3 Tips to Creating Great Inbound Marketing Campaigns

An important aspect of creating great inbound marketing campaigns in Toronto, is understanding the needs of your ideal customer. Knowing the questions that they have and the information they require to make a decision is critical to creating a campaign that will have high conversions. So, what are the critical issues to consider.

Identify the buying stage of your customer

There are a number of search stages that a consumer transitions through when making a purchasing decision.

Early in the search process, consumers tend to research to solve problems. Armed with a solution, their next search may be for a specific kind of product or service and finally a search for specific suppliers.

When creating an inbound marketing campaign for Toronto or other major Canadian cities, and attract prospects in the early stage of research you will need to use keywords that are related to research and not necessarily purchasing.

The danger of attracting consumers at the buyer stage too early, is you might end up up providing an ‘offer’ before a consumer has had a chance to get to know your business. In the end, this may hurt your conversion rate.

Once a consumer is attracted to your site, they can be moved through the next phases of the buying cycle.

What kind of content is best for inbound marketing campaigns

Consumers who are researching tend to use phrases such as ‘How to’, ‘What is’, and ‘Define’ in their keyword search. Creating great content starts with imagining yourself as a potential customer and trying to imagine what types of questions they could ask to better understand your product or service line.

Create a list of at least the top 10 questions someone might ask or want an answer to prior to moving on in the buying cycle. You’ll want to resist the temptation to withhold information at this stage.

Try not to worry about a potential client taking the information and doing it themselves. Giving a lot of high quality information will position you as a subject matter expert. If someone uses your information, but attempts do it themselves, they may return with more questions or help.

At this stage, the content in your inbound marketing campaign for Toronto (and other cities) usually consists of articles or videos that demonstrate that you know what you’re talking about. Offering high quality content as a way to capture email addresses in as excellent way to follow-up with your new customers.

Follow-up emails allow for relationship building, and can move a prospect to the next stage of the cycle. The objective is to build trust and pre-sell them on the merits of what you have to offer, prior to actually making them a formal offer.

What type of content to use

The type of content depends on how and where it will be used. There are many different types of content such as:

• Videos
• Articles
• eBooks
• Images
• InfoGraphics
• Animated Banners
• Presentations
• PDF documents
• Check Lists

These types of content can be used extensively on your blog and on your website but are also ideal for re-purposing and posting on social media sites and other content sharing platforms. In particular, videos and  images are well suited for social sharing.

Use these guidelines to create irresistible inbound marketing offers for your Toronto audience.

Image: Zmags

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