“Inbound Marketing is about making life easy for your prospects and your customers, taking their hand and guiding them along the way, from the mere discovery of the brand all the way to the sale”
— David Romero, co-founder of mbudo.
The key to Inbound is providing an easy experience for customers, always being relevant and relatable in terms of content and messaging, and building up a trusting relationship with them from start to finish.
Above all, Inbound Marketing is about people – understanding their wants and needs and providing them with a solution through your products and services.
Continue reading below to discover the top Inbound Marketing tactics from mbudo that you can start using today!
The first thing you need to do when implementing an Inbound Marketing strategy is to create Buyer Personas (BP) for your business.
“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
Why is this the first step?
It’s because you need to really delve into who are the people buying your product or service. Until you understand your BPs, you can’t resolve their needs and find solutions, meaning you can’t create relevant and targeted content.
How many Buyer Personas should you have?
It is not an exact science; everything depends on the complexity of your products and services and who they are aimed at. The general saying goes that you start out small, with one Persona, and build your way up as your project progresses.
There are 3 elements you should take into account when creating your BPs:
Another great tactic to attract traffic is SEO, and you already know what we’re about to tell you: Google rules the world, well, at least the web. You can’t do Inbound Marketing without finding a way to pull in relevant leads from search engines. Creating relevant content will infinitely help you to optimize your SEO positioning.
Organic search revolves around page optimization, keyword selection, content strategy (which we will explain in the next section), inbound linking, and above all, great content. This type of search is free because you’re optimizing your content in the most natural way possible, causing the search engine to naturally position your pages accordingly.
Your organic content may take a while to gain traffic and rise through the search rankings, so it is a good idea to combine your organic strategy with Paid Search (PPC) and Paid Social. This type of advertising often goes hand-in-hand with your Buyer Personas (their location, age, platform of choice, other demographics) and SEO investigation, because you will also be using keywords in your ads.
The best strategy revolves around search terms with low competition and high search volume, however niche terms also function well for very specific audiences and Buyer Personas.
Keep in mind that thanks to a good Inbound Marketing strategy, your efforts generating quality content will be compensated by better organic positioning. In the medium term, you can reduce your investments in PPC and Social Paid,
Generating traffic is just the first step in Inbound Marketing. However, this step tends to be one of the most important parts because without traffic, we don't have leads, and without leads, we don't have customers. The traffic you achieve on the web, blog, and social media platforms is just the start of the Inbound cycle. The next Marketing tactic focuses on converting visitors into leads.
Now that you’ve defined your Personas in the previous stage, you should also be on your way to analyzing and understanding their behaviors and actions. That’s where the Buyer’s Journey comes into play.
“The buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.”
Stages of the Buyer’s Journey
The Buyer’s Journey consists of 3 stages:
The Buyer Journey is normally seen as a funnel:
At the top of the funnel (TOFU), where the funnel is wide, you have people in the discovery stage looking for information. These people don’t really know exactly what they’re looking for, so they aren’t really qualified to buy your product or service…yet.
The middle of the funnel (MOFU) is for people still considering their options. The funnel is getting a little narrower as these people narrow down their options.
Only at the bottom of the funnel (BOFU) are the people closest to buying your particular solution. They are ready to leave the funnel and close the sale.
HubSpot re-imagines the Marketing funnel as a flywheel, a wheel in perpetual motion with 3 phases: attract (Marketing), engage (Sales), and delight (Services). Whatever method you choose, the goal is the same.
There are different types of content appropriate for each stage of the Buyer's Journey. For example, you wouldn’t send a contact in the discovery stage an email to schedule a meeting with a salesperson. They’re only at the top of the funnel, discovering their problem and looking for general information.
The Buyer’s Journey is crucial in determining what content to write, for who, and when. Map out the stages of your customers’ journey and prepare a well-designed Content Strategy. The typical content formats to choose from include:
Content isn’t just about having a website and blog, you also need a thoughtful strategy to back it up. There are several steps you need to take in order to flesh out your full content strategy:
With a great content strategy and great content in place, your visitors will be ready to leave their personal information in exchange for gated content or another resource (like a demo or sales meeting) It's important to have proper forms and CTAs (Call-to-Action) on your website and blog to allow your leads to download this content, while at the same time enriching your database.
Now that you have what it takes to start attracting traffic, it's time to move on to the next phase: automation. This is necessary to be able to manage your leads more smoothly; Using Marketing Automation, you can ensure that these are properly nurtured and edge them closer to the sale.
When you’re overworked and out of time, you probably wish you had a magical little helper to relieve you of some of your workload. Well, we can’t promise you magic, but we can teach you about Marketing Automation!
For this you need a good Marketing Automation tool. Today HubSpot is the most complete and flexible tool, adapting to projects of any size and industry.
With a good platform we can automate almost anything. Below, find several great examples of automation through HubSpot workflows:
Analysis is something that needs to be done constantly and continuously throughout a project. It is one of the most important aspects of Inbound Marketing because it measures our efforts, tells us where we’ve found successes, and where we might need to make adjustments.
A good analysis start by determining goals and KPIs at the very beginning of the project. These will provide us with clear markers along the way, so we can know whether or not we’re following the right path.
Some of the elements that you should measure include:
There are many ways to measure and analyze your results, and this should be well-defined within your Inbound Marketing strategy.
Once analysis has been carried out, it’s time to optimize. Keep in mind your sector. It is wise to study the data and trends, especially looking at successful competitors, who exemplify what they’re doing right in the industry. However, don’t be afraid to try to make your own path within the sector and to dare to be different.
A few optimization techniques can be found below:
In addition, keep in mind all things technical/process-based. Optimization can work on many different levels, and you have to be aware of the user experience: does the page load fast enough, is the information simple to understand, is the form too long, is the sales process straightforward? These are all things that may be showing up in your results via bounce rate, time on page, form conversion, etc.
By consistently checking on your results and optimizing based on findings, you will be able to make your best content and strategies shine. This will lead to more satisfied customers, more sales closed, and a customer based that is delighted by every action you take.
If you understand the Inbound Marketing methodology and follow the four stages we’ve listed in this article, you’ll be on your way to Inbound Marketing success!