Inbound Marketing is a digital marketing strategy aimed at providing valuable information to the client depending on the phase in which they are.
Attraction marketing is a fundamental piece in any action that aims to impact the consumer, offering non-invasive content and experiences. In this post we will explain what the main techniques are so that you can implement an inbound marketing strategy and achieve the best results.
1. Content marketing
Content marketing is one of the main allies of Inbound Marketing, since through content we communicate with users. However, content marketing is not just about creating blog posts or uploading photos to social media. Its main function is to analyze the needs of the public we want to target, study their behaviors to detect the content they are interested in consuming and provide it to them, respecting the 80-20 rule. In other words, 80% of our content on the channels must be to inform or entertain our public and the remaining 20% for more commercial topics, where we talk about our brand, products or services.
With this we are not only referring to our social networks. The content of our website also counts, both that of the main landing pages of our website, as well as blog articles, which we must create based on the needs of the users, investigating what searches they carry out to solve their doubts on our website. If we use content marketing appropriately we can achieve a better positioning, as well as relevant leads that fit the customer profile that we want to attract.
Although we have already advanced it in the previous point, the SEO optimization of our website is one of the fundamental points in our Inbound Marketing strategy. Its purpose is for Google to identify and index the content of our website to attract users who search for information similar to what we offer, increasing our web traffic.
E l is closely linked to SEO content marketing because it involves creating good landing pages in two ways: with content that encourages the user to buy our product and also positioned exit at the top. To fulfill this second aspect, we must implement a series of actions so that the web meets certain Google requirements. Among them, implement specific code snippets (such as schemas, breadcrumbs, sitemaps …), making the web fast, reducing loading times, and improving the usability of our site as much as possible, especially in the mobile environment.
As per the best SEO Agency, it is also important to pay attention to our strategy link building, Links from external pages to our website. This strategy is very effective, but it must be natural and not be done at once. The idea is to get links periodically from authoritative media, related to our theme and sector. Cuántos more natural quality links have our content; the better it will be positioned on search engines.
To gain positions in the results of Google can enter keywords in our website, the copies of our content, such as heading, paragraphs, images alt.. With this little trick it will be easy for users interested in our products or services to find us.
3. Social networks
Social networks play a fundamental role in an Inbound Marketing strategy. The starting point of this technique revolves around consumer attraction. Social channels allow us to create conversations with users and provide them with quality content that appeals to target users. In addition, social networks are a mirror of the company’s reputation, which will influence other actions that the company performs.
Social networks help us to have more visibility since the content is easily spread in a massive way. These social channels allow us to perform the customer service function and, being a two-way channel, it is very common to receive comments, questions, complaints or potential customers. In order to offer good management, we will have to respond in a timely manner and to customer messages.
Last but not least, we need to determine what platforms our target audience is on. In short, social networks are an ideal platform to interact, exchange opinions and make our content go viral , allowing us to reach more potential customers.
The newsletters allow us to send additional content to the users who are most interested in them. To create an effective newsletter it is necessary to have a periodicity, either weekly or monthly so that users get used to it, but without being tiresome so that the user does not unsubscribe.
The content to be shared must be very visual, avoiding the appearance of intrusive advertising, and with a clear and simple design. In addition, defining our buyer persona in advance will make these shipments more accurate, since we will know when it is best for the user to receive it and the type of content according to each situation.
5. Lead nurturing
Lead nurturing refers to the actions we take with the leads at all times within the purchase process. The key to this action lies in discovering the needs of each group of clients and, in this way, responding to the concerns of each one of them with the aim of closing the sale.
Using marketing automation techniques, we can contact the records in the database and try to move them forward in the purchasing process. For example, carrying out a Google remarketing campaign so that the client finishes the shopping cart that he left halfway.
For this inbound strategy to be successful, we must take care of the content and message, since they are users who know us and only need a little boost to continue.
6. Lead scoring
The main objective of lead scoring is to qualify leads from a database based on the degree of proximity with our ideal customer, the degree of interaction they carry out with us and the phase in the purchasing process in which they are. This type of lead allows us to identify the best business opportunities based on the user’s interest and involvement at all times.
Within lead scoring we can classify users into two groups: hot or cold. The hot ones are the ones that are more prepared for the purchase and have more interest in your products. Tracking the different types of leads allows us to know their degree of interest at all times and offer you personalized content.
In order to use this technique, it is important to have an ordered and classified database. Thus, we can create more effective and personalized content. Segmentation is key when it comes to seeing the expected results.
7. Lead magnet or downloadable
When we talk about a lead magnet we are referring to downloadable content that we include on our website. It can be an eBook, a report, a calendar, a guide or any interesting content for the user, that encourages downloading. In exchange, we will request your contact information so that we can contact you in the near future. For example, through a newsletter.
It is a fantastic content to use on the blog or on the strategic pages of our website, which allows us to get subscribers interested in our sector.
To be successful in this inbound strategy, we must create valuable content and offer it for free, praising the benefits of having this resource.
8 . PPC campaigns
If we are thinking of making an Inbound Marketing strategy, it is interesting to accompany it with a pay per click ( PPC ) campaign in order to accelerate visits to our website and achieve results more quickly.
The PPC allows us to position our content in the first results of Google searches quickly, as well as other search engines. Why? Because we can directly come out as the first result in the ads section. Inbound Marketing works with quite valuable content, so the cost of acquiring visits is cheaper.
Last but not least in our strategy is the analysis of the results. It is important that we set ourselves measurable goals that help us to work on increasing sales or conversions.
A good analysis of a project involves constantly measuring the evolution of visits, qualified leads and clients that each channel and phase generates, along with the conversion rates of each one.
As you can see, the objective of Inbound Marketing strategies is to change traditional techniques and obtain greater benefits when it comes to marketing. The brand is no longer obliged to chase the customer to attract it, but can also make it the customer that comes close, thanks to valuable content distributed through various channels.