I hope you've been enjoying our Shark Week posts so far! If you haven't been around this week, be sure to check out:
We're definitely not done talking about sharks yet, but we're also not going to completely neglect inbound marketing. In today's post, we want to give you a few tips that have worked for us and our many clients that we think sharks would be on board with. Keep reading to learn more.
1. Timeliness Works
Great White sharks have a streamlined shape and strong tails that help them to move through the water at more than 60km (37 miles an hour). While creating great evergreen content is an essential part of inbound marketing, you and your team should have the flexibility to create content and social posts around current events as well. This will keep your leads engaged and keep your site relevant.
2. The Right Buyers Will Find You
It might be one of the most often quoted facts about sharks, but that doesn't make it any less true: a Great White Shark can detect a single drop of blood in 25 gallons of water, from 3 miles away. That's exceptional. We know for a fact that inbound marketing works for many different industries and that includes industries of different sizes. Even if you only have a small niche, the right personas (in this case, your personas are the sharks) will find you if you know how to attract them.
3. The First Bite Isn't Always the Best
Great White Sharks' mouths are equipped with 300 extra sharp teeth arranged in up to 7 rows. The need that many because while they're 'shopping around' for their next meal, they often lose their teeth in their prey. As an inbound marketer, your first blog post probably isn't going to go viral. You might not meet your initial marketing objective. And that's okay. Your content and its continuous production, as well as all the other facets of your inbound marketing strategies, act as your backup teeth.
4. You Don't Have to Baby Your Content
You might not think of Great White Sharks as moms, and that's actually for good reason. Though female sharks give birth to two to ten pups at a time, they don't have what you would call maternal instinct. As soon as they're born they're on their own. The mother shark may even try to eat them! What does this horrendous truth of nature teach us about inbound marketing? You create and promote your content, but sometimes it's the little things that go out and live on their own that will really make a difference. Whether it's a tweet that's picked up by an influencer, a blog that's posted to a national site, or a video that racks up the views, you can't always take a specified path for your content or your brand.
5. Build Your Own Map
Great White Sharks can sense electrical fields with pores on their snouts. This sense allows them to navigate the oceans with their own personal map. You already know that content mapping is key to any inbound strategy, but this should emphasize that fact. It's only when you know where you're going that you can find what you're looking for.
6. Perspective is Everything
Great White Sharks get their name from their smooth, white underbellies, which helps them to blend in with their surroundings when creatures are looking up at them from underneath. The tops of their bodies are blueish gray, which helps them blend in when creatures are looking down on them from above. The content you create for your brand should always keep the buyer persona's perspective in mind. If you have a few personas with disparate viewpoints, you may need to reframe certain pieces of content so that it looks appealing from different angles.
7. Tracking is Key
Despite their massive size and threatening maws, Great White Sharks' numbers are dwindling. In order to better understand and conserve them, marine biologists will attach tracking devices to them that use satellite data to log their location and behavior. Similarly, no marketing strategy is complete without some way, such as a HubSpot, to track buyer behavior and the performance of your tactics.
The great thing about inbound is that no matter where you turn, you can find inspiration for new tactics, strategies, marketing objectives, and content. Even from the fiercest predators in the sea.
Stay tuned for more awesome Shark Week content.