How to use inbound marketing strategies to give your business a boost
These are tough economic times to be operating a business in. Most entrepreneurs are willing to try virtually any strategy they can to give their revenues and conversion rates a boost amid increasingly competitive marketplaces.
Developing a clear and effective marketing strategy is an excellent way to keep the money rolling in and ensure your business has ample opportunities to grow. Now, inbound marketing strategies that are more cost effective to implement and produce more tangible results within shorter time frames are quickly replacing traditional outbound marketing tactics.
If you’re looking for a way to improve your business’s marketing approach and enhance your bottom lines, an inbound marketing strategy may just be the answer.
Inbound marketing is a long-term, sustainable marketing solution that can reduce your marketing costs and consistently attract more customers to your enterprise.
Understanding inbound marketing
Outbound marketing requires businesses to reach out to their leads and customers through sales calls, emails, and other traditional marketing methods regularly. Inbound marketing bases its success on its ability to bring customers directly to you.
Inbound strategies focus on delivering engaging content that attracts and keeps the attention of your target audience. They rely on media like blogs, podcasts, eBooks, videos, social media marketing and SEO-optimized web content to achieve this goal.
Essentially, the core premise of inbound strategies is to give potential customers a reason to check out your website, social media channels, and content.
The first step in the process is to attract visitors to your website with interesting content, free tools, and other offers that are hard to refuse. You can also drive site traffic through social media shares and search engine rankings.
From there, your goal should be to convert those visitors into leads using your landing pages, lead generation forms, and other proven inbound methods.
Last but not least, you’ll convert these leads into paying customers by offering them great value and delivering on your business’s promises. If you’re successfully able to convert your leads into customers, they may refer your services to other customers, generating more leads and giving your enterprise even more of a boost.
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The benefits of inbound marketing for your business
Businesses of all sizes, focuses, and industries have used inbound marketing strategies to grow their operations and improve their profit margins successfully.
Just a few of the main benefits of using inbound marketing techniques to promote your business include:
The 8 best inbound marketing strategies
1. Develop free tools and content
Inbound marketing is all about offering customers value-added content. The content you create and share needs to be relevant to the interests and needs of your target market.
The key to creating relevant, engaging content is to learn as much as you can about your target market and exactly what they’re looking for. Once you know your audience well, you can create valuable and insightful content that they will benefit from and come back for.
Sharing free content is one of the most powerful outbound strategies you can implement for your business. You can, for example, offer visitors to your website a free eBook or tool in exchange for their email addresses or contact details.
This leaves them feeling that they’ve obtained real value from your brand and gives you a chance to keep in touch and market your products later down the line.
2. Optimize your headlines
Once you have a clear idea of your target audience, it’s time to create marketing content that will attract their interest and keep it long enough to convert them into sales. There are few better ways to do this than by creating strong, compelling headlines.
Your blogs, website content, and landing pages all need captivating headlines to lure visitors in. Headlines are the first things they’ll see, and if they don’t immediately grab your leads, they may click away. Punchy headlines drive website traffic and engagement as a result, and that’s exactly what you want when you’re trying to increase your conversion rates and revenues.
You can optimize your headlines by adding relevant target keywords and by engaging your customers directly by answering any questions they may have about your business.
3. Create professional landing pages
Your website’s landing pages hold the power to convert your visitors into leads and, ultimately, customers as well. Your landing pages are the first pages your visitors will see when they check out your website. So, they need to align with the calls to action you want your customers to follow.
What goal should your landing pages be helping your business achieve? Should they be convincing leads to download your app, buy a product, or subscribe to a service?
Whatever your aim, your landing pages and the copy within them should direct visitors towards fulfilling your calls to action.
4. Post more blogs
Stats show that businesses that blog create 97% more leads than their non-blogging peers do. Clearly, blogging is an inbound marketing strategy worth investing your time in.
When blogging, always bear your audience in mind and create educational content that’s approachable for them. Your blogs should tell your readers everything they need to know about your brand and your products. But they should also offer value as actionable knowledge and tools that align with their interests.
Many businesses have enjoyed success with guest blogging, either on their own websites or on those of other industry experts. Insightful guest blogs can help to establish you and your brand as thought leaders and experts in your industry. This gives you a chance to establish credibility with your target audience.
