Alexa 9 Powerful Inbound Marketing tactics to integrate into your marketing strategy

Inbound Marketing Tactics That Make a Winning Strategy

Customer Service | by Patricia Jones

Inbound marketing is an exclusive marketing strategy that is customer-centric. It’s a  newly emerged strategy in the  B2B  space that seeks to reach out to the target audience essentially through inbound marketing strategies .It’s highly focused on targeted approach through which brands reach only to the audience that matters instead of  reaching out to the wider audience. It increases the chance of sales by 90%, thus helping SMBs drive more profits. 

Inbound marketing plan includes relevant images, text content and more to create something that is relevant and important for the target group. Contrary to the repetitive ads, inbound marketing seeks to build an emotional connect with the audience by providing them something that would address their specific needs and interests. 

Inbound marketing Tactics- What it Involves 

Identifying your target audience: Like every other marketing strategy, this one also starts with identifying the target group.  Find out who your audience is, what is the pain point and what kind of solutions your audience is expecting from your brand.  Having a clear understanding of these helps you understand your customer base thoroughly and  accordingly make the inbound marketing plan.   

Developing a Content strategy: Once you know your audience in and out it’s easier to build a strategy accordingly. Knowing them helps you present the customers with relevant content with solutions to problems.  

Content Promotion: When you have a strategy in place, it’s time for promotion. Now the question is  how  would  you like to  promote the same? Whether you would like to attract customers with keyword marketing in search engines or you want to do social marketing – everything matters. However, before everything else you need to know how your audience wants the things to be served.   

Capture Customer Information: Capturing customer information is one of the key strategies of  developing inbound marketing plans. A lot of time this is missed out. With a CRM software, it’s easier to capture customer information, so that they can be later on  nurtured using regular email campaigns, phone calls or so. 

Analyze the success of your marketing strategy:  Finally, you’ll need to have a system in place for measuring and analyzing the success of your inbound marketing strategy. This could include tracking website traffic, analyzing the behavior of your potential customers, and monitoring conversion rates. These data help you understand what works and what does not . Accordingly, you can make a strategy.

Inbound Marketing Tactics to Blend in Your Marketing Strategy

Customer support

Can customer service exist without appropriate support? Absolutely not. This is the reason many customer service departments come with support teams as well. Building a brand is a tricky journey and without resolving customer queries you won’t be able to reach out to that level. It’s your responsibility to make your customers feel comfortable at every touchpoint. 

Email marketing

Email marketing is a powerful way to keep your customers engaged and connected. By sending emails that contain useful information, you can help them feel like they’re part of the process, which will make them more likely to buy from you in the future.

Email marketing can also be used as a way to promote products or services by providing valuable information about them. For example, if there’s an upcoming sale on something that your customer needs or wants—like someone who has been struggling with back pain for years might want to try chiropractic treatments—you could send out an email promoting this sale with some tips from experts on how best use it (and why). This will help build trust with potential buyers so when they come across similar offers in future campaigns it may seem less spammy than other methods might be perceived as being by these same people!

Social media marketing

There’s no match to social media marketing when it comes to building audience engagement. In recent times, most of your audience lies on social channels. They look for brands, their customer reviews and their emotional impact on social platforms. Sharing relatable content on social media is certainly a great way to keep in touch with your core audience group.

Content marketing

The sole objective of content marketing is to build trust with your audience. And, trust cannot be automated.  It is built on empathy. Creating your brand’s online identity rests pretty much on the shoulders of a content marketer. If you are not reaching out to your audience with the apt solution, you are hardly building your brand’s persona. And, if you are not doing  that you are not likely to build an impact.

Landing page design and development

Landing pages are a single web page that is optimized to convert visitors into customers. They’re designed to meet the needs of your target audience, so they should be simple and easy-to-use but also provide valuable information about what you offer.

Landing pages can be created using content marketing software like HubSpot or Marketo (which will allow you to create multiple landing pages in one place). Or they can be built from scratch using HTML/CSS/JavaScript coding skills on sites like Wix (which has tools for building beautiful website templates).

Lead nurturing via automated follow up processes and email campaigns

With a CRM software , lead nurturing becomes an automated process. But, it’s the most relevant way to increasing the number of leads generated by your business. Even if you have a set of  existing leads, not necessarily they will be impacted by the upselling and cross-selling opportunity. For this, you need to keep on nurturing them using strategic email campaigns. It’s easier to keep them engaged throughout the lifecycle. 

PPC (pay per click) advertising to drive inbound traffic to your website

PPC advertising is one of the most reliable ways to strengthen your marketing efforts. Businesses, whether it’s big or small, are relying on PPC ads to drive good quality website traffic, which are conversion worthy.   PPC advertising directs traffic to your website through targeted campaigns. It’s also referred to as pay-per-click (PPC) or pay per lead because you get paid when someone clicks on an ad on your site and subsequently becomes a customer.

You can use PPC ads to:

  • Drive inbound traffic from search engines like Google and Bing
  • Build awareness of your business online
  • Reach out to the people that matters to your business 

Webinar invites and webinars as part of your marketing mix

Webinars are a great way to communicate with your audience. Webinars are relevant in the B2B and B2C space because they are a great platform to engage and educate your audience at the same time without imposing anything on them. It’s a subtle way of engagement and ends up building credibility. It’s about connecting with your audience in the most subtle manner. It’s  not  about direct marketing, instead a way of educating your audience about your business and the way things work. It’s about telling people how your business can provide them with a  solution  they are looking for.

Inbound marketing has two crucial segments.

  • Content Marketing – Customer communication has become extremely tricky, but Content marketing provides a great way to connect with them. In fact, a  lot of times, content is the only platform to connect with the  customers. Your potential audience who are practically looking for valuable information trust on authoritative content for that valuable information on your website that will help educate people about the products or services you offer. This could include blog posts, videos or infographics that explain why they should buy something from you rather than another company. You’ll have a lot more control over these types of pieces than other types of content since they’re based on research into what readers want rather than having someone tell them exactly how they should feel about something (like an advertisement).
  • Social Media Marketing- Social media marketing makes an important segment of the customer connection these days. Since 90% of millennials reside on social platforms, it’s pretty obvious that social marketing plays a key role in reaching out to the majority of your audience. Brands that miss out social marketing are clearly losing out on an important customer base and  obviously  that impacts the revenue  base of the  company.

Wrapping up

While the  job  of inbound  marketing is to  raise  awareness primarily, it actually performs much beyond that.  It impacts your sales efforts and  accelerates the  process to  an extent  where there is an  increasing potential  to convert leads. The objective of  inbound marketing is to get the correct leads for your brand. Inbound marketing is basically a targeted approach which is essentially directed to converting potential customers into paying customers or subscribers. Through inbound marketing you are demonstrating the fact that what they are looking for is available to you. The ultimate goal of your business is to generate leads that lead to closed deals and establish long-lasting relationships with your customers. Adopting an inbound approach provides an exceptional opportunity to achieve predictable, repeatable, and scalable business growth in the future.

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