Nowadays, the digital landscape has reshaped the way businesses are done in the industrial and building industry.
In a 2017 survey by engineering.com, industry leaders showed that their budgets were growing instead of shrinking.
Like every businessperson, people who run building products or services business would want to grow their brands. To do that, they’d need a cost-effective marketing strategy — and here’s where inbound marketing comes into play.
Inbound marketing is the secret that drives your ideal customers to your business.
Imagine a world where customers come to you regularly.
Well, that world is possible, and you can achieve it with inbound marketing.
Unlike traditional outbound marketing where you must broadcast your products/services to your audience, inbound marketing drive customers to your brand without frequent marketing outreach.
Here’s how it works…
Rather than reaching out to potential customers, you create quality contents that draw them to you.
Sounds simple! Right?
These contents are distributed in the form of blog posts, webinars, email campaigns, eBooks, infographics, and much more.
Good contents are the secret recipe for inbound marketing. And if it is done right, you could grow your business quickly in no time.
Here is how to go about it.
1. Identify Your Ideal Customer
The first step is to identify who you want to sell to. To do this, you have got to create a buyer persona.
Your buyer persona should pinpoint your ideal customer and every content you create would be tailored to attract just these group of people.
To create a buyer persona, you should know the critical traits like job, earning potential, age, and challenges of your customer. This way, the contents you create would be tailored to attract the buyer persona’s attention and drive the customer closer to your brand.
2. Focus on Your Customers Problems
Now that you have identified your ideal customer and their challenges; the next step is to create contents that provide useful solutions to their problems.
You should know how your business can solve your customer’s problems — and create contents that are tailored to solve these problems.
Take a step back to the last time you were searching for answers to a question.
Where did you turn to? Google?
Well, your customers are much like you. They would turn to search engine platforms like Google when they are searching for answers to their problems.
Putting excellent contents online is one of the best ways of letting your customers find you.
One of the fundamental driving forces of the new age is the ability to solve problems. If you provide top-notch solutions to the problems of your ideal audience, customers will find you.
3. Create Unique Contents
After identifying the customer’s problems, you have to create unique contents that provide answers to the question.
The content must be compelling, informative, and factual. Also, the content must be designed for both your customers and search engines. Therefore, you must use the necessary SEO techniques for higher search ranking.
Move into social platforms to reach more audience. When setting up your business profile on Facebook, LinkedIn or Twitter, make sure it includes a good description, keywords and a link to your website. Join groups or conversations that talk about your type of products or services and participate in the conversations but do not spam them with constant promos for what you sell.
For social media platforms, you must create eye-catching visuals to get the attention of your audience.
All in all, create great content that provides value, rank high in search engines, and showcases why your audience should work with your building brand.
5. Nurture Leads
Your primary objective is to grow your building brand. To do that, you need to nurture leads by moving prospects from strangers to potential customers.
To drive more leads, you should put a price tag on your contents. The price tag may be an email address, or alternatively, you can use call-to-actions (CTAs) to drive more leads. This way, you will be able to move your prospects from strangers to buyers quickly.
Conclusion — Grow Your Building Brand with Inbound Marketing
To successfully grow your customers base and your brand with inbound marketing, you’ve got to attract, convert, close, and delight your customers with useful contents.
Now you know the fundamentals of inbound marketing, what systems would you develop to grow your brand?