5 Components of an Inbound Marketing Strategy

Interruption marketing used to be the standard, but the invasion techniques are going the way of the dinosaurs. Modern marketing strategies are focused on inbound marketing or gaining an audience’s attention in organic ways. From consistent growth to warm leads, inbound marketing can greatly benefit your business.

A solid inbound marketing strategy requires proper planning, a complete understanding of your audience, and quality content creation. The following five components of an inbound marketing strategy will help you promote your content, nurture leads, and grow your business. Keep reading to learn the top inbound marketing tips for 2021.

1. SEO
Search engine optimization is a mystery for even the most experienced marketers. As search engine algorithms evolve and customer search behavior changes, it can be difficult to keep up with the latest SEO best practices. Instead of getting too far in the weeds, remember that quality content optimized with the latest SEO recommendations will go a long way. It is also important to pay attention to the structure of your website, not just the content.

Don’t get discouraged when it comes to SEO. It is possible to optimize your content and improve your search rankings. If you are just getting started, focus on your keywords and determine which keywords will attract the most attention from your target audience. From there, you can work on code, link building, and other SEO practices.

2. Lead Nurturing
Your inbound marketing strategy may attract leads that are not quite ready to become customers. Lead nurturing strategies can help warm up your inbound marketing leads, increasing new customers and decreasing abandonment rates. Instead of switching to interruption marketing tactics and hounding your leads, use lead nurturing to improve conversion rates. The most common form of lead nurturing is email sequences. Provide important information about your products or services, including the most asked questions about your business. It is also important to determine the best time to send content to your leads. This may take some trial and error, but it is worth the effort.

3. PPC
Pay-per-click marketing is unique because it still classifies as inbound marketing despite being a paid tactic. Your ads only appear if a user is actively searching online, especially regarding your keywords. Many businesses find great success with paid ads because it pushes their website to the top of search results. The fine print labeling a search result as an “advertisement” is easily missed as customers browse online.

PPC is also an effective way to target your audience. Instead of wasting your time and money by blasting your messaging to a wide field, you can narrow your audience to maximize your results. Advancements in PPC enable companies to clearly define their budget, track ROI, and adjust campaigns that underperform.

If you are looking to build brand awareness with your inbound marketing efforts, PPC is a must. This strategy can improve brand awareness by up to 80%, getting your content in front of your target audience. With expansive reporting capabilities, you can quickly determine what is working and modify what is not.

4. Content Marketing
Content marketing is a broad subcategory under inbound marketing, and there are countless ways to utilize this tactic for your business. With content marketing, you can set your company apart as a thought leader in your industry. Customers and potential leads will visit your site to learn the latest news and stay up to date with important information. A lot falls under content marketing, including blogs, whitepapers, eBooks, testimonials, case studies, and guides. Even some form of email marketing can be incorporated with content marketing efforts to distribute your materials to your subscribers.

Successful content marketing comes with strategic planning and quality content. Each piece of content produced should have a purpose and be created with your target audience in mind. People will only read your blog posts or download your eBook if you have something valuable to offer.

5. Social Media
Social media marketing has quickly grown in popularity in recent years. This inbound marketing strategy helps boost visibility, engage with your audience, and build a loyal following. Social media marketing can be paid or free and customized to fit your business needs and budget. With so many brands on social media, customers have taken to social platforms for customer service. You can provide top-notch service for your customers, quickly address any negative comments or concerns, and spread testimonials and reviews about your business. Like content marketing, the content shared on social media should be of value to your audience and encourage them to connect with your brand.

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