The 7 Best Strategic Inbound Marketing Practices
Inbound marketing is a critical part of a marketing strategy that generates business growth. Companies deploy inbound marketing programs to make it easy for their prospects to find them on the internet. Many consumers prefer a "soft sell" approach, gathering information to solve their problems before interacting with a company.
Michael Krieger
Inbound marketing is a critical part of a marketing strategy that generates business growth. Companies deploy inbound marketing programs to make it easy for their prospects to find them on the internet. Many consumers prefer a "soft sell" approach, gathering information to solve their problems before interacting with a company. Many tend to ignore outright marketing messages due to their overwhelming presence. Inbound marketing generates warm leads that are easier to convert than cold calling or traditional advertising.
Inbound Marketing Basics
Understanding the human psyche is crucial to avoid wasting money on ineffective campaigns. Inbound marketing is a passive method of building trust with customers, and can help in increasing sales with strategic execution. Inbound marketing strategies focus on understanding psychology to create effective campaigns that drive business growth. With the highest level of strategic execution, your marketing campaigns could go viral, which will only amplify your success.
Here are some considerations that will help you plan your next inbound marketing campaign:
Most strategies are relatively inexpensive to execute since engagement will increase the success of your campaign.
Visitors become warmer and more receptive as they receive more relevant content that appeals to them.
Send email campaigns out to an organically built email list. Buying a list can waste money and seriously damage your reputation. While sending your first campaign with a purchased email list might be delivered into your recipients’ primary inboxes, subsequent emails that you send are highly likely to be delivered into “spam” or “promotions” folders. If people mark your first email as "spam," it can prevent even legitimate contacts from receiving your emails. Email campaigns sent to an organically built list are more likely to land in recipients' inboxes, increasing the chances of long-term engagement.
Genuinely provide high quality content that is relevant and useful to your audience to build credibility with your audience.
Offer continuous support to your clients as part of your inbound marketing strategy. This strengthens customer loyalty and creates opportunities to upsell additional products and services.
Remember that you are gradually building trust with your prospects and clients over time to build or strengthen business relationships.
7 Best Practices for Growing Your Business with Inbound Marketing
1. Research your target keywords strategically.
Find relevant keywords to strategically plan your SEO and PPC campaigns by utilizing Google Ads Keyword Planner. This planner helps you evaluate a keyword's search volume and competition, allowing you to develop a targeted keyword strategy. It will provide a suggested bid per click to help you assess the cost of each search term. Focus on using SEO strategies to target specific keywords with high PPC costs to optimize your advertising budget. Align your keyword strategy with your business goals by clearly defining your target customer and the action you want them to take.
2. Create Multiple, Highly Relevant Display Advertisements
Create highly relevant display advertisements that appeal to the specific demographics of your target customers. Incorporate content that addresses how your solutions effectively solves clients’ needs, as well as what differentiates your business from competing solutions. You should create 3–4 alternatives to ensure that you get maximum ROI for your advertising budget as you can continually A/B test different alternatives for the most optimal performance of your campaigns.
3. Optimize Your Landing Page With A Single Call To Action
Optimize your landing page with a single call to action to ensure it achieves maximize conversion. Coordinate your landing page content with the content of the advertisements which are driving traffic to the respective landing page. Ensure that you have a single, bold call to action positioned above the fold, which means that is visible to prospects without the need to scroll. You could provide a free trial, offer a live demo, or host a webinar. We recommend offering a free whitepaper on the first landing page and following up with the prospect to schedule a more detailed presentation.
4. Post Relevant Content On Social Media On Platforms That Have The Highest Alignment To Your Business
Social media is more than just connecting with your targeted audience. Businesses regularly post on Facebook, Twitter, LinkedIn, Instagram, and Pinterest to help them develop relationships with their targeted audience. You could rotate amongst posting promotional, relevant, interesting, funny, educational, and inspiring content to build trust and authority.
Offering free white papers and ebooks provides more value to your prospects than blog articles. You can then ask for an email address and other contact information to access the content. Then, you can use marketing automation to track them as they continue to engage with your website, social media, and email campaigns.
5. Become A Thought Leader & Increase Organic Search Visibility By Publishing Relevant & Appealing Content
Set up a blog to share trending information related to your product and services that build trust and thought leadership with your current and prospective customers. Indeed, it takes time to build an audience through blogging, but once you do, you are good to go. As articles that appear on the first page of Google average 2000 words, keep in mind that more detailed blog posts are more impactful to SEO.
6. Build Trust By Periodically Sending Out Email Newsletters
Similar to blogs, email newsletters are a way of providing information rather than selling that builds trust. Strengthen relationships with your clients by leveraging email to amplify the reach of your blog. You can also include a promotion, or an upcoming event to to maximize its effectiveness.
7. Use A Marketing Automation Platform
Use a marketing automation platform to track how your users engage with your content, which will maximize the ROI of your inbound marketing initiatives. A marketing automation platform will help you more productively turn prospects into paying customers because it can track how your customers interact with your website, email campaigns, and social media accounts. Your company can also send personalized campaigns based on specific website pages your customers visit, and prioritize which are the best contacts to reach out to at any given point in time.
Well, that’s all folks. Remember that an inbound marketing strategy is very synergistic as you will experience more results as you strategically deploy additional initiatives within your inbound marketing campaign.
Reflect upon these considerations to maximize the benefit of your company’s inbound marketing campaign. Consider partnering with a top digital marketing agency, like Prime Marketing Experts that will help your company be more effective in attracting, converting, and retaining customers. For more information on top quality digital marketing services, please visit Prime Marketing Experts or email us at michael@primemarketingexperts.com.