Digital Marketing Business Consultant | Digital Marketer

Inbound Marketing: A Key Messaging Tip

Inbound Marketing Messaging Tip Showing Searcher Getting At A Specific Search
Inbound marketing does not mean being a jack-of-all marketing trades. Quite the contrary, and too many businesses today are in the business of sales funnel management where a visitor is sent to a landing page and expected to release name, address, telephone, email. Businesses face even greater stumbling blocks if its content is an online store with nothing but products because the rising on demand culture seeks immediate resolution coupled with short attention spans. Inbound marketing though is SEO, and it in itself as well does not mean that someone who specializes in SEO be a jack-of-all marketing trades. See with all inbound marketing campaigns, it involves understanding what the targeted audience exactly wants, and positioning to deliver.  Unfortunately, far too many businesses assume they know what their desired target audience wants - and in turn - conceptualize sales funnel models around those assumptions. That's quite a fleeting assumption for the growing $60 million Gen Z, and the $2 billion .net via mobile (International Data Corp.) audiences. Nothing could be farther from reality; consequentially, here begins the losing sales funnel model.

Stop Misunderstanding Website Visitors

stop confusing website visitors
Some believe that the best way to get site visitors to act is to appeal to their emotional motivations. This belief is partially true if you’re marketing an impulsive product/service. Triggers can then lead to desired path response. But when a product/service requires conscious consideration, desired path response becomes complicated. To understand these site visitors, a business has to first see the big people picture because it lacks buyer mindset access to engage.

For a business, this means that what it thinks it knows about its customers is wrong. Buyers are not who a business presumes, and they pull the site with different reasons than what a business guesses. So what does this mean in terms of website context? It means that the business’s buyer profiles are incomplete needing the key ingredient, buyer insights. What the ingredient accounts for is:

Make Marketing Decisions with Superior Information

marketing with superior information
Consumer/buyer insights is not about marketing intelligence. Let’s be clear about the difference. Marketing intelligence typically advantages third party sources. Its focus is about what is happening where as insights are about how consumers/buyers decide. Captured intelligence (from sales agents or reviews) measures a product’s strengths and weaknesses. The Internet has enabled businesses to value captured intelligence, and make changes at the speed of the Internet. Intelligence also reveals needs and trends. This opens doors, allowing businesses to bring forward solutions; however, companies continue scrambling to understand and identify with consumers’ expectations as well as their needs. It’s a type of myopia that is correctable all while avoiding the marketing guessing game.