Don’t Let Misconceptions About Inbound Marketing Slow You Down
There are so many different buzzwords and tactics floating around in the marketing world that it can be tricky to keep them all straight. Between search engine optimization, high converting landing pages, content marketing, email marketing and inbound marketing, creating a cohesive strategy can seem like an insurmountable obstacle.
Inbound marketing can drive results when you implement it properly. Marketing as a whole is increasingly moving toward the Internet, which makes inbound tactics even more essential. In fact, 85 percent of companies are already employing inbound marketing tactics, according to Forbes. Most customers start their purchasing process online, even for smaller consumer items.
People want to be sure they are making the best decision, and there's a wealth of information on the Web, whether it's brand-provided content or reviews from previous customers. Companies that don't have the solutions in place to capture leads from their websites could be missing out on significant lead generation opportunities.
One of the ways to maximize the effectiveness of inbound marketing is to invest in content. While it's easy to lump these two tactics together, content and inbound marketing are separate, although content can improve other inbound results.
Inbound techniques drive traffic to your blog, so it's important to have quality posts to keep visitors on the page.
Don't Believe the Rumors About Inbound Marketing
The reason you may not be seeing the results you want from inbound campaigns is because you're falling victim to some common rumors about the effectiveness of these techniques, Kelly Fitzgerald stated.
When you implement inbound marketing, you can't let everything else fall to the wayside. Some marketers operate under the assumption that content doesn't need to be targeted for a specific buyer persona or it isn't as important to keep up with a social media strategy. Content and social media are crucial for guiding leads through the purchasing journey, and these tactics provide a useful supplement to other inbound marketing methods.
There shouldn't be any lapses in your content marketing strategy. If you cater to more than one customer segment, you should outline specific buyer personas to ensure each piece of content speaks to a certain target audience. However, you need detailed information about your target audiences to put buyer personas into practice. The more data you have, the more you can highlight buyers' specific pain points.
Additionally, you need to be careful to not overlook the huge power and potential of social media. Even in the business-to-world, potential customers use these platforms to learn about industry news and connect with colleagues to discuss trending topics, particularly on LinkedIn and Twitter. Inbound marketing doesn't lessen the strength of social media.
Facebook, Twitter, LinkedIn and other platforms are crucial for supporting inbound marketing goals because they allow you to reach your audience through channels leads already use.
Include Inbound in Your 2015 Marketing Budget
Another reason some companies shy away from inbound marketing is because they think it's too difficult to measure return on investment.
However, there are a number of metrics you can track from online channels, such as conversion rates, clicks, opens and many more.
This can help you determine progress toward your goals.
Because of the growing strength of the Internet, it's important to include inbound marketing in your plans for 2015.
This form of marketing can help you make deeper connections with your target audience and nurture potential customers through the buying process, especially because this gives you the chance to provide the kind of information they want.
What kind of inbound marketing campaigns are you using?