5 Essential Inbound Marketing Strategies in 2020
Recent years have seen tremendous changes in the way people buy. The buyers are evolving and so is marketing.
What is Inbound Marketing?
“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them” — Hubspot
Inbound marketing is an approach in itself instead of just a list of tactics. It is a method of attracting, engaging and delighting your customers to help you grow your business by providing trust and value at the same time. By creating content and experiences designed to address the issues of your customers, you grow the ability to attract qualified prospects and build credibility.
In essence, Inbound marketing methodology is about attracting and pulling the customers to your company with delight instead of forcefully broadcasting your messages as done in traditional marketing.
Hubspot has made Inbound marketing methodology by boiling it down to four steps: Attract > Connect > Engage > Delight
Inbound Vs. Outbound Marketing
While outbound marketing provides your customers with the information they might/might not be interested in, inbound marketing is highly focused on the approach of delivering content and solutions that create a positive impact on people and the business. As opposed to TV ads, billboards, TV commercials, cold emails that push the information, inbound is a relationship-focused approach using tools like SEO, social media, blogs and others that attracts the customers by making them feel privileged.
- Marketing Automation
- Content Creation and Distribution
- SEO Optimization
- Freemium Tools
- Personalized Customer Experience
- Ebooks, Whitepapers
1. Marketing Automation
(20% of our Growth Marketers consider marketing automation as first priority when it comes to Inbound marketing projects)
“According to the Annuitas Group, businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.” Automated marketing is fundamental to Inbound strategy because it engages your customers depending on their position in the buyer’s journey, nurtures your leads and provides them the relevant information, and acts as a successful guide for customer persona along the customer journey.
Some of the must-have marketing automation tools include (but are not limited to) blog building, email marketing, built-in CRM, behavioral and landing page tracking, campaign analytics, and customer persona.
2. Content Creation and Distribution
(18% of our Growth Marketers consider content creation and distribution as a first priority when it comes to Inbound marketing projects)
The quality of the content you create is undoubtedly one of the most crucial features of your inbound marketing strategy. It’s very important to adapt your content according to your target audience that you want to attract keeping in mind their position in the customer’s journey.
But content creation alone is not enough to draw in new leads, attracting new customers asks for set strategies around content distribution as well. Data-driven articles, interactive stories, blog posts, E-Books are some of the trending channels used for content distribution.
3. SEO Optimization
(16% of our Growth Marketers consider SEO Optimization as a first priority when it comes to Inbound marketing projects)
Better online visibility makes a huge difference making SEO a key to attracting new inbound leads. The better your SEO ranking, the higher are the chances that you’ll receive more visitors to your site. Neil Patel mentions basic on-page SEO and getting backlinks for your content and site as the two most important things to focus on to get more organic visitors.
4. Freemium Tools
(6% of our Growth Marketers consider content Freemium Tools as a first priority when it comes to Inbound marketing projects)
Freemium is defined as the natural fit when it comes to inbound. With changing buyer behaviors, people want to try and learn about your products before they make a decision to purchase. Offering free tools, content, consultancy to people has been proven as an effective strategy to convert your leads into customers.
Content creation, SEO, and Freemium tools are definitely considered as some of the amazing inbound marketing strategies with proven results.
5. Personalized Customer Experience
(4% of our Growth Marketers consider Personalized Customer experience as a first priority when it comes to Inbound marketing projects)
In 2020, customers matter more than ever. Modern customers want to stand out of the crowd and expect one to one interactions with a company before and after making a purchase. With inbound marketing strategies in place, it’s easier than ever to give a personalized experience to your customers and reap the benefits it brings along with it in the form of building brand loyalty, affinity, and growth.
Thanks, Somyadeep Banarjee, Achir Saxena, Siddharth Dwivedi, Anand Vatsya, Ayush Srivastava, Yoheswaran Gnanavel, Piyush Agarwal, Sam Mathew, Amit Sharma, Gaurav Pachauri, Abhinav Singh Rana, Jain Shubham, Tej Pandya, Bharadwaj Parth, Pratap Malladi, Prateek Singhvi, Gaurav Gururaj, Ayesha Kazi, Sidharth Aima, Nitthin Chandran, Jatin Chhabra, Rohan Singh, Sumit Datta, Piyush Bansal, Kodirkhon Badalboev, Sahil Jain, Rajdeep Singh Ranawat, Vikas Rathore, Jatin Chhabra, Amitabh Songara, Saakshi N, Harit Rathi for sharing your views and contributing to the poll.
These were the highlights which summarise the discussion that happened in our GrowthFolks group. The folks who have shared their views are themselves the Growth Marketers/Hackers. We would like to thank all of them for sharing these valuable growth learning.
Are we missing anything important? It’s a community-driven blog, if you have anything to add, do put down your thoughts in the comment section and it will be updated here.