Inbound marketing is one of the best strategies to attract users to your website. In fact, popular marketing tactics such as SEO, content creation, and social media are types of inbound marketing. If you’ve never heard of inbound marketing, there’s a chance you were participating in it anyway. Yes, it’s that easy! That being said, you can still do inbound marketing incorrectly. If you don’t know what you’re doing, you can harm your website’s performance and your business’s success. This article will explain some of the best inbound marketing service practices.
What is inbound marketing?
Inbound marketing is a broad concept, but it has a simple definition. It serves as an umbrella term for any type of marketing that attracts people to a business or website. In other words, inbound marketing advertises your business to potential users and customers. It’s not limited to eCommerce websites. It’s a digital marketing strategy that helps drive traffic to a website. A social media account for your business that discusses and advertises your products is a form of inbound marketing. Additionally, blogs and other forms of content creation are examples of inbound marketing. You should see inbound marketing as the answer to “Why should someone visit my website?”
Inbound vs. outbound marketing
Inbound marketing functions similarly to outbound marketing with a key difference. Inbound and outbound marketing are both marketing strategies that attempt to reach an audience. Outbound marketing is when a marketer (or in this case, you) reaches out to an audience. Examples of outbound marketing are TV ads, billboards, and banner ads. To clarify, inbound marketing is when an audience member comes to you, and outbound marketing is when you go to the audience member. To demonstrate, SEO functions to make your business more visible to your audience so they’ll visit your website out of their own will. An advertisement serves to persuade a potential audience member to visit your website. While inbound marketing answers “Why should someone visit my website,” outbound marketing encourages someone should visit your website.
Inbound marketing practices
You must pick the inbound marketing strategy that’s the best for your business. There are many different marketing strategies, so it’s difficult to use the correct one. Using the wrong marketing strategy will hurt your business. Listed below are some of the best inbound marketing practices you can adapt to your business plan.
Content creation is a great way to steer traffic to your site. The type of content you should create depends on the type of website you own. Furthermore, your content needs to relate to your audience. For instance, if you own an eCommerce website that sells candles, you shouldn’t write blogs about marketing. SEO Design Chicago is an example of content creation that serves as a supplemental piece to a website that sells a product or service. The article you’re reading is content that supplements the product/service of our website and business. Another example would be a website that sells clothing and posts blogs about fashion trends.
There are other ways to create content for your website besides blogging. However, a blog is great for SEO and web analytics. Moreover, a great article will lead to better conversion rates. If this occurs on a big scale, you can see increased traffic to your website. That being said, you should explore other options and create content that aligns the best with your business’s goals.
Different types of content creation
- Video (Youtube)
- Case Studies
- Product Reviews
- How-To Guides
- Photo Galleries
- Embedded Social Media Posts
S.C.O.P.E stands for standardize, contextualize, optimize, personalize, and empathize. Your content should follow as many of these rules as possible for it to stay relevant. You should standardize your content to keep it consistent. Your audience likes your brand for a reason. If it’s not broken, you don’t have to fix it. However, your content must adapt to your audience as it changes. Contextualizing your content will make it easier for you to get a message across. If you know why you’re creating something, the process will go smoother.
You need to optimize your content to get the most of it. We recommend workshopping or asking for other people’s opinions before publishing content. They might be able to see something you can’t. Your content should be personable. There are thousands of different businesses that do what you do. Tell your audience why yours is different from the rest. Lastly, you should be able to empathize with your content. You want your audience to build a connection with your content. If your audience feels connected to your content, they’re more likely to trust your brand.
Search Engine Optimization is a popular inbound marketing strategy. If you haven’t adopted SEO into your marketing strategy, today is a great day to include it. SEO can look different for many people depending on their problem areas. However, what’s common in all SEO strategies is the aim for a higher Google search ranking. Most SEO strategies will include links, keywords, tags, and content creation. Since SEO can be complicated, we don’t advise you to try random strategies and hope something sticks. This can actually harm your search ranking. If you’re not a professional, you should take advantage of SEO Design Chicago’s free consultation service.
SEO is a great way to increase your website’s visibility because it indirectly tells someone that your website is better than the one below yours. In other words, people base a website’s quality on their Google search rank. You want to win over your audience before your competitors can. The higher you rank on Google’s search results, the easier it’ll be for you to accomplish this. Moreover, this will increase the traffic to your website. That being said, not only do you need to attract an audience, you need to keep them on your website. Bounce rate is good when it happens to your competitors, but it can negatively affect your SEO when it happens to you. As a result, your website won’t receive as much traffic.
Social media is a great way to reach millions of people quickly. Platforms such as Twitter and Facebook allow people to share posts that aren’t their own. If you post the right content at the right time, your followers can do the work for you (for free!). Social media is a beneficial marketing method because of how quick it is. Furthermore, you can reach your audience and then some almost instantaneously. If you make a Facebook post about your business and receive 2000 shares, your website appeared on at least 2000 people’s feeds. As a result, you’ll experience increased traffic to your website. Increased traffic will increase your chances of a higher conversion rate.
Conversions or more specifically BOFU conversions are important in inbound marketing. A BOFU conversion (Bottom of the Funnel) is the last stage of the conversion process. There are three stages in the conversion process: TOFU (Top of the Funnel or first moment of contact), MOFU (Middle of the Funnel or considering other options), and BOFU. People who are at the BOFU are those who still want to make a purchase. You should prioritize BOFU conversions because it increases traffic to your website. Furthermore, it increases your possibility of getting a sale.
Tips to improve conversions
- Use lists to communicate a lot of information quickly.
- Infographics are a great way to explain a concept or why something is the way it is.
- Videos are another great way to communicate information quickly and efficiently.
- Testimonials build your website’s credibility.
- Discounts are a tactic to persuade someone to make a purchase today rather than tomorrow.
- Free trials allow people to test run your product or service.
- Responsive web design lowers your bounce rate which increases your conversion probability rate.
Referrals are a great way to improve your conversion rate. The definition of a referral in digital marketing is word-of-mouth. In other words, your audience advertises your products and services for you. This can be done through social media, online reviews, and traditional communication. Referrals are great for your business because it’s an indication that your audience trusts you. More importantly, referrals bring in a more loyal customer base. Instead of having to prove to someone why you’re a great business, people who find you through a referral already have a positive opinion of you.
Digital marketing as a whole is a worthwhile avenue to invest in. Traditional marketing is more like outbound marketing. Outbound marketing isn’t a bad marketing strategy; however, when people see an ad they automatically turn themselves off from it. Furthermore, outbound marketing doesn’t feel as organic as inbound marketing. Digital marketing primarily uses inbound marketing strategies. A user might not feel as forced or influenced to perform an action like outbound marketing. Inbound marketing is organic as a user is drawn to a website under their own free will. Moreover, digital marketing doesn’t have to be as aggressive as traditional marketing to be effective.
Do you want to learn more about inbound marketing and how it can benefit your marketing strategy? Visit us at seodesignchicago.com and schedule a free consultation with us today!
- What is inbound marketing?
- How do you use inbound marketing?
- What is outbound marketing?
- Why should I use inbound marketing?
- What are some examples of inbound marketing practices?