When you’re staring at a blank slate, creating an inbound marketing strategy is a daunting task. Who are you targeting? How will you reach them? What are your goals?
If you don’t have the answers to these questions, don’t worry. Coming up with a complete strategy takes a lot of work, and the key to getting started is simple: research.
You might feel like you can skip this part. But if you plan on creating a successful inbound marketing strategy, your business should be customer-centric. All the research you do will help you learn how to serve your customers—and prospects—better.
The success of your inbound marketing plan depends on what you uncover with your research. As you build the groundwork, focus on two primary goals:
Identify your buyer persona.
Knowing your buyer persona helps you understand the demand for your product. In today’s society, it isn’t enough to tell people to buy from you. You must tell them how your product is going to solve their problems. Make sure you know the needs that will push them toward your product; this is the first step in crafting the correct message.
Understand your competitors.
Everyone believes their product stands out above the rest. However, if you don’t take the time to understand how your product differs from others, you won’t be able to communicate the advantage to your audience. It is impossible to tell what sets you apart if you don’t know your competitors.
It might be tempting to dive headfirst into creating your inbound strategy, but if you don’t do any research beforehand, you’ll just be another company fighting for consumers’ attention. Taking your time will be worth it in the long run.
After you’ve done sufficient research, you’re ready to start outlining your inbound marketing strategy. In our next blog post, we’ll show you how to turn all your research into specific, measurable goals for your company.