It’s time to take the next step in your Inbound Marketing Strategies
Learn how to attract customers in a non-invasive manner.
Learn how to attract customers in a non-invasive manner.
Do you enjoy receiving robocalls or random emails from businesses you never heard of? Probably not.
This type of messaging tends to be annoying or ignored instead of happily accepted. And this is due to a simple issue: people don’t want to be interrupted. This is why the use of inbound marketing strategies has grown over the last few years.
This new way of doing marketing seeks to interact instead of forcing someone to consume a campaign.
With this in mind, we’ve created this post to help you take the next step in the world of inbound marketing and make your actions even more accurate.
Are you curious to find out how it works?
The term inbound marketing was coined in 2006 by Hubspot. According to the organization itself, it’s a method to attract and engage people to a business so that it can add value and build trust for customers.
The basis of a good strategy can be divided into three steps:
Therefore, you need to know your business’ persona really well (ideal customer).
Attitudes, needs, behavior, lifestyle, location, all this information must be gathered to that you can proceed with strategies in the shopping journey or the sales funnel.
In fact, such data also serve as the basis for establishing the correct approaches when talking to your audience about a specific subject. That should go a long way into helping you figure out the correct approach to reach your target audience.
Content is key to developing excellent inbound marketing strategies. According to the content marketing institute, creating content generates about three times as many leads as outbound marketing and costs approximately 62% less.
Due to the growth in the number of businesses that have invested in this strategy and its efficiency, check out below, a few of the main formats to start putting it into practice.
The blog post is one of the main formats used in content marketing.
It consists of a text that is usually accompanied by images, videos or gifs and contains between 500 and 2,000 words, but may also have more, depending on the depth of the subject.
Ebooks are a popular, well-known way of offering valuable content.
Actually, they usually have the same number of words as a blog post, but delve deeper into a certain subject and also have a layout that favors reading.
Newsletters are a type of informative bulletin that is distributed periodically via email. Through them, you can send your blog posts, business news, and even rich materials.
The interesting aspect of newsletters is the possibility of targeting them according to your audience.
Social media posts are also a content format that is widely used in inbound marketing strategies.
Its format varies according to the channel chosen. Therefore, it includes videos, images, texts, etc.
According to a Cisco report, videos are already the most consumed content on the internet. By 2022, it’s estimated that 82% of web traffic will originate from videos.
They dynamicity allows the audiovisual content to capture that audience’s attention, facilitating the understanding of a certain subject.
Above all, an inbound marketing strategy prioritizes the audience’s experience. Therefore, it’s not invasive.
In order to attract the attention of these potential customers, you need to follow a few steps that will boost your actions.
SEO (Search Engine Optimization) is a process of optimizing content and also, your website’s structure for searches.
The set of techniques that involve SEO helps people find your brand more easily in search engines.
Therefore, studying this subject and applying these techniques to your blog and websites is very important, so that the search engines can understand that you are a reference point in your niche and can recommend your content as the best answers for your audience.
Regardless of how flawless your SEO strategy is, it will be of no use if it’s not accompanied by quality content.
People don’t search for products/services: Actually, they search for the solution to their problems.
As we’ve said (and showed) before, there are different content formats that can be explored. Therefore, if you want your inbound marketing strategy to be effective, make good use of the possibilities provided by the content.
Establish a dialog with customers by means of these materials, work the relevance of the subject covered, have open communication (creating good calls to action). Finally, your content needs to inspire, entertain and educate your audience.
Social media is an important ally of content marketing, especially because it allows fast updating and contributes to your relationship with your audience.
You can build your presence in a targeted manner according to each channel.
In fact, this is a strategy to create traffic for your materials. Also, social media has tools that allow you to promote such content, thus reaching more people with potential interest for your products/services.
One of the main expressions used in the business world is: think outside the box. But what does this mean?
It means precisely what this topic’s title proposes: avoiding being obvious and acting creatively.
And how do you apply this to digital marketing? That’s what you’ll find out now!
Before getting started with the creative part, you need to define your goal.
Do you wish to increase sales by X%? Do you want greater brand recognition? Or do you want to generate more leads (potential brand consumers)?
You need to stop and think about what your goal is. Knowing it will be crucial to understand what your competitors are doing and at what point your business can become strategically unique, attracting your audience.
You have probably already seen examples of brands that want to serve all types of audiences, but end up not serving any of them well, haven’t you?
Well, your marketing strategy needs to be targeted so that you can reap the rewards of your action.
Let’s suppose that you offer a coaching course focused on women. Why not create your content with a focus on women’s entrepreneurship and leadership?
This simple action will impact your business strategy, in addition to helping it find the right tone of voice with which to communicate with your customers, generating greater identification with them.
We’ve already mentioned how much customer experience matters to inbound marketing. Customers want more than just a product; they want an impacting purchasing experience. Therefore, it is essential that you seek creativity in order to offer this to them.
The first step is knowing how to determine a situation and how to act.
Back to our example of coaching, let’s suppose that you have identified that women who seek the service find undertaking difficult, in spite of their good ideas.
How about offering a webinar about women’s entrepreneurship nowadays and their empowerment through it?
Interactivity marks a positive experience for customers. It is responsible for holding the audience’s attention with animations.
There are several ways of doing this, such as through quizzes, interactive infographics, evaluation tests, among others.
Not only the content, but also the design needs to be aligned in order to attract the attention of the right people and lead them to make a decision.
In order to provide greater security, use data and know what your potential customers are looking for, what type of keyword is searched the most, what’s trending on social media, the landing page’s conversion rate and much more.
The main idea of inbound marketing strategies is to create a consistent connection with your audience.
As we mentioned, all information helps in identifying these opportunities. Based on this, you can apply it to your inbound marketing strategy, developing your SEO, social media promotion, but also boosting your creativity when it comes to offering your content.