Inbound marketing comes in at the perfect time, just when more customers are growing tired of traditional marketing approaches. It's all about creating valuable content that has a positive impact on readers and their businesses.
Inbound marketing strategies look different depending on the business or brand that's implementing them; and with so many ways to inbound market, it can be difficult to pinpoint a single methodology that will work best for you.
Rather than using outdated spray & pray strategies, inbound marketing focuses on encouraging prospects to engage with you and your brand.
Your future customers need to trust your business right from their initial encounter to the sales conversion point. To identify how you can use inbound marketing to create more business value, here are some examples that will come in handy to drive more revenue and engagement for your company.
In addition, we've provided four examples of killer inbound marketing strategies that actually drive results. If you want to move beyond some of the building blocks of inbound marketing-- like keyword research for SEO, for example-- this guide will help.
1. Search Engine Optimization
SEO is one of the most used inbound marketing strategies that has proven effective for numerous companies. SEO is all about making your content stand out by optimizing your content for high ranking in Google. The first tip in SEO includes determining what keywords to use to represent your products. Next, use these keywords in your titles, tags, headers as well as product descriptions or any content in your marketing, but be sure to not over do it.
One of the best ways to incorporate keywords into your inbound marketing strategy is by blogging. Blogging alone produces 97% more leads for businesses, meaning you may be losing out on almost all your leads if you do not already use this tactic. To drive your engagement and leads by a further 50%, use catchy headlines that incorporate your chosen keywords. Additionally, rather than using a single keyword for your SEO content, go for synonyms. You certainly do not want your content to appear robotic Find alternative ways to showcase your keywords to look like a professional in your line of work and not just a repetitive marketer.
But keep in mind that SEO is always changing, given the constant algorithm changes. Apart from blogging, increase your search rankings by utilizing your keywords in other areas, such as product descriptions. Customers need to know what other clients think of your products. Include comments with the keywords that your audience is likely to search also to get better rankings. Build your customers' trust further by leveraging review sites pointing back to your website.
2. Great Content Creation
With the current technological advances in place, customers no longer rely primarily on sales pitches. 81% of your customers will likely go through your content to establish whether you are trustworthy or not. If your content marketing strategies do not have any solution to your customers' problems, then they will likely move on to your competitor. To avoid this, focus on producing exemplary content on your blog outlets or other inbound marketing outlets. Use each platform to educate your consumers about your products.
If, for instance, you have a cosmetics line, blog about the different ways that your customers can use your products, or better yet, occasions most suited to each product. Currently, only 69% of marketers produce great content that is in line with their audiences' needs, a factor that allows a minority of companies to control the market share. It is no wonder that they drive 80% more engagement by using good content alone.
Unquestionably, data also plays a significant role in great content creation. Figures tell a lot about who you are and whether you can drive the necessary customer engagement. Data showcases your professionalism in your given line of work, making it a crucial component of your inbound marketing. Customers trust numbers, and that is why you need to back up your content with charts and infographics to help tie all your content together. It also acts as a way to break up the monotony of text, so remember to include it in your content.
3. Build Your Social Skills
There is no better way to get close to your customers than going right where they spend most of their time, social media. According to a survey conducted by HubSpot, 7 out of 10 marketers reported an increase in leads due to social media posting. And that is just the start. Interactions increase by a whopping 148%, making social media one of your must-have inbound marketing tools. Keep in mind, however, that to succeed at this, you first need to identify who your target audience is and the type of business that you are.
Do you want to target consumers or fellow businesses? If your products are for business to consumer purposes, your social skills need to focus on sites such as Instagram, Facebook and the likes of Pinterest. If, however, your audience includes other businesses, then LinkedIn is the way to go. Learn each social media site that you decide to settle on. Take, for instance, Facebook, which works well with short videos, unlike YouTube, that is most suited for long videos. Let your posts include information that customers can resonate with. Social media is all about engagement. You, therefore, need to grab your audience's attention by your posts, to entice them to click on your products.
Along with this, practice social listening for all your social media outlets. Do your customers have any complaints that need to be addressed? Handle this by practicing flexibility and speed in tackling customer concerns to allow you to retain them before they can run to your competitors. Improve your listening skills by tracking customer engagement on your platforms by utilizing tools like Facebook insights. Replace any inbound marketing strategy that does not provide excellent feedback. An example can be seen on Buzzsumo's report that analyzes 880 million posts. By tracing all engagement, they are able to identify factors that prove useful in increasing and decreasing their shares and comments on major platforms.
4. Use Videos to Your Advantage
The next inbound marketing strategy that will help drive results for your business is the use of videos, with 83% of business owners saying that it increases their ROI. Videos attract audiences in a short time frame and are 53 times more likely to show up on Google. Keep in mind that videos need to connect with your audience and act as a way of creating an emotional connection. Tell a story about your product by using content that your customers can relate to. You can, for instance, use actors that your audience can relate to, or include day-to-day life challenges similar to their real life. Lastly, video is a great tactic for increasing dwell time on your website site or a particular page. Dwell time is an important ranking factor Google uses to rank your keywords against your competitors. Video is also a great spot where you can rank really high for non-competitive keywords.
5. Guest Posting (link Acquisition)
Saving the best for last. In my opinion, guest posting is the single most powerful tactic within an inbound marketers tool bag. When used appropriately, it can generate massive increases in your Google rankings thus resulting in additional web traffic that you can convert into leads. Guest posting can be done organically by leveraging your existing network within your ecosystem however it takes time to do the manual outreach and to create the content. Or you can systematize the process at scale by leveraging companies like Oak City Inbound to create the content and work with various website owners to publish guest post on your behalf. Getting good results with guest posting will require you to have a solid grasp on your competitors SEO, appropriate anchor text and how many guest posting you should publish and the types of websites you should place them on. Getting this wrong can not only waste substantial time but can also penalize your site.
Real-World Brands Making It Work
chewy(seo/web design), uber(email), hellofresh(social)
If you look up "dog food" or "the cheapest place to buy dog food," Chewy is going to be the top search result. It's got great, easy-to-use and understand product pages and ample product pictures. Even the product descriptions are robust.
Chewy owns the SEO and web design components of inbound marketing:
- Long product descriptions with sidebars that include keywords and videos
- Lots of images
- User-generated content
- Lots of reviews
Rideshare company Uber has lots of our email inboxes on-lock. In fact, if you take a peek at your inbox or trash, you'll probably find several emails from Uber.
- Geographically-segmented email marketing
- Personalized emails
- Employee-signed emails
- Embedded personal promo codes
- Follow-up emails after rides
If you're on social media, you know about HelloFresh. You've seen it advertised on virtually every social platform; and you've probably seen some of your favorite Internet personalities recommend it, too.
- Social media listening allows HelloFresh to better assess customer complaints
- Fresh, timely social media content
- Social listening, audience feedback, tracking
- Visual content encourages feedback
- Valuable content like how-to videos
Oak City Inbound Can Help You Implement Inbound Marketing Strategies That Drive Results
At Oak City Inbound, we offer our customers everything that we know will move the needle for their business:
- Bottom of the Funnel, domain centric content optimized for Google
- Quality guest posting backlinks
- Industry-leading inbound marketing services
If you want to leverage the power of inbound marketing for your business, get in touch with us today to speak to a customer service representative. Our team is well-versed in some of the most effective ways to bring your audience to you.