You may already be doing inbound marketing at your company, or perhaps your boss doesn’t quite see the value behind it. In any case, inbound marketing is more than valuable for any business looking to improve their prospects online.Inbound marketing is already a well-proven way for businesses to pick up the slack that their traditional, outbound marketing left behind and help transform the way they do business.
We’ll show you how you can utilise more than just writing blogs and content offers by looking at all aspects of your inbound marketing strategy. We’ve listed 34 tips for you to think about when it comes to inbound - and you can show your boss what more you can achieve for the business.
Set-Up the Basics
- Verify Google Webmaster - Once you verify with Google webmasters, you can submit your website’s sitemap to Google and prompt them to scan and index your site. You can keep track of your website’s performance, your keyword analytics, web traffic and even backlinks you obtain.
- Google Analytics - A useful tool to have at your disposal where you can put together reports of everything you’re doing for your marketing strategy so that you can aim to continuously improve using the data you collect.
- Define KPIs - If you’re not doing this already, then please get this completed! It’s good to know where you currently stand with your performance before you can go any further. By setting a benchmark, you can set SMART goals so that you’re aiming efficiently.
- Scope Out the Competition - Do you know how you stack up against your competitors? We recommend doing a little reconnaissance see where your company stands against them (no need for the detective hat, though.) Take a look at their website, content offers, blogs, press articles, social media and more.
- Understand Your Customer Profiles (AKA Buyer Personas) - A hugely necessary step that helps you to understand exactly the kind of audience you want to be targeting. These are the people most likely to engage with you as a business and will look to you for the solutions you can provide them.
Look at Your Website
- Fix Your Navigation - Ensure that visitors to your website can easily navigate their way around your website. Put yourself in your user’s shoes and test it yourself to see how easy it is for you to get from “A” to “B”.
- Utilise Heat Mapping - Test user behaviour to understand what areas on your website your users engage with the most. You’ll be able to determine where the most optimal areas are to place calls-to-action or other important information.
- Install a Chatbot - Artificial intelligence is the future and your website should take advantage of such technology. This is definitely a bandwagon to be jumping on.
- Add a Pricing Structure - You don’t have to add exact costs to your website if you’d rather keep it for confidential meetings, but if you give prospects an idea of how pricing structures might work, it could be good for helping you to attract leads.
Up Your Content Strategy
- Audit Your Blogs - A good way to keep your content marketing on track is to look at your existing content. You’ll be able to see if your content is missing anything, if it can be improved on or even if you can update it with new information.
- Implement Keyword Research - SEO remains the backbone behind everything your business produces online. By using your buyer personas you’ll come to find that they will nicely lend a hand to figuring out what kind of keywords you want to be ranking for. Knowing what kind of problem-related questions your audience will search for will help you work on providing the solutions.
- Curate a Calendar - Creating an editorial calendar can help you to not only stay organised, but get a feel for the type of content that you will need to be planning to write over a certain period.
- Optimise Older Posts - Check through all older blog post content and ensure everything is optimised, from meta descriptions to title names, links to internal or external sites, spelling and grammar, updated call-to-actions and more.
Be Creative With Offers
- Send Out Surveys - A great way to learn more about your audience and give you the opportunity to update your customer profiles frequently, always making sure that you’re targeting the right people.
- Question with Quizzes - Quizzes can be a more interesting and interactive way for your audience to answer questions, though make sure to be in keeping with your company’s tone of voice.
- Images & Infographics - Images are far more easily processed by people and can help people retain important information when paired together. Infographics are a great way to utilise this and share important information in an easily digestible way.
- Visualise with Videos - Four times as many people would rather watch a video about something than read about it. You could make a simple video about your services, your company or even about your colleagues.
- Show off with Case Studies - Garner attention from prospects and let them see how great you are at doing what you do. Case studies are a fantastic way to provide some evidence that your services are what they say on the tin.
Use Social Media to Your Advantage
- What’s the Best Platform? - Use your buyer personas to figure out your most effective social media platform and then capitalise on that to promote your blogs, offers and more.
- Build Relationships - Use websites such as BuzzSumo to help with outreach and building relationships with influencers and like-minded individuals to work on project collaborations together.
- Utilise Social Media Automation - It’s a time saver! You can use it to create a social media schedule and will significantly cut down on the time and resources needed to keep your social platforms ticking over and give you more time to spend on engaging with potential leads.
Up Your Lead Generation Tactics
- Improve and Update Landing Pages - Always look to audit your existing landing pages. Is there anything that you can you do to make to improve them? Look at re-optimising for better keywords, update the call-to-action and even spruce up the language.
- Always Follow-Up - Make sure you always follow-up after someone downloads a content offer from your site. The best way to do this is to create a thank you email that is automatically sent out as soon as a download occurs.
- Repurpose Old Content Into Offers - Recycle your old content and transform them into new content offers. You’ll be lengthening the value of that piece and providing your consumers with something different.
- Host a Webinar - You can connect with a segmented part of your audience and use it to promote your services or a specific topic in your industry that you think would be useful and relevant, capturing new leads and prospects in the process.
- Use Smart Content - Ask specific information on your forms that you want to know about the people downloading your offers. This will help you do contextual marketing and will make your content more personalised and targeted in the process.
- Nurture Leads with Workflows - Automation workflows are a great way to interact with leads while you’re not there. It provides the perfect opportunity to nurture leads and help nudge them through your sales funnel.
- Add Ancillary Conversions - Add links to other resources or blogs on your thank you pages. The leads that have downloaded your offer are more qualified this way, so are more likely to engage with what else you’ve got to offer.
Tighten Your Email Marketing
- Clean Up Your Contact Database - Review your database and start planning for the upcoming GDPR. Each and every contact need to be able to double opt-in to anything you want to be sending to them.
- Update Email Templates - Update all your email templates to ensure that they include rich text. Your emails will look more interesting and engaging instead of a HTML wall of text.
- Send Out Newsletters - These are a great way to continually engage with your subscribers. Fill them in on what’s currently happening in your business or even new industry insights they might find relevant.
- Sign-Up Options - Anywhere where you’re asking people to hand over their data on your website, it’s a good idea to start ensuring it’s complying with GDPR standards.
- Segment with Smart Lists - Segment your lists by dividing up your contacts by certain demographics to make them even more targeted with what you want to be sending a certain group of people within your database.
- Create a Formal Service Level Agreement (SLA) Between Departments - Inbound is incredibly efficient when you align your sales and marketing departments. When they work together, you’ll see better communication all around. Businesses with an SLA are three times more likely to be effective.
When you take into account our 34 tips above and continually work to improve on each one, you’ll be improving your inbound marketing by leaps and bounds.
The work that you put in will provide much more value to your business and you’ll see that in your ROI. Work on a few things at a time and slowly add more into your process as you go and your inbound marketing (and boss) will definitely be singing your praises!
For more inbound marketing insights, download our free report ‘Inbound Marketing Statistics 2017’ to see what other professionals are doing with their inbound.