Implementing an inbound marketing strategy allows your target audience find your business naturally. This approach is different—and certainly more welcome—than the usual promotional tactics where prospects are forced to notice your service or product.
Think about it this way: who is more likely to purchase a car; a person who receives an e-mail simply saying “This car is on sale. Buy it now!” or someone who is already looking for a car? Obviously, the latter would be more open to car sales and promotions.
This is how inbound marketing works; promoting cars to people who are actually looking to buy them. The consumer is able to choose the type and timing of your interaction with them. This is why inbound marketing techniques are more effective compared to outbound strategies. They work best for driving sales through targeted leads.
Curious about inbound marketing? Looking to flavor your current strategy with a few inbound elements? Below are four parts of a solid inbound marketing strategy for higher conversion rates.
1. Social Media
One of the most important inbound marketing elements is social media. Aside from the fact that social media arguably plays a huge factor in many people’s lives, it’s a great way to freely post and share content. Long-time consumers will subscribe to you without much prompting. Enthusiastic followers will promote your channel to their friends. And those who are interested will read your posts and view your content before deciding whether or not to follow you for more updates.
Before you start posting quality content, determine the right social media channel first aka the social media channel (or channels) where your audience is hanging around. Create a plan for your social media efforts to better distribute your content.
2. Email Marketing
Contrary to popular belief, email marketing remains a highly effective inbound marketing strategy despite the rise of social media and direct messaging. In fact, digital marketers who use email marketing find it to be one of the best avenues to convert prospects into customers and nurture relationships with existing clients. And since 91% of consumers check their inboxes every day, email remains the #1 communication channel for business-related correspondence.
Make sure that you properly space your emails and always add a touch of personalization. Too many emails that follow an obvious template may be seen as unsolicited spam, which results in the exact opposite of what you want to achieve.
3. Search Engine Optimization (SEO)
If you’ve been hovering around digital marketing or inbound marketing for a while now, you’ve probably heard of SEO. A popular—and effective—way to generate leads, SEO is the process of optimizing your website’s content for search engines. Everything about it, from its contents to its structure should be augmented in a way that organically improves your website’s rank or placement on the results pages of search engines.
By having optimized website and content, Google can easily identify and index your site. This makes it appear free to everyone searching for the kind of product you are offering. SEO is an essential part of inbound marketing; if your audience can’t find you, then you can’t grow your business.
SEO sounds simple in theory, but there’s a lot of work and effort that goes into it. It’s also very easy to go overboard with SEO strategies, but be sure that you don’t. Google’s algorithm doesn’t take very kindly to black-hat SEO tactics.
4. Content Marketing
After a user visits your website via PPC or SEO, you need to give them the value they’ve been searching for. You need to be able to provide useful content—something that answers any query your visitor may have. It should give them a solution to a specific problem. You can offer guides, case studies, eBooks, white papers, blog posts, and other downloadable content that can give any kind of value to your audience.
Content marketing is a form of marketing that falls under the “inbound marketing” umbrella. It’s not necessarily a different form as it is a variation.
Many organizations use—or at least like to think they’re using—inbound marketing for their business. It’s not uncommon for most of them to be using strategies that are weak or lacking. Lack of a solid approach does not deliver the results you need. Utilizing the above elements should give you a successful and solid inbound marketing strategy that can exponentially grow your business.