Traditional outbound marketing takes a more sales-type approach, trying to attract brand new customers with those methods.
Inbound marketing strategies take a more value-driven approach. The goal is to build relationships with customers before pushing sales with the goal of those consumers naturally choosing your company because of the value you provide.
With so many different inbound marketing options, it can be difficult to know where to start. Many of the strategies are cost-effective and relatively easy to use. That means you can test them out, measure the results, and stick with the ones that work the best.
Consider these 10 options for improving your inbound marketing strategy.
1. Social Media
Social media affects buying decisions for 74% of consumers, from opinions of social influences and friends to the company’s social media presence. Since social media platforms are free to use and reach so many people, it makes sense to use it as part of your strategy.
Social media lets you connect with current and potential customers. It’s most effective when you’re genuine and focus on growing relationships with followers.
Another benefit of social media is being able to share your content. You can talk about a new blog post or a freebie you created for joining your email list.
When used effectively, social media can move your followers over to your website naturally. That can help turn those social media fans into paying customers.
2. Blogging
A blog on your website delivers on value for potential customers by providing free information on the topics they’re searching. They help you find new leads since people reading your blog posts may be interested in your products or services.
Blog posts also help you drum up increased organic web traffic. Effective SEO helps more people find those blog posts. When they rank higher for keywords, you get more people stumbling across your site.
An effective inbound marketing strategy using blogging includes high-quality blog posts. They should be relevant and address the pain points or desires of your target audience.
3. Content Marketing
Blogging is a type of content marketing, but you don’t have to create a blog and post regularly to do content marketing. Any information products or guides you create fall under the content marketing category.
Examples of content marketing pieces include:
- Whitepapers
- eBooks
- Worksheets
- Case studies
- Infographics
- Podcasts
- Checklists
- Press releases
- Reviews
This method builds your content library, making you more visible to search engines. It can also help build your credibility and position you to take on the expert role in your field. Having that trust makes people more likely to do business with you eventually.
You can also move content marketing to other sides to leverage their audiences. One example is guest blogging or producing content that goes onto another site with a link back to your website.
4. Search Engine Optimization
Making your website easy to find via search engines helps new people find you. It’s essential for getting organic traffic to your website. Keyword use is one major part of SEO, but the overall website experience, security, and quality play a role in SEO as well.
When you optimize your SEO, you push your website closer to the top of search results. Think about your own search habits: You’re more likely to choose one of the results on the first page. Your customers are the same way, so focus on boosting those search results.
5. PPC Ads
PPC stands for pay-per-click ads. It might sound like an outbound marketing strategy since you’re paying for advertising, but it has a unique feature about it that makes it usually fall under inbound.
PPC ads only show up for certain users based on their searches and demographics. You pay for certain keywords so your ads show up appropriately in search results.
Effective PPC ads require you to do the research about your audience. Marketing research can be challenging and difficult to understand if it’s your area of expertise. Support your inbound marketing efforts with back office outsourcing to help with market research and other tasks when you need it.
6. Landing Pages
Landing pages are special URLs designed to prompt action. They’re usually loaded with valuable content and strategically designed with several call-to-action buttons.
The goal of the landing page may be to simply sign up for a freebie or the email list. Other landing pages my aim to close sales.
7. Influencer Marketing
Influencer marketing happens when you partner with social media influencers to promote your brand. Of the marketers who use influencer marketing, 89% of them get a return on investment that similar to or beats other marketing options.
Influencer marketing can include lots of different types of activities. An influencer might review your product, use it in a video, or get paid to help you promote the product. Since consumers tend to follow what influencers say, it can be a powerful way to reach more people.
8. Branding
Your branding helps create excitement around your company. It makes your website, blog, social media platforms, packaging, and any other related items seem consistent. Having that easily identifiable branding makes your company more recognizable.
9. Reputation Management
Your online presence and overall company reputation impact your credibility and marketing effectiveness. Using social proof through reviews, ratings, and testimonials helps create a positive reputation of your company.
People are more likely to trust your company when they can see that social proof. Reading reviews and testimonials provides valuable information that helps customers make decisions.
If you don’t already have reviews and testimonials on your website, consider adding them. Invite your current customers to write reviews about your company.
10. Video Content
Think video is too much work? Consider that there are over 2 billion monthly logged-in YouTube users and more than a billion video hours watch every day.
Producing videos on YouTube or other platforms can help generate more traffic to your website. It’s an easily digestible format that lets people consume the information they want quickly.
Video content can range from vlog-style posts about your company to tutorial videos.
Use Inbound Marketing Strategies
Testing out different inbound marketing strategies can help you increase traffic and eventually convert more of those visitors into customers. Finding one or more strategies that work best for your business sets you on track. Browse more of our business articles for additional information that can help your company.
