What Makes an Amazing Inbound Marketing Strategy?
If there’s one thing we can all agree on it’s that cold calling is an unwelcome intrusion into our lives. Be it phone calls, emails, tv commercials or press releases they all interrupt our busy lives and cause us to roll our eyes in frustration.
However, an inbound marketing strategy is a form of promotion for your company which consumers find a lot easier to digest.
Now, obviously, you always want to put your customers first and creating a more natural form of marketing which respects them is paramount in achieving this. Working on a successful inbound marketing strategy, though, requires a little prior knowledge, to really draw customers into your website, so let’s take a closer look at the whole concept.
Cutting to the Heart of Inbound Marketing
Attracting people to your brand is vital in this day and age as consumers are sick of being bombarded with digital ads pulling them towards a product that, perhaps, they don’t even want. This is where an inbound marketing strategy can really step up to the plate.
You see, the engagement factor of inbound marketing is what fosters that natural attraction to one brand over another. Consumers want to feel as though your brand really speaks to them and can deliver exactly what they’re looking for in an overcrowded marketplace.
And what’s in it for you? Well, that’s pretty damn simple! By attracting consumers towards your brand in a positive and engaging manner, you’re much more likely to convert these leads and make a success of your brand.
Components of Inbound Marketing
Many businesses wonder what their inbound marketing strategy should consist of and, the truth is, there’s not a “one size fits all” strategy. Instead, you need to investigate the most common processes employed by inbound marketing and experiment to identify the areas you need to focus on.
Let’s take a look at a few of the most common ones:
- Content Marketing
There’s only one surefire way of keeping people engaged with your brand and that’s by delivering slice after slice of amazing content. When it comes to websites, you simply want to keep people on your site for as long as possible. This moves them down the conversion funnel that little bit quicker and helps you work on closing your leads.
And the wonderful thing about content marketing is that you can really get creative and work with a wide range of formats to drive up engagement rates e.g. blogs, e-books, video guides and case studies. Combining the right combination of these formats will allow you to present everything your customers are going to be looking for.
- Landing Pages
Your landing page will literally be the page where your customer ‘lands’ after clicking on a ‘call to action’ e.g. a button to sign up for a year’s subscription for a special price.
Now, it’s all well and good getting people onto your landing page, but they still remain leads at this point, so you need to work hard at converting them. And, as with all inbound marketing, keeping matters relevant and honest is crucial.
Successful landing pages which really clean up in the conversion stakes are those that give the customer exactly what the call to action promises. The last thing you want to do is slightly renege on your promise as that’s going to make the customer wary of your honesty. And don’t forget to keep your landing page focussed on just one aim, this keeps things simple and doesn’t confuse the customer.
And how could we forget our old friend search engine optimization (SEO) when it came to discussing what’s needed in an inbound marketing strategy?
After all, it’s all well and good creating killer content and tailoring your landing pages to the point of being incredibly irresistible, but how do you get them to your pages in the first place? The answer is, you guessed it, with SEO!
SEO is the process of identifying which search terms (keywords) people are entering into search engines and are relevant to your brand. By incorporating these keywords into your site’s structure and content you’ll discover that your ranking in the search engine results page (SERP) increases.
Just remember that you need to keep your keywords relevant to what your brand can offer e.g. “buy iPhone” is a keyword which can pull in huge swathes of organic traffic, but only if your website’s selling iPhones!
Forming an Inbound Marketing Strategy
Crafting an amazing inbound marketing strategy should be one of your number one priorities as a business in the 21st century. It promotes honesty and integrity in your brand whilst remaining an easily achievable objective. Just try to engage consumers and never intrude into their lives with spammy marketing!