Marketing a business on the internet these days has become very complicated, and it is increasing in complexity every day. Let’s look at the evolution of how to market a startup company:
20 years ago, you could just print business cards, engage in networking a few times, and put an ad in the yellow pages.
15 years ago, you would still do everything that you did 20 years ago, but you had to add Google to your marketing plan. You needed to pay for Google Adwords or do Search Engine Optimization to show up on Google and get calls.
10 years ago, the use of social media began to grow, and these days, new platforms are popping up often. The addition of social media platforms and the way people are using social media has changed the way we have to approach our marketing efforts.
Another interesting topic to address is the evolution of how consumer purchasing habits have changed. In the New York Times Business Best Selling book “To Sell Is Human” by Daniel Pink, he talks about how the negotiation stance has shifted from the business to the consumer.
Before the internet, information was not easily accessible. If you wanted to buy something, you had to make decisions based on the information you could get from people you knew or the sales representative that was helping.
Today, the internet has made information easily accessible. Consumers are becoming savvier and typically educate themselves before they contact a company for services. Plus, the average consumer has to engage with 6 to pieces of content from a specific company before making the initial contact.
This is a vital point to keep in mind. If the average consumer has to engage with a particular startup company 6-7 times before they initiate contact with them, how can you make sure that they keep coming back? Do you want these types of leads?
The answer is yes! Here is why:
These leads are higher quality leads than you would get from Search Engine Optimization or Google Adwords alone. These leads are more educated, and typically they are taught on your content and value propositions, and sales cycles are shorter. These leads are less likely to price shop you because they have taken the time to educate themselves and are more interested in value over price.
In this blog, we will cover the 6 Steps to Get Quality Leads for a Startup Company
1. Identify Your Ideal Buyer Persona
The first step to getting high-quality inbound leads is to identify who is the subset of people in your Ideal Buyer Persona. Make sure that you can create a whole story that paints a clear picture of who they are. Once you have determined this, it will guide all of your decisions in your inbound marketing strategy for your startup company.
2. Show Them How You Can Solve Their Biggest Issues
As a startup owner, you help customers meet a specific need or solve a certain problem – and there are many problems you could solve for them. We recommend setting yourself apart by focusing on one issue that may be holding them back, then slowly add other ones at a later time.
3. Build Content to Answer their Questions
Your ideal clients are already on the internet asking questions that pertain to your services on Google, social media, and forums. By writing content that answers those questions, you can fulfil their needs while introducing your company to them at the same time, and in a permission-based way.
Here are a few methods on how to develop content for your ideal buyer persona. Think about the most common questions that these clients ask you before, during, and after the project. These questions are important because, through them, you can identify a latent demand.
Latent demand is something that your clients want; they just don’t know they want it until after the fact. Now you can tell potential clients about this latent demand before the project, and set yourself apart from your competition and show your expertise and focus on their satisfaction.
Make sure that you not only answer the question but find a way to make it actionable for them. Bringing them immediate gratification and show the value right away. They will be more likely to engage with your brand more often because of it.
4. Offer Free Content That Helps Them Immediately
Create high value content offers that will help them during the decision-making process, such as a checklist of helpful questions, a guide that will help in designing something, or a calculator that will help them figure out a realistic budget.
Long story short, come up with several tools that you can offer in exchange for information from them. Just remember that the value of the tools needs to match the amount of data that you are requesting from them in exchange.
5. Build A Relationship with Them
Now that you have captured their information, you can use it to segment them into specific lists. The reason is that it will allow you to send them nurturing content with emails. For example, if someone is segmented into a software category, you want to send them content and information related to technology. This reduces the chances of them unsubscribing, and increases the chances that they will read the content.
6. Convert them with Strong Call-To-Actions
As you start to develop content, make sure that you are using proper Call-To-Actions (aka. CTA’s). Usually, you see CTA’s in the form of “Click Here” or “Download Now.” Although these are not bad, we recommend testing out different CTA’s.
Try “Schedule A Free Consultation” or something specific to the content being offered like “Start Your Design.” It is also good to make sure that the website visitor knows what to expect when they click on the button.
Try different colors and location of the button, testing and modifying them as needed since this has proven to improve performance. Lastly, have different CTA’s on your website and content. Don’t use the same one everywhere.
Now that you have the strategy make sure to give each step the time and effort each one deserves. You cannot take a shortcut for any of these actions because this can leave a massive gap in your inbound marketing efforts.