If you also wish to take your business to the next level, it is time you start focusing your time and effort on inbound marketing. Some of the most successful companies in the world today use this form of marketing, and it has helped them realize their full potential. If you, too, wish for your business to grow, there is no better time than now to start taking inbound marketing seriously. After all, business growth doesn’t happen by itself. It needs the right marketing strategy to attract and convert customers.
In the fast-paced, technology-driven world that we live in, old school marketing techniques are no longer as effective as they used to be. As consumer lifestyles, spending habits, and preferences change, now is the time to reconsider your marketing techniques. When was the time you, as a consumer, paid attention to a commercial in the middle of your favorite TV show or answered a cold call? The modern customer completely ignores most of these forms of outbound marketing. People have become so frustrated with the constant in-their-face marketing techniques that they have started blocking them out as much as possible.
In this age, inbound marketing is what will get you the highest return on each dollar of your marketing budget. So, what is inbound marketing, and what are some of the strategies you can use to grow your business? Let’s have a look.
What is Inbound Marketing?
Inbound marketing involves earning the customer’s attention organically and getting them to come to you, instead of pushing out your message to them. Traditional marketing relies on direct mail, billboards, TV advertisements, and cold calls. On the contrary, Inbound techniques focus on generating organic search engine traffic and creating useful content to attract customers.
Inbound marketing has four steps: Attract, Convert, Close, and Delight. First, you must attract visitors and know how to create a lead magnet to get them to convert. Then, you must try and close the deal and finally, delight them so that they keep coming back for more.
Now that we know what inbound marketing strategies entail, here are some of the top ways that can grow your business at each stage.
Inbound Marketing Strategies to Grow your Business
1. UNDERSTAND YOUR CUSTOMERS
Before you can even think about strategies to attract your customers, you need to understand who they are. After all, your marketing has to target those who are most likely to buy from you and become loyal customers. Please do some research into your customer profile and find out their age, gender, interests, and preferences. You can use various analytics tools to find out the people regularly visiting your pages or websites. You can even send a direct survey to your target market through an email. This information will allow you to create content that is most likely to appeal to your target audience.
2. CREATE INTERESTING CONTENT
By regularly producing exciting and relevant content, you get your customers to come to you because you provide them with the information they require. It helps improve your business’ credibility and build trust and loyalty. For instance, if you provide property maintenance services, regular blogs, and articles on topics such as how to maintain your property and prevent any damage or deterioration can help attract the right people to your site.
3. SEARCH ENGINE OPTIMIZATION
A large proportion of the customers begin their buying journey with a search engine. It means if your business doesn’t appear at the top of search engines like Google, you lose your customer to a competitor, even if you have a better product. Make sure your website’s content and structure are optimized so that your business is amongst the first ones to be found on search engines.
4. MAKE USE OF SOCIAL MEDIA
Social media is where the average person spends a significant amount of their free time. If you are not using this platform to reach out to your potential customers, you are sure to miss out. Make a presence across all social media platforms, and make sure to be regular with your posting. You can post about your latest products, offerings, or promotions, promote your content and blog posts. You can use it to communicate with customers and get their feedback.
5. OPTIMIZE YOUR LANDING PAGES
Optimizing your landing pages involves having well-designed web pages for your visitors to land on that will get the maximum number of people to convert. It would be best if you had strong titles with relevant content to keep the visitor engaged. It also helps in a clean and attractive layout in making your business appear professional and trustworthy. Moreover, your landing page should communicate what your company does in a convincing yet concise manner.
6. USE THE RIGHT CALLS TO ACTION
If you are unable to get your customers to convert to leads, the problem could be with your calls-to-action. A call-to-action is the button that directs your customer to the action you want them to take, such as ‘Sign up now’ or ‘Buy now.’ It should be easily visible and placed where it is most likely to be seen. Finding the right call to action is mostly about experimenting with different formats and placements until you find one that one generates the best results.
7. CREATE EFFECTIVE LEAD MAGNETS
Lead magnets are items of value offered to the customer in exchange for their contact details. The contact details of the customer are of great importance to any business as it does your job in reaching out to them so much easier. The lead magnet can be an eBook, video, webinar, or even a free consultation – anything your customer will value enough to provide their email address.
8. EMAIL MARKETING
Once you have enough leads through the above strategies, it is time to get your customers to close the deal, i.e., make a purchase. Email marketing is one of the most effective ways to do this; in fact, it is so effective that every $1 spent on email marketing generates an average ROI of $42! Sending personalized and targeted emails is the best way to increase sales. Moreover, sales-focused content such as product videos, specification details, and FAQs should use to make the purchasing decision easier for the customer.
9. OFFER EXCELLENT CUSTOMER SUPPORT TO BUILD CUSTOMER LOYALTY
Once the customer has purchased your product, it doesn’t end there. You should be there from them for any after-sales support they need if you wish to build customer loyalty. Failure can result in negative reviews and bad publicity, which will deter new customers from buying from you. Moreover, you are unlikely to generate repeat business from your existing customers.
The Bottom Line
There are numerous ways to use inbound marketing for business growth. These are the basic ones, yet the best ways to get started for any business that is just getting on the inbound marketing bandwagon. By working on these nine areas, you are sure to see an instant improvement in your sales. Good luck!