What Defines a Great Inbound Marketing Campaign
For the past few years, inbound marketing has become increasingly more popular as a means of generating high quality leads. While a traditional outbound marketing campaign includes tactics such direct mail, cold calling and emailing while trying to persuade audiences with a sales pitch, inbound marketing focuses on providing the users with quality useful content. As a result, the target audience will be attracted towards the company when it becomes clear the company can help solve a problem they are experiencing.
Inbound marketing may be more efficient, cost-effective and result in a higher rate of return in the long-term. The inbound marketing strategy includes providing a more targeted approach based on a clear understand of the audience and attracting qualified prospects with relevant, helpful content and interactions to generate qualified leads.
Furthermore, the Search Engine Journal stated that outbound leads cost 61% more than inbound leads. According to a survey, 59% of marketers believe that inbound marketing campaigns generate higher quality leads, while 16% think outbound marketing is the best marketing tactic. The remaining 26% accounted for self-sourced leads.
So, if you want to start using inbound marketing, it is essential that you know which elements define a great and effective inbound marketing campaign.
- SEO
As the name suggests, SEO or search engine optimization is the practice of optimizing your website’s structure and content to obtain organic placements on the SERPS (search engine result pages). If you have a quality website along with optimized content for SEO, it will help ensure that Google’s web-crawling technology identifies and arranges your website’s content so that it appears to the people searching. SEO is a crucial part of the inbound strategy because if you’re not discovered, then you won’t be able to get any business.
- Social Media Marketing
Social Media Marketing is a very effective tactic for generating new visibility for your company. It allows you to share helpful content with your ideal prospects which sets the stage for building and establishing relationships by engaging with your audience. If you can provide your followers with quality onsite and offsite content, you’ll be positioning yourself as an authority in your field. According to a study, 71% of consumers will recommend a company if they have a favorable experience with it through social media.
- Pay-Per-Click Marketing
Although PPC marketing is a paid strategy, it is still part of inbound marketing because the advertisement appears when consumers are actively searching for something online. PPC marketing enables you to adjust campaigns if they’re not performing well, target mobile searchers, measure your return on investment and easily adjust your budget. It is an efficient way to generate high quality leads in short order while increasing brand awareness as well.
- Content Marketing
According to a report by HubSpot, 53% of marketers believe that creating blog content should be the first inbound marketing priority. It is crucial that your content is valuable and useful so that you can convert your landing page visitors into leads. Make sure you provide your followers with various forms of content, such as blog posts, eBooks, white papers, checklists and infographics. Your content should stand out and should have a purpose – it shouldn’t be produced, just so you can put something on your website.
- Landing pages
As soon as a potential prospect clicks on a call to action or a paid search ad, it’s essential that you drive traffic to an optimized landing page. Whether it’s a subscription page, product page, or a form to fill, your landing page should be well-designed, focused, and relevant so that you have the best chance of a conversion.
All of the above inbound marketing strategies form the basis for a well-balanced inbound marketing campaign, and work synergistically when used together. If properly implemented, you’ll be generating highly qualified leads like a well-oiled machine.
