Today, the modern consumer is exposed to thousands of adverts on a daily basis. Which is why now, more than ever, people are far more drawn to brands that take a less invasive approach in the way they promote their business. Inbound marketing is one such approach, and it can bring an exceptional level of value if you do it in a right way
In this article, we’re going to share 5 tips for effective inbound marketing success.
What is inbound marketing?
Inbound marketing (or pull marketing) refers to the process of creating high-value content in order to attract your audience before they are ready to purchase, and then slowly nurture them, build trust, demonstrate authority, and allow them to come to a natural and positive conclusion by themselves.
Think of it like putting a saucer of milk outside your backdoor and allowing a shy cat to slowly get used to your presence, build up trust, and lure them in for belly rubs!
1. Understand what makes your audience tick
What do your audience want the most? What are their biggest pain points? What motivates them to make a purchase?
When you know your audience and you can anticipate their needs, it is far easier to create high-value content that resonates with them on an emotional level.
2. Have a solid website with an intuitive UX and quality sales copy
It’s not enough to lure potential customers in, you need to impress them as well if you want them to stick around. This means having an attractive website with an intuitive UX (user experience), optimised for SEO with a relevant backlink profile, and plenty of quality sales copy that takes them on a journey.
If your website is slow, off-brand, and has too much boring, keyword-stuffed content, your conversion rates will suffer tremendously.
3. Invest in authentic, value-driven content
When you know your audience and you conduct proper keyword research, developing a value-driven content strategy will be far easier.
Remember, with inbound marketing, your best sales rep is the content you create. The more you invest in making it as valuable as possible for your audience, the far more likely they will be to eventually convert into loyal paying customers.
For example, an agency that specializes in SEO Melbourne will be up against a lot of competition, so in order to stand out and resonate with their audience, they’ll need to demonstrate their authority through the quality of content they share. When giving away high-value information, not only do they show their prospects how knowledgeable they are, but they also increase their chances at converting those who aren’t quite ready to buy into loyal clients.
- Unique blogs.
- Informative video content.
- High-value eBooks.
- Detailed infographics.
- Fun & engaging social media posts.
- And so on…
It’s all about creating a healthy balance of valuable content that adds value to the lives of your audience.
4. Use automation software and create a loop
There are many automation tools out there that you can use to simplify the inbound marketing process. Automating tasks such as internal messaging, tracking and measuring KPIs, and scheduling content sharing can all bring so much value to your business as they free you and your team up with fewer administrative slogs.
5. Split test, dial in, refine
The chances are you aren’t going to nail your inbound marketing on the first try. As such, you need to trial and error various messages, split test a multitude of CTAs, dial in and refine your content creation strategies and never stop measuring your performance.
Over time, the data you collect will provide you with invaluable insights that will ultimately help you nurture and convert as much website traffic as possible.
When done well, inbound marketing can be truly transformative for any business.