Inbound Marketing Best Practices

by | Jul 1, 2020

Are you ready to get your business in the spotlight?
Then it is time to gear up your inbound marketing efforts.
In this post, we will cover everything you need to know about Inbound Marketing and its best practices.

What is Inbound Marketing?

HubSpot was first to coin the term “Inbound Marketing” in the year 2006.

Inbound marketing relies on empowering and building meaningful relationships with existing customers, prospects, and consumers. It involves helping them through value-added content creation, compelling CTAs, and specially curated experiences depending on their position in the buyer’s journey.

Unlike outbound marketing, inbound marketing focuses on customer problems and presents your product or service as a suitable solution.

We have a simple yet highly effective inbound marketing strategy, which contains the following stages

1. Attract:  Establishing your business as a domain leader or expert by sharing valuable content to attract prospects and generate awareness.

2. Convert: Converting the prospects into high-quality leads through active engagement.

3. Close: Presenting your product/service as a fitting solution to their pain points and closing the deal.

4. Delight: Offering constant help and support to aid the customers in extracting the maximum from their purchase.

Impact of Inbound Marketing

Are you wondering if inbound marketing is worth its weight in gold?

Let’s quickly go over the advantages of running an inbound marketing campaign:

  • Given that a significant chunk of buyers researches sellers before reaching a decision, inbound marketing will help with brand visibility and customer awareness.
  • Inbound marketing is sustainable as their campaigns do not expire and continue to deliver results in the long run.
  • It attracts high-quality leads as it attracts, engages, and nurtures prospects that are already looking for solutions and to make a purchase.
  • It elevates the brand position and helps in building trust, which lays the foundation for better customer retention.
  • Inbound marketing best practices tie together the sales and marketing teams, which, when working in harmony, will boost your customer base.
  • When compared to outbound marketing, inbound marketing can achieve comparable results at 61% cheaper costs.

Simply put, inbound marketing is one of the best ways to attract high-quality leads while also developing your brand and its credibility.

However, to get the most from your efforts, we will cover the various inbound marketing best practices to help you achieve more.

Inbound Marketing Best Practices

Here are a few of the inbound marketing best practices that will help you get your business noticed:

1. Create Awesome Content

Content creation and marketing form the backbone of inbound marketing.

But the quality of your content will make a world of difference while determining how well your campaign will take off. So make quality a priority above everything else!

Next, you need to generate content according to your target audience. There are many types of content that can aid your inbound marketing efforts. Classic examples of inbound marketing include blogs, infographics, whitepapers, ebooks, case studies, webinars, podcasts, and video series. Focus more on creating long-form blogs that are loaded with data, infographics, and other content formats.

Finally, in addition to the tone and format of your content, the platform where you publish your content also plays a crucial role. For instance, if you are sending out physical flyers to millennials, your efforts might probably land up in their trash bins.

2. Incorporate SEO

Now that we have covered the importance of content, it is equally important to grant your content visibility. To achieve the desired results, you need to have a thorough understanding of search engine optimization (SEO).

Inbound SEO offers a 14.6% close rate when compared to 1.7% of outbound sourced leads.

SEO is the magic word if you want to attract organic traffic from different sources such as Google’s search engine result page (SERP), social media, and more.

On-page SEO is one of the first places to get started. Start by locating and researching the specific keywords for your target audience and stuffing them naturally in your article. Of course, this shouldn’t compromise on your content quality. Make your content highly readable, engaging, and loaded with value.

Another way to optimize your website is through guest posting or creating shareable content for backlinks from other websites. Optimize your website for mobile-friendliness and higher responsiveness will also give you impressive results.

3. Boost Social Media Presence

Social Media has emerged as a hidden treasure trove to boost your inbound marketing strategy. Here are a few inbound marketing best practices for getting the best out of your social media-based inbound strategy:

  • Target: Social media offers a wide range of demographic factors that allow you to attract your ideal client and increase organic traffic. Make use of these tools to gain visibility within your targeted circles. Establish a clear messaging strategy that answers the who, what, why, and when about everything that you wish to promote.
  • Engage: Engaging content will have a better chance of diverting traffic to your website. Create thought-provoking or attractive content with a compelling CTA to convert lookers into bookers.
  • Show Your Care: Whether you’re interacting with a miffed client or a curious prospect, the nature of your engagement will help in establishing your brand voice. Stay polite and professional, and incorporate humor to.

4. Capture High-Quality Leads

We help businesses assign priority to qualified leads, acquire and manage their data, and identify the best converting techniques to capture the low-hanging fruits. To do so, you need to first align your campaigns with the sales or marketing funnel stage.
Depending on the status of the buyer’s journey, the funnel can be classified as:

  • ToFu (Top of Funnel): Involves educating a wide audience base on their pain points or specific questions without the sales tie-in.
  • MoFu (Middle of Funnel): Continues educating the prospect while positioning your product/solution as the solution to their challenges.
  • BoFu (Bottom of Funnel): Carrying out one-on-one engagement with a focus on closing the sale.

Depending on the prospect’s position, the kind of content used to engage with them will also change accordingly.

For example, in ToFu, companies make use of blog articles, eBooks, and tip sheets. In MoFu, you can use advanced eBooks, case studies, quizzes, webinars/videos, and white papers. Finally, in BoFu, you can use free trials, assessment/evaluation services to initiate a dialogue. Throw in a discount to seal the deal!

 

5. Monitor Metrics

Finally, businesses need to track the progress of their inbound marketing efforts and adapt their inbound marketing strategy accordingly.Naturally, to measure the progress, you would need to identify the right set of metrics. Here are a few metrics that we highly recommend:

  • Conversion Rates: Measure the number of prospects who have taken the desired action on your landing page, website, or social media handle.
  • Website/Blog Traffic: Measure the number of visitors who are visiting your blog or website and connecting with your business.
  • Engagement Metrics: While your social media reach is important, the level of engagement is even more crucial to understand the performance of your inbound marketing effort.

Tools like Google Analytics, Search Console, and BuzzSumo can help you track and measure your progress.

Conclusion

The above inbound marketing best practices can propel your business from anonymity to brand status within your industry. Do remember that you need to continue refining your inbound marketing practices to oust your competitors.
So, what are you waiting for? Get discovered!

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Kshitij Chaudhary
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