Recent research suggests that 3 out of 4 marketers now prioritise an inbound marketing approach. The main reason for this shift is because inbound campaigns achieve significantly higher ROI than traditional outbound marketing. Instead of relying on costly cold calling, email lists, direct mail and push advertisements (outbound marketing), professionals are now adopting strategies that focuses around content creation and distribution (inbound marketing). Take a closer look at our step-by-step process and learn how to seamlessly integrate your content strategy and inbound marketing approach.
Sharing is caring
To execute a successful inbound marketing campaign, some might say you have to be a jack-of-all-trades in solving consumer’s problems. Becoming a master at SEO, blogging, social media, content writing and email marketing may sound a little daunting, until you understand the secret formula:
Empowered Marketers attract strangers by publishing interesting content that appeals to a specific buyer persona, so they become regular visitors. The next stage involves converting these visitors into leads through effective calls-to-action. This is followed swiftly by the close where you receive the customers email address, and finally the last step - encouraging referral and renewals by delighting promoters over time.
Step 1: Identify your Buyer Personas
Profile your target customers by identifying your Buyer Personas. What are your customers like? What do they need? How can your business help solve their problems? Understanding your qualified prospects (and their unique characteristics) will help you craft content that speaks directly to your target customers. Need inspiration to get going? After implementing a targeted persona campaign, self-service provider, Skytap saw a 124% increase in sales leads!
Step 2: Use keywords
Once you’ve established your Buyer Personas, it’s time to begin researching key words that will boost your Google ranking. Increase your viewship instantly by using “marketing triggers” that attract customers on their decision to purchase. However, the key is to use them sparingly, to avoid the reverse effect of detering your consumers. Although Google’s search algorhythms are constantly evolving, Search Engine Optimization (SOE) experts believe that the keyword sweetspot should be around 2%-4% of your content, repeated every 100 words.
Step 3: Promote free content
There are many ways for marketers to disperse valuable information, for instance, through eBooks, infographics, webinars, podcasts and guest blogging. Corporate blogs have quickly become one of the most popular approaches to promote inbound marketing. Studies have shown companies that maintain a consistent, engaging blog receive 67% more leads and 53% more traffic than those who don’t.
To really excel at attracting and converting customers, you can’t be self-centred (even if what you’re selling is the best thing since sliced bread). Applying the “80/20 Rule” with the ratio of: 80% interesting content vs 20% branded content, ensures that you stay clear of push-marketing tactics and focus on whats really important: appealing to your targeted personas.
Step 4: Encourage interaction
Now that you have regular visitors, how do you transform these into potential leads? It all starts with optimising your company’s landing page. Offering free content (whitepapers, case studies, tips, etc.) in exchange for an email address introduces a compelling call to action while building your database of potential customers. And while it’s good to be visible, it’s important to avoid being too pushy when asking for that email - “lightbox” or “hover” style promotions may encourage more email opt-ins and subscriptions.
Step 5: Keep the communication lines open
Once you get that email address, make use of it! Maintain communication with your existing and potential customers by sending the occassional email update, but remember – less is more. Tailor your emails to your buyer personas, and make sure your update is informative and useful – which will build trust, understanding and loyalty. It’s also important to master the differences between inbound email marketing and outbound emails. With inbound marketing, you need to give a little to get a little.
When it comes to marketing online it’s out with the old and in with the new. Switch to inbound marketing and attract committed fans - without the outbound pricetag. Inbound marketing encourages more authentic interactions that breed deeper brand loyalty and long-term B2C relationships. It really is a no-brainer.