Inbound 3: How Jewelers Can Use The Inbound Methodology To Plan Content
By Mike Hauben, Editor, JewelryEcomm.com
This is part 3 in a series.
Read part 1 here.
Read part 2 here.
Now that we know why its important to create content (it gives you something to talk about on social, it helps your search engine rank, and it positions yourself as a trusted authority in your field), we can begin planning our own inbound strategy. To do this, we must first understand the Inbound Methodology.
Made famous by Hubspot, the inbound methodology is a framework for creating content that is more human and more helpful to your visitors. It makes sure you’re instilling trust in your visitors, which ultimately is the cornerstone of making a sale.
Take a look:
As you can see, the Inbound Methodology gives us a clear guide on the 4 phases of a sale using inbound marketing, and what strategy works great for that phase (Attract visitors using blogs and keywords, then Convert those visitors using forms and call to actions, then close the sale through your CRM and email, etc).
I think this is a great guide for getting visitors to your site, and learning how to handle that relationship through the customer’s journey. For someone new to online marketing, you can really use this as a guide when planning your overall online strategy.
Step 1: Attract
Attracting visitors to your site is the first step to doing anything online. It doesn’t matter how many quirky cat photos you share on your Facebook page. Attracting visitors to your site requires you to produce content that people will actually click to read. So you write great articles, you share them across your social media pages, and Google will index your articles to be found by people searching for those topics you write about.
Look. If you’re not much of a writer, you’re probably a little annoyed at the thought of having to spend an extra few hours a week now writing articles. But you know what? This is how its done. Plus, its going to take some time to write articles, but it also doesn’t cost you any money. You have the opportunity to become your own reporter!
We don’t want to write about things nobody cares about, though. In the next article in the series, I’ll explain how to research and pick the blog topics your visitors want to read about.