The simplest way to define inbound marketing is that it is a way to draw people to your website through optimized, extraordinarily engaging and targeted content. The content is then either promoted by you or the consumers.
Hence, customers can easily find your brand. Inbound marketing differs significantly from traditional online marketing tactics as it doesn't involve extensive advertising spent to attract people to your website.
Although inbound marketing campaigns don't require a lot of capital to start, they can be very resourceful. However, it takes considerable effort to create outstanding content. This is what makes it attractive to small businesses or SMEs that lack large marketing budgets.
Why inbound marketing?
There are numerous reasons why inbound marketing is essential to businesses. Here are three main reasons why you should consider inbound marketing: Consumer buying habits have changed
Unlike before, consumers today want to be in total control of the purchasing process. You should, therefore, help them find your business by offering relevant, first-rate content. With time, thanks to your valuable content, you will be perceived as a knowledgeable and reliable advisor in the industry and not just as a vendor trying to get people to buy something.
It is cost effective
According to research, businesses that depend on inbound marketing techniques have a lower cost per sales lead compared to those using outbound marketing techniques. For instance, a blog post will cost the same regardless of whether it attracts 100 or 100,000 visitors, while with outbound techniques, the cost will vary depending on the number of visitors it draws.
It attracts qualified leads
Consumers who find you through inbound marketing techniques are highly likely to be actively searching for your business’s products or services. Inbound marketing attracts warm leads contrasted with the ones you get through blanket advertising or cold calling.
Elements of an effective inbound marketing strategy
The first step in your inbound marketing strategy is identifying the topics to write about, that are likely to generate traffic, and the right sort of it. The content, obviously, needs to be related to your business area and your target audience for it to generate a sizeable number of visitors. Hence, you need to make sure that:
- A reasonably large number of people are searching for the content you intend to publish
- The search results are not already packed with articles from well-known sites that cover the exact same topic
You need to find a content niche with demand. One of the best ways to find this niche is by using keyword research tools like Moz Keyword Explorer, Serpstat, Semrush or even Ahrefs.
Search engine optimization
Inbound marketing is synonymous with search engine optimization otherwise known as SEO. The most important feature of SEO is the power of keywords. For you to gain traffic for relevant keywords, you need to optimize your website’s structure and content to get organic placements on SERPs (search engine result pages). Properly optimizing your content for SEO enables Google’s web-crawling technology to identify and index your content so that it appears for free to people looking for it.
Create compelling content
Now that you have successfully drawn people to your site through using the right keywords and SEO, you need to provide them with high-quality content. Content is the key aspect of an inbound marketing campaign strategy. Without fresh and valuable content, you cannot keep and convert your leads. Your content should come in multiple forms and with the aim of helping your audience answer a specific question or to solve a problem. Your content also needs to stand out to break through the clutter. It should be able to educate, inspire or even entertain your audience.
Make it easy for people to share your content
Once you have created phenomenal content and published it on your site, you need to attract new and returning readers by sharing and promoting your content on social media. Creating a piece and posting it on your website is only a small piece of the puzzle. Social media ensures that your content reaches the relevant people and in big numbers. Hence, spend time on creating a social media promotion plan to distribute your content to the right people.
This is where your leads fall after clicking your call-to-action. Whether it is a form fill-out to download a white paper, a product page or a subscription service page, it needs to be top-notch. Some of the most important elements to keep in mind when creating landing pages include;
- Relevancy: The page should be relevant to the call to action
- Focus: Make the purpose of your landing page singular, whether it is to “Download This Guide” or “Sign up for this E-Newsletter.” The CTA should be prominent, prevalent and above the Fold.
- Design: This is an essential component of keeping your visitors engaged. You can do this using images, videos, and testimonials that can help improve the conversion rates of your landing page.