May 23, 2018

The six inbound marketing techniques your business needs


As someone in charge of running a company, you’ll know exactly what it means to spend more time working in your business than on your business. You’ve got to be CEO, manage business development, motivate your team and ensure those leads keep coming in – oh, and generate ROI and profits. You’ve probably already cottoned on to the fact that the digital landscape holds huge potential for taking care of the above, yet knowing exactly which inbound marketing techniques to set in motion to grow sales isn’t always easy, especially if keeping up with the latest inbound trends isn’t top of your to-do list. Here are six inbound marketing techniques we think form the foundation of any solid marketing strategy:

1) Select the right keywords to rank for in search engine results

Your keyword strategy forms an integral part of your website’s overall search engine optimisation (SEO) – choose the wrong keywords and you won’t attract the people who need and want what your business offers. The first step in choosing the right keywords is to develop personas, i.e. identify who your ideal customers are. Get inside the minds of your target market and select keywords that are relevant to these personas. Your keyword strategy should be a mix of short (one to two words) and long (three to six words) tail keywords. However, you’ve got to strike a balance between selecting keywords that have enough search volume, and those that are searched for too much (it’s unlikely you’ll rank highly for the keyword ‘South Africa’).

Inbound Marketing

2) Create original and highly engaging content offers

Once you’ve got your keywords lined up you can start crafting content around these topics. The content on your website should contain a mix of blogging (to which you can add rich media such as images, podcasts, and video) and downloadable content offers (guides, checklists, calculators). As well as providing valuable information, your content offers act as a way of growing your lead database: by choosing to download a guide, leads volunteer their email address and personal details, which are needed for the lead nurturing process. Your content needs to educate and entertain your audience, and also present your business as a reputable and knowledgeable player in your industry.

3) Introduce calls to action (CTAs) to every page on your website

Your website visitors can either leave your website or be enticed to stay on it – calls to action precipitate the latter and turn visitors into leads. Without CTAs, your website may as well be an online publication. Every page on your website (including every blog post) should contain a CTA, whether that to be “download our guide” or “click here for a free consultation”. Email pop-ups are another way of encouraging visitors to opt-in to email newsletters and grow your lead database (check out our previous blog for more about the importance of email marketing).

4) Invest in pay-per-click (PPC) advertising to speed up web traffic growth

Even though some may confuse it with outbound marketing, PPC is a piece of the inbound marketing pie, and an effective addendum to your SEO strategy, along with keywords. With keywords, your goal is to rank organically in search engine results; with PPC, you pay (per click) for your website to appear above search engine results – but only when someone is searching for the keywords you’ve chosen for your PPC strategy. It often yields faster results (more web traffic), you control your budget, and it’s possible to target specific audiences such as mobile users. And because you can track the analytics, it’s easy to adjust your strategy in real-time.

5) Develop your personal brand

Developing your personal brand might sound like something you simply don’t have time for, but building a personal brand alongside your business can generate a lot more traffic and interest in your business. People are becoming more wary of faceless corporations, and increasingly rely on word of mouth and the opinion of People Like Them – hence the popularity of review sites and marketplaces such as Amazon and eBay. Creating a personal brand around yourself will help build the relationships of trust between your customers and your business that go on to influence buying decisions, and it’s a great way to extrapolate the reach of both your personal brand and that of your business.

6) Leverage the networks of influencers to reach a greater audience

Making connections and talking to the right people are important aspects of your inbound marketing strategy. After all, opportunities (sales) come through people. Getting your business and website seen by more eyes will improve your chances of attracting leads – especially if those people are already interested in your industry. Influencer outreach involves connecting with key players within your sector who already have an engaged following, so that you can tap into their audience. Writing guest blog posts on other websites is another tactic you can use to increase your business’ exposure.

If you’d like to find out how the above tactics can be integrated into an inbound marketing strategy that generates strong ROI and grows revenue, and how an inbound marketing agency can help you achieve this, download our guide:

Inbound Marketing