Inbound marketing is a great way to attract new leads and customers, even if you’re a small business. Using various online channels, you can reach out to potential customers where they are already spending time.
Here are 14 inbound marketing channels you can use to reach your target audience:
1. Search Engine Optimization (SEO)
2. Pay-Per-Click (PPC) Advertising
3. Social Media Marketing
4. Content Marketing
5. Email Marketing
6. Lead Nurturing
7. Lead Magnets
8. Landing Pages
9. Calls-To-Action (CTAs)
10. Analysing Data and Metrics
11. Retargeting ads
12. Referral Programs
14. Influencer Marketing
In this article, I will elaborate on the above inbound marketing channels to help you learn and understand how to drive leads, customers, and sales; keep reading.
14 Inbound Marketing Channels that can Take Your Business to the Next Level
In the competitive world of online marketing, a business needs to use every tool to reach new customers. Inbound marketing can help reach out to potential customers.
Here are 14 inbound marketing channels you can use to grow your business:
Search Engine Optimization (SEO)
Today, many companies depend on SEOs to optimise websites and content to appear higher in search engine results pages (SERPs).
When potential customers search for terms related to your business, you want your website to appear as close to the top of the SERPs as possible. High ranking can help you get more website visitors, driving more leads and sales.
You can use numerous SEO strategies to improve your ranking in the SERPs. For instance, these improvements can include optimising your website for relevant keywords, creating high-quality content, and building backlinks from other websites.
Using either of the SEO strategies mentioned earlier can help improve your website ranking and make it more visible to potential customers. For example, building backlinks from other websites can improve your website’s authority and credibility, leading to a higher ranking in the SERPs.
Pay-Per-Click (PPC) Advertising
PPC involves buying ads on search engines like Google that appear in the SERPs when people search for relevant keywords.
Websites, apps, and social media platforms can offer PPC ads. They provide an ideal opportunity to reach your target audience.
When someone clicks on one of your PPC ads, you will have to pay the search engine a fee. However, this can be worth it if the click leads to a sale or conversion.
PPC advertising can be an effective way to get more website visitors and generate leads and sales.
Social Media Marketing
Social media marketing involves creating and sharing content on social media websites like Facebook, Twitter, and LinkedIn.
Strategic social media marketing can include setting a scope and managing marketing campaigns.
When done correctly, social media marketing can help you build relationships with potential and current customers. It can also lead to more website visitors, leads, and sales.
Content marketing involves creating and publishing high-quality content relevant to your target audience. The materials can include blog posts, articles, infographics, ebooks, and more.
Creating helpful and informative content can attract potential customers to your website and build trust.
Developing sustainable loyalty to your brand can further bring about customers’ willingness to buy products in the future.
Investing in healthy relationships with customers through content marketing can create a significant Return on Investment (ROI).
Some of the benefits of content marketing include the following:
- Helps you attract new customers
- Builds trust and credibility
- Increase brand awareness
- Generate leads and sales
- Improve customer retention
- Drive traffic to your website
- Boost SEO ranking
- Create a more positive brand image
Creating high-quality, relevant content can help you attract new customers, build trust, and increase brand awareness.
Email marketing involves sending emails to potential and existing customers to drive conversions.
You can use the channel to promote your latest content, product, or service. You can also use it to build relationships with potential and existing customers. For example, when a client or customer buys something from you, you can follow up via email to offer support or thank them for their business.
However, when using email marketing, it’s essential to ensure your emails are well-written and relevant to your target audience. For instance, your email can include information like:
- An attention-grabbing subject line
- A helpful and informative message
- A call to action (CTA)
- Relevant images or videos
- Your email signature
Including the above components can keep your customers informed about your products.
Lead nurturing involves providing helpful and relevant information to leads to convert them into customers.
You can use lead nurturing to build relationships with potential customers and provide them with the information they need to make a purchase. The strategy can lead to more website visitors, leads, and sales. Consequently, lead nurturing is an essential part of the inbound marketing process.
You may also opt for lead scoring, which involves assigning a numerical score to each lead based on their level of interest and engagement.
The process will help you prioritise the relevant leads so you can focus your time and resources on those likely to convert.
For example, you can set up a lead nurturing campaign that emails every new lead that comes through your website. The text may include helpful information about your product or service to book a consultation or purchase your product.
Lead nurturing is integral to inbound marketing because it helps you build relationships with potential customers and provide them with relevant information.
A lead magnet is a content you offer to potential customers in exchange for their contact information. The content can be an ebook, white paper, video, or other helpful content.
