Deploying inbound marketing best practices is a critical part of a marketing strategy that generates business growth. As opposed to outbound marketing, which comprised of most of the budget for many businesses, which uses traditional marketing approaches inbound marketing offers a much easier way of tracking ROI. Therefore, most strategies are relatively inexpensive to execute since you can more effectively optimize marketing campaigns to further increase the success of your campaign.

Companies deploy a robust inbound marketing strategy to make it easy for their prospects to find them on the internet. Instead, most consumers prefer a “soft sell” approach in which they learn information that is pertinent to the problems they are trying to solve before they engage a company to fulfill their needs, especially that many people tune out pure marketing messages due to the large number of them. In addition, inbound marketing results in warm leads that can be more easily converted than other approaches such as cold calling or traditional advertising.

Getting Started With Your Inbound Marketing Efforts

Understanding the human psyche is key to ensure you are not dumping cash on campaigns that don’t actually lead to sales. An inbound methodology is a passive method of building trust with customers, and can help in increasing sales with strategic execution. An inbound strategy is reliant on appealing to people’s psychology effectively to ensure effective investment into campaigns that will help your business grow. With the highest level of strategic execution, your marketing campaigns could go viral which will only amplify your success.

Here’s How To Grow Your Business With Inbound Marketing Best Practices:

1. Strategically Research Your Targeted Keywords

Find relevant keywords to strategically plan your SEO and PPC campaigns by utilizing Google’s AdWords Keyword Planner. This planner allows you to assess any particular keyword’s search engine volume and competitiveness, which will help you compile a plan of what keywords you should target. It will also show a suggested per click bid which will help you evaluate the cost for each potential search term. Furthermore, you could focus on targeting specific keywords using search engine optimization strategies for keywords with a higher PPC cost to streamline the results of your advertising budget. In addition, you should align your keyword strategy to your overall business goals by properly defining your target customer and what action you want them to take.

2. Create Multiple, Highly Relevant Display Advertisements

Create highly relevant display advertisements that appeals 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 white paper on the first landing page and following up with the prospect to schedule a more detailed presentation.

Integrate video content to show more personality and show the value of your product or service clearly to your target audience. Marketers also deploy dedicated video hosting onto the landing page to provide the best overall experience, and minimize buffering.

4. Post Relevant Content On Social Media On Platforms That Have The Highest Alignment To Your Business

Social media marketing is more than just connecting with your targeted audience. Businesses regularly post on Facebook, Twitter, LinkedIn, Instagram, and Pinterest to help them to increase brand awareness and 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 track how they engage with your website, social media, and email campaigns using marketing automation.

5. Become A Thought Leader & Increase Organic Search Visibility By Publishing Relevant & Appealing Content

When you develop a content marketing strategy, developing trust with a potential customer comes easier. We recommend starting with a content audit to determine how you can best optimize your content, and focus it on contributing to your SEO strategy.

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.

When marketers strategically write a blog post, you also have the opportunity to improve your website’s search ranking through developing thought leadership related to the keyword of your article as well as to the pages you cross-link to. Content creation may also benefit SEO ranking, especially when you properly use specific words that support the ranking of a keyword. You may also want to keep in mind your ideal buyer persona when writing high quality content, so that you effectively develop relationships with your target audience.

You may also want to extend your content marketing initiatives in deploying a marketing funnel to assist with lead generation efforts, where you may offer a free report within a landing page that appeals to the most pressing pain points of your target audience in exchange for an email address. Then you can follow up with additional offers that are displayed in a subsequent webpages, or develop a lead nurturing strategy where you create a series of emails. Prospects become warmer and more receptive as they gradually gain trust as they receive more content that appeals to them. Then, you can link this strategy to a CRM to notify salespeople to start conducting outreach.

Prospective customers then become easier to work with as they become ready to talk with salespeople and enter the sales funnel. You can also deploy content gating to trigger a marketing funnel, which is how you can unlock a portion of your valuable content only when the audience provides their email address. In essence, a b2b marketer deploys this process to increase the conversion rate dramatically.

Provide ongoing support to your clients as a part of your inbound marketing strategy to strengthen customer loyalty, which will help provide additional opportunities to up-sell complementary products and services.

6. Build Trust By Periodically Sending Out Email Newsletters

Similar to blogging, sending out email newsletters is a strategy 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.

Send out to an organically built email list. Using a purchased list can be a huge waste of money as it may result in your reputation taking a serious nosedive. 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. This is due to the amount of people who mark your first email as “spam” which will even affect the ability for legitimate contacts to receive your emails. In contrast, an email campaign that is sent to an organically built email list are going to be delivered into your recipients’ inboxes more frequently, which is a key aspect of a strategy in how you can maximize the amount of people who open your email in the long term.

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. This 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. B2b marketers can also understand the true source of business based on the audience that have converted into being customers, rather than leads generated, which can develop an additional dimension of data to optimize marketing campaigns.

8. Deploy An Influencer Strategy

Partnering with influencers will help you build credibility in the marketplace. When you are able to show that an influencer is achieving great results by using your product or service on social media, other people will clearly see that they can fulfill their need through your offering. Though, connecting with influencers can be challenging, and we recommend using platforms such as Intellifluence and Influence Grid to connect with them efficiently.

Reflect upon these inbound marketing tips 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 [email protected]