How to Optimise Inbound Marketing for Higher ROI
Inbound is increasingly seen as a more cost effective method of marketing, because when it’s properly planned and implemented it’s able to deliver a better ROI than outbound ever could.
Marketing has changed. Prospects and customers won’t put up with irrelevant or sales-type messages from companies, nor will they tolerate intrusive outbound marketing tactics – like cold calling and print ads. Instead inbound marketing has emerged as a powerful marketing tactic, driven by the idea of being found when someone searches for you.
Today’s marketers have turned to blogging, SEO, webinars, and e-books to drives sales and leads – tactics which are incredibly low-cost, and even free. They are providing useful, highly targeted communications, so even if they reach fewer people than through outbound, they are still generating better results.
Here’s how to fine-tune your inbound marketing for a greater ROI:
1. Value Quality Over Quantity
2. Choose the Best Inbound Marketing Techniques for Your Business
- Content Marketing (blogs, whitepapers, e-books, infographics, case studies, etc.)
- Audio-Visual Marketing (podcasts, webinars, etc.)
- Search Engine Optimisation
- Social Media
3. Plan Your Social Network Strategy
Social networks are about community building and engagement, providing a platform to share and influence opinions.
The first thing social media does is it gives companies a great way to listen and monitor. You don’t want to rush the listening process. Because listening to conversations about your company without even saying anything is a great way to grow more familiar with social media.
Then you need a strategy. Just because you’re on a channel doesn’t mean you’re going to be effective there. Therefore, it is important to develop a plan and purpose, and content makes up a large part of that. You’re not going to get people interested in your social unless you have something worthwhile to say first.
You also need to think about the channel you are targeting. Specific sites are better suited to certain end-goals:
- Facebook works well for consumer engagement and education
- LinkedIn groups work well for channel partner identification and development, and for projecting thought leadership
- Twitter is an effective customer service desk
4. Offer Real Value in Your Inbound Marketing Messages
To do this, three objectives need addressing:
- Understand what your prospects and customers need to know
- Produce optimised content based on relevant keywords
- Deliver and share optimised content through social networks and other online channels
Of cource, for your prospects to consider you a trusted resource you must produce easy-to-read, genuinely helpful material. Repurposing previously published content is a nice way to get ahead of the curve. First take an inventory of what you have, including as many departments as possible. Start brainstorming ways you might be able to repurpose the content you find to fit your current goals, audience and opportunities – and take the time to freshen it up.
To come up with new topics and subject matter, use what you understand about your buyer personas, as well as keyword research and data. Think through every stage a prospect goes through: awareness, consideration and decision. Then, put yourself in the mindset of the ideal prospect and try to imagine the questions that person would ask for each stage. When your content is governed by what your buyer personas want and need, it will do its job of turning visitors into leads, then into customers.
5. Fine Tune Your SEO Keywords
The SEO keywords you choose to rank for are just as important as the content itself, because it’s those keywords that will decide whether or not your content gets found and read.
To choose your keywords, it is essential to understand what your potential buyers or target audience search for. Ask yourself these three questions:
- What are their challenges or questions?
- What answers or solutions do they want?
- How can your keywords and content solve their problems?
Just as your blog posts and content should be geared around the awareness, consideration and decision stages, so should your keywords.
In order to ﬁne-tune your keywords over time, it’s vital to experiment and test diﬀerent possibilities. Using the data you gather from your campaigns, you can decide which keywords perform best for you, and target these keywords with your content, landing pages and SEO. Analyse metrics such as website visits but also remember that quality trumps quantity; it’s your bounce rates and conversion rates that will tell you how eﬀective your keywords are in terms of attracting the right traﬃc and how good a job your website is doing in engaging your visitors. Continually optimise your visitor-to-lead and visitor-to-customer conversion rates by improving the relevancy of your website content and matching your output with the searcher’s original intent.
6. Optimise Your Calls to Action
By following these tips, we hope you will be successful in optimising your inbound marketing campaigns. Just remember to use your own data as a guide to which messaging and content performs best with your prospects. If you get stuck, look to examples from across the web for inspiration.