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5 Inbound Marketing Techniques for a Successful Lead Generation Campaign

October 10, 2019

Are you looking for reliable ideas that will help you generate targeted leads for your business? This post teaches you the techniques of running inbound marketing campaigns for successful lead generation for ROI.

Every business wants to generate more leads and possibly make sales. As marketing techniques advance based on consumer preferences, inbound marketing is becoming more effective than outbound marketing

Instead of pushing products in front of the audience, inbound marketing aims to attract the prospect and convert through providing solutions to their needs.

The graphic below from Outbrain shows the differences between inbound and outbound marketing. It explains that outbound marketing is an outward effort focused on the product, seeking out customers rather than attracting them.

What Is The Difference Between Inbound and Outbound Marketing

Source: Outbrain

Inbound marketing also costs much less than outbound marketing. The reason is mainly that you publish the content for your consumers on your blogs, their email inbox, and social media channels. 

The content stays a long time compared to ads on various platforms, and you do not have to pay when your audience clicks on your links to check out your products.

Marketers have shifted their focus to ensure that they make the best out of their businesses as more knowledge about inbound marketing’s benefits has become available.

According to a 2018 survey from HubSpot, 74% of businesses worldwide use inbound marketing as their primary approach for marketing their businesses.

Inbound is a global methodology

Source: HubSpot

Three-fourths of marketers (75%) believe that inbound marketing is effective compared to 62% who say they are confident with outbound marketing. 

I know that you have opted to start (or you are already on) your inbound marketing journey. This article outlines 5 effective techniques for generating leads with your inbound marketing campaigns.

Be ready to start making massive changes to your marketing if you want to get qualified leads for your business. But nobody said that this form of marketing will work overnight. Being more effective does not stop you from practicing patience when employing it in your business.

5 Inbound Marketing Techniques for a Successful Lead Generation Campaign

  1. Revamp your website
  2. Prioritize your content
  3. Optimize your website for SEO
  4. Promote on social media
  5. Employ audience retargeting for ads

1. Revamp Your Website

Yes, your website is outdated! As a modern marketer, you need to ensure that your website meets the expected user experience based on your buyer persona. Your website redesign starts off by understanding your audience and prospects.

With the information you have from your previous customers you can create a buyer persona that will help you serve your visitors better the moment they land on your website.

A growth-driven website is ideal when you want to grow your business based on the data you collect from your customers and visitors. Instead of assuming how a website should look, you need to design your business website for more inbound results. 

Your website should go on continuous development or improvement to offer a better experience. Your buyer persona experience data should dictate what to implement in your next website design.

2. Prioritize Your Content

Ask any marketer if they implement content marketing for their brands and you will hear almost everybody say they do. But get into the details and you will discover that what they call content marketing. 

Some marketers are simply spamming the internet with stale content and filling the inboxes of their subscribers (and non-subscribers) with unsolicited content. Half of website users, however, will abandon a website if the content is irrelevant.

To succeed in generating leads on your website, you have to provide quality content that meets the audience's needs. Creating fresh content will draw more traffic to your website.

When you provide solutions to your readers, they will consider you an industry thought leader. That is how you build brand authority and entice your prospects to subscribe for more content from you.

Depending on your buyer persona, the quality of the content may depend on the forms of distribution. For instance, many people prefer infographics and flow charts. Other consumers prefer video content so that they can see a product in action.

According to the graph from Animoto below, 45% of consumers say that videos are their favorite type of branded content on social media.

Consumers Love Video

Source: Animoto

Plain text posts on your websites and blogs do not generate more leads. You need more engaging content that includes video and graphics. 

Creating customer eLearning content, for example, helps users who prefer to complete projects themselves instead of hiring experts for every single task they want to accomplish.

3. Optimize Your Website and Content for SEO

Search engine optimization (SEO) is mandatory for businesses that want to dominate in their industries with an online presence. Before you start paid advertising for your brand, ensure that you rank your content on search engines for free and targeted traffic.

SEO is broad, but the main idea is to structure your content to appear on the front pages of the search engines. 

Using SEO link building services will grow your ranking by creating relationships with trusted industry authorities. Clicks from relevant links bring more content consumers to generate leads for your business.

Google uses various techniques to rank your website on their searching engine rank pages (SERPs). Use Google’s official SEO guide to reach and maintain the best SEO practices to get your marketing campaigns on their front pages.

4. Social Media Marketing

Social media marketing is not only about advertising on your favorite social networks. It involves more of sharing valuable content with your audience on these networks. According to Derek Halpern, a marketing expert and entrepreneur, dedicate 20% of your content marketing efforts to creation and 80% to promotion.

Social media gives you suitable platforms to promote your content to real people. You can also monitor how people interact and engage with your content on social media. The metrics will help you in creating more relevant content based on your audience preferences.

You can promote your business content using groups, pages, and channels on your favorite social media accounts where you can find your audience

To maintain an authentic brand, you should only use groups and channels relevant to your business industry and your buyer persona.

5. Employ Audience Retargeting for Your Ads

Retargeting your website visitors aims at reaching people who are already interested in your content or brand. Use the cookies saved on your audience computers to show them ads for your website relevant to what they may be interested in. 

This practice uses, outlined in the infographic below, external channels to grow your leads based on your audience’s previous web activities.

audience retargeting process

Source: Robly

It is easy to retarget your audience because of the cookies that identify their interests based on user activities around the web.

Retargeting your audience will only become effective if they consumed quality and relevant content at their first visit. Since they had already shown interest in your brand, it is easy to catch their attention and bring them back to your promotions.

According to InvesP, users who are retargeted with display advertisements are 70% likely to convert on a retailer’s website.

website visitors who are retargeted with display ads are 70% more likely to convert on a retailer's website

Source: InvesP

As you can notice, a retargeted audience is a valuable lead that many marketers consider as highly qualified. 

Audience retargeting also helps businesses acquire customers from their competitors. 

Inbound Marketing Generates Leads for Businesses

Inbound marketing grabs and retains your audience’s attention in order to convert them. Customers need solutions, not product features. Inbound marketing presents those solutions.

It is for this reason I started to focus on attracting prospects rather than pushing products. Creating a welcome ecosystem around your brand and feeding your audience with the information they need is the best way to create relationships with clients.

Creating websites that offer your audience flow and being informative with quality and rich content will help you build trust with them. But you also need to put your content out there to get the traffic you need. That is why SEO, social marketing, and retargeting matter in your lead generation campaigns.