Recap4:53 with Pasan Premaratne
Let's recap what we've learned about basic marketing activities for early stage companies.
We just covered a whole lot of information, so let's recap. 0:00 [SOUND] Our goal in marketing is to focus on inbound marketing strategies. 0:04 Inbound marketing focuses on creating quality content that 0:08 pulls people toward your company and product, where they naturally want to be. 0:11 By aligning the content you publish with your customer's interests, you naturally 0:17 attract inbound traffic that you can then convert, close, and delight over time. 0:22 Acquisition strategies through inbound marketing can be 0:28 broken down into the following sections. 0:31 [SOUND] Content marketing, through activities like blogging or podcasting. 0:33 [SOUND] Social media, where our goals are to share great content that provides 0:38 a valuable information to our customers and engage with our customer base. 0:42 [SOUND] And search engine optimization, crafting our content to 0:46 increase the chances that our customers can find us around the web. 0:50 Once these visitors are aware of us, we need to activate them, guide them to 0:55 conduct an activity that allows us to slowly convert these visitors to leads and 0:59 then customers over time. 1:04 These include strategies like, 1:06 [SOUND] calls to action, where our goal is to get our customers' contact information. 1:08 A call to action does not have to be a traditional sign-up form. 1:14 In exchange for this information, we can give our customers something in return, 1:18 like valuable content in the form of e-books, downloadable assets, and so 1:22 on, depending on what is useful for your target audience. 1:27 [SOUND] We can also use landing pages. 1:30 When a user clicks a call to action, 1:32 they end up on a landing page where they submit information that we can use. 1:35 We need to optimize these landing pages to convert our visitors to leads, and 1:40 we do that by using [SOUND] forms. 1:45 To make it super easy for our customers to give us their information, 1:47 we need to optimize our forms to make the conversion process as smooth as possible. 1:51 With content marketing, we want to provide our audience with 1:57 content they find useful, engaging, and interesting. 2:00 You [SOUND] should have a content marketing strategy and 2:04 try to publish on a schedule. 2:07 Share this content often and engage with your customers. 2:08 Like content marketing, social media is another avenue through which we 2:13 can engage with our customers and build our reputation as thought leaders. 2:17 [SOUND] Like any marketing activity, figure out your goals for social media. 2:21 How will you communicate and influence your customers? 2:26 How will you outdo your competitors? 2:29 And how will you align these activities with your business goals? 2:32 Regardless of your strategy with social media, 2:36 you should always remain positive, professional, and be polite. 2:38 Once we're on a regular schedule with our content marketing and 2:43 we're consistently engaging with our customers, 2:46 we need to think about how we can best show this content around the web. 2:49 One of the tools that we have at our disposal is search engine optimization. 2:54 SEO is the practice of optimizing your webpages so 2:59 that they show up higher on search rankings. 3:02 SEO boils down to three main things, 3:05 [SOUND] great content, use of relevant keywords, and links. 3:08 [SOUND] Use links to create a site map of your website so 3:12 that search engines can effectively crawl it and know you exist. 3:16 Build great [SOUND] content so that you bring in visitors often and 3:20 search engines will reflect that in the ranking of your site. 3:24 And finally, [SOUND] use tools like Google Analytics and 3:28 Webmaster Tools to really hone in on your SEO efforts, 3:32 as well as to understand how customers engage with your site and your content. 3:35 Finally, make every effort to activate these visitors by 3:41 providing clear calls to action that lead to great landing pages. 3:45 [SOUND] Create landing pages that appeal to a specific need or 3:49 goal, both of the users that visit the website and where it lives. 3:53 To me, [SOUND] both means provide compelling content, clear calls to action, 3:57 and wrap it all up in a trustworthy design. 4:02 [SOUND] Make sure to outline the benefits of your product or service. 4:05 Include testimonials from customers and any relevant data. 4:09 Once [SOUND] on the landing page, 4:14 allow users to evaluate your product through the use of free trials or demos. 4:16 [SOUND] Use clearly designed forms to capture visitor information so 4:20 that you can convert them from visitors to leads, to customers over time. 4:25 That is the marketing process in a nutshell. 4:30 Each of these activities has its own strategies and methods. 4:33 Now, while it too in-depth for an overview course like this, 4:36 we have plenty of other courses to really dig into it. 4:40 Marketing is one of the more important activities you can engage in 4:43 when starting a business, so 4:47 pay attention to a lot of the tasks you have to undertake in this process. 4:48
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