Inbound marketing is about making your business the most appealing to potential customers. By understanding your customer you can develop an inbound marketing strategy that will draw-in your consumer, build a relationship of trust with them so they will examine what you have to offer.
But what happens when your offerings are falling flat? It’s easy to blame the consumer, but in all likelihood it’s because of the offer. Here are four steps, to get your offerings back on track and moving forward.
Step 1: Set a Goal
Set specific and attainable goals. Goals can take many forms but, in the end, it boils down to generating more revenue. Examine your existing goals and consider:
- Refining your list – either expanding or reducing the people that you are reaching
- Limiting its restrictions,
- Opening up new sales channels,
- Or creating new partnerships to rehash your existing goal.
Step 2: Understand Your Audience
How well do you know your audience? Your customer base is the deciding factor on whether or not your offer works. Therefore, it’s essential to increase your understanding of the audience. Think critically about the customers you want to attract and how best to attract them. Enlisting your current customer base with a short survey (and a value-add reward) is one way to learn about how customers are drawn to your business.
Step 3: Understand Your Value
The value of your business goes much further than just products or discounts. When creating an offer, look past the immediate product and examine what really makes your product stand out. This allows you to leverage your offerings and sell an entire experience instead of a one-time purchase.
Step 4: Create a Great Offer
With some restructured and possibly new goals, and a better understanding of your audience and your own company value, you are ready to create a great offer. But keep the following in mind:
- Keep your offer straightforward, clear and concise
- Keep any math and discounts simple
- Limit any restrictions that could be deterrent
- Extend the offering to everyone.
Keep your initial goal in mind and remember that once a customer is drawn to an offer they will often start to build a relationship and establish loyalty with your company.
If your company is experiencing a lull, it is likely not because of the customer, but because of the offering you are presenting.
Now is the right time to step-up and re-examine how to get your business moving in the right direction. By setting the right goals, clearly understanding both your audience and your company’s value, you can re-organize your inbound marketing strategy and get your offerings back on track.
Image Courtesy: StartupDesi.com
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