Category Archives: Inbound Marketing

content marketing

Content Marketing for Businesses

How to Implement Content Marketing in Your Business

If you want to attract more visitors to your website, content marketing is the solution. Content marketing is the creation, publication, and promotion of content that will capture the attention of your ideal customers and engage them as they journey through your business’s sales funnel. In this post, we’re going to look at how businesses can implement content marketing to attract visitors and capture leads.

Capture and Convert Customers Through Content

The main goal of content marketing in your inbound marketing strategy is to give your target demographic – your ideal customers – the right information at the right time. Let’s say that your business provides small business capital. Your ideal customer is a small business owner who needs a little extra funding. He or she is likely searching for information how to expand their small business, deal with cash flow shortages, and cover unexpected expenses.

One way to get your ideal customer to visit your website is to create content on these topics and make sure that content is optimised for search engines. If your content captures the eye of a small business owner in search results and they click through, they will be that much closer to learning more about the types of capital loans your business has to offer.

From there, content can help you convert your website visitor into a customer or a lead. Along with your content, guide visitors through to the next of your sales funnel with calls to action. These calls to action can be to learn more about how your business can help them, to apply for funding, to sign up for a newsletter with tips for small business owners, or to submit their email address for an ebook on growing small business revenue.

The idea is that even if a visitor isn’t ready to become a customer, they can still sign up as a lead by signing up for your newsletter or email list. Once they are ready to apply for small business capital, your business will hopefully be first on their mind and in their inbox.

Common Types of Financial Content

Businesses use different forms of content to capture the attention of potential customers and drive them through the sales funnel. The most common types of content created by businesses are as follows.

  • Text-based content including articles, blog posts, whitepapers, case studies, reports, and ebooks.
  • Audio content, such as podcasts.
  • Video content including commercials, interviews, educational series, and recorded testimonials.
  • Interactive content including loan calculators, budgeting spreadsheets, and financial apps.
  • Social media content including tips, quotes, polls, Q&A, memes, images, video shorts, and a look at the people behind your business.
  • Email content including newsletters, insider advice, and educational series.

Most content should be published publicly so that it can be discovered by search engines and shared on social media. Content should either be published on your website or on other websites that link back to your website. The link to your website in a YouTube video description or guest post author bio will ensure that ideal customers who find your external content can quickly be directed to your website for additional conversion opportunities.

You also want in-depth content (like whitepapers and ebooks) that are gated so visitors have to give their email address to access it. You can then promote your products and services in your newsletters to those who submitted their email address. As your business content library grows, you can expand to creating email content customised for visitors based on the free content they accessed with their email address submission, ensuring that they go from website visitors to lead to customer via automated content.

Getting Started

Businesses that want to get started with content marketing should start by developing content topics that their ideal customers want to read about. If you’re not sure what those topics are, start by visiting the websites of your competitors to see what content types and topics they have to offer. Also talk to those who handle pre-sales questions to find out what your customers want to know before they invest in your products and services. Turn those questions and answers into content, and you should see an increase in visitors that convert into leads and customers.

Ready to begin a content marketing strategy for your business? Learn more about how we can help!

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Why Businesses Need Digital Marketing in 2018 and Beyond

How Financial Service Businesses Use Digital Marketing to Attract Customers

According to The 2017 Digital Trends in Financial Services report by Adobe and Econsultancy, the top goals of marketing and advertising are to optimise the customer journey across multiple touch points and create a consistent message across channels. In this post, we want to share a brief introduction to the main components of a digital marketing strategy and how they can help grow your business.

Website and Content

Think of your website as your main hub – the place every marketing channel and message ultimately points visitors to. Your website is the place where you host content that appeals to your ideal customers at every stage of the buyer journey and throughout the customer lifecycle, from just learning about your business to just loving your business.

