A definite guide to building an inbound marketing strategy for your business
One way to connect with consumers as a marketer, while also developing trust and loyalty is through inbound marketing. This guide covers a clear and explicit approach to inbound marketing.
What’s in this guide?
- Definition of inbound marketing
- Content strategy
- Inbound methodology
- Inbound marketing with social media
DEFINITION OF INBOUND MARKETING
Inbound marketing is a digital marketing approach that attracts customers through the use of personalized, valuable, and helpful content through channels such as blogs, social media, videos, podcast, infographics etc.
Inbound marketing is having an impact on potential customers at every stage of their buyers’ journey. According to HubSpot, Inbound marketing is the primary marketing approach for 74% of marketers worldwide. This is because it reaches beyond the immediate needs of your customers but goes as far as looking out for their long-term growth.
Inbound marketing aims at empowering potential customers, building a lasting relationship and creating content that both educates and entertains.
Inbound marketing combines content, context, and conversational tools to serve your customers. Context is understanding your customers’ motivations, goals, and behaviours.
Let us take a closer look at what each of these elements is.
Content is the information, idea, or experience you publish on both online and offline media. It is anything that you produce and publish for your audience to consume.
In inbound marketing, content is used to attract people to your site with the goal of transforming them to leads and customers. Content is the backbone of inbound marketing.
A review by Statista shows that content marketing ranks as the most effective inbound marketing tactic for 20% of marketers worldwide.
Why have a content strategy?
Having a strategy helps you know where you are going to and serves as a blueprint. It is like a compass in the world of content. Content strategy helps you stay organized and proactive in managing content.
A good content strategy coupled with a detailed search engine optimization will go a long way in improving your business margin.
Because inbound marketing aims at reaching out to customers’ long-term growth, your content strategy must be developed to help meet this goal. Let us look at these three steps to building a long-term content strategy:
Set marketing goals.
The standard for any marketing goal is found in the acronym SMART. That is every marketing goal must be specific, measurable, attainable, relevant, and timely.
For instance, a specific goal could be that you want to gain more followers on social media or drive more traffic. A specific goal is focused on a clearly defined metric.
A measurable goal could also be that you want to increase your followers from 100 to 150. Measurable goals must have a way or tool for measuring it.
Set attainable goals you will accomplish within a timeframe that keeps you motivated. This could be increasing your number of social media post.
When your goals align with your values and your broader objectives, then it is a relevant goal. Your goal should have an end-date. This makes it timely.
Audit your organization’s initiatives and assets.
Auditing covers two parts. Content audit and event-based audit. A content audit is identifying and organizing all the content produced by your company.
A content audit involves finding every asset produced at a period, then mapping them out with tags and finally identifying what’s worth keeping.
Event-based content, on the other hand, identifies key events in your business cycle.
Identify the buyers’ journey for your buyers’ personas.
A buyer persona is a semi-fictional representation of your ideal customer. Properly defined buyer personas are created through a combination of market research, customer interviews, and feedback from customer-facing employees.
A typical buyer journey constitutes three key stages; the awareness stage, the consideration stage, and the decision stage. The buyer’s journey is the active research process a potential buyer goes through leading up to their purchase.
INBOUND MARKETING METHODOLOGY
The inbound methodology aims to add value to a prospective customer, this can be achieved by the cycle of Attract, Engage, and Delight.
At this stage, you put your business out in the open for potential customers. This is why understanding your buyer personas and buyer’s journey is important.
This will help you know the kind of content to create and the medium to disseminate it. Your goal here is really to attract visitors, potential leads, and customers.
People that usually make it to this stage are now lead. During this stage, use content to nurture your leads, providing them with value, making one-on-one conversations, and building relationships.
In this stage, you use automation tools to qualify your leads, provide resources that match their buyers’ journey stage and also gather more information about them.
The ultimate goal of every business should be to keep its customers satisfied and coming back for more.
In this stage you supply your customers with knowledge every time they are in need, you also serve as a support system. Very good use of customer service will work wonders during this phase of the customer’s journey.
In the delight stage, you can also gather feedback on how you can better improve your services.
INBOUND MARKETING WITH SOCIAL MEDIA
According to Oberlo, 54% of consumers are using social media to research a product before buying.
Being active and relevant on social sites allows you to build your brand recognition, earn social proof for your website and business, drive traffic to your site.
Also, you can directly have conversations with buyers at the time and place of their choosing.
To take full advantage of inbound marketing, you must understand each social media channels taking into cognizance their advantages and disadvantages. This will go a long way in helping you plan your strategies.
Social media channels you should use.
The various social media channels used are YouTube, Facebook, Instagram, Pinterest, LinkedIn, and Snapchat. Understanding how each one operates will increase the result you get from their use.
Facebook is the largest social media channel. It comes with a personal account and a business account.
As of the first quarter of 2020, there are 2.6 billion monthly active Facebook users. (Statista, 2020). According to HubSpot 2020, Facebook is the primary content distribution channel for marketers today.
As of April 2020, 35% of global Instagram audiences were between the ages of 25 and 34, (Statista, 2020). Making it the third-largest social media platform.
An explicit understanding of inbound marketing is essential for every business owner in 2020 because approaches to marketing are changing.
With inbound marketing, the relationship between business owners and customers based on trust and loyalty can be built, leads can be nurtured and sales can be generated.
Now, let’s help you build that inbound marketing strategy that is suitable for your business by filling our contact form