It all starts with one question: “Why?”
Why would someone be interested in your product or service?
Why does your product matter?
Why should people care?
When it comes down to it, inbound marketing is all about that fundamental question.
Simon Sinek explains this concept with what he calls the “Golden Circle”. The Golden Circle has three layers:
People typically communicate from the outside of the circle in. The “what” is where we process large amounts of complex information such as facts and figures. The reality is, the “what” is not what drives our behavior. We actually respond, and act, from the inside out–that gut feeling you get when something just “doesn’t feel right”.
What Sinek found is that most companies are doing just the opposite in their marketing by starting with “what” in their communications strategy, and then moving backwards to the “how”. Notice how they “why” doesn’t even come up? Many times (and this should raise a red flag) companies don’t even know why they’re doing what they’re doing–the foundational understanding needed to win the minds and hearts of their customers.
This is particularly important for inbound marketing. Why? (pun intended)
1. You’ll have a deeper understanding of your customers. Understanding your customer is core to every marketing campaign, especially inbound. To develop useful and relevant content, marketers need to understand the customer’s pain points. Turn the customer’s problem into your opportunity. If you have developed buyer personas already, revisit them with this “why” mindset in place.
Don’t have buyer personas developed? Click here for a handy eguide to get started.
2. You’ll win new customers and build loyalty. Why was your company started? What was its purpose? (No, making money is not the right answer. Dig deeper.) Sinek found that the difference between customers and loyal customers is that they share your fundamental beliefs. One key takeaway from the talk is: “People don't buy what you do. They buy why you do it.”
Communicate the value (your “why”) in all aspects of your brand communications. Update high traffic assets such as your website, social media and landing pages to include a couple of lines communicating the “why” value to the customer.
3. You’ll bring your company back to its roots. Another aspect of starting with “why” has to do with your most important company asset, your people. Do they believe in what they do? Understand their purpose in your company? If employees are more invested, they perform better on key business metrics (Gallup). However, research is telling us is that “only about one-third of the U.S. workforce strongly agrees that the mission or purpose of their company makes them feel their job is important”–indicating that companies are struggling to bring their people into alignment with their company’s purpose (Gallup).
Having a sense of purpose is especially important for fickle Millennials. Read more in Forbes.
Get started with inbound marketing
Begin by writing blog posts that communicate what your company stands for. Do some keyword research to find people who share your beliefs. Take on social media as a platform to share what is important to your brand. Remember: Growing brand evangelists starts at “why”.