The most effective inbound marketing strategies center around creating a playbook that companies can use again and again. These strategies allow for scalability and can be measured through metrics such as sales, retention rates, survey results, return on investment (ROI) and social media statistics. New strategies are emerging constantly, and it’s important to stay on top of what methods your target audience wants to engage with.
Share Personalized Content
It bears repeating over and over: Customers want to see content that directly applies to and benefits them. A generic ad for comfortable shoes is not nearly as effective as a unique video that explains why your all-terrain sandals are the best choice for women in their 40s who want to hike the Appalachian Trail. Personalized inbound marketing based on customer preferences is going to continue to gain popularity, especially as buyers come to expect a more custom experience. Companies that can provide this level of personalization are more likely to build loyalty and drive sales.
Provide Guest Posts
Blogs have been around for a while and, despite many changes in the digital landscape, are still going strong. Whether a company already has an established blog or is in the process of starting one, they offer the potential to attract many new customers. Buyers want to know that what they might be spending money on is worth it, and one of the easiest ways to provide that knowledge is by being an authority on the subject. If you’re trying to sell flying cars, adding some guest posts from a NASA engineer or an auto manufacturer could be an important key to success.
Embrace Influencers
Influencers are like QR menus: people either love or hate the concept. Regardless of your personal feelings, however, for the time being they are here to stay and they can be a solid part of boosting your inbound marketing efforts. Celebrities are no longer considered authentic when they endorse a brand, but influencers have the advantage of feeling more relatable and transparent. The connection they have with their followers can be capitalized on by businesses to build brand trust, reach their target audience and promote their offerings.
Consider AI
Artificial intelligence (AI) may sound futuristic, but it’s been here for a while and is present in everyday life, even if you don’t always realize it. But that doesn’t mean you need to deploy chatbots to assist customers or write content with AI. Instead, employ AI as part of inbound marketing by using it to assist with creating targeted ads, better understanding consumer behavior and buyer’s needs, gaining valuable customer insight and sending abandoned cart follow-ups.
Implement Automation
Just because you’ll need to work hard to create an effective inbound marketing strategy doesn’t mean you’ll have to babysit it after launch. Utilizing automation technology including social media management tools and email marketing software can make a huge difference in reducing errors, cutting costs and freeing up more time and resources. Automation means streamlining your efforts to help reach maximum potential in the most efficient ways possible. It also helps to level the playing field between large companies and small businesses, since automation tools are widely available to everyone.
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