Defining your inbound marketing strategy is no doubt as necessary as an outbound strategy. The inbound strategy not only works for enticing the new clients or customers, but it is also useful for providing a strong base to the outbound strategy.
Before doing the detailed analysis of the inbound marketing strategy, first of all, let’s understand what the inbound marketing is. According to HubSpot, “Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust.” The article further says, “Inbound is a better way to market, a better way to sell, and a better way to serve your customers. Because when good-for-the-customer means good-for-the-business, your company can grow better over the long term.”
But, the above-mentioned statements tell about the vision behind inbound marketing. To define inbound marketing, we can quote Conor Bond’s post at WordStream, who says,
Inbound marketing is a marketing strategy by which you drive prospects to your website rather than outwardly advertising your products or services.
The Wikipedia’s article gives a clearer insight as, “Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization, and branding.”
So, the inbound marketing is the way in which you create the stuff on different platforms to attract the audiences. But, as indicated above also, you need an inbound marketing strategy, because you need to add the stuff that could interest the audiences. If the stuff offered by you is not interesting enough or does not resolve the queries of your target audiences, then it will not help your business so much.
What an inbound marketing strategy should be, it varies depending upon the businesses. But, there are some tips that every business needs to follow for making a perfect inbound marketing strategy.
1. Create a Buyer Persona towards whom the inbound marketing strategy is targeted
This is the aspect, on which you need to work upon with the utmost priority. When you will understand who you are exactly going to market, it will give you an idea about how to approach your target customers or clients.
The buyer persona is a fictional representation of your ideal customers. While creating your buyer persona, you need to consider customer demographics, behavior patterns, motivations, and goals.
You will get the help from a detailed buyer persona to determine where you should focus your time. Besides, you get the guidance about the product development. This results in attracting more valuable visitors, leads and customers/clients to your business.
2. Outline Marketing Triggers of Your Business
After identifying the ideal customers, the next step on which you need to work is to identify your marketing triggers, which can be the events and the pain points that can be the cause to search for the information about your industry, or the products or services you offer.
The trigger-based marketing has a goal to connect with the customers or clients at the point of their needs, instead of pushing the messages to the huge audiences.
3. Key element of inbound marketing strategy : Keyword Research & Target Audience
The keyword is a very significant part of the inbound marketing strategy. After the above two steps, you need to understand how the target audiences search for information about the products or services you offer.
On the World Wide Web, the search is done by the means of keywords. It is quite obvious that audiences need to enter some words on the search engines or the search option of the social media platforms to extract information about the products or services they want to purchase. You are required to understand what those words or phrases are which your target audiences often enter in the search boxes of the search engines like Google and Bing, or the social media platforms such as Facebook and Instagram. There may be the differences between the search phrases of search engines and social media platforms.
For the search engines, two types of keywords are often targeted. In terms of criteria, the keywords can be service-based as well as requirement based. For example, if you are offering the kidney transplant services in New York, then your keywords can be “kidney transplant surgeon in New York” or “organ transplantation in New York”.
On the other hand, in terms of usage, there can be the keywords, which have a huge competition and with less competition. The long-tail keywords have less competition, but they are more specific keywords, and you can get more specific audiences with the help of them. According to a post of WordStream“Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase or when they’re using voice search.”
You can get the keywords by your own estimates of experience or with the help of the keyword research tools like Google Keyword Planner and SEMrush for the search engines. For the social media platforms, you can get the info about people’s inclinations by getting engaged with them.
4. Set the Goals for Inbound Marketing
You need to work on the smart goals for the inbound marketing. A smart goal should be:
To get a clear vision for success, you should work on any of the following goals:
- Sessions: In case, you are getting started with the website, you need to focus on the sessions. Besides, you can work on them also if you already have the good conversion rates, and you need the additional traffic.
- Contacts: You should focus on the contacts if you are satisfied with the amount of traffic to your contacts, but you are still not getting enough leads for sales.
- Customers or Clients: The customers or clients are required to get focus when you are getting the healthy amount of traffic, and the visitors are converting to forms, but they are still not converting to the customers.
5. Make Your Content Marketing, Blogging and Social Media Strategy
The content marketing, blogging, and social media marketing are the major parts of the inbound marketing strategy. You need the conversion-focused content marketing or blogging strategies in order to attract the highly relevant audiences to your website with the goal of converting the traffic into the qualified leads.
Every blog post or social media post should support the exclusive stuff to answer the common questions or the queries you get by the audiences time to time in the comments section.
To Sum Up
The above-mentioned tips can be used to make the inbound marketing strategy for your business. But, you need to do a lot more work for this purpose. If you feel it difficult to do it by yourself then you can contact some digital marketing company.
We also have a team of experts for digital marketing services, who have a great knowledge about the inbound marketing for all the niches. Feel free to contact us in case of any requirement.
Originally published on https://www.canbayinc.com/blog/inbound-marketing-strategy/