There is one main obstacle to growing your business that has evolved in recent years. Your potential buyers are being over-saturated with information due to the increase in availability of this information.
In fact, Sirius Decisions reported the average sales cycle has increased 22% over the past five years due to more decision makers being involved in the buying process. So it has become your job as a business owner to make sure that this information is coming to them at the right time, in the right format, on the right platforms.
Here are some of the most helpful tips to help grow your business with inbound marketing.
1) Define Your Business
- What are the key performance indicators you want to measure?
- What are your revenue goals?
- What does growing your business mean to you? (Amount of leads coming in, revenue generated, customers acquired, numbers of retainers, etc.)
- What is your sales process like? (Length, content used to educate prospects, number of people prospects might talk to, etc.)
2) Study Up on Your Industry
You might think you know your industry inside and out but there will always be changes, updates, and new innovations around the corner.
In order to get a better grasp of what’s going on and to stay ahead of the curve, industry research is a must.
- What are your competitors doing in regard to content on their website?
- What current events and news are going on?
- Is there a business to business marketplace you can participate in?
- What are the current industry statistics to your goals?
3) Understand Your Customer
To understand your customer better, talking to the sales team always helps. They are the ones in direct contact with your potential customers which means they hold a lot of insight into what your customers want. Here are some questions to ask:
- What 5 questions does your sales team answer the most?
- What are the biggest pain points for customers when they come to you?
- What are your customer demographics?
- What messaging do they respond to most?
4) Publish the Right Content
Write content around the questions, issues, and challenges your potential customers want the answers to. This will help your potential customers not only find valuable information, but also help introduce them to your brand.
5) Publish Content Consistently
This depends on time and budget. If you’re outsourcing blog writing then you can blog numerous times a week, if you have one in-house person responsible for blogging maybe you can only do it once or twice. Just make sure it’s consistent!
6) Determine the Right Angle
Your competitors are probably already blogging so take some tips from what their strategy looks like. If they have a niche in the industry that they blog about a lot then maybe find your business’ niche and blog on what you know best in order to stand out.
7) Use a Calls-to-Action
Placing a CTA at the end of your blog urging visitors to download premium content will definitely help grow your leads and sales.
8) Determine the Right Content
Premium content is more in depth than blogging and should include more middle of the funnel information that your website visitors will fill out a form to learn about.
Blogging brings people to your site but premium content will convert these people to leads for your sales team if you’re offering content that they might want to know more about.