3 Tips to Boost Your Business with Organic Inbound Marketing

Attract people to your brand by barely lifting a finger (or opening your wallet). Inbound marketing is the way to do this — a strategy that organically attracts prospects to your brand and turns them into customers using relevant and valuable content. In other words, you’re meeting customers where they are in their buying journey and providing content for them.

Although there is no magic formula for inbound marketing, there are many ways to boost brand awareness using this tried-and-true approach.

Develop Thought Leadership

Thought leadership is the idea of making a name for yourself in the digital space. By providing new perspectives to unique content, you can establish your brand as a thought leader in a competitive arena.

The first step to stand out is to truly understand your brand. Creating effective and accurate content means conducting research through industry publications and blogs. This then leads to showing thought leadership in your own brand, whether that is using blogs or social media. For example, in the inbound marketing approach, detailed and comprehensive blogs have more credibility and help establish your brand as a thought leader. Additionally, companies with blogs produce about 67% more leads than companies that don’t.

Tailor your content to topics your audience finds interesting. You can use social listening techniques, conduct keyword research, or analyze blog readership metrics, which are all tools to finding what your audience likes. In fact, when content marketers tailor content to their audience, they receive double the revenue.

Inbound marketing allows you to develop content based on what your audience is looking for. You can reach them with custom calls-to-action, as well as offers that incentivize them to follow up and keep them wanting to read about your company.

Utilize All Media Formats

Inbound marketing does not use a singular approach; there are many media to combine. For example, you can use transmedia storytelling — telling a coherent story by weaving the same brand voice across channels and presenting a unified message. This voice would go beyond your website blogs and can be tailored to suit your various audiences in channels such as YouTube, Facebook, Instagram, podcasts and other social channels.

Content should always engage your consumer naturally and organically, regardless of which medium you choose. Creating unique content is important for best results. Be sure to differentiate what is a trending topic and what is trendy and will be a fly by night topic. Writing about more relevant topics will give your content a longer shelf-life in the digital realm.

Use Search Engine Optimization

Because inbound marketing is inherently organic, it is important to up your SEO game and have your content meet the audience where they are. There are two ways to do this: one is to integrate relevant keywords into your blogs, website, and social media, and the second is by internally linking to other content on your website. Those who find your content from search results have a close rate of about 14%, which means that customers will complete an action on your website.

However, there have recently been new and unique ways to generate website traffic using SEO. Consider guest blogging. When using the powerful tool of guest blogging, you ‘re able to post one of your blogs onto another brands website, reaching their audience. This boosts brand awareness and allows you to form partnerships and share your content with a variety of new people. In fact, 62% of people believe blogs with multiple authors to be more credible. Simply find a website that accepts guest blogs and verify that posting content there will help meet your guest blogging strategy goals.

It’s possible to combine your inbound marketing strategy, which uses organic content, with existing PPC (pay-per-click) campaigns. PPC involves advertisers paying a small amount with every click on their ad in search results. In this way, customers are being met in their buying journey without interruption and can discover your content, which boosts brand awareness and draws customers in.

The inbound marketing approach promotes organic brand awareness and customer retention, and Appleton can help you achieve this. Appleton is an award-winning, full-service online marketing agency located in Orlando, Florida. Appleton works with local, national and international clients to deliver custom content, persuasive online ads and expertly crafted campaigns. By implementing valuable and shareable digital content strategies, Appleton can create the perfect social and online marketing experience for your brand and audience. Your Internet advertising goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.

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