Inbound marketing is the new normal, a customer centric approach that works. If you want your marketing efforts to succeed then this is the only approach you should be taking. If you find your current marketing strategy isn’t having the desired effects or your approach is centered around drawing in traffic and conversions with advertisements, it’s time to think about adopting an inbound approach to boost your organic opportunities. Not only will this save you money on paid advertising, you’ll reap the benefits of inbound marketing by using the web to your advantage offering value and educational content to your potential prospects that’ll resonate with them when they’re seeking solutions to challenges or problems they’re facing.
Ultimately, an inbound marketing strategy is a content centric approach to draw in leads and, hopefully, more conversions for your business. This comes in all sorts of formats from how to guides, eBooks, and offering your top tips and advice placing you as a thought leader in your industry.
In this blog we will be providing you with a checklist on how you can adopt an inbound approach to drive successful results for your business. So, let’s begin!
1. Review your current digital marketing strategy ✅
To begin with, review your current marketing strategy. Weigh out the pros and cons, assess what’s working and what may not be and then take time to look at all the data you’ve accumulated from your website traffic, sales and conversion rates. This can be achieved by analysing your Google Analytics data alongside other CRMs you’re using. From here you can then begin to assess areas where there’s room for improvement. If you wish you can still try to find organic opportunities for conversions while combining your efforts with paid ads.
2. Think about your own personal inbound process ✅
At this stage, do your research! This is the time to really hone in on your target audiences challenges and goals. What sort of informative, educational content can you offer them across each stage of the buyer journey? Offering tips, advice and guides as pain point solutions is vital to taking the first steps to an inbound approach. There are four main areas to focus on when adopting an inbound marketing strategy that we’ll dive into next.
3. Reviewing your web strategy ✅
Web strategy is such an important part of an inbound marketing approach. Start by analysing the traffic to your website and user behaviour patterns on your website. Explore the avenues customers take to get to your site and where on the site people tend to drop off, it’s also worth checking the hotspots where users linger. Comb through the conversion opportunities you offer and consider your CTAs – A/B testing is a good idea for CTAs in order to find out which approaches work best. Next you must analyse your keywords - consider how well you rank for your main keywords, where there’s a lot of competition, and where there are missed opportunities or shortcuts you could take advantage of. A good tip here is to think about your customer buying process. Don’t sell, offer value.
Some top CTAs examples for generating leads
- Subscribe for newsletters or blogs
- Attend webinar CTAs
- Download eBooks
- Offer white papers
- Case study downloads
4. Take time to form your blog strategy ✅
This is where thought leadership comes into play. The main purpose of your blog should be to provide high quality content for your target audience which will attribute to your web pages SEO. By now, you should have a list of keywords you’d like to rank for on Google based around your users search intent, and this combination of keywords should be present in your content. It’s important to keep in mind that above all else, providing your readers with quality content is key.
Blogs offer the perfect platform for writing industry specific, useful content. You can also include a short summary in your blogs offering the opportunity to download a guide or listen to a webinar effectively redirecting site visitors around your site and offering. Blogs create conditions for thought leadership and a chance to stand out as an expert source of information in your industry. Remember, Google ranks the blogosphere highly and it’s a great way to get started as a platform to educate and entice site visitors.
5. Explore your social media strategy ✅
The next step is to take a look at your social media strategy. Take the time to think about which social channels your target audience use when looking for useful information and tips when they have a challenge they’re facing. What type of content do they engage with? What posts have driven the most traffic to your web? Check the statistics and analytics on your current channels to make informed decisions about where your content is likely to get the most engagement.
6. Reassesses your content marketing strategy ✅
Based on the three previous areas of adopting an inbound approach, you can now formulate a content marketing strategy. Firstly, it’s important to assess your current position and from there decide what needs to be developed. Here are some examples of questions you can ask yourself to help you along the way:
- What aspects of my content creates the greatest engagement?
- What does our image strategy look like?
- What does our mobile strategy look like?
- What guides or whitepapers can we create to solve challenges our potential customers have in their operations within our area of expertise?
Once you have considered these questions it’s time to think about the best places, and times, you should publish your content for the highest possible levels of engagements and watch your site traffic and conversions levels soar.
For a deep dive into how you can adopt an inbound methodology and achieve tangible results for your business, why not take the time to watch our webinar: Inbound Marketing: The Key to Success, where our expert guest speaker Annica Thorberg, CEO of Marketing House, gives an exploratory look into all the ways you can change your business for the better with inbound marketing.