A good inbound marketing strategy involves a number of moving parts working seamlessly together to attract visitors, refine messaging, and encourage website users to take the next step towards becoming customers. This can include a number of factors, from content marketing to SEO, but the important thing to remember is that everything should be working in tandem to create a coherent, consistent brand message that users will remember. Here are several techniques you can use to ensure that your brand is being bolstered by your inbound marketing.
Build Your Blog
Blogs are among the most important tools at your disposal; they are a primary method of conveying what your brand is all about and getting fresh eyes on your website. For that reason, blogging should be regarded as a primary brand vehicle. Think about your brand’s unique “voice” when composing blog articles. Is it informative and professional? Quirky and humorous? All written material should be tailored to fit the established concept you have for your brand. Don’t forget to vary the format and subject matter of your blog posts as well—for example, keeping an eye out for emerging trends in your industry can position you as a thought leader.
With as many as 82% of B2B marketers reporting successful video campaigns, now is the time to venture into video if you haven’t already. As with all forms of marketing content, videos should be made with a strong concept in mind and a value-adding mindset. Professional, well-produced marketing videos can help your brand reach a wider audience and create a more lasting impression than text alone. If you are unsure of a direction, try creating videos that supplement and expand existing materials such as blogs and eBooks. Interviews are also ideally suited to the format. With a focus on crafting compelling stories that tell viewers about your brand, videos have the potential to leave a lasting impression.
Design from the Ground Up
Web design is another vital component of inbound marketing that also conveys a great deal of information about a brand. Most users will form a judgment based on your web design before they read a single word of website copy, so make sure that design is attractive, intuitive, and provides a great user experience. Visual cues are vital; make sure to prominently include your logo and stick to a consistent look and color palette. With so many brands competing for attention, this is your chance to showcase what is special about your business in a memorable way.
Know Your Buyers
You probably already have an idea of your buyer personas and tailor your marketing content to reach them, but there is more you can do. Branded content that takes the user’s intent into consideration is much more effective than targeting buyer personas alone. Ask yourself what solutions your buyers are looking for and what might be holding them back from making that final purchasing decision. Then, tailor your content to address their concerns.