There’s a little filter I run on myself before designing an inbound marketing strategy. I ask myself, do I like receiving cold calls in the middle of a great evening or seeing a pesky TV advertisement every 5 minutes while my favorite cricket teams are playing? How about opening up my Gmail Inbox to catch up on an important email and instead being flooded by marketing emails – which I never signed up for? Nope. Not a fan of any of these! Hang up on the cold caller! Put on another channel! Unsubscribe!
All of these disruptive types of marketing fall under ‘outbound marketing’. Sadly enough, there’s not much you can do to prevent the bouncing back of audience from outbound marketing except not being disruptive. But there is another type of marketing that can save your neck. Meet ‘inbound marketing’!
Because of the amount of marketing clutter out there, outbound marketing is not bound to work for everyone. However, business setup consultants in Dubai think there are steps you can take to strengthen your inbound marketing. It is the type of marketing which comes into play when people make the effort to seek you or brands in your niche. Through effective inbound marketing, you can stand out and attract your target audience. Here are some ways of achieving that.
A Clear Conversion Path
Conversion paths vary from business to business but, on average, they are designed to convert visitors into leads. A convincing conversion path would lead the visitor from point A to point B while promoting business/website content along the way and, by the end of the procedure, convince the visitor into buying or becoming a regular customer. Following elements can help you along the way:
- CTA – Call to Action
- Landing pages
- Thank You pages
Launch a Blog Series
One of the most renowned and effective ways of sharing content and creating brand awareness is through a blog. It is so common among marketers of today that almost 80% of B2B marketers reportedly use blogs as an inbound marketing tactic.
Blogs can act as a gateway to creating brand awareness, problem solving for customers, and sharing the various experiences related with your brand and the industry itself. It educates the consumers beforehand of the challenges they may face with a brand or choices they may have to make.
One of the first steps in starting a blog series is identifying the topics that you will be covering. Next research relevant news sites, your competitor’s blogs, and other leading blogs from your industry. Keep a track of what they are discussing and what is gaining the attention and appeal of audience. Once you have topics and ideas sorted out, you can, rather easily, put them on an aesthetically designed blog template or make your own from scratch.
Once you have leads, it’s a slippery slope from then on. Many marketers fail to lead their leads into conversion. That’s why a lead-nurturing plan is needed. There are two speeds of lead nurturing: accelerated product-focused campaigns and the second type being focused on awareness-stage and consideration-stage content. Both these strategies ensure long term nurturing, but the second type is what raises the bar for you inbound strategy.
Create a Customer Engagement Campaign
Your role is not to promote content and products with a dedicated website or app and run a social media page. It’s much more integrated now. You are responsible of creating ‘a user experience’ through all facets of marketing. Your content is not effective if it’s not being communicated from one customer to another or inviting in new customer-base.
Customer engagement campaigns can include anything from small panel discussions and webinars to free giveaway contests. You can go a step ahead and plan events, advertise them through social media, and get to meet your customers in person. Know that such type of inbound marketing is paying off when your existing customers are advertising for you and bringing in new leads.
Because you are depending so much on customers to share your content, you got to make sure it’s shareable by just one click. One way of doing that is adding social sharing buttons to your blogs, websites, and landing pages. You can also use hashtags to increase your content visibility and help it turn into a trend.