5 Pillars of Good Inbound Marketing in 2017
Inbound marketing summons several digital marketing methods. The process starts from attracting ‘strangers’ to view your content and turning them into regular visitors of your blog or social media page. By improving your website’s conversion rate and offering highly personalized customer service, you can turn these visitors into loyal customers and brand advocates. This process requires you to build strong relationships with the targeted consumer groups and that’s why the most important hack you need to master in 2017 is:
Building strong customer relationships
Consumers buy products from the people and companies they like. Likable digital campaigns attract more leads and boost conversion rates, but that’s just the beginning of your sales funnel. In order to improve your sales you still need to build strong relationships with your customer base.
The whole concept of inbound marketing relies on strong relationships between customers and companies. Today, companies can measure and quantify each relationship they make, by using advanced analytic tools. Relationships can be established through discounts, promotions, incentives and a personal approach to customer service.
Solving consumers’ problems
Strong customer relationships are driven by your ability to solve consumers’ problems. This includes even the problems they don’t know they have. Here’s an example:
FedEx was doing just fine with being one of the most famous courier services in the world, but they’ve realized that their customer base has a big problem. People still need documents and printers are one of the most annoying pieces of computer hardware. They’ve offered a unique print and go concept and enabled their customers to order their prints from a desktop or mobile apps and pick them up at the nearest FedEx office. They wrapped the whole idea into an easy-to-use software and highly personal marketing campaign and built strong relationships with thousands of consumers.
Talking to influencers
The time of the costly sponsorship deals is over. Today there are thousands of digital influencers who share customers’ vision and are willing to support it in public. Today’s influencers will promote the commercial offers they like on their websites and social media news feeds. Since companies are usually choosing industry experts as their main brand advocates, they can easily return them the favor with some type of free promotion.
Virtual summits are the latest influencer trend. Companies are organizing online meetings of niche experts and post them in the form of podcasts. Although rookie marketers often make virtual summit mistakes and invite the wrong people or use wrong channels for event promotion, at the moment this is one of the most efficient forms of influencer marketing.
Using advanced campaign analytics
Inbound marketing success is tied to the accurate campaign analytics. Analytic platforms are getting better and more accurate each day and they provide options that help you to follow visitors’ behavior on and off your website. Some of the latest add-ons on Facebook’s Ad Manager and Google Analytics prove that the future of marketing lies in improving the conversion rate.
At the moment many marketers focus on advertising and attracting visitors to their blogs and social media pages, but they forget to engage them and direct them to the checkout page. With these inefficient tactics websites are facing high bounce rates, which devolve their ranking. In order to attract relevant leads and turn them into customers and brand advocates, marketers and entrepreneurs need to rely on analytics.
Facebook Pixel is a God-given solution that efficiently solves this problem. This small piece of code is used for tracking the conversions of Facebook users on your website. To use this tool in the right way, you need to define certain events as conversions. For example, this can be an opening of a ‘thank you for shopping at…’ page, which opens after a visitor makes a purchase. This way, you’ll know exactly how many visitors that came to your website through Facebook, decided to purchase your product or service.
The big comeback of email marketing
The email was almost forgotten 5 years ago, but then the big mobile craze started, and have brought email marketing back to the spotlight. Now people can view their emails on their phones. This forced millions of users to ‘wipe the dust’ from their email inboxes and read or delete thousands of unread messages that have been piling up, during the last few years.
Email marketing today is much different from the strategies used 10 years ago. Even if you’re a real Nigerian prince, you won’t be able to sell this story to your email leads because people are fed up with spam mail. New email marketing sends awesome content to their leads, and they can’t wait for the newsletter to come. If you can’t provide the content that will engage your audience and make them read every email you’ve sent, don’t even try sending promotional and boring emails.
Outbound marketing, which encompasses cold calling, various telemarketing forms, spam mail, leaflets and engaging trade show promotions is becoming the thing of the past, because it doesn’t use the advanced targeting and annoys consumers by offering them something they don’t want to buy. In Digital age consumers don’t have the time to read boring and promotional content and that’s why they turn to inbound marketers, who use the benefits of advanced analytics to deliver relevant messages.