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Marketing

7 Crucial Things Small Businesses Need to Succeed with Inbound Marketing

Inbound marketing is one of the most effective ways to reach new customers, provide for their needs, and raise your sales. It focuses on reaching customers who are genuinely interested in your business, rather than casual browsers who might not care what you have to offer. By ensuring that your inbound marketing plan has these seven crucial elements, you'll discover higher levels of success in reaching your marketing goals. 

1. A Clear Content Strategy

Your goal in creating content is to anticipate your customers' questions and provide them with the information they need to make decisions about your product.

If you have a great content library, then by the time your customers talk to a salesperson, most of the "sales" work is already done! Your content strategy should cover the topics, types of posts (Video, social media, and infographics count just as much as blog posts!) as well as concepts like posting frequency and what time of day works best for your customers.

5 Keys to Local Inbound Marketing Strategy

2. A Social Media Voice

How do you want customers to view your company on social media? Ideally, you need to create a "voice" that will shape your interactions with customers and their expectations of your business. Your social media voice should reflect the rest of your company: if you're typically highly professional and distant, your social media posts and responses should be, as well. On the other hand, if you look for a closer relationship with your customers, your social media voice should reflect it. Make sure you set aside room in your budget so that your social media posts are seen.

3. Website Forms

Forms on websites are today's new phone call. Customers prefer to take care of their business online, from requesting more information to submitting a complaint or contacting your customer service department. If your website doesn't have the right forms, customers can't "call" you--and that means they're less likely to be satisfied with your service. 

4. Lead Nurturing Email Campaigns

Email marketing is one of the most effective inbound marketing strategies in your arsenal. It has a higher ROI than most other forms of marketing. That doesn't mean, however, that a simple company newsletter is going to cut it! You need customized email campaigns, including lead nurturing campaigns that are designed to help move customers through the buyer's journey.

5. Marketing Automation Software

The software you choose to use really does matter! Make sure you're choosing the right marketing automation software to ensure that you're communicating with your customers at the right time. HubSpot, Pardot, and SharpSpring are all excellent programs that will help automate your communications with your customers.

There are even plug-ins available that will add marketing automation to your existing WordPress site. 

Learn how to build a successful inbound marketing campaign!

6. A Digital Advertising Budget

Rising to the top of Google's organic search rankings doesn't happen overnight. While you're waiting for your website to rise through the ranks, an effective paid search campaign can help increase visits to your site and gradually raise your organic traffic. 

7. A Digital Marketing Partner

Your inbound marketing efforts aren't going to succeed just because you've added money to the digital marketing budget--though it would be nice if it did! You need a partner who knows what they're doing and how to navigate the digital marketplace.

We've partnered with clients on a regular basis who had spent thousands a month on AdWords campaigns. They were surprised when we lowered their digital marketing budget! What they really needed, however, was a little work on their website to generate more leads. It works! Within the second month of working together, we have, in many cases, been able to cut the budget in half and generate five times the leads. 

Don't leave your inbound marketing strategy to chance! If you're ready to partner with a company that will help you meet your lead generation goals, contact us today to learn more.

Looking to talk to an expert? Get a free consultation. 

About the Author

Ashley Quintana, M.S., B.A.

Ashley Quintana is the co-founder and managing partner at Bridges Strategies. A graduate of Oklahoma State University's media management master's program, Ashley co-founded Bridges Strategies with a $10,000 investment. Two years later, the bootstrapped company grossed almost one million dollars and grew to a team of eight. In her role, she develops, leads and executes digital marketing strategies for the company's growing client base.