The inbound methodology is based on attracting users to our brand, rather than directly impacting them. Therefore, inbound marketing techniques are characterized by being less intrusive than more traditional advertising methods.
The first phase of the inbound methodology is based on attracting quality traffic to our website, that is, getting people who are potentially interested in our products and services to visit us. But how can we get visits in a non-invasive way? If you want to know, don't miss these inbound marketing techniques.
Inbound marketing techniques: content marketing
As you've probably heard countless times, "content is king." And in inbound marketing, this statement is particularly true.Content marketingis a highly effective way to attract users to our brand in a non-intrusive way. But for it to work, we have to strictly follow these three principles:
- Create quality content. Given the effectiveness of content marketing as an inbound marketing technique, there are already a lot of brands using it... including your competitors. So if you want to stand out, you'll have to try to create the best content possible.
- Create content tailored to the needs of your target audience. In marketing, segmentation is everything. There is little point in creating impeccable content if your audience is not interested in it. That is why content creation should always be based on an in-depth study of our buyer persona, that is, the needs and interests of our ideal customer.
- Promote your content. Creating fantastic content is only half the battle, as we still need to get it seen by our target audience. Content marketing promotion strategies include techniques such as public relations, newsletters, events, guest blogging, social media, and email marketing.
Based on these basic aspects, the next question is what type of content we want to create. The truth is that digital content creation offers a lot of possibilities, and new formats will continue to emerge in the future, so you always have to be willing to experiment. But today, these are the main types of content for attracting traffic in inbound marketing.
Blog
Blogs are based on publishing articles on a regular basis, occasionally accompanied by other formats such as infographics and videos. This format is very interesting because Google valuesupdated content, so providing "fresh" articles frequently can improve our positioning. In addition, it is a good technique for building a community (in the form of a subscriber base) and promoting our brand's values and personality.
Podcast
Little by little,podcastshave positioned themselves as one of the most successful formats, with no less than 40% of Spaniards with internet access listening to podcasts at least once a month. In addition, 65% of listeners have started in the last three years, so it is an activity in full expansion. This boom in podcasts is great news for marketers, as they are an inbound marketing technique that allows them to connect with users in a very personal way. By using voice, podcasts convey closeness and also allow us to "sneak" into users' daily lives, for example, while they are commuting to work or doing household chores.
Video
The video marketing is another trend that we should not overlook, as 81% of brands are currently using it. In addition, this format continues to evolve through trends such as social video (videos specially designed for social media) and live broadcasts.
Adding audiovisual content to your marketing requires an investment of time and effort, but the data clearly shows that it has a positive impact on sales and ROI. For example, tweets with video get three times more responses and retweets than those without, and 90% of users say that videos are helpful in making purchasing decisions.
Webinar
The webinars are amore specialized type of content that combines features of video content marketing and events. A webinar is a course or master class that is broadcast live and then recorded. The idea is that this training solves a problem for users, serving as an incentive for them to visit us and register, leaving us their details.
Ebooks
Along with webinars, e-books are another key tool for attracting new registrations. For them to work, they must have an attractive presentation, effectively solve a specific user problem, and clearly explain their benefits.
