Inbound marketing: why you should market to an audience of one

February 6, 2017

Rick Knutsen

wsigenesis

Inbound marketing is the buzzword amongst internet marketers these days. Internet marketing campaigns help you attract your ideal prospect and give them the content they need, when they need it. In turn, you are seen as a trusted expert and are able to grow your business.

With smart inbound marketing campaigns, the content strategies are carefully planned, tracked and optimized. Inbound marketing strategies could include creating different pages of the same content to see which ones convert more and include dynamic content so that a person who has read a specific blog post, email newsletter or downloaded a whitepaper, will get a personalized follow-up message from you. This way, you are basically marketing to an audience of one.

Getting started with inbound marketing

The first step to inbound marketing is to determine your buyer personas. In my business, for example, one of my buyer personas is a person who is the managing director of a successful business that has a turnover of over a million dollars a year. This person built the business from scratch and is fascinated by marketing because he/she recognizes that this is how they need to take their business to the next level. This person wants to hire the best person for the job and is willing to pay for high quality marketing services.

So if I was starting an inbound marketing campaign with this buyer persona in mind, my marketing material and blog content would focus on this type of personality, including the challenges they face and how I can solve the problem.

This is only the start of creating a dynamic, focused and niche inbound marketing campaign for a specific buyer persona. If you’re interested in starting your inbound marketing campaign, download WSI eBiz Solution’s Free Checklist on how to run an inbound marketing campaign today.

 

About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 

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