Previously we discussed the definition of inbound marketing, its core principles, and its opposite. But how do you put this into practice? In order to turn knowledge about inbound marketing into success in the workplace, we need to talk about strategies. These strategies include how to effectively utilize SEO tactics, blogs, and high-quality social media content.
SEO
SEO is used to achieve the first step of the Inbound Marketing Methodology Flywheel: attract customers. SEO (search engine optimization) is a set of practices designed to position your website or content at the top of a search result page. When an internet user searches something on Google or Bing, a complicated algorithm is activated to bring up the most relevant and accurate results to the user’s prompt. One way in which search engine algorithms find accurate results is by deploying robot crawlers to sweep through URLs, PDFs, videos, etc. to discover updated content.
Additionally, search engines feature websites depending on how many keywords are included. This way of SEO is especially important in the inbound marketing world. No one will be able to find your site if relevant taglines, hashtags, and keywords are not included.
Keywords are an important way to attract customers to your website. Once customers are drawn to your site, engaging and delighting them becomes much easier. Imagine that the first few keywords that you utilize for your SEO strategy are like your handshake when meeting new people. If your handshake is light and limp, people are going to feel awkward and have a bad first impression of you, whereas if your handshake is firm and confident, people will respect you and have a more positive impression. Similarly, if your SEO keywords are not specified to your content, potential customers will not click on your website, whereas if your keywords are content-focused and eye-catching, potential customers will be curious and more likely to click on your site.
Blogs
Blogging incorporates the second aspect of the Inbound Marketing Methodology Flywheel: engagement with customers. Blogs are valuable for those in the inbound marketing field because blogging platforms provide engagement opportunities with readers. Readers have the ability to like, comment, and share blog posts which increases brand awareness. Brand awareness is exactly what it sounds like: customers becoming familiar with the distinctive aspects of your brand.
Once your customers are interested, your blog becomes the landing page for them to glean information about the ins and outs of your company. Your blog should make it clear what your brand stands for, what its purpose is, and how that purpose will be reached.
One of the most important aspects of blog creation is to develop a space that is specific to your company. Picking a niche (specific topic in a market) is tedious, but necessary. If you love sports, your blog still needs to be different from all the other sports blogs out there. Instead of your topic being as broad as “all sports”, your niche could be narrowed down to “dance” or “soccer”.
After you have chosen a niche, then comes logistics. Who are you trying to reach with your content? Do you want your writing style to be fun and playful, or do you want it to be more serious and professional? Do you want your colors to match your personality, or do you want the colors to match your niche? Why should readers be drawn to your blog as opposed to other blogs? Blogs require careful thought and a lot of creativity.
Social Media
Social media content is the catalyst for the third step of the Inbound Marketing Methodology Flywheel: delighting customers. With an array of platforms filled with information at our fingertips, social media content is more relevant than ever. The social media scene is ever-changing, but it is vital to stay ahead of the curve.
One of the core principles of social media marketing involves the varying usage of each platform. Every social media platform has a different purpose and use. Facebook is typically used for building community and fostering brand awareness; Linkedin is used for professional networking; Instagram is primarily used for entertainment.
Social media content in the inbound marketing world should be promoting brand awareness and brand inclusion. By delighting customers, they will be more likely to share your content with others.
Building a social media strategy that works with your platforms rather than against them is key to high-quality social media interaction.
Consistency is Key
When your company utilizes SEO, blogs, and social media, you will be encapsulating all three aspects of the previously mentioned Inbound Marketing Methodology Flywheel. Success is achievable in inbound marketing, but only if all three outlets are taken advantage of and used properly. As with everything in this business, consistency is the key to success.
For more information on inbound marketing core concepts, be sure to check out our blog for weekly new content. Like us? Let us know! We would love to hear your thoughts on outbound vs. inbound marketing and which one you think works better in the comments section below.
About:
Bridge Leadership is a consulting company that exists to bridge the gap between companies and their target audience through inbound marketing thought leadership. Run by Boyce College students Ana Lee, Lara Tanner, Maddie Gardner, and Cassidy Cornett, this company is created by students for a class group project.
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