A recent article on a marketing website that has a large readership published a post titled:
1. Know your buyer persona
When I start working with someone I ask them three main questions:
- What do you sell?
- Who do you sell it to?
- What decision process do they go through in the process of becoming your customer?
Their point #1 is my middle question. Who do you sell it to? Why does their wording irritate me? Because “buyer persona” is about as vague a phrase as one can find. The question is…. Why buys what you sell?
2. Create a marketing strategy
Again, incredibly vague. What exactly does “marketing strategy” mean. Strategy is a high level statement of what you want done. The doing of it is described by tactics. So when one tactic is “create a strategy” you know something is off kilter.
Their point #2 is my third question. How do people decide to buy from you?
For me, they first validate that the concepts of Inbound Marketing are valid. They then validate that I know what I’m talking about. Only when those two criteria are met do they buy.
3. Create interesting content
Not so bad, but not enough. Modern marketing looks like journalism. Interesting content is not enough. You define a publishing schedule, and you meet it. You schedule posts to publish on your website every day at midnight, 8 am, and 4 pm (or whatever hours work for you) and you do this EVERY DAY.
4. Interact and share with others
Again, this is strategy, not tactics. How do you best interact and share?
- Find other relevant blogs and leave comments.
- Install CommentLuv professional on your website so people who leave comments get backlinks.
- Leave useful comments in LinkedIn groups and on YouTube videos.