5 Effective Inbound Marketing Strategies
Inbound marketing focuses on being found by potential leads rather searching out customers.
Traditional marketing techniques for example paid TV ads, direct mailings, cold calling and trade events are costly. Inbound Marketing isn’t just effective and less expensive but the outcomes are better tracked.
1. Search Engine Optimization
The primary way that inbound marketing works is by Search Engine Optimization (SEO). SEO is a method to get your website to gain a high position on search engines for particular keywords. When a potential customer does a web search, they are actively searching for a product or service. If you were a marketing firm and your target audience types in “Marketing in San Antonio” and your website is listed on page 1 of a search engine you’ll be likely to receive better leads.
2. Content Marketing
Content marketing is creating valuable information and strategically placing it on your website to increase consumer interest. Frequently companies will attract consumers by delivering a blog which offers relevant content making their company a trusted and beneficial source. You could provide ebooks, instructional videos, whitepapers or step by step instructions to help consumers solve an issue or to educate. But don’t forget to provide a call to action in your content to convert sales.
3. Email Marketing
Instead of relying on the old-fashioned cold email blasts, have visitors forwarded to an optin on your website for newsletters or bulletins. These mailings should include helpful information to nurture the visitor’s interest and is a great chance to deliver sales pitches. Considering that the newsletter was actively sought, it’s not as likely to be considered spam, but it is a good idea to set expectations and inform the frequency of your emails. The optin opportunities are best when placed on a landing page, above the home page fold, or on sidebars of your website.
4. Social Media Marketing
Using sites such as Twitter and Facebook to build interest in a product or service are good ways to use inbound marketing strategies. Provide regular content that’s engaging on your social media account to attract potential customers. Don’t merely self promote, provide your audience useful details and engage with your leads online.
5. Video Marketing
One of the most effective ways to express info is through videos. Individuals often visit popular video channels such as YouTube or Vimeo to get info to solve problems or learn about a service or product. Get in front of your market by being visible on these video channels. Also be sure to provide a website link or contact number in the video description to guarantee they’ll find your business.
It’s a brave new world for marketing and it’s essential for businesses to keep on top of all the current trends and directions that inbound marketing are taking. By staying current and focused on inbound marketing, businesses can take advantage of all the new opportunities available with today’s technology.
How to Create an Inbound Marketing Strategy
How to Create an Inbound Marketing Strategy
What Hollywood can teach us about hooking an audience
A powerful inbound marketing strategy is a lot like a good film. Both should hook an audience instantly, keep them captivated with a compelling story and always leave them wanting more.
In fact, movies can teach marketers a lot about how to effectively execute an inbound marketing strategy to gain more leads and close more business.
You should read this if you’re struggling with:
- Getting your website found
- Engaging on social media
- Converting website visitors into enquiries
- Generating sales ready leads
- Measuring the success of your marketing
Step 1: Create a magnetic presence
“Well, as far as I’m concerned, the Internet is just another way of getting rejected by women.” George Pappas, You’ve Got Mail.
Poor George. He clearly hasn’t discovered how to create a compelling online profile.
His profile would probably start: ‘I like to read, go to the cinema, and play golf. I would like to meet an attractive, rich woman.’ Nothing outstanding, terribly cliched and just all wrong.
Don’t let your marketing efforts suffer the same fate.
The first step is to make sure potential customers can find you
This means understanding how your website generates traffic and whether it’s attracting the right type of leads.
The next step is to structure your website content properly. Search engines help users find what they want online by ranking content in terms of quality.
They look at the following things when ranking your website against a search term:
- Social shares
- Inbound and outbound links
Decide on the fewest crucial keywords and then ensure you include them on relevant pages throughout your website.
But that doesn’t mean loading your website with keywords and content links
Search engines recognise this behaviour and will give these sites a lower ranking (or blacklist them) – not to mention that this makes for a poor user experience, too.
So approach search engine marketing (SEM) or search engine optimisation (SEO) like the formula for a winning film and use this SEO checklist to ensure every piece of content is optimised to achieve the highest ranking possible.
Since prospects will rarely go to the second page of search results, you should aim to get your content on the first page and hook them right away.
A higher search ranking will result in more traffic to your website and ultimately more leads to your sales team.
Step 2: Connect with your audience
If search engine marketing is about getting the attention of your audience, then social media marketing is about keeping it. You want your audience to be just like Dorothy: charmed by Jerry’s opening line and willing to stick around to find out more. If only converting a lead was that simple.
Unfortunately, statistics show that only 27% of B2B leads are sales-ready when first generated2. This means that the vast majority of your buyers are two-thirds of the way through their buying process before they even start talking to your sales team.
So you’ll need to warm them up by connecting and engaging in their preferred way (which nowadays is through social media).
Tracepoint is a London B2B Marketing Agency for IT vendors and resellers, specialising in lead generation, lead management and marketing automation. – http://tracepoint.co.uk