For many tech startups and small businesses, inbound marketing has been a very successful strategy to bringing buyers to their businesses.
It requires less money and than outbound marketing to achieve your desired results, it really is about being smart with content. Working with tech startups, the most important aspect in their mind is how will they get customers.
The answer is if you use a good inbound marketing strategy then customers will find you.
In my opinion, the difference between advertising and marketing is that advertising is all about getting people's attention whether they buy or not, i.e. brand awareness, but marketing really is looking for the people that will buy and building relationship with them.
Concerntrating more on marketing rather than advertising would suggest a slight tilt to you being more customer centric. This is a vital approach in the competitive marketplace of tech startups.
Note: My most important rule I tell people is not to lie or trick people with their inbound strategy because it won't take long before you put yourself out of business but instead create a platform that showcases your business as who you are and what you really about.
As a startup, here are some areas you should focus on for your inbound marketing campaign.
Mobile Responsive Web Presence
Creating a mobile responsive web presence can help people find you. Using a combination of organic search engine optimization and paid advertising, you can shine a beacon on your website as a solution to someone’s problem. Identify a need and present that you can serve that need.
If you try to be where people are looking, through keyword optimization, your site will likely come up as an answer to someone’s Google search or inquiry. If your website is an informative resource you’ll attract traffic naturally.
Be A Resource Centre
By creating a prolific presence online that informs others who need information, you can draw people to organically want to learn more about you. Educational articles, videos, an informative business blog, infographics, guest posts, and social media / microblogging updates can help you establish yourself as an influencer in your industry. This is a brilliant way to market because you develop relationships built on trust and value.
Use Proof Points
Online testimonies can have serious viral potential and can bring lots of people to your small business. People who want to buy something often do a review search to learn about the reputation of product and service providers.
A good inbound marketing technique is to encourage your customers to publish reviews and testimonials of you as a product or service provider. This could backfire, of course, if you get a negative review, but could be an excellent way to demonstrate your professionalism. People who find your company by reading reviews are also likely to come back and post a review of their own after doing business with you. Reading positive reviews could help people choose to call you for a quote over your competitor.
Build a Comeback Sales Funnel
A big part of inbound marketing is a sales funnel. People are attracted to your site online but may not buy from you the first time they arrive on your site. To increase the chances of nurturing that visitor, turn them into a lead.
There are many ways to do this, such as a newsletter opt-in, free e-course, giveaway, and so on.
The idea is to find a way to drive traffic to your site and then take time to walk them through a sales process.
The good thing about this is that you can have it done through a series of automated tasks that you set up on your website or email newsletter software.
In the world of inbound marketing, it’s important to track activities and analyze results. By doing so you’ll see what’s bringing your business the most leads and the most resulting sales. We’ve only just scratched the surface here but you’ll find a multitude of great inbound marketing resources online to help you.
Image Credit: David Lofink