Inbound marketing is a strategy that focuses on attracting visitors to your website through content and online engagement, rather than expensive outbound advertisements. It’s also an effective way to generate leads for any business.
There are many inbound marketing tactics, but what ones will work best for your business? Here are five inbound marketing tactics that will work for any business.
We aren’t just blogging to pass the time; we’re blogging because it’s an essential component of any inbound marketing plan.
According to HubSpot (they’re the gods of inbound marketing so let’s trust them on this), marketers who blog are 13x more likely to reap the rewards of their blogging efforts.
For starters, statistical data suggest that 80% of internet users engage with social media and blogs. Businesses that utilise blogs also produce right around 70% (more or less) leads than companies that don’t blog at all. Blogging can also help boost your page rankings and visibility. In fact, HubSpot noted that blog-savvy companies enjoy as much as 55% more page visits than businesses that don’t blog.
Blogging ranks as the most effective form of content that generates awareness and builds trust and credibility in your audiences. And in case you still need more convincing, you should also know that half of the Top 200 companies in Forbes’ prestigious Fortune 500 companies maintained a corporate blog. If big businesses are reaping the ROIs of blogging, why aren’t you?
Email campaigns aren’t new. A well-thought-out email marketing strategy is essential for reaching out to prospects using content that’s appealing, interesting, relevant, and useful to them. In addition, email campaigns also help a great deal in promoting new blog articles to subscribers, recommend new content, suggest products that your audience may be interested in, and integrate an automated workflow strategy.
When you send targeted email content to specific contact lists, you help them progress through the sales funnel.
If you’re going this route, make sure that all the contacts on your mailing list have opted-in to receive your company’s emails; this will ensure that you don’t become that bothersome business that loves to bombard prospects and customers with annoying emails they didn’t ask for.
Sending emails to people who have opted-in also keeps you and your IP from ending up in the dreadful blacklisted list of pesky emails. By taking these steps, you’re also increasing your chances of landing in customers’ inboxes (and their good graces), rather than languishing in spam folders.
Lastly, make sure that you’re sending personalised emails that are tailored to your recipients’ interests based on their buying history as it helps improve your email marketing ROI over time.
As the saying goes, content (infographics, video, podcasts, blogs, vlogs, web shorts, the list goes on) is king.
While great content is not the be-all and end-all of inbound marketing, it remains an important foundation for any inbound effort. Without relevant, interesting, high-quality content, gaining traction and getting noticed are going to be monumental challenges for anyone doing inbound marketing.
If those weren’t enough, brands are constantly innovating and refreshing their content to stay ahead of everyone else. As a result, churning head-turning, share-worthy content becomes increasingly hard every year. That said, you’ll need to consistently create and put out excellent and useful content specifically tailored to target personas you want to draw in and turn into leads and paying customers.
To do this, you’ll need to understand your audience, discover what types of content they consume and share, find out where they’re sharing content, explore topics that they may be interested in, and speak to them, not like a business but a genuine human being.
We’ve covered the importance of blogging and content, but without a search engine optimisation strategy, these tactics might just sit and collect dust if people can’t find them in the first place. This is where SEO, another critical aspect of any inbound strategy, comes in.
SEO helps you position your content at the top of Google search results and other search engines. You can increase your search ranking using correct, relevant keywords and phrases in your content. If you’re not sure what keywords to use, try to find out what keywords your competitors are using.
A robust and rewarding SEO effort starts with a well-defined keyword strategy that zeroes in on words and phrases your target buying personas are likely to be using to search for products and services.
There are many other elements in SEO, but if you’re not yet brushed up on search marketing, start with finding the best keywords first — this is the most important first step.
Marketing automation can help you achieve many of your business objectives. What makes marketing automation valuable is its ability to automate and scale lead nurturing workflows that promote your content side by side with the buyer’s journey and prospect behaviors. Based on a HubSpot report, 70% of companies that automate report a benefit of better-targeted customer communication.
Companies who’ve adopted automation often report that their sales teams have become more successful in their sales effort, thanks in big part to the warm leads that have already been nurtured with relevant content.
So, you’ve now seen some valuable inbound marketing tactics that work for just about every business. Inbound marketing strategies promise to provide your brand with the most value for a very long time.
But remember, your inbound program is going to change and evolve as your customers become more and more complex, smart, and conscious of the brands and businesses they advocate. While the tactics we’ve laid out for you can still work wonders this 2021, it’s still important to be on your toes when it comes to inbound marketing.
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