Companies nowadays put focus on pulling people into their products through different creative ways.
As more people are drawn to using their mobile devices to search the web and scroll through social media, one inviting piece of content could lead them to visit your webpage and browse through your products.
This strategy is called inbound marketing and it is getting popular in the business industry.
Inbound marketing defined
Inbound marketing is the act of driving prospects to your website instead of directly reaching out to advertise your products or services. The goal is to get your company discovered by developing content that appeals to your audience.
This marketing strategy frequently happens before prospects are ready to make a purchase, but making early contact can turn into brand preference which would ultimately get you leads and revenue.
Why should your business use this strategy?
Inbound marketing allows you to develop a relationship with high-quality leads who are actively interested in your product or service. This is important especially if your business has a relatively long sales cycle.
If your target audience takes their time to research different companies before making a purchase, they would most likely pick the brand from which they have gotten tons of valuable insights and practices.
Through this marketing strategy, you are only found when people search for you. They are the ones seeking out your content and generating organic traffic to your web pages.
Two-way communication is also present which could help your business gather feedback and reviews from customers about the things you need to improve in your product.
Common inbound marketing methods that attract clients
You have to rely on different tactics to catch the interest of your target public. There are several methods to drive the right people to your page and discover your brand.
Blogs or webpage
Blogs or web pages are an ideal way to give a solution to your prospect’s questions in long-form content. The more educational and frequent your posts are, the more you will be able to become the trusted brand clients could rely on.
Publishing well-structured and helpful posts could attract and engage your leads and boost organic traffic to your website. If you are consistent and have developed a dedicated publishing schedule, you may earn a loyal following of people who would support your product.
Whitepaper and infographics
A whitepaper is an in-depth educational content that adopts a more formal tone than an average blog post. Infographics, on the other hand, are quick snapshots of insightful data about a certain topic presented in creative form.
The key advantage to these contents is that it demonstrates your team’s visually creative side. It also takes information sharing from the usual block of endless text to a colorful, appealing summary that draws a person’s eye immediately.
Webinar
A webinar is a seminar done within the confines of the internet. Using this format, your team has the opportunity to provide information to your audience and do it in a highly engaging and personable way.
Whereas it is easy for people to dissociate from the team who creates your blog posts, whitepapers, and infographics, that is not the case with webinars.
The presence of a cognizant person, even if it is just in a video or voice, creates the feeling of direct interaction with your prospects.
Content creations (podcast, video series, ebook)
This type of method could help people who dedicate a lot of time scrolling through social media to have an interest in your brand.
Podcasting allows you to attach a voice and some personality to your brand. That way, when prospects are ready to make a purchase, they will remember your company as a relatable source. One 30-minute episode a week can turn your company into an engaging brand that people could look forward to listening to.
Video content, unlike a webinar, is great when it is bite-size as social media users are generally interested in videos that are brief but informative. You could repurpose content from your webinar in a more digestible format.
Ebooks allow your brand to be an authoritative source of information. This implies a serious level of sophistication that is one step ahead of whitepapers. This content could be exchanged for contact information of people who are interested in it.
SEO
Search Engine Optimization, or SEO, refers to a series of practices you can use to make the content you created more visible in search engine result pages.
Creative, detailed, or engaging posts get ignored most of the time, especially if there are other things to scroll through on the web. All the content that you have created is useless if your prospects can’t find you in the organic search results.
That means you have to get your content included on page one, ideally in the middle or at the top, of the results in search engines. Otherwise, you are not driving anybody to your website.
Producing high-quality content that answers every searcher’s inquiry can help. You also have to optimize content for particular keywords to ensure relevancy when people search certain queries that you want to address.
