Marketing

How To Improve Inbound Marketing: 13 Shining Examples

Team Pepper
Team Pepper
Posted on 28/12/2111 min read
How To Improve Inbound Marketing: 13 Shining Examples

Table of Contents 

  • How To Improve Inbound Marketing 
  • 5 Fundamentals of Inbound Marketing 
  • Inbound Marketing Strategies 
  • What Is Creative Advertising?
  • 13 Inbound Marketing Campaign Examples Through Creative Copywriting
  • Key Takeaways 
  • Conclusion
  • FAQs

Inbound marketing is a strategic approach that engages clients by delivering relevant information and experiences targeted to their specific needs. While outbound marketing bombards your audience with stuff they don’t always desire, inbound marketing establishes relationships and addresses problems they already have. 

How To Improve Inbound Marketing

Leads and business results are generated via inbound marketing. If you’re now receiving two leads per week, after your inbound marketing campaign is up and going, you’ll be receiving 20 leads per week. If you’re currently getting four leads every month, you’ll soon be getting 40. It’s a very feasible objective that has been met for several clients over the last 14 years. However, there are just as many CEOs, VPs of marketing, and business owners who have tried inbound marketing and have not seen the same level of success. This isn’t as simple as it seems. It won’t be easy, but it’s feasible.

If correctly planned, performed, and refined, these six strategies will contribute to a tenfold increase in inbound leads.

To put it simply (and to reaffirm what we’ve been saying for years), marketing is a calculated process. To generate more leads, you must improve two metrics: website traffic and sitewide conversion rate. That’s all. As a result, we’ll give three suggestions for boosting the number of visits to your website and three tips for improving your conversion rate. If you follow these steps correctly, you will see a 10x increase in leads.

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1. Obtain visibility in organic searches

Your company is invisible if no one can discover it on Google, Yahoo, or Bing. If people find you for terms that you believe are significant, but your prospects aren’t utilizing those keywords, you’re invisible. If your website isn’t mobile-friendly and people search on their phones, you’re invisible. Make sure your company isn’t going unnoticed. 

Getting Google and other search engines to rank your website pages is difficult and time-consuming. Content marketing, social media marketing, website architecture, blogging, and conversion rate optimization are all part of it. All of these areas must be closely connected, and you must regularly check your ranking and organic visitor numbers to determine what is and is not working. 

Consider boosting the number of blog entries you write to increase search traffic. If those blog pieces include keywords, keyword phrases, and queries firmly integrated into the blog strategy, they will boost your search results, and influence visitor counts. Examine your website’s architecture as well. You can instantly modify URL naming standards and see an impact on results. 

Change a services page to one with a question in the URL: Google will consider this a more valuable page. Finally – and this is a recent Google algorithm update – your pages must convert. When someone comes across your link and clicks on it, you must ensure that they convert on that landing page. This informs Google that visitors discovered what they were seeking, which boosts your ranking. Conversion is now an important aspect of search. Again, all strategies must be strategically linked.

2. Use off-site SEO techniques

The above-mentioned on-site methods are only part of the problem. The second part of the job is to discover online prospects but on other websites. They aren’t looking for you, but they are spending time online, visiting comparable sites, communities, and organizations, as well as reading blogs, emails, and content from relevant suppliers — not rivals, but existing information sources. Remember that 90% of individuals obtain the knowledge they need to make a purchasing choice from the Internet. 

3. Your material must be available and easily accessible

It is difficult to bring new users from other internet properties to your website. You must construct an online behavioral profile for your target persona, identifying the blogs they read, the emails they subscribe to, the websites they visit, the organizations they belong to, and the websites they frequent. 

Once you’ve identified your target community, you can begin reaching out to them and assist them in achieving their objective. Your purpose is not to sell something to community members; instead, your goal is to provide excellent instructional information to those members. You’re now in a position to share your new instructional materials with community managers because you’ve generated a plethora of new educational resources (you have these assets, right?). 