Your static pages, blog posts, articles, white papers, ebooks, videos, and other forms of content will serve as the backbone of the content marketing component of your digital marketing strategy. Your content will:

  • Give a good first impression of your business to potential customers.
  • Help potential customers improve their lives in areas related to your business’s products and services, such as tips for home buying for mortgage brokers.
  • Educate potential customers about the benefits of your products and services.
  • Keep your business in your potential customer’s mind throughout their buying journey.
  • Guide them through your sales funnel so that potential customers interested in one of your products or services can apply online, purchase online, get a quote, or submit a contact form.
  • Continue helping customers improve their lives with your products and services.
  • Let customers share their successes through case studies, reviews, and testimonials.
  • Put your business first in your customer’s mind when their friends and family ask for recommendations.

In addition to providing valuable content, your website should also provide the best user experience possible. As technology advances, visitors expect that websites load quickly on any device – desktop, tablet, or smartphone – and allow them to easily find and consume the content they desire. A fast-loading, mobile-friendly website will ensure that more visitors stay longer and convert into customers.

Search Engines

80% of consumers in Australia turn to search engines when researching a purchase, according to Consumer Barometer with Google. This means that if you want to be discovered by your customers, your website needs to rank well in search engines like Google, Bing, and Yahoo. More specifically, your website needs to rank well for the words and phrases your ideal customers will search for when researching your products and services.

The search marketing component of your digital marketing strategy focuses on optimising each page on your website for search engines (SEO). Optimising your web pages for search involves researching the top terms searched for by your ideal customers and making sure that search engines associate your web page with one or more those terms. As you continue to optimise your web pages by updating their content and building links to them from other relevant websites, your ranking in search results should continue to rise.

Social Media

Facebook, Twitter, Instagram, LinkedIn, and Pinterest are listed by Alexa in the top 50 websites visited by Australians. You can think of social networks like these as search engines of the social media world that query posts and profiles within their respective networks. TechCrunch reported in 2016 that Facebook sees 2 billion searches per day, showing how much potential each social networks has to connect your business with your ideal customers.

To ensure your business gets discovered by social media users, you have to have a Facebook page, Twitter profile, LinkedIn profile, and Pinterest business account, all of which publish new content on a regular basis. In addition, social networks like Facebook allow you to receive and manage reviews for your business, while LinkedIn allows you to collect and display recommendations for individual profiles as opposed to company pages.

The content on your pages and profiles and within your posts, reviews, and recommendations will determine how your business ranks on each respective social network. Similar to how you would optimise your website for search engines like Google, you should optimise your Facebook page and posts for Facebook search and other networks accordingly.

Email

The bridge between a website visitor who may make a purchase in the future, but not today, is email marketing. When you collect website visitor’s email addresses by asking them to subscribe to your newsletter or your email list, you get permission to send them marketing messages via email. With the right configuration, you can create email marketing automation that take subscribers through content series designed to convert them into customers, based on the subscriber’s engagement with your website and emails.

In addition to using emails for email marketing, email lists can be uploaded as customer files to Facebook, Twitter, LinkedIn, and other advertising networks. This would allow you to get marketing messages about your products and services to your subscribers across multiple channels.

Learn how you can improve your digital marketing strategy for the new year!

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Email Marketing for Financial Services

How to Utilise Email Marketing for the Financial Services Industry

How Financial Service Businesses Can Use Email Marketing

Do you know what happens to the visitors that land on your website, but are not ready to make a buying decision? If your website’s only options are to make a purchase or contact your sales team to learn more about your products or services, there’s a good chance you’ll lose a visitor that might have become a customer one day. This is why email marketing is important. In this post, we’ll look at how email marketing is used in the financial service industry.

What is Email Marketing

Email marketing is a great way to stay in touch with website visitors that aren’t ready to invest in your products and services. Instead of just letting your visitor leave your website, you’re inviting the visitor to submit their email address to receive marketing messages via email from you.

From there, the email marketing service that you have chosen for your business will add that email to your email list. You will be able to send emails to your subscribers on a regular basis with a mixture of valuable content and promotions from your business. The goal is to keep your business at the forefront of your website visitor’s mind so that when they are ready for financial services, your business will be the one they think of.

Email Content Types

The following are common email content types your financial service business can use to help convert your leads into customers in the closing stage of your inbound marketing strategy.

