Updated: Jul 31
If you have studied Business or any other related courses, the 4Ps of product, promotion, place, the price would not be strange to you. Even though they remain to be important things to consider, I have something completely different to offer you instead to ace marketing now.
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As a firm believer of Inbound Marketing, where attraction is your currency and content is your tool, the idea of converting target audiences into potential customers is no longer just a one-way blast from the brand. It requires a much more thought-out plan to tackle all of the different touch points we have today.
What is Inbound Marketing?
Inbound marketing is a customer-centric approach to marketing that focuses on attracting potential customers through the creation of valuable content and experiences tailored to their needs. This approach can include blog posts, social media content, email marketing, webinars, and more. The goal of inbound marketing is to create a relationship with potential customers, build trust, and ultimately drive sales.
According to HubSpot, companies that prioritize inbound marketing are 4 times more likely to be effective at lead generation than those that don't. This highlights the importance of incorporating inbound marketing into your marketing strategy.
In today's marketing landscape, businesses must focus on creating valuable content and experiences that resonate with their target audience. Inbound marketing is one effective approach to achieve this goal.
Rather than creating content to force-feed into your target audiences, content nowadays is supposed to help your target audiences express themselves. Anything from a tote bag or a branded mug can also be a piece of content. However, it can no longer drive much brand recognition just by itself. The key is that any brand content should be valuable and functional.
The magic in Inbound Marketing is that relationships are no longer linear, they are symbiotic. Your target audiences have just as much, if not more say in how your brand should be seen. They can influence your content, just as much as you can influence theirs. Once you ace Inbound Marketing, you are integrated into your target audience’s lives, earning not just their seal of approval but also the potential of being proudly featured on their social media platforms. This is how marketing today helps you naturally and automatically churn more potential leads into the funnel.
So, ready to get started?
1. You need a strategic mindset to ace marketing now
Don’t give in to short-term goals, rather, use them as stages to learn how to achieve big, long-term goals. The majority of your brand’s content should be created to attract attention, so you need to stop obsessing over the number of direct sales generated from a post. Your content is there to help target audiences solve problems and make them remember and trust you. All your efforts will accumulate into a collective effect, so don't go around chasing for little boosts of no-return sales here and there.
2. You should have a framework
And this should always revolve around your target audience's persona. Everything you decide to create, whether it be your key messaging platform, content strategy, touchpoints, platforms, and your content funnel, should be based on the common ground between what you can offer and what your target audiences want.
3. You know what your metrics and performances are
This is like knowing your P&L. You should be super clear on how much you are earning monetarily, as well as how much you are earning online. You should have a distinctive set of key performance indicators, AKA KPI, for each of the platforms you are using. You should be using these metrics to refine your content. This is how you can identify content patterns based on performances such as engagement rate, impression, and reach.
4. You should be building a community
Media coverage and awards can be cool, but they are very much tools for growing trust in the past. Now, trust is built through communities. It can be through influencers, curators, creators, collaborators, and much more. You should always be thinking about pulling your community together and growing them with your marketing efforts. This will not only increase your brand's awareness but can also effectively differentiate your brand.
These four things are what I find vital in marketing now. They can be applied in digital, content, and social media marketing too. If you wish to learn more about this, I have created a specific checklist for you to go through!
See if you are doing your marketing right with my Inbound Marketing Crash Course - How to identify, attract, and convert your target audiences into customers with content on joycetsangcontentmarketing.com. Register for the course to get the detailed downloadable checklist on these 4 elements!