While it remains conventional for businesses to use print ads and TV/radio commercials to earn profit, there’s another strategy that’s been taking marketing to a whole new, more cost-effective level.
Inbound marketing has become a widely used tool for businesses to grow their market and sales. Considering the digital age we’re living in and the easy access to the Internet, anyone can practically run a business online— of course using the most effective ways possible.
As outbound marketing slowly moves as a below-the-line tool, inbound marketing is one strategy you wouldn’t want to pass out on. So whether you’re just new to the industry or have been practicing it for some time, treat this as a guide for you to follow.
1. Understand buyer personas.
Inbound marketing is all about successfully luring in potential customers and eventually turning them into loyal clients. One of the biggest failures in this department is that marketers forget about who their market is.
If you feel like no one bothers to click on your landing pages or sign up for your newsletters online, you maybe targeting the wrong people or not understanding what they need. In order for you to pull this off, it’s important for you to know your buyer personas.
What are their demographics? What’s the age range you’re targeting at? What do you think they need out of your products? What does them well and turns them off?
Understanding your buyer personas lets you zero in on what they want and need. It also filters out any unnecessary efforts on your part and you’ll be left only with the essentials to satisfy them right then and there.
2. Revolutionize your content.
It’s been said over and over, it’s almost a broken record but content is the corner stone of any inbound marketing campaign. If you’re unable to provide your readers with unique, compelling and driven content, then all the other components of your campaign would be deemed useless.
Inbound marketing relies on blogs/websites, landing pages, emailed newsletters and calls to action. On top of a good web design, all of this needs the kind of content that will smoothly draw in your customers and other potential buyers.
Learn how to research, read and get inspired by other successful inbound marketers, find your writing style and stick to it. You will be more memorable if you have a signature that people can easily resonate with.
Another way to revolutionize your content is to designate a team to take care of it. Find not only one but a few of those who can produce creative, diverse and interesting content that will always get the best out of your leads and sales.
3. Optimize, optimize, optimize.
SEO is the best friend of any inbound marketer. Without site optimization, no one will know you exist online. All your efforts and time will just be put to waste.
What you can do is learn the basics of SEO and apply it to every component of your site. Use your keywords wisely, learn to use keyword-driven titles or headers, produce quality content, develop reputable links and integrate social media.
Keep in mind that without practicing SEO, your inbound marketing campaign will never work. All these can make a big difference so make it count.
4. Round up your best bets.
If you’re trying to convert a lead into a sale or wanting to maintain good, productive relations with your current customers, giving them your best shot is a good technique.
Provide newsletters and other forms of communication that round up your “best-selling products”, “most effective how to’s” or “best of our free e-books” to your market. You can even use it as a landing page to present just how experience, reputable and helpful you are to your clients.
Once they see your best bets online, they will feel less doubtful and more interested on what else you have to offer them.
5. Make your campaign viral.
Sure having an online presence counts but making your presence viral is the next best step forward.
You have your social media integration, your blog and your mobile marketing campaigns to help you out on this one. Making your content viral (be it in the form of information, promotion or exclusive deals) will heighten the chances of your generating more leads and getting more sales.
If you’re currently selling discounted items, integrate this to all your channels. Make sure you reach just about every potential customer there is.
6. Measure and analyze your efforts.
Whatever step you take, make sure you measure the results. Whether or not your campaign is successful, you need to analyze which ones need work and which ones work.
Google Analytics can help you assess your web presence, conversion rate tracking and all your other inbound marketing efforts. For example, see which keywords are the most searched and if yours aren’t being used well.
I can’t stress monitoring enough during this period of inbound marketing, considering the competition and the higher level of site quality (hint: Google Panda and Penguin).
There are a lot of ways in which your inbound marketing can take or shut down. While there are million strategies marketing gurus can suggest, nothing beats the practical ones.
So never forget these six integral inbound marketing tips. It will be a lot easier advancing if you master the basics.
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