LANDER - Inbound Marketing 101: The end of Interruption Marketing

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.
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