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For businesses to hope to survive this digital-dominated climate, having a solid inbound marketing strategy is essential. While outbound marketing and traditional PR were once the go-to tools for reaching customers and increasing brand awareness, inbound marketing has taken over, becoming the preferred and most effective way to expand reach, create and nurture prospects and strengthen long-term customer relationships. .
Of course, that doesn’t mean that outbound marketing techniques like cold calling or paid TV spots are entirely obsolete. In fact, chances are your business relies on one or more outbound marketing methods to push leads in the right direction. But without a well-designed inbound marketing strategy that delivers valuable web content, you’ll likely struggle to attract new customers to your website or cultivate the connections you need to maximize your online credibility and stand out from the crowd. your competitors.
So what separates an ordinary strategy from a successful inbound marketing campaign? With (almost) everyone tapping into the same digital well, how do you ensure your inbound marketing efforts have the muscle to maximize your brand reputation, break through the noise, and drive long-term growth on the web?
Here are some general guidelines for making your inbound marketing a little more effective, including some inbound marketing strategies for maintaining reach and relevance in a rapidly changing digital marketplace.
Related: How to Grow a Business Using Modern Marketing Practices
Research your target audiences
At the heart of any inbound strategy is a single target market. This is the block of potential customers that your inbound marketing and content marketing approaches need to address to be successful. And like any online marketing strategy, creating valuable content that will generate qualified leads and naturally attract inbound traffic means knowing who you are creating those blogs, articles, and social media content for.
This is where audience research comes in.
In-depth customer interviews can be fantastic research tools for identifying similarities and common issues among your customers. A short, well-timed email survey can also elicit valuable details that inform your inbound marketing strategy and high-quality content creation down the line.
Add free and user-friendly services like Google Analytics and Facebook Page Insights to mix, and you can really start defining the customer personas and common search queries needed to create engaging content and drive more quality traffic to your site.
Focus on your SEO
The only way inbound marketing works is to develop online content that addresses pain points and provides the answers your customers are looking for. But while creating great content and tailoring it to your target audience is crucial, these assets won’t drive much traffic or convert users if people can’t find them.
Like any digital marketing strategy, inbound marketing needs high visibility on Google search to achieve maximum impact. And sticking to a solid search engine optimization plan is the best way to get there.
A good inbound SEO strategy starts with identifying industry keywords that prospects prefer and regularly search for. SEO tools like Google Analytics, Moz, Ahrefs, and SEMRush are just a few options for locating search terms that pique your customers’ interest and help optimize your content.
Once those target keywords are squared, incorporating common-sense SEO techniques such as smart keyword usage, well-positioned headers, internal backlinks, and supporting metadata helps ensure that every new blog post and ebook has the optimized framework to grab Google’s attention and climb SEO ranking pages. .
Create compelling titles
Headlines are the first pieces of inbound marketing content customers see in search engine results. And as the first point of interaction between prospects and your content, they’re also what compel potential buyers to go beyond search engines and visit your website.
At this point in the buyer’s journey, having catchy, persuasive headlines is how you maximize click-through rate and (start) generating leads from your target audience. This makes generating quality headlines a central part of any inbound marketing strategy.
So how do you create headlines that consistently drive traffic and direct customers to your sales funnel? More importantly, setting aside the resources to do so is crucial. Clickable headlines attract customers and start the lead generation process. It is therefore essential to devote sufficient time and effort to their creation.
It is also essential to address the target search phrase clearly and directly in each title. This not only ensures that each headline is optimized, but also aligned with searcher intent and related to the information your potential customers are looking for.
An essential part of inbound marketing, headlines offer a great opportunity to cut through the noise and attract customers early in the buying journey.
Related: Copywriters Use These 4 Psychological Tactics to Write Eye-Catching Headlines
Post relevant content on high authority sites
Just because inbound marketing focuses on attracting customers and prospects to your website, doesn’t mean your efforts should focus solely on your blog page. In fact, posting quality content on high-authority blogs remains one of the best inbound marketing methods to build trust, improve brand recall and recognition, and attract more visitors.
A consistent guest posting strategy provides invaluable brand exposure on established, high-traffic websites that people know and trust. It also allows you to showcase your brand on influential online sites and nurture relationships with customers (and, by extension, prospects) at key points across the web.
Additionally, the backlinking opportunities available through guest blogging create digital connections that build your own site’s authority while providing readers with even more ways to experience your site and get closer to the buying process.
Guest posting is one of those inbound marketing strategies with potentially huge benefits in terms of reach and business growth. Integrating it into your incoming plan is always a smart bet.
Related: How to Convert Your SEO Awareness Into a Relationship Building Strategy
Share this helpful content with followers
Inbound marketing is about delivering helpful content that not only provides reader value, but also cultivates an emotional connection that benefits your sales team down the road. The right email marketing campaign helps you achieve both sides of that goal, providing a powerful way to deliver value-rich free blogs, articles, press releases, and video tutorials to subscribers while building continuously the user-brand relationship.
Sending subscribers helpful email newsletter content, and doing it consistently, provides the opportunity to nurture and convert leads on an ongoing basis. Subscribers trust you for fresh, meaningful content that they can really sink their teeth into.
Over time, that trust doesn’t just keep more subscribers on your email list. It helps turn once passive readers into quality leads, leads that are more likely to buy from your business after a timely nudge in the right direction.
Work with influencers to market your content
Partnering with influencers is a great way to build brand awareness and drive more visitors to your site. With the right influencers connecting your brand on blogs, videos, and social media, your business gains instant credibility that’s hard to achieve through other inbound and outbound marketing efforts, creating an immediate sense of trust that nurtures leads and attracts customers through an already cultivated niche audience.
But while influencer marketing can be a powerful addition to your inbound marketing campaign, making it work requires the right approach. Maximizing the impact of every influencer relationship means working with influencers who not only have a glut of social media followers, but who can also influence and persuade your target customers. Careful research and nuanced relationship building are key to connecting with influencers who compel engagement with your brand.
Related: 10 Factors That Will Make or Break Your Influencer Marketing Campaign
Go beyond the blog
Long-form blogs remain one of the most effective methods of delighting customers with value-driven content. Yet they are still just one piece of a much larger inbound marketing puzzle. While useful on their own, they don’t really reach their overall potential until they work with the videos, podcasts, infographics, and other pieces of content that come together to maximize interaction with the brand.
Turning high-traffic inbound marketing blogs into video tutorials, how-to infographics, and social media marketing content is a proven way to increase brand reach and engagement. And by leveraging existing posts in vlogs and eye-catching interactive visuals, you create content that pushes popular items beyond the blog page and into the hands of those at different stages of the journey. Buyer.
Of course, blog repurposing isn’t a one-size-fits-all approach and should only be done after conducting thorough research into the types of content your target persona actually enjoys. Still, thinking outside of the blog and imagining new ways to use existing posts can give your inbound marketing strategy a valuable boost.