive strategy to attract, convert, close and delight your customers, you'll drive revenue and solve your biggest sales problems.