Article

Alexandra Burnett
Alexandra Burnett 10 March 2014
Categories

How to Build an Inbound Marketing Strategy Around Business Pains

Using business pains is a great way to increase leads from inbound marketing - here's how!

Using business pains is a great way to increase leads from inbound marketing – here’s how!

Pain doesn’t often equal pleasure - except when it comes to creating a successful inbound marketing strategy! Start targeting business pains and you’ll be able to generate more leads. After all, who can resist an offer to help solve a problem? Using prospects’ problems as a basis of your inbound marketing will open up a host of new opportunities.

What are business pains?

Each potential customer will have a problem they are trying to solve. Perhaps they are a freelancer who needs help with their tax return? Or they could be a company who needs to drive down their mobile phone bills?

There are two types of business pains:

1. Main business pains

These are the pains the customer is already aware of e.g. they can’t do a tax return.

2. Latent business pains

Customers are not aware of these pains and may need your help to find a solution. In the case of high mobile bills, the latent pain is that they need to be on a different contract.

So how do you turn these pains into a marketing strategy?

Step 1: Play detective

While we’re not suggesting you don a deerstalker and ‘do a Sherlock’, you do need to do a bit of detective work before you can implement your inbound marketing. Start by developing your marketing personas. These will then help you identify the unique business pains for every potential customer.

Begin with the basics such as:

  • Job title

  • Age

  • Gender

  • Business goals

  • Job frustrations

Then it’s onto identifying what their business pains are – both obvious and latent. What problems do they need you to solve?

Need help gathering this information? Here’s how some companies are identifying customer experience pain points.

 

Step 2: Solve their problems

Now you know their business pains, you can help resolve them. Take a step back and think about how your service/products can solve their problems. Working this out will inform the content you will develop. The content you create should:

  • Show potential customers how their problem can be solved

  • What you will do to help them

  • How you’ll do it

Don’t forget to add calls to action. You need to guide customers onto the next step where you can help them further.  

Step 3: Choose your medium

Understanding business pains is only part of the picture – you also need to understand how and where your personas consume information.

  • Do they visit social networks? If so, which ones are they most active on?

  • Is Google their main way of finding information online?

  • Do they prefer to receive their communications via email?

  • Do they read blogs? Or prefer to download white papers?

If you’re not already in these content hotspots, make yourself present and work on enhancing your credibility in these areas. These tools can help people find you on social media networks.

Step 4: More detective work

It’s time to play detective once more and discover if your marketing messages are having the required impact. Analytics will help you learn more about your customers and their needs. Your content-specific KPIs should be closely aligned to your overall business goals.

Once you’ve solved the inbound marketing strategy mystery, the results should speak for themselves - 93% of companies using inbound marketing increase their lead generation. Get it right and so could you.

Is the world of inbound marketing still new to you? Get your free eGuide now: What exactly is inbound marketing?

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more