Why Are Complex Strategies Vital For Inbound Marketing?

Iryna Deremuk

Creative storyteller with an unfailing exploratory spirit. Iryna will guide your brand from an idea to a compelling story.

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To reach marketing success, it is no longer enough to build a clear-cut strategy and apply it for years. New tactics to engage the target audience and boost sales appear every day. However, the essentials are still simple. There are two ways to promote products: outbound or inbound marketing solutions. In this article, we explain why inbound strategies are more powerful and how to use them effectively.

 

What Is Inbound Marketing?

what is inbound marketing

Inbound digital marketing is the way to generate leads and convert them into clients by providing valuable content at all stages of the sales funnel. In such a way, you can build trustworthy relations with consumers before the purchase, allowing them to discover more about your company without direct selling.

One ultimate advantage of inbound marketing is that it can help you generate leads over the long term. For example, when you create a blog and write on a wide range of topics, people from the search results will keep visiting your website even if you don’t update the content regularly. Outbound marketing tactics aren’t so effective in retaining customers: once you stop paid advertising, traffic decreases significantly.

Among other advantages of an effective inbound marketing strategy are increased brand awareness and improved customer satisfaction and loyalty. You provide consumers with useful content without asking for anything in return, so they are automatically more positive about your brand. When you continue to add value to clients and develop long-term relationships with them even after the purchase, they are much more likely to buy again. Moreover, a strong inbound marketing plan allows you to increase the probability of word-of-mouth referrals. 

 

Inbound Marketing Examples: What Is Included? 

ibound marketing examples

There are plenty of inbound marketing tactics that you can use to skyrocket your company. Let’s take a look at the most widespread ones.

 

SEO

SEO is one of the most workable tactics that help companies attract website visitors through search engine results. It allows businesses to generate free traffic and receive organic visitors. For example, the average click rate for the first position in Google is 28.5%, while for the second and third positions, it is 15.7% and 11% accordingly.

Using appropriate keywords, improving loading speed, creating website visitor journey maps, and increasing the time spent on the pages are among the most effective ways to enhance search engine optimization. We recommend testing various marketing techniques and tools to choose the best option for improving your SEO.

 

Content Marketing

The content you post has a direct impact on conversions. It helps you build strong relations with the audience and give them enough data to make educated purchases. The effectiveness of an inbound strategy is proved by the fact that 73% of businesses have been very successful while spending 10-70% of their total marketing budget on content marketing. 

If you want to drive more traffic to the website, consider creating a brand blog. It will help you attract more visitors from search engines and convert warm leads into clients. To make content more effective, show the solutions to consumers’ problems in your texts, use only original graphics, and include a CTA to show visitors clear next steps.

 

Social Media

77% of marketers say that social media has been very effective for company promotion in 2022. This proves that building an online presence on social platforms is one of the inbound marketing best practices. It lets you reach the target audience, build a loyal community, and keep them engaged. 

To make social media marketing more effective, it is vital to choose the most applicable platforms for your clients. Before posting, develop an SMM plan, as it helps see the holistic image and create targeted content, relevant to your buyers’ needs. Also, try different marketing strategies and tactics, and don’t be afraid of experiments. The principles of social media marketing constantly change, so it’s critical not to follow the same rules for years, but develop new approaches to the brand’s promotion. 

 

Email marketing

Currently, there are 4 billion email users and this number is expected to grow to 4.6 billion by 2025. Such impressive statistics motivate many business owners to use this channel for their brands’ promotion. Also, it is often much cheaper than social media or search engine advertising.

 You can collect users’ email addresses through the website or landing page. Get in touch with your prospects regularly to guide them from the awareness stage to the consideration and conversion ones. Segment the audience while running inbound marketing campaigns to provide the most valuable and relevant content for all groups. We recommend tracking the effectiveness of different emails, conducting A / B tests and applying only the winning solutions.

These are common examples of inbound marketing that can help you skyrocket your company. Although there is no magic wand, all the mentioned techniques perform well only in capable hands.  You can learn more about digital marketing services we provide to improve your business promotion significantly.

 

 

What Is An Inbound Marketing Strategy In A Nutshell?

inbound marketing strategy in a nutshell

The Inbound marketing strategy is a step-by-step plan on how to reach potential clients, educate them about the products and services offered, and convert them into regular buyers. There are three main stages you need to consider, developing a successful inbound marketing strategy that will attract and retain customers:

  • Awareness. Leads come to your website or social media platform uncertain about the problem they have and the ways to solve it. The main goal at this stage is to show that you know how to deal with their issue and educate them about your brand. You shouldn’t try to convince people to buy your products at once. Instead, provide plenty of valuable content to prove your expertise. 
  • Consideration. People know their problems clearly and are searching for effective ways to fix them. One of the best marketing strategies to move consumers further down the sales funnel is to provide them with more specific and personalized content. You can do so by sending emails to different audience segments, running a blog that covers various topics, and suggesting a few solutions or services based on consumers’ preferences. 
  • Conversion. This is the final stage before customers make a purchase. An already engaged audience knows everything about their issue and just chooses the best vendor to work with. To help already warm leads convert into buyers, you should offer personalized solutions and convenient methods of collaboration. Make the payment process as easy as possible and highlight your competitive advantages. Don’t hesitate to be sales-oriented, as at this stage your inbound marketing efforts should persuade people to buy.

 

And last but not least. Although all successful marketing strategies aim to convert leads, you shouldn’t stop communication after the purchase. To build long-term relations, make consumers feel like they are a part of the community. You should always be able to provide clients with all the necessary answers. In such a way, you’ll turn people into regular clients and increase the chances of word-of-mouth referrals.

