What is Inbound Marketing and How to Use It to Attract Your Buyer Persona?

Today’s customer demands unique marketing experiences tailor-made to their needs and desires. Creating content that is valuable and helpful to your audience stands has never been more important. That is why inbound marketing grows more and more popular among brands today.

Inbound marketing centers on a buyer persona, their needs, interests, and habits. The content is determined based on your prospects’ buying behaviors, interests, and demographics. The goal is to guide your target audience through the buyer’s journey so they can be transformed from a stranger to a loyal brand advocate.

When utilizing outbound marketing strategies brands try to reach a massive audience in an effort to get people interested in the product or service. In these cases, the content interrupts the audience’s online experience to deliver information they don’t necessarily want or require. As a result, more often than not these messages are blocked out by users which makes outbound marketing ineffective.

On the other hand, inbound marketing content is tailored to the wants and needs of a particular buyer persona. Instead of trying to convenience a large number of people, it seeks out potential buyers who are already interested in the industry or have the very problem that the product/service solves.

Content is the most vital aspect of an inbound marketing strategy and the topics should always be driven by the buyer persona. It requires time to build a buyer persona through in-depth research and interviews and getting to know their demographics, interests, and buying patterns. Once this information is obtained, inbound marketers develop a model of a buyer’s journey. The content that is created needs to be based on each stage of the unique path the buyer persona takes to be a loyal customer.

Awareness

Topics that help prospects better understand the source of their main problem, challenges, and goals. Content in this stage must provide value and education.

Consideration

The audience at this stage already knows their problem and is evaluating possible solutions. They require content that discusses or compares different options.

Decision

This is the stage at which it’s time to convince prospects that the product or service is right for them. This is the perfect place for highlighting a brand or product’s value.

Content at every stage needs to contain a call to action (CTA), which moves them from one step of their journey to the next.

Once you’ve determined the topics of your content, you need to identify the best format to use. These can be written, visual, audio, and interactive content. 

Format sometimes depends on the channel on which the content is distributed. This means the preferred channel of the buyer persona and the place where they consume the most content.

The key to setting your brand apart from the rest is to create and regularly post content that is valuable to your ideal buyer. This means utilizing the tools and strategies of inbound marketing. If you need more information about how to identify and get to know your buyer persona, download our free eBook below! For more useful, easy-to-understand guides on marketing and video, subscribe to our YouTube channel.