Inbound marketing is one of the most effective methods for getting new visitors and converting them into leads and customers. It is a type of digital marketing that focuses on attracting, educating, and empowering customers with timely, relevant material. The content assists and guides them until they are ready to buy your product or service.
As with any marketing approach, lead generation is the first stage. Inbound lead generation seeks to draw visitors to your website or business by offering appealing content that captures attention and interest.
You must also set up your website to receive new leads from various channels and get the most out of your inbound lead generation approach. So let’s cover six inbound lead-generating strategies that you’ll want to implement in your digital marketing plan.
1. Create quality guest blog posts
Guest blogging is when you write content for another website to increase your blog’s following, exposure, SEO, authority, or brand awareness. The challenges of guest blogging are finding worthy sites to pitch, getting your proposal approved, and writing a quality piece to be published.
So, you must first establish clear goals, expectations, and standards for determining which opportunities are ideal for you. For example, if increasing traffic is your goal, you wouldn’t spend time writing guest posts for a small, niche site with very little traffic. However, if you want to position yourself as an industry authority, you could profit from writing for a small, industry-specific site.
It’s critical to prioritize the sites you pitch based on relevancy, which means looking for websites that attract and interest your target audience. You also want to pitch new websites that have never previously connected to you. That is significant since, in general, connections from the same website have less weight than links from a new referring domain.
You may use Google to identify sites that accept guest articles by searching for “write for us” or your target keyword, followed by “guest post” as a phrase match. When searching, however, you must take into account two factors. The first is Domain Authority (DA), a metric used to assess the overall strength of a website’s backlink profile or domain authority. The second factor is the amount of search traffic they receive.
2. Leverage video content
Video marketing may provide a good channel for promoting brand identity and public recognition. It also enables you to convey concepts more quickly and effectively, establish a personal connection with viewers, enhance engagement, and reach new and larger audiences.
According to HubSpot, 86% of video marketers believe video is successful for inbound lead generation, and 87% believe video provides a positive ROI.
It’s crucial to define your audience before you start producing your video. Most audiences are separated into categories that reflect various business goals. That said, you’ll need to build a list of personas that include information like who they are, how they interact with your business, what their issues are, and anything else that might help you shape the style and content of your videos.
That will make your material more appealing to your target audience, allowing you to highlight your products and services that convert visitors into leads. You may use keyword research to determine what your audience wants to see in your videos. You may also do client surveys or one-on-one calls to understand their needs better.
3. Include user-generated content (USG)
User-generated content is becoming a more viable and cost-effective inbound lead generation technique with the continuing rise of social media and influencers. User-generated content is any kind of material made by non-affiliated contributors such as followers, product users, and anybody outside your company.
There are a few creative techniques to get the finest UGC. Coca-Cola, for example, released limited-edition coke bottles with famous names in 2012. Customers were then urged to look for Coca-Cola bottles with their names or the names of their friends and relatives. When they spotted a bottle with their name on it, they took a photo and shared it on social media using the branded hashtag share a Coke.
The result was that more than 150 million customized Coke bottles were sold. Also, there were 650,000 photos and 1 billion impressions on Instagram for postings with the hashtag #ShareaCoke. Here is an example of that UGC.
So, you may begin your UGC campaign by establishing branded hashtags and encouraging your fans to use them. It’s a good idea to let your customers know that you will feature their posts if they share their experiences with your company on social media. Sharing an existing review or user-generated content (UGC) might motivate others to spread the word about your company.
4. Add live chat to your website
Since it is quick, effective, and easy, live chat may help you create a pleasant experience for your website visitors. However, when live chat is equipped with lead generation-optimized features, it may be a strong channel that comes at no added expense. Aside from that, it boosts real-life engagement, which increases inbound lead generation from your website.
To achieve the best results from your live chat, send the right message at the right moment. You may set up an automatic and personalized message that begins a discussion with visitors on specific pages, such as price and shopping cart pages.
For example, when you visit the Sleeknote pricing page you’ll see a personalized live chat that is exclusively about the price.
That will assist you in determining when your visitors are stuck and want assistance, allowing you to enhance engagement and conversions.
If you are operating globally you may also include translations and multilingual customer service tools to better engage with your consumers by allowing them to communicate in their native language.
It’s a good idea to generate announcements for new website visitors on live chat and let them know about the latest product updates, discounts, flash deals, and more to convert them into leads.
5. Establish a podcast
Podcast consumption has been growing steadily for several years now. According to the latest report from Statista, about 62% of Americans have listened to an audio podcast.
Further data from Edison Research reports that 54% of podcast listeners say they’re likely to consider buying from a brand they’ve heard advertised on podcasts. It’s, therefore, clear that podcasting is a marketing channel worth considering.
Through a well-made podcast, you can establish yourself as a thought leader in your niche. It presents the perfect platform to showcase and share your expertise with your target audience. Plus, you don’t have to do it alone. Collaborating with other experts in your industry builds your reputation further while delivering more value to your audience.
That is especially critical in the B2B field, where decision-makers are much harder to please.
Podcasts are also really good at building brand awareness. They’ll support your multi-channel marketing efforts helping you expand your reach. That means more people get to interact with your brand at different touch points. Not only does this benefit brand recognition, but it can also help you foster customer loyalty.
So, start by conducting your research to determine if your ideal customers listen to podcasts. If they do, put a strategy in place to build and promote your podcast. For example, you could start by promoting your episodes on your blog and social media pages. You can also alert your email subscribers every time you drop a new episode. Podcast collaborations are the other tactic that could get you more listeners.
6. Build an email list
Email marketing is still powerful even with the rise of social media marketing. It’s a great approach to remain in touch with your mailing list and customers. To build your email list, though, you’ll need a strategy.
Creating lead magnets can help you build an email list. You’re giving something away for free in return for an email address. It can be trial subscriptions or training, free reports, white papers, or anything else that would be considered valuable enough for someone to be willing to give up their email address to receive it.
You can also create and share exclusive content with your email list. For example, you could share discounts or tactics in your email list and not any other channel. Make this clear in your pop-ups, squeeze pages, and any other place where you’re trying to capture the leads’ email addresses. This makes joining your email list feel more valuable and beneficial. It ultimately compels more people to trade their addresses.
Summary of inbound lead generation tips
Inbound lead generation assists you in generating customer interest in your products or services. It will aid in educating prospects and guiding them to select your product or service, which speeds up the sales process and increases revenue. Adopting these tactics will also increase brand exposure, authority, and provides a cost effective method to lead generation.
Implement the tips above and stay updated with inbound lead generation strategies that crop up along the way.