As you get to know inbound marketing from our Intro to Inbound series you will hear many terms that will quickly become second nature to you. But perhaps none is quite so prevalent as the idea of a buyer persona. At this point you may certainly be wondering "what is a persona?" It's a term that can mean different things in different applications, but for our purposes, a persona is a very specific tool that can help you to generate leads with inbound marketing and do it efficiently.
Manufacturing companies need inbound marketing. It's not a matter of "if" because it is simply true. But as a manufacturing marketer, you may not yet be familiar with the inbound marketing methodology. Or you might have some idea about how inbound marketing works, but you can't see how it will work for you.
The fact is that inbound marketing does work and it doesn't matter what business you're in. It works for B2C marketers as well as B2B marketers. And it works for manufacturers. After all, marketing for manufacturers is not all that different from those of any other business. You want to be able to generate leads and make sales so that you can increase revenue and grow your business.
Keep reading to find out why inbound marketing is right for your manufacturing company.
Not that long ago, most marketing professionals focused simply on buying random email lists, purchasing banner ads and investing thousands into direct mail campaigns as their marketing efforts. Obviously, with the growth in social media, online searching and targeted email marketing, everything has changed. Today, targeted traffic is king, and businesses are looking for ways they can find the potential customers who are clearly interested in their product or service and are also getting ready to buy. The process smart marketers are finding to facilitate this targeted process is called inbound marketing.
So how does it work so businesses like yours can see measurable revenue growth? Here’s how it’s done:
Last week in our Intro to Inbound series our post "What is Content" talked about content: what it is and why it matters to inbound marketing. Ultimately, without content there would be no inbound marketing. Today, we're going to dive deeper into the idea of content and briefly go through the different types of content and how they best apply to different stages of the buyer's journey. This way, when planning your content marketing strategy you can be sure to have content available in each category.
Buyer personas are a key part of the inbound marketing process.
They help you to segment your contacts, create content that speaks to a specific profile, and generate leads and customers more efficiently.
In an ideal world, every contact that comes in through your website would fit neatly into one of your persona buckets so that you could put them in a workflow and wait for them to convert. Of course, the reality is a lot different than that. You might have anywhere from 10 to 50% of your contacts that don't seem to fit with your persona profiles. The higher that percentage is, the more strongly you might want to look into revising your persona data. However, if you're toward the lower end of the spectrum, that's perfectly normal.
So what should you do with these contacts that come in and don't fit with your personas? As it happens, you have a few options.