Autoresponders – Autoresponders are automated email messages sent to email subscribers based on their actions. You can set up an autoresponder series to welcome new email subscribers, follow-up emails to subscribers who click on particular links in your emails, and more.
Newsletters – Newsletters are email messages sent at regular intervals (usually daily, weekly, or bi-weekly) that combine informational content with marketing messages for a product or service.
Broadcasts – Broadcasts are one-off email messages that typically focus on one goal, such as getting email subscribers to read a new blog post or see a special promotional offer on your website.
Remarketing – Remarketing emails are customised email messages sent to subscribers based on a website action, such as visiting a specific product or service page or not completing an application.

Each email message you send to your subscribers, whether it’s an autoresponder or broadcast for content or promotions, should be focused on getting your subscribers back to your website where you can convert them into a customer.

How to Build Your Email List

Once you have chosen an email marketing service, you can start to build your email list by adding opt-in forms to your website. Most email marketing services will allow you to create simple opt-ins that ask website visitors for just their email address or their first name and email. These forms can be placed in your website’s header, footer, sidebars, at the end of the main body of content on a page, and on pop-up windows that appear when visitors are navigating away from your website.

You can also create a page on your website that is dedicated to capturing a visitor’s email address to get them on your email list. Some businesses create pages like this to promote in-depth content, such as an e-book, whitepaper, or educational series, that visitors can receive in exchange for their email address. To build your email list via social media, share a link to your email subscription page with your Twitter followers, Facebook fans, and other social media audiences.

How to Maintain Your Email List

At bare minimum, you should aim to have a welcome email autoresponder and weekly updates to keep your business on potential customer’s minds, reminding them of the valuable content, products, and services you have to offer. You need something of interest to share with your subscribers on a weekly basis, such as a new article, helpful tip, or business promotion.

As your email subscriber base grows, you will want to consider different ways to segment them to ensure that the right messages are reaching the right subscribers at the right time. Ready to implement an email marketing strategy for your business? Learn more about how we can help!

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How to Use Marketing Personas to Create Content

Marketing personas allow you to step into the buyer journey as your ideal customer. Once you have created marketing personas, you can use them to revolutionise your content marketing strategy. In this post, you’ll learn how to use marketing personas to create personalised content for your ideal customers.

Using Marketing Personas for Content Topics

Let’s start with the toughest part of content marketing – coming up with great topics to create content about. If you have marketing personas, you can use them to inspire content your customers are sure to love. Start by considering how your business can help your marketing persona achieve their goals, solve their biggest challenges, or alleviate their most frustrating pain points.

Next, take the ideas that will help your marketing persona and cross reference them with your target keywords. Look for relevant keywords that will help your marketing persona find your content in search engines when looking for information.

Finally, think about what headline would make your marketing persona likely to click on your content in search engine results. What would make it stand out from other content that currently ranks on the first page for the target keywords? This will help you develop content topics to keep your content calendar flowing with ideas.

Using Marketing Personas to Define Content

Marketing personas can help your business define the types of content you need to create to attract and engage your ideal customers. For example, should you focus on text-based content in the form of short-form articles on your blog? Should you create videos and post them to YouTube on a weekly basis? Should you launch a financial advice podcast? How much content will it take to satisfy them versus how much content will it take to overwhelm them?

The answer to these questions lies in the mind of your marketing persona. Are they the type that likes brief yet insightful or in-depth and advanced blog content? Are they the type that would stop to watch a five-minute video? Would they subscribe to a podcast and actually listen?

If you know your marketing persona well, you should be able to figure out the types of content they would like to find on your website. You should also visit the blogs, YouTube channels, and podcasts (if applicable) your marketing persona subscribes to learn more about the type of content they create. This will help you define your own content strategy, from editorial guidelines for bloggers to interview templates for podcasts and video.

Using Marketing Personas to Convert

Each piece of content you create should have a specific conversion goal, such as getting a website visitor to become a newsletter subscriber, submit quote request, or view a sales page. Use your marketing persona to create conversion paths from your content. In the beginning, these paths may be simple, like an opt-in form at the end of a blog post for your newsletter.

As your digital marketing strategy expands, your conversion paths may expand as well. You may want to picture your marketing persona on more automated conversion paths, such as an opt-in form for an ebook, followed by an automated email follow-up series that educates your ideal customer and ultimately prepares them for your financial services or products.

