Business leaders often ask their marketers whether inbound marketing or outbound marketing is best for their business model. While it is clear that modern consumer behavior indicates that inbound marketing is more effective for the majority of companies, an experienced marketer should be able to give you a tailored answer depending on your industry, niche, aspirations, and business structure.
Nevertheless, inbound marketing should be a major part of your overall marketing strategy, as there is nothing quite as powerful as engaging with your demographic and inspiring them to willfully become your loyal brand followers and ambassadors. With that in mind, let’s break down some powerful inbound marketing tactics that will get your brand noticed in the competitive industry.
The power of compelling content
Marketers like to say that content is king in the digital world, but it’s important to know that quality content reigns supreme in both the online and offline realm. When you use storytelling and imbue your marketing and advertising content with meaningful substance, you’re effectively setting your brand apart from the rest and engaging your audience in a more meaningful way. Here are some of the pillars of a winning content strategy you should stick to:
- Define your target audience.
- Define the goals of your content strategy.
- Conduct thorough customer research.
- Develop a tone of voice.
- Weave your brand’s values and persona into the content.
- Brainstorm content ideas.
- Introduce an effective and efficient CMS.
- Diversify your content – include blogs, infographics, images, and videos.
- Determine the best ways to disseminate your content.
- Emphasize user-generated content on social media and other platforms.
- Tend to meticulous search engine optimization.
- Be sure to revise and revamp old content regularly to boost its relevance.
Meticulous search engine optimization
SEO is one of the key pillars of a winning content strategy, but it’s also a key pillar of your brand’s future in the online world in general, and so it deserves a separate mention. Optimizing your entire online presence for search engines is one of the most powerful inbound marketing tactics you can implement, as it will propel your brand up the SERPs and help you build your brand reputation, authority, and trust in the competitive arena.
Of course, you can only achieve this if you avoid common SEO mistakes and stick to the best practices that have helped global leaders get to where they are today. Implementing SEO doesn’t just mean putting relevant keywords into your blog posts, it also means optimizing the user experience on your website to minimize customer turnover, bounce rate, and improve all other relevant metrics that will tell the search engines that you are worthy of the top spot in the SERPs.
Emphasize brand-to-customer communication
Probably one of the most powerful inbound marketing tactics that business leaders tend to forget about is direct brand-to-customer communication. Nowadays, potential and existing customers want to be able to talk to their brands, communicate with them seamlessly, and get the information they need as quickly as possible, preferably right away.
This is why growth-oriented brands are increasingly integrating phone systems for small business in order to establish a direct line of communication with their audiences, and make themselves available for all inquiries at all times. By coupling phone systems with direct messaging on social media and a chat function on your website, you are effectively covering all your bases and boosting your customer service – which every experienced manager will tell you is the key to effective inbound marketing.
Responsive and performance-driven web design
Speaking of customer service and experience, another important factor that will determine the effectiveness of your inbound marketing strategy is web design. Your website needs to be fully-optimized for maximum customer satisfaction and engagement if you want people to stick around, browse through every page on your site, and tell their family and friends about your brand.
Most importantly, you need to optimize your site for a seamless browsing experience on all mobile devices. Mobile web consumption is one the rise around the world, as people are increasingly consuming content on the go, and even shopping on their favorite Ecommerce stores on their phones. With that in mind, be sure to leverage Accelerated Mobile Pages to rank higher on Google and make mobile browsing a breeze for your online audience – it will inspire people to keep coming back for more.
Social media management and marketing
Lastly, keep in mind that social media is the most powerful mass media tool nowadays, so all the more need for your brand to take its SM strategy seriously. Social media is your gateway to a global audience, and it offers many lucrative inbound marketing opportunities.
Aside from posting your content on all relevant networks and sticking to a strict publishing schedule, consider getting in touch with notable influencers in your niche in order to boost word of mouth, and expand your brand’s reach. Don’t forget to focus on user-generated content to build social proof, and of course, make sure that your SM ads a meaningful message instead of pushing products and services.
Modern marketing is all about combining online and offline tactics along with inbound and a couple of outbound methods in order to create an all-encompassing strategy that will ensure the performance of a brand on all fronts. Use these tactics to fuel your inbound marketing efforts and pave the road to long-term success in your field.