If you haven’t prioritized your inbound marketing strategies for 2020 yet, don’t panic. There’s still plenty of time to iron out your ideas and get started working on campaigns. But if thinking about the sheer number of tactics available to marketers today stresses you out, again, no need to stress.
To make it less overwhelming, we’ve zeroed in on the top six tactics to implement in 2020. By incorporating them into your overarching strategy, you’ll ideally see success in your inbound campaigns this year.
SMS marketing has grown in popularity amongst digital marketers in recent years – and for a good reason. Research shows a text message is opened within 90 seconds of being received, and almost 98% of every text sent is read. With rates like that, why wouldn’t you consider adding it to your inbound strategy toolbelt?
SMS marketing is also useful for both leads and customers, as you can implement various campaigns that are engaging to both audiences. For example, for current customers, you can send them text reminders of appointments or meetings. For leads, you may consider sending them branding awareness campaigns or coupons that may encourage them to buy from you.
The best part? With a platform like SMSZap, getting started with SMS marketing is a breeze. In a few minutes, you can set up your account, link up with your contacts in HubSpot, and send personalized and engaging messages.
Most marketers are familiar with search engine optimization (SEO). But as a refresher, SEO is the process of optimizing your website’s content and structure to receive organic, high-ranking placements on search engine results like Google’s. Without strong SEO, your potential customers cannot find your business or solutions. In 2020, try focusing on internal links, local SEO, and link building.
Internal links are links placed throughout your website that send your visitors to another page of your site that has valuable, relatable content. Adding internal links helps Google understand the relevance of your pages, the usefulness of individual pages, and the relationship between your webpages. To rank higher, hyperlink your keyword phrases within your content instead of linking words and phrases like, “visit”, “contact”, or “click here.”
After creating your internal link strategy, focus on link building or building backlinks. This involves getting other websites, ideally, related ones, to link back to your website or blog. Backlinks help drive referral traffic and increase your site authority because they signal to Google your website is worthy of third-party citation. Sites with more legitimate backlinks rank higher. To attract more, make sure your content is high-quality, and tell people about it! You may even consider reaching out to blogs that mention your brand and politely ask them to hyperlink your website.
Did you know that 90% of all consumer purchases that take place in physical stores happen within 20 miles of a person’s house? That means for businesses with brick and mortar locations, focusing on local SEO is crucial for 2020. A reliable local SEO strategy involves:
- Optimizing your “Google My Business Page”
- Including local keywords throughout your website content
- Strengthening your social media presence and including location-specific content
- Gathering a healthy stream of positive online reviews
Video marketing is not something to shrug your shoulders at in 2020. In fact, 79% of consumers reported that a brand’s video convinced them to buy a piece of software or an app. A whopping 92% of those viewers also said they shared videos with others. That alone should help you realize the value of investing in video creation and distribution. And fortunately, with the advances of phone cameras and other video-making services, it doesn’t have to cost that much. Here are a few video ideas to help forge stronger bonds with your leads and customers:
- One-to-One Sales
- Social Content
Chatbots and Live Chat
Chatbots automate certain tasks and conversations by speaking with a customer or prospect through an easy-to-use interface. They lighten your teams’ workloads by tackling more straightforward conversational functions that are necessary but can eat up time. They delight users because more and more people want information as quickly as possible, and don’t mind speaking over a chat application.
The most advanced chatbots understand complex requests, personalize responses, and improve interactions over time. HubSpot’s chatbot services store vital contact information, allowing your team to learn about your potential customers by reviewing their full conversations with your bot later on.
You can configure your bots to help you qualify leads, book meetings, and alert your sales team when a contact is fully qualified. If you do have time and want to consider a more personal approach, live chat is a similar service that allows you to take control of how you respond to users but can still be more engaging than email or phone support.
While not a new tactic, email is still a crucial part of any inbound strategy. When used strategically, your emails can reflect the stages of a contact’s buyer’s journey and warm them up for your sales team. To make them more engaging, try personalizing them with your contact’s name or using different templates for various campaigns. Using HubSpot’s Sequences can help with this.
Another tired yet true tactic that shouldn’t be overlooked in your 2020 strategy is content marketing. Content marketing involves creating and sharing educational, high-quality content about your products and services to your prospects and customers. You can use a variety of resources like blogs, eBooks, infographics, social media, and videos to deliver your messages. No matter what type of content it is, it should address specific pain points of your target audiences at every stage of their buyer’s journey, including the awareness, consideration, decision, and delight stages.
Potential customers recognize they have a problem they need to fix with a quality solution during the awareness stage. Awareness content should provide high-level educational content that reflects this. At the consideration stage, they are exploring solutions to resolve their problems. Your content should highlight your specific service, addressing their needs with hard facts.
When they reach the decision stage, they’ve decided on their solution strategy, but not necessarily the company they’ll go with. Your content here should be brand specific and show why they should use you. For your valuable customers who’ve reached the delight stage, you should provide content that shows them how to use your product or service or offers further value to what they’ve purchased.
To create content that reflects each of the above stages, and speaks to your buyers’ pain points, create an editorial calendar. With an editorial calendar, you can track what type of content you’re creating, for what buyer, at what stage, and through what medium.
Hopefully, by now, you’ve realized there’s still ample opportunity to implement these six important tactics into your inbound marketing strategy! If you’re ready to do so but feel like you could use assistance, reach out today.