Using Marketing Personas for Content Distribution

Where is your marketing persona discovering new content beyond search engines? That’s what you have to ask yourself to determine the best places to promote your content. This will help more of your ideal customers enter your sales funnel.

Start by asking yourself some simple questions about your marketing personas online activities? Do they click on links in their Facebook newsfeed? Do they get advice from popular social groups or forums?

If you know the top places your marketing persona visits online, you will know where you need to share your content. And how. If your marketing persona is immersed in their social media feed, but they only stop for videos, then you’ll know to create teaser videos to promote your content. If your marketing persona is active in particular Facebook and LinkedIn groups, you’ll want to get engaged in those groups so you can promote your content in them.

Find out how implementing marketing personas and personalised content into your digital marketing strategy can help you attract more of your ideal customers.

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What Are Marketing Personas

Do you know who your ideal customer is? Could you describe them as more than just a new home buyer, investor, or small business owner? Knowing the details of your ideal customer can help pave the way to a more successful digital marketing strategy. In this post, we’re going to define marketing personals and how they can help you refine your digital marketing.

What are Marketing Personas?

Personas, also referred to as marketing personas or buyer personas, are fictional characters that represent your ideal customers. So instead of using the details of one of your actual customers to create a marketing persona, you will use composite details from your entire customer base to create a generalised, ideal customer character.

Creating a Marketing Persona

The information you compile about your marketing persona should cover most of the following, based on the financial service or product your business has to offer.

Demographics – Age, gender, location, status, education, and household.
Work – Industry, company size, job title, job function, and main skills.
Goals – What does your ideal customer hope to achieve?
Pain Points – What holds your ideal customer back from achieving their goals?
Values – What does your ideal customer hold important?
Fear – What is your ideal customer afraid of?
Resources – Where does your ideal customer get their news or do their research?

After you have compiled the details of your marketing persona, you bring your persona to life using a stock photos that represents the character you have created to represent your ideal customer. Seeing the face(s) of your persona(s) will allow you to keep them in mind throughout your digital marketing strategy.

Your marketing personas can be both positive – your ideal customers – and negative – your worst customers. This would allow you to think of the things that define your best and worst customers and create a marketing strategy that attracts the best customers and deters the worst customers.

Using Marketing Personas

Once you have created marketing personas for your financial services and products, you can implement them into each area of your digital marketing strategy. You can then envision your marketing persona taking every step in the buyer journey that could lead them to your business.

Begin by picturing your marketing persona in a particular environment. Where will your persona be when they think about buying a house, making their first investment, or getting their first capital loan? What device will they be using? Will they be more or less receptive to ads? Will they want to consume text, podcasts, or video?

Have your marketing persona search for you on Google. What search terms will your marketing persona use to find out more about the problem they are having? What will they see on the search engine results page for those terms? What ads, organic search results, local search results, image results, video results, or latest news results will capture their attention?

Have your marketing persona click through to your website. Based on the searches your marketing persona performed, look at the corresponding landing pages on your website. Does the content on those pages keep your marketing persona’s attention? Does it give them confidence that your business can solve their problem via your content, services, or products? Does it give them reason to convert? Does it give them reason connect with your business for more information?

Have your marketing persona connect with you on social media. Is the branding from your website and social media accounts consistent? Is your messaging? Does your marketing persona feel welcome to contact you on any social media account for pre-sale questions or post-sale support? Does your marketing persona see signs that your business will respond publicly or privately, based on indicators on your social profiles and pages such as latest comments, responses to reviews, and private message availability.

Have your marketing persona read your emails. Do the headlines entice your marketing persona to open your emails? Do the content and links in the body of your emails entice your marketing persona to click through to your website?

Have your marketing persona convert on your website. Does each step in your sales funnel make it easy for your marketing persona to take the next step to becoming a customer such as submitting an application, quote request, or contact form? Are there any steps in your shopping cart that may distract your marketing persona?

