If you haven't already done this, now is the perfect time for you to start developing your 2016 inbound marketing strategy. Effective digital marketing activities can increase your online visibility and attract visitors.
Not having a strategy leaves too much to the imagination and often creates chaos and inconsistency. Knowing what you're doing and where you're going makes implementation much easier.
Inbound Marketing Strategy Best Practices
- Create original content such as blog posts and a social media posts to engage customers.
- Use efficient and updated marketing techniques to cut costs. Most social media channels and blog hosting platforms are free. You can eliminate inefficient offline methods and start saving money.
- Develop an active webpage where your traffic turns into leads. Include a lot of calls-to-action in your content so visitors have plenty of opportunities to provide their personal information as a lead.
- The premise of a lead-nurturing funnel campaign is to keep conversations going over time. You can do this by using lead accumulation through various channels, lead recycling, and sales-ready leads for prospecting qualified marketing leads.
- Track and analyze your inbound practices. The best ways to determine inbound return on investment are to observe, track, and analyze your campaign efforts. Software like HubSpot is available to help you break down your ROI.
- Hire a marketing agency with a skill set that matches your strategy. Highly analytical and digitally savvy professionals can help with your efforts. Make sure they are tenacious enough to update your plan regularly in order to meet your growth goals.
Inbound Marketing Is Constantly Changing Direction
You will need to embrace the trends of tomorrow to stay ahead in the marketing game. Here's some things to think about:
- Episodic content is an ideal technique for boosting engagement and retaining customers over a long period of time. A gripping story line makes it addicting, emotional, and easy to relate to.
- Email marketing is making a comeback. According to McKinsey & Company, email conversion rates are 3 times higher than those of social media. The average email marketing ROI for every $1 spent is $44.25.
- Hyper-segmentation and Micro-Targeting involve the process of using consumer information to put forth your brand’s message to the right people at the right time. You access the information visitors leave behind and use it to target niche audiences.
- Wearable technology is the Internet of Things trend and the state-of-the-art technology drives change. The wearable technology allows you to track a user’s motives. The insight you gain gives you an excellent sense of how and when to interact with consumers.
User-Generated Content is a strategy that allows customers to share their ideas, thoughts, and opinions. Social media provides an intimate cyber setting that fosters conversational feedback. Some helpful tips are:
- Use consumers to create content and drive search engine optimization.
- Figure out where user-generated content fits into your overall communications strategy.
- Respond to good and bad feedback. It shows people who you care enough to respond and you can provide more educational content.
- Check with your legal department about potential copyright problems. Try to balance your user-generated content with your quality-optimized content.
Inbound marketing and inbound sales work together. Both applications have programs that advise, counsel and educate prospects until they feel comfortable enough to buy whatever your company offers. Your marketing tactics start the process and ensure that your business is easy to find when potential customers are looking for products and services. Whether it is via search engines, social media, relevant websites, mobile devices or referrals, when people express an interest in what you provide, you are there for them with assistance. The content can convert an anonymous searcher into an identified contact. Once a person expresses an interest in your business, you can use nurturing tactics to continue the conversation.
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