Creating a solid inbound marketing strategy requires creating a lot of content and distributing it across the internet.

The Internet has completely altered the advertising and communication landscape In the past, mass marketing or “push” advertising was very effective. However, times are changing and so are consumers’ preferences.

There is no denying that consumers research their options online before making a purchase, especially when faced with multiple choices.

People are looking up products on Google and asking their friends and family for recommendations on social media.

Inbound marketing is more important than outbound marketing because it helps businesses gain customers organically.

You need to understand how much your potential customers know about your product, and how to get your product on their radar.

…real inbound marketing strategy.

There’s no doubt that consumers today want to…

• Be given priority and get educated about their own problems.
• Do business with brands that they are familiar with.
• Know your history and how you’ve helped others in the past.
• Get more comfortable with the solution they are buying into.

This new era is about marketing that is highly personalized and goes beyond simply having a good relationship with customers.

Which means…

• If you are connecting with your target audience, you will have a better chance of making more sales.
• If you educate them beforehand and give them the information they need to make a decision, they will be more likely to make a decision you are happy with.

  When you make it easy for businesses to work with you, it shows that you are reliable and trustworthy. This makes them more likely to want to do business with you again in the future.

• By delivering value to customers first, you are building trust in your brand.
• If you can get customers interested in your brand without having to push your products on them, you are more likely to succeed.

Inbound marketing is a good way to focus your marketing efforts. It can help you draw in customers, create interest, and increase your chances of making a sale.

This not only helps you market more effectively, but also allows you to stand out from the competition.

What is Inbound Marketing?

Inbound marketing is a way of marketing that focuses on creating valuable content that will help people in a specific area, making your business look different from others.

Essentially, this is about finding the right people and making a good impression on them.

This makes customers want to trust your brand and tell others about it.

To begin with inbound marketing, produce content that would be appealing to your target market.

This includes people who you want to turn into customers, as well as those customers who you want to become repeat buyers.

When these people come to your site, they are looking for something that will improve their situation. You can provide them with more value by engaging them with the right tools, such as email.

The final step to keeping customers engaged is to continue providing them value by sharing your expertise in a way that will make them happy. Inbound marketing is more effective than outbound marketing because you’re not trying to force your message on people.

You’re not forcing yourself to win your prospect’s attention.

You are not just creating content, you are creating content that helps potential customers understand their problem and find the best solution.

Using inbound marketing, your business can consistently…

• Attract prospects
• Create trust
• Build credibility
• Improve sales
• Grow consistently

This understanding will help you to create great content, figure out how to get it in front of the right people, and close more deals.

How Does Inbound Marketing Work?

It is beneficial for all businesses to have an effective inbound marketing strategy, regardless of their size.

Selling in this way is more effective and reliable, and it also provides customers with the positive experience they deserve.

This type of marketing is beneficial for both you and your customers, which is essential for achieving superior results over time.

A proper inbound marketing strategy can help your brand deliver value and improve your chances of success.

…make progress at each stage of your customer’s journey.

Building trust with your customers not only helps your business, but gives it the needed momentum.

But before creating an inbound marketing strategy, it’s crucial for you to understand the inbound methodology, which comprises of four stages:

Here’s a detailed look into each of these stages…

Stage #1: Attract

Outbound marketing means marketing to people whether or not they are interested.

Inbound marketing is more effective than outbound because it allows you to attract people who are interested in doing business with you.

With a strong inbound marketing strategy, you will be able to identify your target market and focus your efforts on attracting them.

Creating personas that represent your customers and their challenges can help you better understand your target market.

You can use inbound marketing tactics more effectively by understanding who your potential buyers are. Tactics such as blogging and email marketing can be tailored to serve your buyers better when you have a clear understanding of who they are and what they want.

Your content is designed to not only educate your prospects, but also provide them with the information they need.

Value is something that is much more concrete than just cost. It’s what your brand can do for them consistently. Instead of focusing on your brand’s cost, shift your attention to its value and what it can do for your customers. Cost is always changing, but value is more consistent.

Even competitor’s prices go up and down. But if you compete and invest in what makes your business special, it will better establish your brand and attract more customers.

No one will be able to copy what makes your brand unique.

Make your brand relevant to your audience by showing them how it can improve their everyday lives. Give them content that is valuable and useful to them.

Stage #2: Convert

You can attract targeted, interested people to your website by focusing on converting them into leads.

You can get their contact information by exchanging a valuable piece of content, like an ebook or case study.

You use two tools to convert visitors into leads:

1. Calls to Action
2. Landing Pages

Your call to action button or link should entice visitors to click to your offer. For example, if you want them to sign up for a webinar, make the button say something like “Sign me up!” in big, bold letters.

The CTA directs the visitor to a landing page where they can learn more about the offer and sign up for it using their contact information.

This will add them to your list of leads that you can interact with.

Stage #3: Close

After creating new leads, the next step is to use inbound marketing techniques to convert them into prospects. This can be done through marketing automation and lead nurturing.

This can be accomplished by providing additional education to your leads and nurturing them over time, which will cause them to move further down your marketing funnel.

The goal is to get your leads to convert into a sale.

Stage #4: Delight

Inbound marketing goes beyond just closing the sale.

