I’d like to tell you a story, so make sure you’re sitting comfortably. It begins like this…
Once upon a time, there was an inbound marketing agency. The people who worked there were very happy and loved their jobs. They loved helping companies to grow and reach more customers. The only thing they didn’t love was when clients would ask them to use magic. Magic had been banished from the agency and no one had a magic wand, so they had to explain to their clients over and over that no one would perform any magic, all they could do was work hard.
Sometimes, they would have new clients who were still under the spell of evil marketing agencies. These companies would take bags and bags of gold from them and promise that they would use magic to get what they want. The only magic that the evil agencies could conjure was making their gold disappear. Every time someone got tricked by an evil agency, they would explain how the hard work method works.
This is how hard work pays off…
– You first have to understand who your customers are and what they need from you.
– Then you have to work out how these people make decisions and what information would be useful to them at every step in the process.
– Next, you need to create content that will help to solve their problems, whatever they might be. Some agencies sometimes get help with this content creation from external parties.
– The most important thing to remember is that you HELP your audience, you don’t help yourself. For example, if you’re an architect, you might write guides for interior design, or a glossary explaining the most complex terms in your industry.
Let’s return to the story
One day, a worker at the agency found a piece of software that he liked using because it made his day easier. It wasn’t related to marketing, but he decided to write a blog post about it anyway as he was sure it would help other people out. The blog post was really helpful and lots of people found it through search. Although it had nothing to do with the agency, it helped a small business owner to solve a problem.
And they all lived happily ever after
The small business owner loved the post so much that they got in touch with the agency and told them about their troubles with their marketing. The agency said they could help, so they created a contract and started working together the very next day.
What’s the point of all this?
This isn’t just a fairy tale, this is how inbound marketing works. When you create useful content that helps to solve real-world problems for people, you bring qualified leads to your site. They might land on your site looking for information, but you also have the chance to tell them about your business and convince them that you are the right person for the job. It’s not magic, it’s just a bit of hard work.