Here we talk about why inbound marketing is like dating and give tips on how to map out a successful customer journey.

1. LESSON 8

2. WHY INBOUND IS LIKE DATING:
Turning Strangers Into Customers
CODE OF CONTENT

3. Content Marketing is a
marathon, not a sprint.

4. It might be tempting to get on social media and go for the
hard sell. But you have to play the long game. You can't
just come out and ask people to check out your product/
service and spend their hard earned cash.

5. You have to take your
audience on a journey
that proves your
value, establishes a
connection, and
builds a relationship.

6. Your content should
have 1 singular goal. It
could be driving traffic
to a landing page. It
could be getting views
on a video to raise
awareness. Or it could
be collecting emails.

7. Whatever it is, make
sure you're driving
your audience's
attention somewhere.
You should have a
journey mapped out
for them.

8. A funnel that helps you vet
new followers, turns them into
bonafide leads, and converts
them into loyal advocates.

9. Instead of just posting call-to-actions
about your services with a link to your
website, take a more strategic approach.

10. Let's take a real world example. Unbounce is
software that helps you create clean,
professional landing pages quickly.

11. They could turn their social media platforms
into a stream of ads trying to get people to
try their service, but they understand the
strategy behind content marketing.

12. Instead they use
their social media
to post links to
their blog, where
they share content
that helps people
improve their
online marketing.

13. Once you’re on their blog, they have blog posts,
guides and case studies full of useful content.

14. And after you've finished one, they offer you
even more value in exchange for your email.

15. Since you’re a digital marketer and you
enjoyed their article, why wouldn't you
want to test your landing page?

16. Then, after you
enter your email,
they’ll analyze
your landing page
for free. Once
their analysis has
identified the
flaws, they’ll ask
you if you want to
fix those flaws and
try a free demo of
their product.

17. Since you've enjoyed their content, expressed your interest in online
marketing, and they’ve identified a problem this offer is highly
relevant, timely, and maybe even wanted. Because they've given you
so much value you might even feel obligated to try their demo.

18. Think of it like a
first date. You
don't just come
out and ask
someone to
marry you the
first time you
see them.

19. You have to wine and dine
your audience. You have
to provide stimulating
conversation. You have to
prove that you're fun to
be around. You have to
show you’re trustworthy.

20. Then after you've built a
relationship, it's time for the ask.

21. Don't go into Content
Marketing blind.

22. Creating awesome content is step 1. But if you
don't have a strategy behind your content,
you'll be wasting the attention you earn.

23. Tomorrow, I’ll
get into one of
the most
underrated
aspect of
content
marketing:
promoting your
content.