Through lead magnet, you can collect potential customers’ contact information so you can follow up with them and convert them into buyers at long last.
For example, if you utilise an ebook, ensure it has helpful information relevant to your target audience. Such information may include but is not limited to the following:
- Helpful tips
- Industry news
- Case studies
The details, in return, can allow you to drive customers. In the long run, you can increase your sales and make your business profitable regardless of size.
A landing page is a website page that promotes a specific product or offer.
It usually has a form that potential customers can fill out to request more information or to sign up for a free trial. For example, if you’re offering a free ebook, you might create a landing page to promote it.
The main goal when using landing pages is to generate leads and sales. However, you can also use these landing pages to build relationships with potential customers.
A CTA is a text or an image that encourages potential customers to take a specific action, such as downloading a white paper or signing up for a free trial.
By including CTAs on your website and in your email marketing campaigns, you can increase the number of leads and sales you generate. For instance, if you’re a small business owner, you may include a CTA on your website that encourages visitors to sign up for your email list.
If you have been in business for a few years, you can use CTAs to increase brand awareness or encourage people to visit your store. Using calls to action, you can market your business to customers you would otherwise not have been able to reach.
You can also use the CTA strategy to increase the number of social media followers you have. For example, if you include a CTA on your Facebook page that encourages visitors to like your page, you can increase the number of people who see your updates.
Including calls to action is a great way to improve your marketing strategy and increase sales.
Analysing Data and Metrics
Analysis of data and metrics on your website can determine which inbound marketing channels are generating the most leads and sales. You can do so by following a few data analysis steps, including:
- Install Google Analytics on your website
- Set up goals in Google Analytics
- Check your website’s traffic sources
- Analyse your website’s conversion rate
- Check your website’s bounce rate
The process can help you determine which inbound marketing channels are most effective and focus your efforts on them to increase your results.
Retargeting ads show potential customers ads for your product or service after they’ve visited your website.
By potentially retargeting customers with ads, you can increase the likelihood that they’ll come back to your website and eventually convert into customers.
For example, if someone visits your website but doesn’t make a purchase, you can show them ads for your product or service as they visit other websites. Showing the customers the ads is a great way to remind potential customers about your business and what you offer.
You can also improve your return on investment (ROI) when retargeting ads because you’re only targeting ads to people who have already visited your website. You can boost your ROI by employing different pricing models, such as:
- Per-click (CPC)
- Per-view (CPV)
- Per-acquisition (CPA)
You should ensure your pricing model for charging retargeting ads aligns with your business goals. For instance, if you choose per-click (CPC), ensure you’re only paying for clicks that can lead to conversions.
On the other hand, if you opt for per-acquisition (CPA), ensure your ads drive acquisition at a profitable rate.
These programs offer customers incentives for referring new customers to your business. Today most people make referrals through social media. Using the platform, you can reach a larger audience and generate more leads, customers, and sales.
Research shows that 60% of marketers consider referrals a leading marketing channel. Referral programs also rank second highest in quality among the inbound marketing channels. The statistics show that referral programs are an effective inbound marketing strategy for your business, even if it is small.
Partnership programs involve partnering with other businesses to promote each other’s products or services.
You can network with businesses in your industry and reach a larger audience. The trust-based association between businesses can take any form but is not limited to co-branding, cross-promotion, or content syndication.
Other partnerships as a channel of inbound marketing can include influencer outreach, joint webinars or events, or even cross-selling products.
Whichever partnership you choose to market your business, ensure it is a win-win and will be mutually beneficial for a long time.
Customer Testimonials and Reviews
Including customer testimonials and reviews on your website can increase the likelihood that potential customers will convert into actual buyers. For example, if you’re a small business that sells products online, you can include customer testimonials and reviews on your product pages.
On the other hand, if your business is more advanced, you can create video testimonials or write case studies that potential customers can read.
Customer testimonials and reviews provide social proof that your product or service is valuable.
Here are a few steps you can follow to create the testimonials:
- Identify your most satisfied customers and reach out to them
- Send them a brief questionnaire about their experience
- Use their responses to create testimonials
- Include the testimonials on your website
Companies can also use customer testimonials and reviews to increase their social media following and build trust with potential customers.
Inbound marketing is a powerful way to generate leads, customers, and sales for your business. For instance, SEO can improve your website’s ranking in search engine results pages.
As a result, you’ll attract more website visitors, which can drive more leads and sales. On the other hand, if you decide to use social media marketing, you can reach a larger audience and generate more leads and customers.
While there are many different inbound marketing channels, the ones listed above are some of the most effective for any size of business.