The rise of online marketing channels like social media platforms, search engines, email, etc. has revolutionized the marketing landscape. It’s no longer enough to showcase how amazing your product or brand is.
You have to position your brand as the go-to solution for your customers’ problems. In other words, you need to attract potential customers to your brand using inbound marketing strategies.
The world of inbound marketing is constantly evolving. What’s viral today might get drowned amidst the clutter of online content. It’s essential to regularly adapt your marketing strategy according to the latest industry trends. As a marketer or business owner, you must stay abreast of these trends and developments.
If you want to up your inbound marketing game in 2020, make sure you leverage the following strategies:
1. Content Marketing
Content marketing continues to be one of the most essential inbound marketing strategies. Top-notch content is the driving force at every step of inbound marketing. From boosting website traffic to skyrocketing conversions – you need awesome content to attract, engage, and delight your customers.
According to the Content Marketing Institute, 69% of the most successful B2B marketers in 2020 have a well-documented content marketing strategy. On the other hand, only 16% of the least successful marketers claim to have the same. Additionally, most marketers use content marketing to grow their audience, nurture leads, and reinforce customer loyalty.
Eye-catching social media posts, insightful blog posts, and engaging newsletters are the most widely used content formats. Make sure your content is informative, engaging, and relevant to your target audience. Additionally, it’s essential to promote your content using the right channels.
While all marketers use organic distribution channels, 84% of them also leverage paid advertising techniques. Social media marketing and blogging are widely used for boosting organic reach. On the other hand, search engine marketing, social media ads, and sponsorships are commonly used for paid advertising.
It’s also worth mentioning that many marketers have turned to LinkedIn to reach their audience. If you’re building a content marketing strategy in 2020, make sure you develop a concrete distribution plan across various channels.
2. Voice Search Optimization
Did you know that more than one billion voice search queries are conducted every month? Additionally, 42% of the global online population conducted a voice search using any device in the first quarter of 2019. It’s also worth mentioning that 24% of people in the U.S. own a smart speaker.
The growing popularity of virtual assistant-enable smartphones and smart speakers is transforming the way people search for information. This, in turn, has compelled marketers to overhaul their existing SEO strategies to accommodate voice search under Inbound Marketing Plan. Unlike text-based search, voice search queries are often longer and framed as questions.
Moreover, your potential customers are likely using voice assistant enabled devices on-the-go. Make sure you take this into account while performing keyword research. It’s equally crucial to understand and satisfy the search intent behind these queries. Don’t forget to optimize your website speed and make it mobile-responsive.
3. Local SEO
Today’s consumers don’t just use the internet to educate themselves. Whether they want to go out for a movie or visit a new restaurant, they likely turn to search engines for answers. In fact, 46% of all Google search queries seek local information. Moreover, 72% of all consumers who perform a local search on Google visit a store within an 8km radius.
So, if you want to promote a brick-and-mortar business, you must prioritize local SEO. Start by claiming your Google My Business listing. Include an accurate and keyword-rich description and select the right categories. Additionally, you should register your business on Google Maps.
4. Video Marketing
If you aren’t leveraging videos as a part of your Inbound Marketing Strategy in 2020, you’ve likely already fallen behind your competitors. Videos are extremely eye-catching and let you convey crucial information in a light-hearted and engaging format.
They’re an effective alternative to lengthy blog posts and can be used across various channels including social media, websites, emails, etc. It isn’t surprising that 83% of all consumer web traffic in 2020 comprises videos.
According to Wyzowl, 89% of video marketers believe that video gives them an impressive return on investment. It helps them amplify website traffic, boost audience engagement, generate leads, and influence purchase decisions.
A whopping 84% of consumers claim to have been convinced to purchase a product/service after watching a brand’s video. Additionally, videos help marketers and entrepreneurs provide effective customer support.
As marketers and content creators flood the internet with lookalike content, video is the only tool to cut through the noise. From snappy and entertaining videos for social media to detailed product explainer videos – there’s a broad spectrum of options.
5. Social Media Marketing
Social media is an indispensable component of every inbound marketing strategy. Whether you want to skyrocket brand awareness or build customer loyalty, you need a robust social media marketing strategy. This is particularly crucial considering consumers spend an average of 3 hours per day on social media.
According to Buffer, nearly 59% of marketers believe that social media is a very important part of their overall marketing strategy. More than 49% of marketers also claim to have a well-documented social media marketing strategy. While new content formats such as stories and IGTV have emerged, videos continue to be popular. The most widely used social media platforms include Facebook, Twitter, Instagram, and LinkedIn.
Whether you’re running a bootstrapped startup or a large corporation, you must leverage inbound marketing to grow your business. Effective use of high-quality content and various social media channels is also crucial. Additionally, you need to evaluate your existing SEO strategy and modify it to include voice search and local SEO.
Have you used other effective inbound marketing strategies in 2020? Share your views in the comments section below.