Remember that it is the manager’s responsibility to educate and offer value to members. As a result, you now share the same aim. Once you reach a critical mass of off-site referral properties like this, you’ll notice an increase in this traffic source, with leads from these new visitors following.

4. Use social media correctly

A short look at what most people are doing on social media will reveal why it isn’t working. Social media is more than just a place to auto-post existing blog posts. If that’s the case, you may be underutilizing a really powerful tool. You’ll have to work harder to engage your followers and get them interested in the conversation if you want to maximize social media and generate more traffic to your website. 

This entails asking questions, soliciting feedback, and devising innovative campaigns that fully use the sharing capabilities inherent in social media platforms. Instead of simply publishing blog content, try providing discussion starters. Then, to fuel the dialogue and engage your audience, provide supporting material. Finish the mini-campaign by providing individuals with stuff that they may download. 

You’re not only increasing social media exposure and attracting new visitors to your website, but you’re also offering those visitors the option to convert into leads directly from LinkedIn, Facebook, Twitter, or Instagram.

5. Optimize high-traffic landing pages

We discussed how to raise the number of visits to your website; now, let’s discuss how to drive leads. As I previously stated, the conversion rate is the most important measure for leads. Improve conversion rates and lead generation: it’s as easy as that. The best place to begin is with high-traffic landing pages. You can double, or even treble, the conversion rate on these already popular pages by doing a series of optimization exercises. This is by far the quickest, easiest, and most efficient strategy to enhance lead generation in this blog, especially if your site currently has a good amount of visitors. 

6. Make strategic use of content offers

Another strategy to boost conversion rates is to strategically position offers on your website. Your website should have a range of distinct pages for each stage of your prospects’ buyer journeys. You need pages for awareness, contemplation, and decision-making, as well as offers that correspond to those pages. 

If you place a Contact Us offer on an awareness page, the conversion rate will be pretty low since the individuals on that page do not yet want to talk to you. If you include a Request A Demo or Free Trial offer on an awareness page, they will not convert. Why? Demos and free trials are typically bottom-of-the-funnel, decision-making offerings, and placing them on the main page — or any page – is a significant error. Instead, go through a mapping exercise with your website to determine the purpose of each page in the customer journey. Then, add the relevant offers on the appropriate sites. 

This test frequently indicates that your website lacks pages for various phases of the consumer journey. These pages must be included to provide visitors with the experience they want to convert from visitor to lead.

The inbound methodology can be applied in 3 ways: 

Attract 

This involves attracting the appropriate people with excellent material and interactions that establish you as a trustworthy advisor with whom they want to work.

Engage 

This involves delivering information and solutions that address their pain areas and aspirations, increasing their likelihood of purchasing from you.

Delight 

This involves giving assistance and support to enable your customers to succeed with their purchases. 

5 Fundamentals Of Inbound Marketing

1. Attracting traffic

The first stage is to get people to visit the brand’s website. Instead of focusing on generating a large number of visitors, concentrate on getting quality people to the website, individuals that fit your ideal client profile or buyer persona.

This may be accomplished using a variety of approaches, including,

  • SEO: If you focus on getting your website to the top of major search engines, it will emerge as an answer to the user’s demands at the perfect moment.
  • Content marketing: Providing people with valuable content just when they require it will strengthen the process.
  • Social networks: Use these as distribution channels to help your content reach people.

2. Conversion

When a visitor visits your website, you want them to leave their contact information, therefore becoming a lead and continuing to get information from you. The traditional technique for converting users into potential customers is to present them with valuable material in return for submitting their information in a form. However, there are more choices, such as giving test demos, meetings, or communicating with them by phone or chat. In any case, the goal will always be to obtain their data and add it to your database.

3. Marketing automation

This inbound marketing pillar is built on systematizing the communication process with prospects until they become customers. You can accomplish this by employing approaches such as:

●     Lead scoring: A method based on developing an assessment system that allows you to analyze the chance of a lead becoming a client objectively.

●     Lead nurturing: You create a series of automatic flows based on the lead’s qualities and the score achieved to deliver appropriate information to your contacts.