5. Harness the power of SEO
Search engine optimization isn’t the simplest of inbound strategies to master, but it can be highly effective when done right. SEO strategies aim to give your website structure so that search engines can comprehend and rank it accordingly. More appropriate rankings make it easier for potential customers to discover your website and content. This could give you an edge over your competitors and help to expand your business.
There’s plenty of ways you can help your website rank higher on search engines and ensure that your business pops up first in related search queries. You can optimize your in-content keyword use, use targeted keywords in your meta descriptions, and add tags to give your site more structure. It’s recommended that you optimize your image and video structures. Plus, you must provide a mobile-friendly experience for your visitors to further boost your rankings.
An SEO-optimized website can attract significantly more traffic than its peers. This explains why 61% of marketers view SEO as their primary inbound marketing focus. Higher search rankings will also give your brand better exposure, which could translate to higher sales figures later down the line.
6. Offer email courses
Offering email courses is another way to generate new leads and add value for your customers. Email-based courses are simple and cost-effective to create. And as an extra perk, they provide a fantastic way to promote your content and products to potential buyers.
If you’ve created a free tool like an eBook that isn’t converting customers at the rate you were hoping for, you can split it into sections and offer each section as part of an email course. This approach may actually generate even more leads and conversions than standalone eBooks!
7. Turn to influencer marketing
No social media marketing strategy would be complete without mention of influencer marketing.
Working with influencers with significant active followings on social media platforms could expose your business and products to new audiences, provide more leads, and increase your sales figures.
You can pay influencers or micro-influencers to promote and review your products, create how-to and explainer videos detailing your offerings, or simply post engaging videos that promote your brand to their audiences.
The key to success of influencer marketing is finding the right influencers to work with and ensuring they align well with your brand’s goals and identity.
8. Launch remarketing campaigns
Have you ever viewed a product online, left without buying it, and later seen multiple ads for that same product listed elsewhere? This is a prime example of remarketing, and it could significantly enhance your business’s earning power.
Remarketing relies on browser cookies to track the products and services your visitors have viewed on your website. These products are then marketed back to those visitors on other platforms. This improves your chances of converting that lead into a sale, rather than losing it outright.
Most remarketing tools also provide analytics modules that allow you to gather data on your website’s visitors and implement a high degree of personalization. This personalized approach, paired with research and planning, makes remarketing possible. And it allows you to maximize your lead conversion rates.
Inbound marketing challenges to be aware of
Inbound marketing can pose a few challenges to businesses that choose to implement it, particularly if they are new to the market. There are several common obstacles your enterprise may face when first experimenting with inbound marketing techniques.
Here are some of the most prevalent challenges you may encounter, and how you can address them.
Companies that fail to identify and understand their target markets have a hard time implementing successful inbound marketing strategies.
It’s crucial that you develop a deep and comprehensive understanding of your audience before you launch your next marketing campaign. You can do this by:
If you don’t have a well-rounded understanding of your target customers, you simply won’t be able to create inbound marketing campaigns that adequately address their pain points, needs and demands.
Implementing inbound marketing for your business is a long-term decision. It requires dedication, persistence, and a clear idea of your business’s future goals.
Most modern businesses are fluid to varying degrees. This means that you may have to adapt to changing market conditions and update your strategies at virtually any time. You need to have flexible long-term goals and strategies in place to design your marketing campaigns to help your business meet those goals.
It’s all very well to know your target audience, create excellent content, and develop a perfect inbound marketing strategy for your business. However, none of this will have any effect on your bottom lines unless you’re successfully engaging your potential customers. Even building links from reputable sites won’t work in your favor unless your target market is actually clicking on them.
The trick to growing and keeping your audience is building lasting relationships with potential and existing customers. This means building a great brand reputation among your competitors, peers, industry experts, and naturally, your target audience as well.
You can achieve this by offering valuable free tools and educational content that is factual, concise, and adequately answers your visitors’ questions.
Make inbound marketing work for you
Inbound marketing strategies can be highly effective tools for engaging your target market, generating new leads, and converting those leads into revenue-producing customers. The strategies mentioned above work best when used together to create a multi-leveled marketing approach.
We recommend adjusting your inbound marketing strategy as you learn more about which approaches work and which approaches don’t. Once you find the right strategies for your business, you may soon see favorable revenue hikes.
