The way that marketing is done today has certainly changed over the last few years. Most brands are now turning to inbound marketing rather than the more traditional forms of marketing. The concept of inbound marketing is straightforward enough by reaching customers on their natural path organically rather than diverting customers through paid promotion. This article explores inbound marketing and the ways you can use it to get users to interact with your brand.
1. Create content relevant to your brand and audience
If you want engagement, it’s necessary to understand your audience. This means you want to create content that’s relevant and interesting to your audience. Before you can do that though it’s necessary to do some research on your audience. The digital marketing field can be incredibly crowded so it’s crucial to do what you can to stand out amongst your competition. One of the primary ways you can do that is by producing consistent high-quality content that remains relevant to your brand. When you do this, you will quickly establish yourself, and your audience will know what to expect from you.
2. Understand the importance of a solid SEO strategy
Getting SEO right doesn’t necessarily take a high level of technical skill. The most important thing is an intelligent use of keywords. This may take some research initially to work out which terms are popular and also relevant to your brand. Think about what users may input into Google to locate your website and content.
Trends are important to some extent but remember these sometimes only lead to short-term views. Using relevant keywords in your blog content and social media pages is a crucial part of the process in getting users to engage with your brand. Remember though that high quality is the most critical thing and keyword placement should sound natural.
3. Create articles that don’t age
As suggested, looking at trends can be a useful strategy. However, there is often a lot of competition, and there will be many similar articles written. Also, once the trend stops that content is unlikely to gain further traction. Instead, you should aim for content that will still be fresh in several months’ time. The initial engagement may not be that significant, but you will pick up a lot of page views over time. Following this strategy also means that you can repromote older content sometime after it was first published.
4. Ensure your website is user-friendly
Technology is changing all the time, and that relates to the things you can do with websites. Most web design companies are constantly marketing the innovative features that can be implemented to make your website both professional and fancy. There’s no doubt that great design is crucial and it’s an effective way of attracting customers and engaging with them.
However, it’s crucial to keep in mind that design alone won’t get you results. Remember the importance of having a website that is user-friendly and allows your customers to quickly find what they are looking for. In particular, it’s crucial that information about the brand can be found as well as the key people involved in the business. Contact forms are incredibly popular these days but including a contact email address as well may encourage enquires.
5. Interact and engage
One of the mistakes that brands often make is they focus too much on creating content that is often overly promotional. There is undoubtedly some truth to the idea that users will want to engage with good content. However, if there is something you want to achieve then one strategy is to participate in that activity yourself.
Waiting for engagement may work for established brands. Newer businesses though need to put more work in to achieve this. This means creating content that encourages engagement such as asking questions, running competitions and posting polls. It also means a willingness to engage with your audience when comments come in, whether those opinions are positive or negative.
Inbound marketing may be a significant trend but getting it right takes effort and expertise. The critical point is to get users to interact with you in the most natural way possible. This isn’t about advertising but reaching customers as part of their regular activities. Therefore, remember to create content that is relevant to your audience, understand the importance of solid SEO, create articles that don’t age, make your website user-friendly and ensure you interact and engage with your audience.