LANDER - Inbound Marketing 101: The end of Interruption Marketing

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THE END OF INTERRUPTION MARKETING Inbound Marketing 101 1. Find Out What Your Customers Are Asking The internet has enabled us to search for the answers to our eternal questions. And we, you, your customers, always have questions. All the time. • How can I become more successful? • How can I lose 10 pounds? • How can I make more money? • How can I start my own company? • How can I market myself on the internet? You’ve probably identified at least one question you’ve asked yourself and Mr. Google in the last month or so. We all have similar questions. If you’ve done your homework and created the personas that represent your ideal customers, this part will be a little easier. If you haven’t developed your personas yet, We would suggest you do that first, because each type of customers will have a different set of questions. For example, if one of your personas is a new mom, some of her questions would be: • When can I start feeding my baby solid foods? • When will my baby start focusing her eyes on my eyes? • How can I cure her colic? • Do I need to feed my baby anything else in addition to breast milk? 2013. www.landerapp.com. All Rights Reserved. We Y Landing Pages | 12
THE END OF INTERRUPTION MARKETING Inbound Marketing 101 You can probably come up with a list of 100 questions for a new mom, or whoever your persona is. But how do you find out what questions they’re asking? Interview somebody who is representative of your ideal customer. Find out the answer to some of these questions: • What are their fears? • What are their secret hopes and dreams? • What frustrates them? • What keeps them up at night? These words are really important. Write them down to use in your blog posts. Take those words and feed them into a keyword tool, such as Google AdWords Planner tool, (and there are other tools you can use as well). Keyword tools will let you know the terms that people are actually searching on Google. 2. Answer Your Customers’ Questions The keywords you just researched are the words your customers use to ask the fundamental questions that are driving their activity on the internet right now. Your challenge is to answer the questions they’re asking. Many bloggers make the mistake of writing articles that talk all about themselves, their products, their company, or their opinions about the world. That’s a mistake that can kill your chances of succeeding. The most successful blogs focus on their customers, and in helping their customers solve the problems and challenges that are weighing them down every day. Answer their questions without selling them your product or service as a solution. Your customers are not in the mood for a pitch at the moment. They’re in the mood for scratching an itch. Give them the scratch to calm that itch. 2013. www.landerapp.com. All Rights Reserved. We Y Landing Pages | 13
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Page 10 and 11: 2 HOW TO USE BLOGS TO CREATE CUSTOM
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