One of the most common mistakes we see on social media is businesses posting nothing else but sales offers and neglecting the power of inbound marketing. Using social purely as a platform to try and sell direct to customers. Bombarding them with offers, promotions and how “cool their new product is”. Think of it like walking through a market. You have all of these stall holders shouting at you to buy from them – not a nice experience. So why would you want to run your social media like this?
Good news, there is an alternative that has proven to be successful!
Introducing Inbound Marketing. The philosophy of attracting clients through providing true value to them without expecting an immediate sale in return. Of course you want them to eventually become a customer but this is the process of delivering solutions to your clients problems, providing insights and engaging with them on a 1-1 basis. By developing this relationship you establish your business as the experts or authority in the industry and a trusted source to go to when they do need their problem solved.
Let’s look at an example. You have flat feet and keep getting blisters when you run. So you Google “flat feet and blisters” and at the top of the page you see an article – “What Kind of Shoes Are Good for Flat Feet?”. You read the blog, notice that the information is really helpful and already this business has positioned itself as a “go-to” resource for your flat footed issues! Imagine then, whilst you’re on their blog, someone reaches out to you. “hey, if you’re struggling with blisters, here’s a video which explains why you might be getting them!”. Again they have provided you with more value!
So who are you now most likely to buy a pair of flat footed running shoes from? The company that is offering you 10% off their inflated prices? Or the company that has provided you with advice, resources to help and built a solid relationship with?
Take a look at HubSpot’s Flywheel for Inbound Marketing.
HubSpot quote “Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust”. They use the flywheel to explain how they attract new customers. By creating valuable content for your users designed to address their problems and pains, you create trust and attract qualified prospects into your flywheel.
Attract clients by publishing content, news articles, blogs and social media posts. Focus on a problem and offer a solution. A good example is a guide on “how to” solve a particular issue. Engage with them by building long-term relationships. Give them help and advice and make your company personable and friendly. Then make sure to delight them with your product or service – focussing on exceptional customer service, and making sure your customer is happy after they have purchased from you. A delighted customer becomes a brand advocate – sharing your business and your services across their social media and through word of mouth!
Hopefully we have convinced you of the importance of inbound marketing and how it can effectively transform your business in such a crowded online market place. Here is a list of things you can start doing to build your flywheel momentum:
Create blogs, articles, guides and “How to’s” for your audience to read. Give them true value. A good place to start is your FAQs. What do your current clients ask you? Turn these FAQs into a small guide “The 10 things you didn’t know about XYZ”
Post this to your social media and start driving your audience to your website where they can see what you offer and how you can help them.
Respond to comments and definitely respond to reviews and recommendations! Engage in conversation on social media. If people are asking questions, go in and provide them with an answer. The result? You position your company as the authority and expert. Where are the going to go when they need your services?
When someone does make a purchase or turns into a client, make sure you go above and beyond what they are expecting. Turn your current clients into your biggest fans. They’ll share your content, like your posts and recommend your business when their friends and family need!