Today’s consumers turn to the internet for reasons that go way beyond simple entertainment or the occasional social media chat with a friend. They’re looking for real answers and solutions to their problems, including valuable information that could help them make smarter purchasing decisions.
The term inbound marketing refers to any method that a marketer might use to attract new leads, reinforce relationships with existing customers, or better meet the needs of their desired audience. They may accomplish this using a number of different channels, including landing pages, email messages, and blogs.
However, not all inbound marketing channels are equal. An approach that works well for one brand or industry may not hit the right notes for another, so it’s imperative that you choose the best options. Here’s a closer look at how to do that.
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High-Quality Content in Inbound Marketing
These days, great products and services aren’t enough to truly capture the attention of a discriminating digital-age audience. Successful brands also understand the importance of establishing authority, building trust, and nurturing long-term relationships.
A content strategy that revolves around genuinely helpful, original content is the way to go. The higher the quality of your content, the more successful you’ll be at the following:
- Attracting the right buyers for your products and services
- Effectively engaging your audience and winning their trust
- Establishing your brand as a credible industry authority with real solutions to offer
- Establishing and retaining lasting, mutually beneficial relationships with customers
Top 5 Inbound Marketing Channels
As a strategy, inbound marketing isn’t only in step with what today’s consumers want and expect from the brands they choose. It’s also efficient and cost-effective.
Outbound marketing tactics like traditional advertisements, cold calls, and bulk email can generate leads, too. But they’re not as focused and can be expensive. Meanwhile, the average cost per inbound marketing lead is roughly 60 percent less than that associated with outbound leads.
Here’s a closer look at some of the most popular, effective inbound marketing channels that successful brands use.
1. Blogging
Remember, successful inbound marketing campaigns run on great content. Google strongly favors sites that publish plenty of it and do so extremely consistently. Blogging remains one of the most effective ways to make sure your brand’s site is one of them.
Helpful, well-optimized blog posts generate lots of organic traffic by addressing concerns that a target audience might have. Examples of the types of posts that work well include:
- In-depth answers to common audience questions
- Topic-focused posts about subjects that are important to your target audience
- How-to guides that assist people with decision-making, product usage, and more
2. Social media
Like the larger internet, social media has become more than just a place to kill a little spare time here and there. Today’s consumers go there to foster relationships, not just with friends and acquaintances, but with brands as well.
That said, social media represents a priceless opportunity that should factor into every marketer’s approach to inbound marketing channels. Examples of different ways to use it include:
- Demonstrating expertise with high-value shares and industry content
- Engaging your audience by sparking discussion and participating in conversations
- Showcasing fresh or valuable content from your blog and other channels
3. Email marketing
Email is almost as old as the internet itself, and email marketing has been around nearly as long as the larger world of digital advertising. However, it remains one of the more effective inbound marketing channels that a brand could use.
Not only does just about everyone on the internet use email, but an impressive 99 percent of consumers check their accounts daily. This makes it a great way to reach audiences. Popular tactics include:
- Newsletters
- Exclusive deals and offers
- Surveys and feedback opportunities (sometimes with participation incentives)
4. Landing pages
Today’s consumers respond to content that feels personal and is super relevant to them. That said, landing pages can be phenomenal ways to drive traffic and deliver specialized content to select audience subgroups. Examples of ways to use them include:
- Capturing lead information
- Incentivizing action by offering freemium content
- Encouraging email list or newsletter subscriptions
- Delivering important location-specific or demographic-specific information
5. Podcasting platforms
Podcasts have really been on the rise lately. They’re one of the most popular inbound marketing channels and with good reason. Like a blog, a podcast delivers dynamic, ongoing content that keeps people coming back for more. Examples of great ways that brands can leverage podcasting platforms include:
- Launching niche-specific podcasts that appeal to an audience
- Establishing authority and demonstrating expertise
- Boosting brand identity and showcasing the unique personality behind your company
The right options for you depend entirely on your audience. Where do they hang out online, and how do they like to consume information? Which picks are the best fit for your brand voice and identity?
Maximizing Conversion with Inbound Marketing Channels
Now that you know more about selecting the right inbound marketing channels, it’s time to look at how you can make the most of your choices. Here are some expert tips to keep in mind.
Invest in SEO
Although many resources on inbound marketing list SEO as a type of inbound marketing channel, this is not the case. The term “search engine optimization” refers to a collection of strategies, approaches, and best practices with the potential to boost search engine visibility and improve SERP rankings.
In other words, proper SEO techniques are an essential part of making the most of your inbound marketing channels, so you can’t afford not to invest in them.
Use compelling CTAs
Part of thoroughly educating your audience on a particular topic is letting them know what their next steps should be. Strong calls to action are an effective way to accomplish this. Guide your audience by letting them know what you’d like them to do next, whether it involves finalizing a purchase, signing up for a mailing list, or something else entirely.
Leverage WriterAccess
It takes time, effort, know-how, and commitment to keep all of a brand’s inbound marketing channels properly filled with high-quality content, so you need a reliable, sustainable way to outsource various tasks. WriterAccess is a top-tier, premium marketplace where you can easily do the following:
- Access thousands of pre-screened, experienced content creators on demand
- Leverage cutting-edge matchmaking and content production tools
- Scale your content creation efforts according to your budget and needs
- Save yourself a fortune in time, money, and effort
- Benefit from the expertise of fresh industry voices and qualified niche experts
Conclusion
A great marketing strategy really does go hand in hand with a carefully selected set of inbound marketing channels that suit your brand, audience, and goals. However, you need truly next-level content to get where you want to go.
Get started today when you sign up for your free 14-day WriterAccess trial. Connect with top content creators who have what it takes to set your brand apart and get ahead!
