First defined by Hubspot, the concept of inbound marketing has become something of an art form over the last decade as businesses have moved online. The focus is on creating and distributing quality content aligned with prospective clients' business interests and needs. With your website at the heart of your inbound marketing strategy, it can be a highly effective way to increase your conversion rates. This content includes blogs, podcasts, video, eBooks, whitepapers, webinars and use of social media channels. It's considered to be 'permission' based marketing with high engagement as a result.
Traditional outbound marketing techniques (including telemarketing, ads, and flyers) are simply not delivering results, and in this time of information overload can be easily ignored. It's more 'interruption' based marketing, relying on scattergun messaging in the hope of converting a small percentage of those who are receptive.
Education is the new marketing
Start with a regular blog post. If you're able to post informational content that can be used to add value, that's a win-win for you and your potential customers. Then consider your social media channels and get underway with regular social publishing to drive traffic to your website.
70% of accountants we spoke with plan to implement a content marketing strategy this year, though only 10% have dedicated in-house marketing resources. If you're serious about inbound marketing and the long term benefits for your business, then execution is the key to success. Consider your ROI in terms of the increase in your website traffic, the increase in lead generation and conversion rate, and the value of raising the profile of your brand.
Create great content > tell people > share your content and you're on your way.
Test and Measure
What type of content should you create? Use Google Analytics and social media analytics tools as feedback loops to refine and become more targetted with your content. You may be surprised at the type of content that gets shared or viewed the most frequently. Using humour, conversational language, and being topical can also help you hit the mark.
Are you ready to add value? If you would like a hand to get started, consider our monthly content subscription and content marketing strategy services as an easy way to begin.
If you'd like more information, please contact us now for a chat.