Setting out on a new business enterprise can be exhilarating, nerve-wracking and the most exciting thing you’re likely to do.
There are most likely a thousand things you should be doing to build your company and guarantee success; define your mission statement, put the feelers out for new staff and reach out to new clients.
All this can be enveloped in a definite, robust inbound marketing strategy.
In this blog, we aim to give young, ambitious startups some inbound marketing insights needed for success. From content tips to sales advice, we want to make your fledgeling enterprise bloom.
Define your buyer persona
Who are you marketing to? What kinds of personas are you looking for? These are questions you need to address immediately. Your startup needs direction, and to prevent time wasted flailing about hither and thither, you need to address your audience.
Research is a great help. Look into your persona’s buying habits, pastimes and other related information. We’ve actually written a blog post specifically about this.
Create incredible content
This is the name of the game, and what you need to do to set yourself apart from the rest. Best practice content marketing, particularly with regard to the latest algorithm updates from Google, values and rewards in-depth, informative content.
Incredible, must-read content serves your personas’ needs and solves their pain points. This is precisely why you need to define your personas.
Once you have an idea of who you’re marketing to, you can then create content around them.
Content that uses other forms of media
It’s not all blog posts, ya know! Incorporating some alternative content forms into the mix will keep things fresh and allow the creativity of your marketing team to flourish.
Remember that humans are drawn to the visual, and find vivid and eye-catching content far more appealing. Visual content and infographics are fast becoming a trend for inbound marketers, so be sure you aren’t left behind.
Some other forms include charts, images, graphs and bar charts. These statistic-based content assets look great on the page and add a little extra authority to your marketing output as a whole.
Utilise data in your content
With graphs and bar charts in mind, data plays a big role in your content marketing strategy. People will almost immediately trust the word of statistics, expert opinion and data reports. It wields authority, it champions expertise and through it, an audience can stake a great amount of trust.
If something has been thoroughly researched, and the tone of voice one of subtlety and sophistication - you’re onto a winner. Of course, it depends on the tone of voice your particular audience are used to and respond to.
Optimise keywords on every page
Now, onto SEO. One of your biggest priorities and this goes for both startups and established businesses is visibility.
You need to ensure that search engines reward your content with higher rankings, that your keywords are relevant to your content and easily direct your searcher to where they want to go.
A good way of implementing best practice SEO is through a new HubSpot innovation called ‘pillars and clusters’. Pillar and clusters work by placing your root keyword at the centre and have longer-tail, semantic variations sprouting from that root keyword. All clusters are linked to the centre keyword. The system allows you to prioritise one particular avenue without sacrificing another. Here, focus on those with the highest search volume relevant to your persona.
You can read more about how it all works here.
Promote everything you write
Backlinks are key with this one. By having high authority sites link back to your own, you’re letting search engines know that you are a company with credibility and expertise.
Why else would high DA sites be linking back to you?
You can generate more backlinks by healthily promoting your content and reaching out to the likes of journalists and influencers.
Create a free report
In the infancy of your company, free content might sound like the worst idea in the world. Stay with us - when you need to convert visitors into leads, it’s proven that free content is one of the best methods to acquire contact information for you to pursue.
A free, topical, sector-based report then, driven by data and with all the latest statistics is massively effective. Like we said earlier, data is persuasive and can really turn heads.
Test and refine your strategies
We can’t stress how important this final tip is. You need to know what you’re doing right, and how you can improve. Tools like Google Analytics are great for this - for a selection of other tools you should look into, take a look here.
One more thing - by measuring success you know what your strategy should be going forward. From results, your strategy will be ever-informed and ready for your market.
We know how stressful building a business can be, and it can often seem like there are obstacles left, right and centre.
What the inbound methodology does is place your buyer persona at the centre of your focus. That’s why it’s the first point of this blog post.
Your approach needs to be targeted, and have direction. Success will be coming your way with plenty of research, a little intuition and a swish of creativity.