Inbound Marketing is the form of marketing that is known to drive customers to a specific product by means of providing valuable content to them during different stages of the purchase cycle. Unlike outbound marketing, where marketers struggle to garner the attention of potential customers, inbound marketing attracts qualified customers by virtue of building credibility and trust for the business. Users are themselves drawn to the product as and when the need arises.
Inbound Marketing has been gaining immense popularity among marketers across the globe for several reasons. One of the prime reasons behind its widespread implementation is its cost-effectiveness. Inbound Marketing is perceived to generate a better return in the long run, as it focuses on adopting a targeted approach to produce relevant content that attracts potential leads.
This handmade sketch note explains how modern inbound marketing concepts are different from the old marketing techniques
If you are also looking for an apt marketing strategy that could up the game for your company, this blog is your blessing in disguise. Given below are 13 Inbound Marketing Strategies that you can easily implement to help your Startup emerge as a winner in its domain.
13 Inbound Marketing Strategies
1. Search Engine Optimization
SEO is the technique by which you can optimize your website’s content as well as the structure such that it ranks organically on SERP (Search Engine Result Page). Having keyword rich content on your website lets Google’s web crawlers land on your company website with great ease. Therefore, add keywords to the following
- Page Content including Header/Footer
- Page properties like meta description and URL
- Image title or description
Fun Fact: the first result on Google search gets 33% of the traffic while the second rank gets 17% of the traffic.
Blogs could help position you as an expert in your domain and also improve search engine rankings of your company website. Use your blog to boost brand awareness and generate traffic by doing the following:
- Publish valuable content around issues that your potential customers may want you to address
- Be consistent with your posts
- Use CTA (Call to Action) towards the end of your content to attract leads
Fun Fact: Business2Community reported that 71% of business bloggers claim to have increased brand visibility through blogging
3. Social Media Marketing
In today’s world, where people like to stay connected with the rest of the world 24*7, social media marketing has become one of the most effective ways of tapping a potential customer. It serves as a platform to engage with the target audience and build a loyal customer base. Keep in mind the following points to run a successful social media campaign:
- Choose an appropriate social media platform depending on your product and target audience
- Organize fun activities online to keep your customers engaged
- Reward your loyal customers with discounts and vouchers
Fun Fact: 71% of customers having a positive experience with the social media campaign of a company recommend the company to others
An influencer is one who has gained credibility in your field and has a following whose buying decisions he has the capability of influencing. Try pushing posts related to your product through an influencer’s social media profile. This could help garner the desired response and trigger exponential growth by leveraging the reach of an influencer to build an audience of your own. Here’s a step by step approach to using Influencer Marketing:
- Set an objective that you wish to achieve at the end of your campaign
- Set quantifiable metrics to measure success
- Choose probable influencers for your brand and connect with them
- You could even send them your products as gifts for them to review through their social media handles
Also known as Pay-Per-Click Marketing or Retargeting, this form of inbound marketing places a tracking snippet on those who visit your website. As a result, your ad content displays on the screens of your recent visitors which helps in creating a high brand recall value. This is a paid tactic with the ability to adjust your budget, target mobile searchers and even pause campaigns when underperforming.
Fun Fact: Marketers believe that PPC Marketing increases brand awareness by as much as 79%.
6. Landing Pages
After clicking a paid search ad, a customer is directed to a landing page which is often the company website. Have a landing page ready depending on what you wish the customer’s next action to be. Be it filling a form or redirecting to a subscription page, your landing page should be such that it gives you a great chance of lead conversion. An effective landing page is:
- Neat and Organized
- Mobile friendly
- Keyword Rich
7. Social Proof
Not everything that is available on the internet is worth trusting. Therefore, smart marketers know the significance of adding social proof to increase credibility. This is done by several big brands to enhance conversion rates. For instance, Amazon banks heavily on showcasing customer reviews for marketing products. You can use influencer endorsements, customer feedback, media mentions and statistics to build trust among the target market.
8. Email Marketing
This is the strategy that is widely used for both acquisition and retention of customers. Email Marketing involves sending valuable content to subscribers in order to enhance customer loyalty and also pitch to potential customers. Given below are a few valuable tips for successful email marketing:
- Personalize your emails, address the receivers by their names instead of keeping it generic
- Customize your sales funnel based on customer demographics
- Use A/B Testing campaign to track success and accordingly revamp future campaigns.
9. Customer Relationship Management
A robust CRM system can ensure increased productivity, better customer experience and greater scope of lead conversion. Use a CRM tool to keep a track of leads so that you can effectively convert them into sales. You could use any of the below mentioned CRM tools to get started:
10. Marketing Automation
Automation of lead generation process by sending targeted messages could boost profitability. Define sections of the market that your product caters to and arrange to send relevant details to the pre-defined target market. Streamline your social media posts, emails and other means of communicating with customers using marketing automation. In order to aid this, create a content calendar that plans your posts well in advance.
11. Social Media Communities
A probable method to delight existing customers and bring them closer to your brand is by creating communities on social media to keep them engaged. Use your company pages on social media platforms to share updates on new offerings and build a community of like-minded people. Try to make your posts as interactive as possible and always respond to queries or suggestions.
12. Loyalty Program
Create a loyalty program for customers in order to aid customer retention. Reward a loyal customer’s long association with the brand by giving out discount vouchers or free products. Rewards could comprise of birthday offers, referral gifts or small tokens of appreciation. This method could take you a long way in helping to maintain a healthy customer relationship.
Surveys are extremely powerful sources of information about brand perception and customer needs. They can be used to figure out customer expectations and consequently manufacture products with desired qualities or features. Conduct surveys and seek feedback from customers on a regular basis. You could even use the results of such surveys to build a positive brand image.
All in all, irrespective of the strategy you adopt, inbound marketing has the potential to transform your business and take it to a different level altogether. Use it effectively to tap leads, convert them into sales and even delight your existing customer base.
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