 

Marketing Advice On How To Develop A Strategy That Will Drive Leads?

lead generation strategy

You already know what the most effective marketing strategies usually consist of, and now, let’s discover how they are created. This process usually varies depending on the project specificity, but there are still a few steps you should pay attention to.  

  • Lead potential clients from stage to stage. The most critical thing is to build a step-by-step plan of how you will guide people through the sales funnel. First, you need to generate as many leads as possible by using alternative solutions, such as running a blog and social media accounts, improving SEO, guest posting, etc. Then lead consumers from stage to stage by providing more specific information. And finally, after you have already gained trust, convert them into buyers.
  • Analyze performance. As an integral part of digital marketing, a thorough studying of previous achievements and failures is necessary. Check the metrics regularly. Remember that the market situation also changes, so don’t forget to follow the trends in your niche. Once you’ve studied all the results and get a holistic image of your company’s performance, think about how you can improve it.
  • Optimize the sales funnel. Now you know the mistakes you’ve made before and can get a step closer to developing top marketing strategies. Improve the leaks in the sales funnel and think of new ways to provide better experiences to potential clients. You can ask consumers for feedback on different social channels and consider these insights while developing your future strategy.

 

5 New Inbound Marketing Strategies to Apply In 2022

new inbound marketing strategies to apply

Nowadays, there are so many inbound tactics and strategies that their number may confuse a business owner. In this section, we collected the most up-to-date strategies for you to run an effective marketing campaign with ease.

 

1. Comprehensive Audit

The first and most important thing to do before developing a strategy is to evaluate the effectiveness of your current inbound marketing and SEO efforts. Study the performance of all the solutions you apply and find the weak points in the sales funnel. We’ve already stated that this analysis should be done regularly, but if you’re going to build a new strategy, the audit needs to be much more comprehensive. 

Then define your goals for the future. Think about what you want your customers to do at every stage and what you can offer them instead. Develop a detailed plan for how you will lead consumers through the sales funnel. And only then, apply various marketing methods and tools to improve customer experience and communicate more effectively with consumers at every stage.

 

2. Persona-Oriented Content

Personalization is the key to building trustworthy long-term relations. Therefore, to make your inbound content marketing drive more leads, it is always vital to keep in mind the pain points of your buyer persona. Describe the ideal customer profile in detail. Identify the demographics, behavior, and preferences of your target audience. Then, think about consumers’ issues your product can solve. If it’s necessary, segment these people into a few categories.

After, you should outline a buyer journey to ensure you’re delivering the right messages at the right time. Use the inbound marketing tactics we’ve mentioned before to communicate with people at different stages. Consider what content is valuable and can trigger them to learn a little more about your brand. Finally, don’t forget that personalized things like thank you emails increase customer loyalty significantly.

 

3. Pillar Content

This is a comprehensive article that serves as a basis for other smaller pieces of content and links them together. Pillar content is essential in many types of marketing strategies. It helps people learn the most important information at once, while for companies, it is a great way to prove their authority and expertise.

Here are a few things you need to know while applying pillar content to your inbound methodology. Firstly, you should ensure that the target audience is interested in the topics of the articles you publish. Provide only relevant content to prevent consumers from leaking out. Secondly, it is better to enlarge pillars over time and add more specific data in the form of smaller articles. You can use cross-linking to increase the time spent on the pages and lead consumers further through the sales funnel.

 

4. Social Media Presence

An active social media presence is required to reach out to your audience, build a strong reputation, and drive traffic to other communication channels you use.

Consider a few inbound marketing tips while building a winning strategy. Firstly, choose the platforms your buyer personas use the most. Secondly, remember that if you use an inbound marketing strategy, social media shouldn’t be the place to convert potential clients. Post valuable, educative content, raise brand awareness there and then lead prospects to the website to turn them into clients.

 

5. Lead-Generating Email Campaigns

Although email marketing used to be considered as an outbound method, you can use it as a part of an inbound strategy as well. You can create a landing page and collect email addresses in exchange for a piece of useful information, like an e-book, checklist, or educational video. It is not cold emailing, as consumers are already aware of your brand and potentially interested in your products.

Then, you can run an inbound marketing campaign and lead consumers from stage to stage by providing valuable content. Remember that all emails should be personalized and offer relevant solutions to consumers’ problems. To make your marketing tactics more effective, prepare examples of different pieces of content and then run A/B tests. Optimize performance regularly and provide customers with tailored experiences to improve their loyalty and turn them into regular clients.

 

Why Are Complex Inbound Marketing Strategies More Effective For B2B?

inbound marketing strategy for b2b

As we understand from the inbound marketing definition, this process helps us build trusting and strong relations with potential clients. These advantages are critical for B2B companies, which usually focus on long-term collaboration with their clients.

However, it may be difficult to convert leads in this field, as the level of responsibility of the vendor is always much higher. This is when B2B inbound marketing comes to the stage. It is more complex than other inbound strategies, as it is more difficult to convince business owners to partner with your company. This is proved by the fact that the average B2B buyer’s journey involves the consumption of 13 pieces of content.

To develop a well-defined marketing strategy, you need to consider plenty of details, such as who conducts the research, who makes the final decision, what aspects are the most critical to businesses you work with, etc. To close all objections, you need to involve many channels and build a strong content marketing, social media, email marketing, and SEO strategy.

 

Conclusion

Congrats, now you understand the inbound marketing meaning and how it can help you drive more traffic and increase sales. Apply all the tips you’ve discovered to build ideal inbound marketing strategies for your company. And don’t forget to choose reliable and skillful service providers to carry out your business promotion.

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