Inbound Marketing focuses on attracting the right customers with the right content at the right time. In this blog article, we will focus on the first component of the Inbound Methodology or Inbound Marketing Stages, which is to ATTRACT.
In the Inbound Methodology, what does ATTRACT imply?
When a retail business owner decides to open a store, he will need to put a lot of effort into preparing for the opening. He will register the business, find a location, sign a lease and get all the merchandise in. After all these efforts, he may have the most beautiful store, but without any shoppers going into his store, you can be sure there will be no income made from potential buyers.
The same goes for your website. You may have spent a lot of money and time to build a beautiful website. However, without any traffic, generating leads online will be close to non-existent.
The Attract component of the Inbound Methodology or Inbound Marketing Stages is to bring potential customers to your website. But of course, you do not want just anyone to come to your website. You want to bring in the people who are a good fit for your business because they are the ones who are most likely to become leads.
How to Attract Visitors to Your Website
To attract the right visitors to your website, you need to provide the right content at the right time. This means that you need to know who your Buyer Persona is and also understand their Client Journey. Once you have thought through these 2 strategies, you are ready to work on the ATTRACT component.
If we follow the Inbound Methodology or Inbound Marketing Stages, to attract visitors, you need to write and publish blog articles for your Buyer Persona who is in the Awareness Stage of the Client Journey. This means your content needs to be focused on pain points and questions that your prospects may have about your industry.
When you write blog articles and publish them on your website, your content could show up as a search engine result for your prospects.
For example, if you write a blog article about the current trends of alternative real estate investments, a prospect, who wants to know how the market is performing, may search for an answer on Google and end up reading your content.
Another big element in driving traffic to your website is to share your blog articles on social media. Your content could be shared around by your network and unknowingly land in the hands of prospects, increasing your firm’s social reach.
In order to build and grow traffic, you need to regularly publish blog articles. According to HubSpot, companies who blog 16+ times a month get about 3.5x more traffic than those who only blog 0 to 4 times.
You may not be able to publish 16 times a month but do build a habit of writing and publishing regularly. We suggest that you start with once a week and grow from there.
If you would like to learn how to blog for your financial service firm, we’ve put together a free 101 blogging guide that you can download.
How long before you start seeing results?
Applying the Inbound Marketing is a marathon and not a sprint, and as a result, it takes time to build up traffic. It can take up to a year before you see a sizeable improvement, but don’t be discouraged. Being patient and consistent with your blogging will pay off in the long run as your site gradually brings in more traffic day by day.
It is important to note that if you stop publishing blog articles, your results will plummet and you will need to build up that traction again –just as a marathon runner who stops training for a month will need to train hard to get back to where he left off.
Plan your content strategy ahead of time to ensure that you have content that is published regularly. If you need an extra pair of hands or need guidance, do not be afraid to reach out to an Inbound Marketing Agency to help.