Quick Guide: Inbound Marketing for Small Businesses

Marketing has changed. In a world loaded with technology, multiple options, and convenience, we must diversify our marketing approaches to find affordable lead generation solutions that ensure our long-term success. Therefore, you must master inbound marketing for small businesses.

A small business owner celebrating inbound marketing success while dollar bills fly around him.

What is Inbound Content Marketing?

As a small business owner, you’ve most likely heard this term, but what does it mean? In short, inbound marketing for small businesses consists of finding ways to attract and build relationships with potential clients over more direct or outbound forms of advertising and sales.

The approach uses organic materials to provide value, educate, advertise, sell, and promote products directly. Inbound marketing takes content marketing strategy and elevates it using data, lead generation, web design, and SEO.

Here are some of the top strategies that you can incorporate into inbound marketing for your small business. 

1.   Get Creative

Inbound marketing is all about your ability to create interest and activity. So when you’re creating inbound marketing for small businesses, it’s essential to develop engaging content.

Have resources available that won’t cost prospects and provide actual value without investment. Include tools like videos, blog posts, attractive images, downloadable content, whitepapers, infographics, and more. 

You might be worried about giving away too much information, mainly in the info product or services business. Those who have successfully created inbound marketing follow the maxim, “Tell them what to do but not everything about how to do it.” Find the nuggets of truth in your approach without giving a step-by-step. Short-form content is one of the best ways to share the essence of why your system is superior without giving away your secret sauce. 

2.   Utilize Social Media

To have an effective inbound digital marketing strategy, use social media to your advantage. Avoid posting about your products or services directly to sell. Instead, develop a plan for exactly what kind of users you want to draw in, then determine what content will activate that type of reader. It most certainly won’t be the latest feature of your product. Get in their headspace and imagine what they look to consume when browsing social media. You can systematically attract valuable customers for what you sell through good customer segmentation and a personalization approach. 

3.   Tune Up the Website

One of the best strategies for inbound marketing for small businesses is to focus on amping up your website. Users want speed, exciting and usable content that is easy to locate and has simple, intuitive functionality.

First, you need to tune up your website and focus on making it more valuable, engaging, and easy to use. Next, consider hiring an SEO expert to do a technical audit to identify backend details that could be hindering your ability to rank for primary keywords. Finally, website speed and load times are critical for your prospects and search engines.

4.   Prospect List

Have you ever heard of the 5/10/50 prospecting approach? Ultimately, you start by making a list of 50 companies you believe are your target market to begin your sales funnel. Then, you take your list of 50 and choose 10 potential customers in the early stages of nurturing.

From there, choose five that are high potential prospects. They are the ones that you’ve started building a relationship with them, and they look like high probability potential customers.

In inbound marketing for small businesses, you can create this prospect list and constantly renew it, work it and reshape it. I recommend using a CRM system to help track and manage your funnel and your activities.

Use the valuable content from your website and social media to build relationships with your list of future customers and increase trust.

Having an inbound marketing strategy is essential to grow and generate demand for your small business. Fill out my contact form for a complimentary coaching call to work on your inbound marketing program.  If this all seems too complex for a time-starved business owner, I can help you find a great marketing agency.

Coach Dave

 

Dave Schoenbeck
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