mass email services & Inbound marketing strategies have become very important within the world of digital marketing. In fact, they are a fundamental piece within any action that aims to attract the consumer. And for this you are offered content and experiences that are not invasive.
Strategies of this nature become visible to the consumer in a natural way. And for this, betting on quality content is the key.
Fundamental pieces within inbound marketing
Web positioning, content and social networks, worked together, are essential for inbound marketing strategies to work. But do you know what are the main benefits for brands that bet on this type of attraction marketing?
- Attract quality leads. Combining quality content with different marketing techniques brings interesting prospects to your website.
- Branding and brand recognition are improved. The name of the company sits in the minds of consumers.
- Marketing automation is a plus point. The ability to attract and educate the user through automated messages and interactions is a strong point for any company. In addition, customisation is one of the fundamental pieces to optimise any strategy.
- Users are loyal. In addition to adding new customers, inbound marketing strategies facilitate the loyalty of those already captured.
And all this in a way that communication is not intrusive. Data shows that people who choose to interact with a brand naturally convert more.
In fact, consider it from the following example. Who do you think is more likely to buy a new home, a person who has received an email saying “Buy this house” or another who has been looking for it on their own?
Key elements for inbound marketing strategies
The great thing about inbound marketing strategies is that they allow companies to go beyond traditional marketing. It is not a matter of replacing it, but of applying certain add-ons that manage to draw up a long-term sales strategy. And efficiently.
For this, it is important to work on three phases:
- The attraction of qualified traffic.
- Conversion of potential customers.
- The loyalty of the same.
But how are the contents optimised so that these three phases are met? What do you do with them? Where do they apply? Listed below are the spaces where they have influence:
1.- Content marketing
Content marketing relies on owned media to distribute all content. These are the media or channels owned by a certain brand. Spaces through which the brand communicates with its viewers, users or subscribers. That is, it is the company itself that has the power and the exclusive over the publication.
However, it is important to understand that doing content marketing is not the same as creating a corporate blog. It’s much more than that. Taking into account the behavior, needs, and keywords of the buyer persona your brand is targeting, you’ll find it much easier to determine what kind of content to create and share.
Of course, it is vital that your content solves the problems of consumers and is always relevant to them.
2.- SEO
SEO and content marketing strategies make the perfect combo to improve web positioning in the main search engines. And for that reason, it is very important that you know how to write content optimised for SEO. Otherwise, you won’t be able to increase organic traffic to your website. And there is nothing better than achieving a natural positioning.
Having a quality website and optimised content ensures that Google’s crawling technology will identify and index your site’s content so that it appears naturally to users who are interested in it.
There are many elements that intervene in SEO. From keywords to the way other sites link to your content. But sometimes optimizing SEO is simply a matter of making sure your site is structured in a way that search engines can understand.
In addition, you should keep in mind that content marketing strategies on site and off site are the axis to gain visibility in search engines. While the first benefits internal positioning, the second helps you get backlinks and increase your PageRank.
3.- Social networks will help you connect with your potential customers
In inbound marketing strategies, offering good content is not everything. In fact, if you add to that a fluid, interesting and constant conversation with your audience, you will be closer to succeeding.
You’ve created quality content and shared it on your website. Now what? You need to attract new readers and promote your content on social media. Think of content creation as just a small piece of the puzzle. To ensure that it reaches the relevant users, you must continue working.
Determining which platforms are most relevant to your target audience is one of the first steps you should take. But it’s worth it. Social media is an ideal platform for businesses and users to interact and exchange opinions. And in addition, the social ads options that exist allow high levels of segmentation.
In fact, as if that were not enough, social networks are the ideal scenario to achieve virality. And nothing will make you gain more traffic and visibility to potential customers than getting your pieces to go viral.
4.- Email marketing and lead nurturing go hand in hand
Newsletters revolve around providing content to subscribers. Personalised and quality content, which pushes to retain them and create a flow of recurring traffic to your website.
Therefore, you should not use email as a way of selling or advertising products and services. But you must apply it as a loyalty tool in which automatise emails play a fundamental role by mass email sending services.
In addition, it is very important that you design a lead nurturing process so that potential customers perform the action you want. As you know, not all leads behave in the same way until they reach the point of conversion, so you must take into account each stage of the conversion funnel and act consistently on each of them.
Effective inbound marketing strategies
1.- Sewickley Academy
One of the inbound marketing strategies to highlight is that of this school in the United States and its Pinterest account. Your posture is one of the best ideas to understand that to attract your buyer persona profile you do not need to make intrusive advertising. Instead, a content marketing strategy focused on helping and advising your target can be more effective.
Therefore, it creates content that the audience demands so that it is convinced that sending their children to this school is the best decision that can be made.
In addition, his blog is full of tips and news aimed at parents.
2.- Iberia, I like to fly
The Iberia blog is a clear example of how to make good marketing strategies. If you take a look at it, you will see that it is a blog specialised in travel, airports and air-planes. So anyone who is thinking of flying or heading to a specific destination is good for looking for information.
And it has it of all kinds. From what to do in a certain destination to the operation of an airport. Not to mention its section aimed at passengers who are afraid to fly, which includes content written by specialists with tips to help overcome those traumas.
In this way, Iberia not only manages to attract quality leads, but also positions itself in the first results of Google searches and generates viral content on social networks. The brand has positioned itself as one of the airlines most committed to its users.
3.- Listerine, Challenge 21 days
Inbound marketing strategies can also pursue the promotion of a habit. And if it is related to the consumption of your own product or service, better.
This Listerine campaign pushes you to buy a product and save the purchase ticket. From there, consumers must register on the web and perform tests to go through the level. In this way, through questionnaires and games, the client manages to entertain and educate himself. Although it is also encouraged to share these actions in networks to gain visibility and virality. Gamification can play in your favour to attract customers and build loyalty.
4.- Email marketing and lead nurturing go hand in hand
Newsletters revolve around providing content to subscribers. Personalised and quality content, which pushes to retain them and create a flow of recurring traffic to your website.
Therefore, you should not use email as a way of selling or advertising products and services. But you must apply it as a loyalty tool in which automatable mass mailing service providers play a fundamental role.
In addition, it is very important that you design a lead nurturing process so that potential customers perform the action you want. As you know, not all leads behave in the same way until they reach the point of conversion, so you must take into account each stage of the conversion funnel and act consistently on each of them.
