Inbound marketing is an approach to marketing that focuses on improving users’ experience and building relationships with prospects and customers. It’s an unobtrusive way of guiding customers to purchase from you by helping them solve their issues and challenges.
Inbound marketing attracts visitors to your website by producing and presenting a wide variety of helpful or entertaining content in the form of blog posts, articles, ebooks, and videos.
Inbound marketing is the number one method of attracting new leads and customers for many companies in a variety of industries. Its popularity is based on the numerous benefits it provides, which include:
Reduced costs - The basis of inbound marketing is content. Since content is relatively affordable to produce and can generate customers and leads for years, focusing on inbound marketing as opposed to outbound can save you a lot of money in the long run.
Increased traffic - Inbound marketing will help you drive more traffic to your website through the production and promotion of content (e.g., blog posts) that your audience finds relevant, educational, or entertaining.
Lead generation - Inbound marketing has shown to generate 54% more leads than outbound marketing methods. By increasing your website’s traffic, you’ll also be increasing the number of leads and customers you generate on a regular basis.
Improved trust and customer relationships - By providing your target audience with content that helps them solve their problems, you’ll be able to develop trust and build a better relationship with prospects and customers.
* Source: transformsolution.com
Inbound marketing relies on quality, helpful content. To ensure that your inbound marketing efforts result in a substantial amount of new leads, customers, and sales, you’ll need to take the time to produce high-quality content that helps your audience solve one or more of their pain points.
To come up with content ideas, start by thinking about what your target audience cares about, what interests them, and what issues they might be dealing with and then note down specific topics that you can cover.
With a few exceptions for certain industries, you’ll most likely want to focus most of your content production on blog posts. Creating blog posts on topics your target audience cares about on a regular basis will allow you to build trust and generate organic traffic and leads consistently.
Your inbound marketing campaign will involve creating an ever-expanding amount of content. Properly optimizing your content for search engines will allow you to maximize the organic traffic you can generate.
Search engine optimization (SEO) will help make your website and your content more visible in search engines and give you the best chance of generating more leads and sales.
When it comes to optimizing your content for search engines, you’ll want to focus on the following:
Long-form content - When a user performs a search, Google tries to show them the highest quality content that is relevant to their search. By producing long-form, high-quality content that discusses a particular topic in depth, you’ll have a better chance of getting to the first page of Google.
Search intent - If you want to rank content in 2019, you need to understand why people are performing a particular search, or what Google calls search intent. Content that matches the users’ search intent or solves the searcher’s query is favored by Google and will rank higher than content that doesn’t.
Keywords - Keyword density, and keywords in general, are not valued by Google and other search engines as much as they were before. However, you’ll still need to perform keyword research before creating content to understand what kind of information your target audience is searching for and what search queries they’re using to find what they need.
Social media is an excellent medium for getting more exposure for your content. When looking to promote your content on social media, you should focus on those networks where your target audience spends most of their time.
You’ll also need to take into account your industry, as well as the specific products or services you sell when choosing social networks where you’ll promote your content.
Let’s look at some of the most popular social platforms and why they might be a good fit for content promotion.
Facebook has over two billion monthly active users, making it the biggest social media platform out there. Facebook’s users are looking for updates and notifications on promotions, sales, and new products from the businesses they follow on the network, as well as content on topics they care about.
One of the crucial factors determining how well your content will perform on Facebook is your posting frequency and timing. While there have been studies done on the best time and frequency to post on Facebook, you’ll want to do your own testing to find out what works best with your audience.
Second only to Facebook, Instagram’s base of 1 billion active monthly users makes the social network an amazing medium for content promotion. Instagram’s users are actively looking for products and content from brands, with 80% of users following one or more businesses on the platform.
When it comes to content, Instagram’s users are looking for high-quality photos and videos. This means that, in order to get results on the platform, you’ll need to take the time to create stunning visuals to support your content.
Twitter is a social platform based around conversations between users. Businesses looking to build brand awareness and have real conversations with their prospects and customers should certainly start spending their time on Twitter.
Apart from promoting content, the platform can also be used for sharing other news related to your business, including sales or promotions.
Twitter users are very active, posting 5,787 tweets every second, so you can get away with posting multiple times per day. In fact, this is advisable if you want to get your tweets noticed.
Pinterest’s users enjoy discovering, curating, and sharing images. As much as 72% of users state that they use the platform to make decisions on offline purchases while 87% have actually made a purchase after discovering a product on Pinterest.
The platform’s user base skews highly towards women, with 81% of users being female. The median age of Pinterest’s users is 40. If you’re targeting this demographic, you should certainly be promoting your content on Pinterest.
A lot of inbound marketing campaigns focus on attracting leads with content and then acquiring their contact details so that you can nurture them down the sales funnel and into making a purchase.
You can use a variety of different emails to guide leads toward making a purchase, including:
Welcome emails - Being the first email you send out to leads once they sign up to your email list, the welcome email should be used to introduce leads to your company and let them know what kind of content they can expect from you.
Educational emails - The type of email your leads and customers will value the most, the educational email serves to educate your audience on topics of their interest. This is where you can let your audience know about all the quality blog posts, articles, ebooks, or videos you’ve created to help solve their pain points.
Re-engagement emails - Leads or customers who haven’t interacted with your business in a while should be sent a re-engagement email to see if there is anything you can do to get their attention or their business.
You’ve had people take a look at your content without taking any action. Perhaps they were too busy at the moment or decided to do some thinking before making a decision to purchase from you.
While they haven’t purchased anything from you yet, they’ve expressed interest in what you’re offering by checking out your content. Why not remind them of your offering through a remarketing campaign?
By placing the Facebook Pixel on your website, you can run remarketing ad campaigns and show your products or some of your other related content offers to people who’ve already visited your website. Since these people have already expressed interest in your business, they are more likely to convert.
If you need content support for your inbound marketing campaign, our team of highly-skilled writers can help. We can produce blog content that will generate traffic, leads, and sales for your business on a regular basis.
Interested? Fill out the form below and we’ll get back to you