As you complete these and additional exercises with your marketing persona, you will begin to learn more about what you need to accomplish with your digital marketing strategy. The type of website content you should create, the keywords you should target for search engine optimisation, the social networks you should engage upon, the emails you should send, and the ways you should optimise your website for conversions can all be influenced by utilising marketing personas.

Need help creating a marketing persona for your business? We can help.

What is Inbound Marketing

Do you want to change the way your business lands customers? If so, then you may be interested in inbound marketing. This method of marketing is based on drawing your ideal customers to your business through useful content as opposed to outbound marketing, which is based on gaining new customers through advertisements, cold calling and emailing, and in-person contact. In this post, we’ll look at the four stages of inbound marketing and how you can use it to get new customers.

Stage 1: Attracting Visitors

The first stage in inbound marketing is attracting visitors to your business. Creating content to attract visitors is crucial in the digital age considering that 58% of Australian consumers are introduced to products and services online first. Out of the consumers that research products and services online before purchasing, 54% rely on search engines and 26% rely on brand websites to find the information they need to make a decision.

What does this mean for your business? This means that you need to have informational content on your website that your ideal customers would search for before they make a purchase for your products and services. Here are a few ways a bank could use inbound marketing to attract a potential customer to their website.

A potential customer is interested in opening a checking account online. They may do a Google search on how to open a checking account online. To capture this customer’s attention in search, you would need content on your website that ideally ranks on the first page of Google search about how to open a checking account online with your bank.
A potential customer is interested in getting a home loan. They may do a Google search on the best home loan rates. To capture this customer’s attention in search, you would need content on your website that ideally ranks on the first page of Google search about the best home loan rates your bank has to offer.

A potential customer is interested in either saving their money or investing it. They may do a Google search on the difference between saving versus investing their money. To capture this customer’s attention in search, you would need content on your website that ideally ranks on the first page of Google search about the pros and cons of savings accounts versus various types of investment accounts.

The key is to think of the topics that your potential customers would search for when researching the types of products and services you have to offer. Once you create informational content around those topics, your objective is to make sure your potential customers can find that content on search engines through proper on-site and off-site search optimisation.

Stage 2: Converting Visitors to Leads

Once you have attracted a potential customer to your website, your goal is to convert them from a website visitor to a lead. For most businesses, this may be as simple as putting a call to action at the end of your articles that helps potential customers go from learning about a solution to choosing one. Calls to action help website visitors who are potential customers ready to make a decision and potential customers that will be ready to make a decision soon, but not at the first point of contact.

For a potential customer that is ready to make a decision and purchase your product or service, calls to action that invite them to open an account, apply for a loan, or contact a banking specialist. For a potential customer that is not ready to make a decision, you can create calls to action to learn more about your business, products, or services via free newsletters, guides, reports, and other content.

Ultimately, you want to find ways to convert visitors to your website into customers immediately or leads that can be converted at a later time through a series of emails that remind potential customers about your business, products, and services.

Stage 3: Converting Leads to Customers

Depending on how your business collects leads, the path to converting your leads into customers could take many forms. You may have calls and contact forms that are forwarded to the appropriate account or loan specialists. You may have an email series that educates your subscribers about your products and services. You may have case studies that show how customers like them benefit from the use of your products and services. You may even have all of the above.

Converting leads into customers is all about convincing people that your products and services are what they need. Since you have qualified your website visitors by attracting those who are most likely interested in your products and services, the conversion process will be simpler than the one used for converting complete strangers into customers from advertisements.

Stage 4: Creating Raving Fans

Inbound marketing doesn’t just happen when you attract visitors to your website using content that is informational to your ideal customer base. It also happens when potential customers discover your business through word of mouth marketing online. To get more word of mouth customers, you have to create customers who don’t just invest in your products and services but also tell everyone they know about them.

Providing great products and services can go a long way to turning customers into raving fans of your business. But providing great customer service to your customers once they’ve committed to your products and services is crucial. 84% of consumers globally trust recommendations from friends and family. Hence, if you can impress people with your products, services, and customer service, you’ll attract new customers from the friends and family of existing customers.

If you’d like more information on inbound marketing services, don’t hesitate to contact us onĀ 1300 517 470 or send us an enquiry!