It’s not just about selling products or services to customers, it’s about providing an experience that will make them remember you after they make a purchase.

You use tools like email marketing and social media marketing to not only give your existing customers the required support, but also to attract new customers and

But also engage with them consistently.

The main advantage of making your customers happy is that they will tell other people about you.

Customers who are happy with your brand are likely to tell others about your company, becoming unofficial ambassadors for your brand.

This means that customers will buy from this company again in the future.

7 Sections to Get Quality Leads in Your Inbound Marketing Campaign

We will examine seven ways to achieve these objectives and provide advice on how to generate more qualified leads in your next inbound marketing campaign.

Section 1: Pillar pages and topic clusters

How it works:

• A pillar page is a long, expert webpage where you house all your knowledge on a given topic. You link this page to other blog posts you’ve created on all the subtopics (or ‘topic clusters’) to do with your topic. From these blog posts, you add a link to the pillar page so a two-way bond is formed between the two pieces of content.

• Not only is it mechanically a great system, but it also helps show off your brand as a thought leader in your field. This long-form content can be added to over time, building a one-stop shop on your topic and confirming you as an expert.
• The reason this is great for promotion is that Google will love the organization of your content and move your well-ordered content up search rankings, unlike other business’ messy and unanchored content.
• Promote your content offer on a pillar page – behind a great, enticing CTA – to increase conversions.

Section 2: Blog

How it works:

• By publishing blog posts that support your content around the time of its release, you create a push in awareness around the offer, using keywords, relevant links to other content and, most importantly, a CTA that will drive readers to your landing page.
• The length of your posts counts: if you are able to, write long-form posts for maximum engagement – BuzzSumo found that content between 3,000-10,000 words is perceived as the most valuable and thus shared the most:

• By offering engaging, useful content, prospects will be driven to other pages on your site – including the landing page to your content offer. With persuasive titles and eye-catching, relevant images, your blog posts can become a place for readers to expect really high-quality content. Mention advice from influencers where possible and remember: always be helping.

Section 3: Email

How it works:

• By sending out an email to the customer segments in your database who you think will enjoy this piece, you gain further exposure, show audiences you understand their pain points and want to offer solutions. If you already send out a weekly email to your mailing list, include a link to your new content offer in this.
• Include a pre-written tweet in the email, so that people can simply click once to share the tweet with their networks.
• Make use of your network. Reach out directly to some friends and influencers in your industry, and ask them to share the content with their audience if they find it valuable – you could always ask them for a quote to put directly into the email as a testimonial, promoting how worthwhile the content offer is, too.

Section 4: Social media

How it works:

• Include social sharing buttons – in emails and on the landing page. You want to make it as easy as possible for people to upload your content offer to their personal or business social network accounts.
• When your pillar page and blog posts promoting your campaign, and the campaign itself, go live, create engaging, highly visual and direct social posts to help promote the offer. Include a CTA to make clicking through to the landing page as easy as possible and ensure language is straightforward: people need to understand exactly what they’re being led to.
• Trial different timings, days of the week and frequency of posts. You can find out general good advice for posting to different channels, but to find out what your specific customers respond best to, you’ll have to try experimenting.
• Hashtags are a great way to get your content trending – as well as being able to see who is talking about and sharing your content. Create and promote a relevant hashtag to your latest campaign and encourage people to use it on social channels.

Section 5: Moving image and audio

How it works:

• There are so many different types of video content out there – so many ideas you could play around with, which can seem overwhelming. Utilise this medium to promote your campaign.

• You can record sound bytes inexpensively and with minimal editing experience to record a helpful discussion around your content offer with an influential guest. We explore how to plan your first podcast in this blog post – plus the huge advantages to using this format.
• Post videos and podcasts to your social channels, as well as YouTube, to increase engagement across your existing network.

Section 6: Your website

How it works:

• Think about creating a ‘Resources’ or ‘Library’ area on your website. This is a section in your navigation bar where visitors can find every top piece of content you’ve ever created in one place: the holy grail of fantastic, helpful resources. Don’t make visitors work for it; show them all your content and encourage them to browse: this way they’re far more likely to convert on one of these multiple landing pages, rather than them thinking you only have one resource on offer.
• Use related pages within your site as promotional tools. Include a link to the offer on pages such as: your product pages, blog, and thank you pages that align with the topic.

Section 7: People

How it works:

• Reach out to influencers and interview them, or at least acquire a punchy quote from them about your content offer, with lots of weight behind it. If they’re thought leaders in your industry, just having a personalised testimonial from someone like this will carry huge influence. Alternatively, you could ask influencers to repost your content offer.
• Get your internal team on board – send an email out to ensure everyone promotes your latest offer on LinkedIn and any other professional sites you use.
• Encourage your manager or founder to send out a link to their network to help promote your offer; as someone high up in your company, their reach will extend to some valuable places.

Remember:

Your campaign messaging, layout, colors, and images should all be consistent with one another to promote an integrated, easily recognizable brand. You don’t want users to be confused about your offer or whether they already have it–make your campaign stand out from everything that has come before.

Make sure your campaign is based on your buyer persona so that you are not blindly using strategies in the hope that one of them will work.

Making decisions with your target audience in mind will result in an increase in leads and a rapid growth in customer numbers.