An Inbound Marketing Strategy focuses on drawing in visitors and potential customers to your website and driving conversions. This differs from many other marketing strategies that are often more about outwardly pushing a brand and its image, values, and products out into the world. We’ll talk more about what inbound marketing means below, but, in short, it allows businesses to approach things differently by using a range of digital marketing channels to attract people’s attention in creative ways. It’s all about driving quality traffic to your website and reaping the rewards that come with achieving that.
Here are 15 powerful ways for you to improve your inbound marketing strategy and start increasing the quality and quantity of your website traffic and increasing your digital conversions.
How to Improve Your Inbound Marketing Strategy
Inbound marketing is about using a variety of strategies and channels in order to attract potential customers to your website. There are lots of different things that go into creating an inbound marketing strategy that produces the results you’re looking for. Below, we have 15 examples that’ll show you what your strategy should look like.
1. Redesign Your Website Carefully
First of all, take some time to think about the design of your website. How your website looks, functions and performs will have an impact on your inbound marketing success. You might succeed in attracting more people to your website, but if they really don’t like what they see when they get there, it all will have been for nothing. Think about redesigning your website and ensuring it does all the things a modern website in your niche needs to do for its visitors. Whether it’s providing quality content for them to consume, showcase your work, or quickly book a demo, your website needs to be catered towards not only brining in quality traffic but converting that traffic as well.
2. Integrate Tag Manager and Analytics Into Your Website
3. Choose Your Inbound Marketing Platform Wisely
There are many tools and platforms that can be used to help you with your inbound marketing efforts. These should most definitely be used. Remember to choose carefully at the same time. These are big and important decisions. Platforms like HubSpot, Unbounce, Sumo, Wistia and OneSignal, among many others, can help you with the various aspects of crafting a successful inbound marketing strategy that gets more people wanting to visit your website and learn more about your business.
4. Create Your Buyer Personas – A Must for Any Inbound Marketing Strategy
Buyer personas are the personas of the target customers you have in mind. They’re fictionalized customers that possess the characteristics of your business’s ideal customer. Each business will have its own ideal customer depending on what they’re offering. It’s an important part of your marketing strategy and should follow market research. It’s not simply about plucking characteristics out of the air. You need to base your buyer personas on what you know about your audience and who your products or services appeal to and are target at.
5. Create Educational Blog Content for Your Buyer Personas
When you have your buyer personas set in stone and you know who you’re crafting your content for, you should start creating blog content for them. One great way to draw people in is to give content that informs and educates your personas in some way. Identify what your ideall customers want to learn more about and then help facilitate that learning through your blog content. People will visit your website if they know they’re going to learn something valuable and important by doing so.
In other words, be a valuable source of knowledge and you will organically create more quality traffic as prospects gravitate to your domain.
6. Choose the Most Relevant Distribution Channels
There are many ways to promote your content and you should consider the distribution channels that are most relevant and most likely to be successful for your business. This will, of course, depend on which target customers and demographics you’re aiming to draw in. There are plenty of social media options to consider if you’re looking to get your content noticed. Survey them all and see which you think will lead to the kinds of results you’re looking for. Once you’ve done that, you can start using the most useful social platform by your personas.
7. Make the Most of Blogger Outreach Options
Blogger outreach can be really important when you’re looking to get your business more recognized in the wider market. It’s about working with bloggers to help craft authentic content that people will respond to. That content will promote your product or brand, helping to increase your business’s visibility and to get more people interested in following those links and checking out your business for themselves. It’s an incredibly effective strategy that can be used by a variety of businesses.
8. Create a Lead Nurturing Strategy
Lead nurturing is the process of developing strong and helpful relationships with buyers. This is done at each and every stage of the buying process, helping to facilitate more of those purchases in the long-term. It’s something all businesses selling online should be trying to do, even if many of them are not doing so just yet. It’s about listening to the needs of those customers and providing them with the answers and information they require in order to feel comfortable making a purchase.
9. Start Using Lead Scoring
Lead scoring is all about ranking leads in order to find out how ready they are to make a purchase. It’s decided by how much of an interest they show in your business and how they might fit your business and what you’re looking to sell. It makes a business’s sales efforts more efficient because salespeople are then able to focus attention on hot leads that are most likely to result in sales in the near future. Things like demographic attributes, industry, clicks, email opens, and website visits are all used.
10. Pay for Retargeting Ads
Retargeting ads are ads that are specifically targeted at people who have already visited your website. They’re useful because you can create a marketing funnel & you target people according to where he is in the funnel. It’s much more focused and, therefore, successful because you’re not throwing adverts into the dark. Facebook Ad retargeting is one way of approaching this that many people use. You’ll be able to draw people back in and ideally make more sales.
11. Host Your Own Webinars on Your Website
Webinars can be fantastic at driving traffic to your website. People want to get value from the content they consume online and if they know they’re going to find out valuable things from viewing your webinar, they’ll be more than happy to do so. You can drive traffic from social media, email marketing, your blog, and plenty of other sources when you’re looking to promote your webinar. It’s definitely a good option to consider if you want to increase traffic and make your site more visible.
12. Create a Strong Content Offer
A content offer is when you ask a visitor to provide you with something in return for access to a valuable and appealing piece of content. Usually, you’ll find yourself asking for an email address or some form of contact information from the visitor. In return, the visitor can access content that they’ll find useful in some way completely free of charge. Most people will be happy to give you their email address if they’re able to access great content without having to pay money for it.
Building off on the above point, webinar recordings can be gated and used as one of your strong content offerings. Consider other options like ebooks, useful templates, and even industry reports.
13. Start Making Video Content for Your Website
Video content is taking over like never before, so it’d be stupid not to make it a part of your overall inbound marketing strategy. People can absorb content quickly and easily via video content and they’re also much more willing to do so. There’s no effort involved for the viewer and it feels like less hassle than reading a blog post when they’re busy. That’s why you should make engaging and interesting video content that your audience will love. The search engines will love it too!
14. Don’t Ignore the Importance of Reporting & Analysis
Reporting and analytics are both crucial when it comes to your inbound marketing strategy. You want to make sure that you’re fully understanding of what’s happening on your site and how visitors are using and engaging with it. If you can do that, you’ll find areas of weakness much easier and be able to address them rapidly. There are so many analytics options out there, so find the ones that work best for you.
15. Your Inbound Marketing Strategy’s Spearhead: Search Engine Optimization
One way to define inbound marketing is the science of being found online. Therefore in order for your brand to be found online, you’ll need to take into consideration to optimize your organic presence. So if we need to answer what is SEO, it’s the process of getting organic traffic. Don’t waste your budget to appear on Google’s search results page. Focus instead on optimizing your website and content to be search engine friendly and help your personas find you organically.
The Value of a Strong Inbound Marketing Strategy
It’s all about addressing the needs of your target audience with the content you produce. So now you have a full understanding of what inbound marketing is all about and how to get it right, all that’s left to do is to consult an inbound marketing agency to put it into action. Each of the 14 steps above is important, so base your inbound marketing strategy around the information above.