Inbound Marketing to Grow Your Business

Inbound Marketing

The concept of inbound marketing is centered around your core buyer personas and the conversion paths they take to your product. Instead of focusing on marketing on external marketing content to introduce customers to your business, inbound marketing focuses on promoting the customer’s action. Rather than vague marketing to the masses for clicks, it focuses on making the right kind of content available for anyone who decides they want or need it. Once a viewer engages with your content, they are presented with a content offer. If they are interested, they will click a Call-to-Action (CTA) button. They then will be asked to fill out a form, purchase, or social media follow in return for an offer presented. With inbound marketing, you should ensure that frequently asked questions, images, videos, content, blogging, etc. are all present on the website.

Identify the Most Relevant Channels

Since inbound marketing is a more targeted approach, it is important to put resources towards the most relevant channels. Specific social media analytics and demographics can determine which channels you should try to engage your clients, and which ones may be a waste of the budget. For example, Instagram is a great place to tell a visual story that shares a glimpse of your business’ identity. Pinterest is great for distributing visual content pieces, such as infographic or original illustrations, in order to attract to your website. Snapchat, on the other hand, is an amazing channel to market to millennials and teenagers but would be a poor choice of marketing if your target is an older demographic.

Repurpose Your Content

Previously published content can always be repurposed to new consumers who prefer a different format. For example, an article can be repurposed into an infographic or video. A long video or article can be published as a series of smaller segments instead, and vice versa. You can also create usable snippets and informative images for social media.

Take Advantage of User- Generated Content

User-generated content is helpful in growing your reputation and credibility with your audience. This can be done through reviews, comments, photos, and more. Also, content can be gathered and shared, which is easy and saves your business resources.

Analyze Your Content Performance

When analyzing your content performance, you should look at four aspects: user behavior, engagement, SEO results, and company revenue. User behavior should be observed to assess for unique visitors, pages viewed per session, and bounce rate. Overall engagement can be analyzed through likes, shares, comments, and mentions. Search Engine Optimization (SEO) results can be assessed through the amount of organic traffic, dwell time, and backlinks. Finally, company revenue relates to number of leads, existing leads affected, and conversion rate.