Paulina Romero H
We know that traditional marketing or Outbound Marketing is becoming increasingly obsolete, we also know that with the current media, the most advisable thing to do is to create an entire Inbound Marketing strategy, so you have probably already decided on carrying out this new kind of marketing yet ... What aspects should you always keep in mind in order to achieve a successful Inbound Marketing campaign? We here share some of them with you!
5 Best Practices for Inbound Marketing
1.- Good quality content.
Yes, we all like a well-designed web page, but if it doesn't offer relevant and good-quality content, it will soon stop being visited (regardless of it's amazing design) since, what good is visiting a well-designed page if you can not find the information that you're looking for? It is very likely that in the end, you'll rather visit a page with a less spectacular design but that indeed answers to all of your questions, right? Content is king within the Inbound Marketing strategy. You want your visitors to stay on your page, actually, not just that, you want them to keep coming back for more, since they know you'll always have more content to offer. Do not disappoint them! Fill your page with interesting, relevant and useful content and offer it in different formats: blog, video, podcast, ebook, infographic ... attract and delight your customers with quality content.
2.- SEO updated
Optimizing of your content so that search engines always find your page, is key to a successful Inbound Marketing strategy. Internet search engines are always changing and updating their rules in order to better index the content that best answers people's questions. If you do not want to disappear from their radar, you must keep up! They will one day put an emphasis on keywords while months later they might look for your content based on topic clusters. If their rules constantly change, you need to constantly work on optimizing your content in order to meet to these ever-changing standards.
3.- Write for your "personas"
Do not write for your company, do not seek to promote how good you are ... the truth is that nobody will listen to you if that is what you have to say! All companies claim to be the best and therefore, as customers, we are tired of listening to these self-praising litanies of companies. What are we looking for? To know if you, as a company, can solve my specific problem. What you say about yourself does not matter to me, I am interested in knowing how are you going to solve my problem, how you have solved it for others.
With this in mind, organize your content according to the needs of your customers, not your company's. Do not start from what you want to communicate, rather from what your customers are looking for. Get ahead of their questions and offer useful and relevant answers on your website. Let them know what is it that you know and do. Do not tell them how smart you are, show them by offering the answers they were looking for.
4.- Continuous improvement based on updates, constant analysis and tests
An Inbound Marketing strategy involves constant work. You can not write a few blogs and lie down to rest. Yes, creating content is the basis and the start of your strategy, but you have to constantly work on:
- Updating your content so that it meets the search engines' ever changing rules, as we've mentioned before.
- Analyzing your strategy. You can't know if what you have created for your site actually works if you do not submit it to a constant evaluation and analysis process. You need to run tests so you know how people actually respond to your content. You may sometimes publish something that seems pretty good to you but that, in the end, does not attract your visitors much... or maybe the opposite happens! maybe that blog that you were not completely satisfied with, turns out to be an incredible success. How can you know?
- Run some analyses and tests.
- Constantly study your strategies.
It is only after analyzing your results that you can either improve what didn't work so well or keep doing more of what indeed worked. Never stop analyzing your work and adapting your strategy to its results, since what seemed to work yesterday, might not work tomorrow. Yesterday's questions are not the same as today's.
Applying an Inbound Marketing strategy requires to always be open to change and to updates. One must always adapt the strategy to these both ever changing aspects:
- Rules of search engines
- Tastes and preferences of customers.
5.- Let others speak for you
Lean on your company's results, do not talk about yourself but let others do it for you, use for instance:
- Client's testimonies
- Videos on how you DO things (for example, don't tell them you can make a chair, rather show a video on how you actually make it)
In a world filled with so much information, people believe more in what others say about you or in your actions, than in your words.
Why all this Best Practices?
To make your clients "fall in love" with you based on the useful and relevant information you give them. Based on the expert content that will you offer on your website, you help them see that they can trust you, your experience, your knowledge and your work. Let these 4 aspects be the ones that speak for you and you will not need any other kind of marketing.
If you want to know more about this new marketing strategy with which you work more on attracting your customers rather than on invading them with unsolicited advertising, contact us! We will gladly advise you during your process. DataBranding is an expert agency in Digital Marketing that can help you in different ways, from a mere consultancy to working with you all along your Inbound Marketing campaigns.
