Marketing is constantly evolving. Thanks to increased accessibility and the evolution of digital channels, we’re currently living in an unprecedented “Era of the Empowered Consumer.” Consumers can conduct their own research and find their own solutions. As a consumer, this empowerment feels pretty great. As a marketer, it can feel a little scary. But this era is what makes inbound marketing so effective.
Inbound marketing can put you in a position to provide solutions at the exact time a consumer has questions. Inbound marketing can generate in-market, qualified leads — and supply you with the data necessary to ensure you’re capturing the right leads. Keep reading for eight inbound marketing tactics that can generate leads.
Before we explore inbound marketing tactics, let’s make sure we’re all on the same page about what inbound marketing is. Inbound marketing is the method of attracting users to your site with helpful content that assists them in making more informed decisions about their purchases.
Inbound marketing provides that elusive marketing factor: trust. By providing site visitors with truly useful information, they begin to consider you an expert and, therefore, are more likely to want to buy your product or service. Consider it an expanded form of customer service; by engaging with customers in a human and helpful manner,you create happy customers and, in turn, have a happy business.
For those with inbound marketing strategies in place, this trust is paying off. Studies have found that inbound marketing generates three times more leads per dollar than traditional marketing methods. Creating content designed to address the problems and needs of your ideal customers allows you to build credibility for your company and attract qualified inbound leads.
One of the more obvious ways to gain leads through inbound is to create valuable content that users are willing to exchange their contact info to obtain. Some examples include training videos, webinars, ebooks or white papers. Whatever the piece of content is, it should be valuable enough that users recognize are willing — not coerced — to give up their contact info. Lead magnets show your audience you know how to solve their problems and that you have expertise in this field. After creating your lead magnet, you’ll need a landing page to help promote it (see the next tactic).
Create landing pages that are streamlined for driving conversions. They should have one focused call to action (CTA) and clearly state your offer in exchange for their information. Here are a few tips for how to optimize your landing pages to convert.
Take a look at these exemplary landing pages.
Looking for a simple way to build your credibility? Offer your writing services to sites that are respected within your industry as a guest blog. Writing a guest blog will get your message out to an audience wider than your own and will help you gain more authority. Additionally, you’ll receive a valuable backlink to your own website, increasing your site’s domain authority and assisting with your search engine visibility.
Ensure your website and content are optimized for the high-intent keyword questions that a potential customer is searching. You can perform keyword research with any variety of free and paid tools, such as Google Keyword Planner,SEMRush or Moz Keyword Explorer. Find out what people are searching for and write content that addresses their needs and questions.
While your content should still be written for your end user, make sure you are following recommended best practices for search engine optimization so that search engines can easily find your content and will display it correctly. We’ve created a free SEO checklist to help you ensure that you’re covering all the essentials. [download SEO checklist]
Don’t overlook paid search to fill in the gaps of your SEO strategy. During your SEO search, you probably came across organic keywords with a lot of competition. Use your paid campaigns to target those keywords that may be more difficult to rank for organically. Using paid search to promote your lead magnets and landing pages is a great inbound strategy for generating leads.
Another fantastic paid option is advertising. After someone has left your website, send them retargeting ads to re-engage them. If they visit your site again, it’s more likely they are a qualified lead.
You could also use third-party data collected via cookies to target customers. If an individual is searching for a product related to your own offering but isn’t aware of your brand, you can utilize programmatic advertising and third-party data to target those consumers and introduce your solution. One tactic might be serving banner and display ads to that potential lead when they’ve been searching terms related to your product on Google.
Social media advertising is another way you can reach audiences that might not be aware of you. Many social media platforms provide specific targeting parameters to drill down to the right audience. You can create “lookalike” and custom audiences to target specifics like industries, job titles, interests and other demographics.
These ads are highly effective. On Facebook, for example, 51% of users admit to having clicked on an ad, and 48% of social media users in general have bought something after seeing an ad, according to SurveyMonkey. Marketers should take care, however, to not overwhelm users on these platforms. Some tips for advertising on social media include:
Last but certainly not least, email marketing is vital for lead retention. In order to retain and nurture a lead, you want to keep your brand top of mind. Email marketing allows you to maintain an ongoing, personalized conversation with your lead.
There are so many ways you can use email marketing for nurturing your leads. You can, for example, segment your leads based on interests, behaviors, industries or customer insights related to geolocation and demographics. These data points can help you determine the best strategy for approaching these contacts.
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