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Top 10 tips for an effective inbound marketing strategy

Top 10 tips for an effective inbound marketing strategy

What is an inbound marketing strategy?


If you want to attract visitors to your website and engage them while they are there, you will need an effective inbound marketing strategy. An inbound marketing strategy will help your visitors on their buyer's journey through your website. Many companies fail to do this and their sales suffer as a consequence. To help your strategy to succeed you will need the following - a plan, a clear idea of who your audience is, an outline of your goals, and an understanding of the SEO opportunities available to you. Here are 10 top tips for an effective inbound marketing strategy:


1. Blogging


Your site should have blog articles that address your target audience's pain points. 

A well-structured blog that attracts visitors to your website can boost organic traffic. However, it’s important to adhere to best practice guidelines when blogging. A good blog can be very effective but it’s important to understand that results will not come overnight. If you produce a new blog every week for more than eighteen months, Google may well start rewarding your efforts with a higher profile for your site.


2. Advanced Content


Advanced content includes things like eBooks, white papers, interactive content, and how-to guides. Well-crafted advanced content can generate new contacts and motivate your existing ones. One piece of advanced content per month can work wonders in generating new leads.


3. Video Content


Video content is the future of marketing. A study suggests that 80% of traffic in 2021 will be driven by video content. This can be video blogs, case studies, product demos, or video testimonials. Video content is also great for SEO. 

 

4. Promotion and content distribution


Excellent content aimed at your target audience is the first step. The next step is to promote this content. Understanding what your audience wants and what they share will help to improve engagement - time spent researching this will be rewarded. You might also want to consider writing some guest blogs to help improve your reach. You can also use paid ads, click-through pages, and product launches as well as researching ways of getting your content onto platforms where your potential clients are active. Some of these can really help get your message out there. 


5. Email Marketing


Email marketing can be an effective way to promote blog articles, improve subscriptions and promote advanced content pieces. One study suggests that 90% of content marketers feel email engagement is one of the top metrics for measuring content performance.


6. Marketing Automation & Lead Nurturing Workflows


A separate study reveals that more than 67% of marketers have automated their client interactions to some extent.  In addition, up to 70% of companies have noticed an improvement in the quality of targeted customer communication. Automation helps companies produce and manage nurturing workflows and promote content along the buyer’s journey. With increased automation of workflows, companies can focus on building relationships with their customers and keeping their potential leads interested and engaged.


7. Search Engine Optimisation (SEO) based marketing


High-quality content doesn’t count for much without good SEO. A good SEO strategy that uses targeted content to reach an audience will bring traffic and buyers. Your content should be useful and honest and provide answers to the questions your audience is asking.


8. Growth-Driven approach


A growth-driven approach means that companies take the trouble to assess user behaviour on their website to understand where they can improve the user experience. A growth-driven approach helps improve conversion rates by making websites easier and more intuitive to use.


9. Voice of the customer program


Even if you have excellent content and great SEO, the truth is that nothing works as well as an excellent customer experience. Delighted customers write testimonials about how your company or product made a difference to them. Companies should encourage user feedback to achieve this. You can collect data through surveys, feedback, face-to-face questioning, web forms, or a combination of all of these. Your Voice of the Customer (VOC) programme will also help you identify where you can improve your service.


10. Align the teams


An inbound marketing strategy is successful when an organisation is able to align its sales and marketing teams. Your sales team needs the right tools and resources to help them convert more deals. Tools like Aritic Pinpoint can free up your sales teams' workload and help them focus on building relationships and improving those all-important conversion rates.


Conclusion


We have explored the importance of devising an inbound marketing strategy by creating content that addresses the pain points of your potential customers. Using advanced content and good SEO will help to improve your reach. You also need a good understanding of the customer journey on your site and you should provide your customers with the opportunity to quickly and easily provide feedback on how you are doing.

If you implement the above suggestions (you don’t have to do all of them at once - you will probably want to prioritise the ones you feel are most relevant to you), you will have an effective inbound marketing strategy. This will lead to improved customer satisfaction which means greater customer loyalty and increased sales.


by Neha Shelar | 23 Aug 21

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