What’s the best way to pull customers to your business?
Since about 2006, inbound marketing has been an integral marketing strategy for online marketing. They key to success with this strategy lies with the content businesses use to engage customers. Content is delivered through a variety of channels, such as blogs, social media, videos, emails, downloads, webinars, and newsletters. The delivery of the content will depend on the stage of the buying cycle.
If you want to improve your inbound marketing, take a look at these tips for content development and delivery.
- Grow your online presenceWhile having a presence on every social media channel is not always practical, especially for small business owners, it is important to have a robust, far-reaching online profile. When you build the company brand across social media channels, you are driving your potential audience back to your business hub, which is primarily the company website. It’s at the website where you begin to deepen engagement and strengthen the relationship with your prospective client. Here’s why social media is so valuable — Every social media persona that you create for your business is a direct link back to your website.
- Share high quality contentIt’s no secret that high quality content will benefit a business. It presents your business as a trustworthy, industry resource. But just what makes content high quality? High quality content is the best you can offer. It might be an eBook that provides solutions to your client’s greatest challenges, or a business blog that shares how-to instructions and thought leadership, or video trainings that teach your clients how to accomplish what is most important. High quality content is content you can’t find anywhere else. It also doesn’t have to be free content. Most businesses that offer content at this level require an opt-in where they capture information about the lead.
- Pay attention to Search Engine OptimizationWhile content will engage the audience and build trust for your business brand, you still need to help them find your content. Using social media channels is one piece of the puzzle, another is search engine optimization (SEO). Most consumers begin the task of buying by searching online and seeking referrals from their network. By optimizing your website, landing pages, and social media channels, you improve your chances of appearing in their search results.Begin by identifying the keywords your audience will most likely use for searches. Then, build a content strategy around these keywords and phrases.
Looking for examples of inbound marketing success? Take a look at five companies with inbound marketing strategies that work.