Rather than going out to seek customers, why not get them to come to you? That’s the basis of Inbound marketing. It’s all about creating valuable experiences that result in positive impacts on people as well as your business.
But how do you achieve that?
You bring people to your website and blog through helpful content that is both relevant and engaging.
Unlike outbound marketing, inbound marketing doesn’t require you to fight for your prospect’s attention. By creating content that’s designed to meet the needs and address the problems faced by your ideal customers, you end up reeling in qualified prospects and building brand credibility and trust.
Inbound marketing allows you to leverage several tools and ideas to build trust with high-quality leads who show an active interest in what you have to offer. This is especially crucial if your target demographic will take their time to research different offerings and weight their options before making a purchase decision.
Moreover, some offerings, such as software as a service (SaaS) for businesses, require you to do more than just push your product. You need to demonstrate value.
Inbound marketing involves plenty of strategies, here are some tactics you can use to bring customers to you.
1. A Blog
Research has established that marketers who prioritize blogging are more likely to enjoy positive returns on investment (ROI) compared to those who don’t. And when it comes to blogging, consistency is key. A blog offers one of the best ways to connect with prospects and answer their pressing questions in long-form content.
The more informative and frequently updated your blog is – the more likely you are to establish yourself as a trusted brand that potential clients remember when moving through the sales funnel.
2. An Infographic
Written content is incredible but rarely do people have the time (or the desire) to skim much less read through 2000 words of content. Sometimes, a quick snapshot of useful data, presented in a visually appealing format will do the trick. That’s where infographics come in handy.
Moreover, if the information is especially valuable, your infographic could generate plenty of buzz. And we all know buzz leaves a lasting impression on people. Once people are talking about your brand, you can expect to see a higher rate of conversions.
3. An E-Book
E-books give you an opportunity to develop your brand as an authoritative source of insightful and actionable information. If you choose to incorporate e-books into your inbound marketing strategy, always bear in mind that you’re writing a book. As such, don’t take the task lightly and prepare to dig deep for comprehensive material.
4. A Whitepaper
The purpose and definition of whitepapers vary greatly depending on your industry and the goals you pursue as a business. Generally, white papers are in-depth, educational and well-researched pieces of content that are usually more formal than your typical blog post.
Whitepapers, therefore, are more likely to have higher degrees of depth, originality and value. The major plus with whitepapers is that you can require people to provide their contact information in exchange. As a result, you can follow up with readers who’ve downloaded your content and use email marketing to bring them closer to conversion.
5. A Case Study
Case studies are quite compelling as a form of inbound marketing. That’s simply because they tell a story. And who doesn’t want to listen to a good story? A case study allows you to demonstrate how your brand made a difference for a previous client. It demonstrates to prospects that your product and/or service has worked for other people just like them.
6. A Video Series
It goes without saying that video content is huge. It’s growing at a tremendous pace and even more importantly, it’s highly engaging and effective. People want to see videos as they scroll through social media pages and profiles. As such, you can use a video series to bring your brand to life.
However, try to keep things short. There are cases where longer videos work, but people are less likely to watch videos that go longer than a minute or two. Another great thing with video is that it gives you an opportunity to repurpose your content into an easy to understand and more digestible format.
7. Email Marketing
It’s easy to assume that email marketing is dead yet there’s nothing further from the truth. Email marketing is, in fact, the glue that holds inbound marketing together. Emails allow you to promote new videos, blog content, e-books, infographics and other forms of content you’ve created for your prospects. By giving people the option to join your mailing list, you can develop an automated workflow strategy where you can send targeted content to your contact list and help them make more informed purchasing decisions.
8. Search Engine Optimization
SEO makes all the other strategies more effective. You can have a great blog and excellent video series, but without a solid SEO strategy, the content may never be found organically when people search through their devices. Quality SEO starts with keyword research based on a keyword strategy that helps you to identify words and phrases your target demographic is likely to use when typing their queries on search engines. With the right keywords, you’re better placed to create highly-targeted content that will ultimately lead to better conversion rates.
The tips mentioned should make it easier for you to bring your most qualified prospects to you, where they can familiarize with your brand. Indeed, not all tactics may be right for you. Weigh your options, try out as many tactics as you can and see what best fits your broader marketing strategy. Additional options you can try out include creating webinars and podcasts. Ultimately, each component has its unique value and most if not all activities depend on each other to achieve inbound marketing success.