About this Article: Inbound marketing can generate more traffic from audiences who are relevant and have the tendency to convert into promising customers. Apart from delivering conversions, it brings about streamlined customer experience and sophisticated reporting. This article discusses the key steps of inbound marketing for delivering success to your organization. This blog is aimed at helping technology companies see success and healthy ROI from their marketing effort.
What is Inbound Marketing?
The key objective of inbound marketing is to attract people to your site without seeking their attention through conventional online advertising channels. Inbound marketing should not be confused with buying ads, cold calling, or any other method of interruptive marketing. It is rather centered on creating content that the audience wants to engage with, rather than interrupting what they are already engaging with. It is more about building credibility and gaining the trust of prospective customers by creating a situation where customers, lead, and visitors meet their needs. It is aimed towards building a relationship by helping customers at all stages of interaction with your business.
Content versus Context
The effectiveness of the content used in inbound marketing is highly dependent on the context which is about gathering intelligence about what your audience prefers to engage with, and using this intelligence to automate marketing processes that can be moved further down the tunnel. This leads to creating content that your audience finds useful and that can be distributed via channels they use.
Attract, Engage, and Delight
Attracting non-visitors and converting them to visitors is the first step of the inbound marketing. It’s more about bringing the right people to your business who have the potential to benefit from your product or services. Your traffic should be your target audience and your content should appeal to them and their specific needs. This means your content strategy should focus on optimizing your website for search engines and nurture your customers as they move along the buying journey. Blogs, videos, social media ads, and on-site SEO are the tolls that can be used in attracting the right people and delivering the right content to them.
Engaging customers is all about creating a lasting relationship with them on their preferred channels. Keeping visitors/customers engaged paves the way to convert your visitors into customers or leads, keeping visitors in your orbit and encouraging them to continue their buyer journey. The engaged customers also give the kind of customer intelligence that you need to refine your marketing efforts. If your engagement efforts end up delighting your customers, these efforts will result in turning your website into a lead-generation machine. Some other outcomes of having delighted clientele include completed transactions, conversion of customers into promoters, cross-selling, up-selling, and referral business.
Creating Buyer Personas
The strongest buyer personas are created from insights and research gathered from the existing customer base and tailored to specific needs, behaviors, and concerns of different user groups. Buyers’ personas can be used for market segmentation and email campaigns by giving them an image or a name. This makes it easier to visualize them as a person and can further be topped with age, qualification, social class, and the results they expect to see. This helps in understanding prospective customers’ needs, concerns, and the solutions offered by your product that they would find appealing. Depending on your business and range of services, you may have several. You can go negative, too: An exclusionary persona is a representation of who you don’t want as a customer.
Setting Goals and Benchmarks
Goals should be specific and descriptive. Acquiring more customers is not specific but growing our customer base by say 30% over the coming year is. Your goals should be linked to tangible outcomes and time-based deadlines for tracking progress.
Build short-tail (one to three words representing top-level searches) and long-tail (few words long-representing granular searches) keywords people use in your niche. Though short-term keywords drive more traffic long-term keywords will drive more qualified traffic. The right keywords will help your content rank in relevant searches by being not so generic. The buyer personas you created will help you a great deal in building your list of keywords. Right keywords send semantic signals to search engines increasing the likelihood of your content ranking in relevant searches.
Using Different Content Formats
An active content strategy includes a mix of content formats based on what goals need to be achieved. Apart from text-based content, many other formats can be used. Each of these types is directed towards different user preferences and caters to different issues. These types include eBooks, case studies, webinars, how-to-articles, FAQs, Data, statistics, aggregated content, listicles, videos, slideshows, audio, infographics.
Inbound marketing brings much more engagement than conventional marketing methods. Khired Network provides the best inbound marketing services by making your product available to the right people at the right time using the right digital marketing handle. Our inbound marketing team is expert at designing an inbound marketing strategy and executing it to help you engage and interact with your potential customer in new and unique ways. We direct our inbound marketing efforts towards converting online users to paying consumers. Contact our digital marketing team now by clicking on https://khired.com/services/digital-marketing-services/ or emailing at firstname.lastname@example.org