4. Loyalty

The process is not complete when you successfully convert a lead into a client. The next stage is to get this client to stay with you for as long as possible with loyalty methods such as newsletters, special offers, and incentives. Creating an efficient loyalty plan is extremely helpful to the firm since retaining a customer is far less expensive than getting a new client from the beginning.

5. Analysis

There is no such thing as a complete inbound marketing strategy until you have a plan in place to assess and analyze the outcomes. You will need to carefully identify the KPIs (key performance indicators), which are the most significant measurements for determining whether or not your approach is successful. It is also vital to set periodic controls to examine the outcomes and, if required, change previously specified measures. This will help your inbound marketing approach.

Inbound Marketing Strategies

As we have seen, the Inbound methodology can be applied in three ways: 

1.    Attract 

2.    Engage 

3.    Delight 

Attracting techniques

Content generation and development are essential components of inbound marketing tactics that attract your target audience and buyer personas. Begin by generating and posting valuable material, such as blog posts, content offerings, and social media to reach your target audience. Examples include how-to manuals, information about how your solution can address their problems, client testimonials, and information about specials or discounts. Use an SEO plan to optimize this so that your audience is involved in your brand on a much deeper level.  

Strategies for involvement

When employing inbound techniques to engage your audience, make sure you communicate and interact with prospects and customers in a way that encourages them to create long-term connections with you. When employing these engagement tactics, including information regarding the value your company will bring them. 

How you handle and manage inbound sales calls is one example of a specific engagement strategy. Pay attention to how customer service employees handle calls from potential customers and customers who are interested. Also, make sure you’re constantly offering solutions rather than products. This ensures that all transactions result in mutually advantageous agreements for both clients and your company – in other words, you deliver value to your right-fit customers.

Strategies for delight

Delightful inbound techniques keep consumers happy, pleased, and supported even after they’ve made a purchase. These techniques entail your team members serving as consultants and experts to clients at all times.

 Incorporating clever, well-timed chatbots and surveys to assist, support, and get feedback from clients is an excellent approach to please them. Bots and surveys should be sent at precise moments in the customer’s journey to ensure they make sense and are useful.

Chatbots, for example, may assist present users.

What Is Creative Advertising?

Creative advertising is an approach that assembles a team of creative individuals to create ad campaigns that may artistically tell the brand narrative to promote and maximize conversions.

Creative advertisements have proved to be more effective. According to author James Hurman’s and colleagues’ study on three decades of advertising efforts, creative commercials yield 11 times the ROI of non-creative ad campaigns.

According to Gate Films, when creativity is strong, it is the most critical driver of in-market performance, accounting for up to 80% of conventional TV and 89 percent of digital advertising. When sales performance is poor, creativity is a minimal contributing element across both TV (with just 6%) and digital (a tiny 16 percent). So, whether on TV or across digital media, outstanding creativity remains the most critical ingredient in the finest advertising campaigns. New tools may be able to increase other elements such as reach or targeting, but they will never be able to recreate the effect that great creativity has. 

How can marketers determine whether creative advertising is genuinely “excellent” and appropriate for use? Advertisers used to rely on market research groups and a little personal judgment. However, this merely taps into our conscious responses, and research teaches us that the vast bulk of our decision-making occurs unconsciously, deep inside our primal brain. Consumer neuroscience can now quantify what traditional research methods cannot: unconscious judgments about what we will watch, how we connect to the material, and whether we will make a purchase.

13 Inbound Marketing Campaign Examples Through Creative Copywriting

1. Oasis, 2015

It’s rare for brands to be straightforward about sales. As much as copywriters are told to not have direct sales pitches as part of their advertisements, this one by Oasis was quite refreshing, grabbing eyeballs everywhere they were put up. 

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 2. Air Asia, 2008

An Air Asia advertisement from 2008 features a simple yet incredibly successful (and little cheeky) use of wordplay. Needless to say, this advertisement would not be permitted today. “Cheap enough to say, Phuket, I’ll go,” says the humorous ad.

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3. Volkswagen, 2015

It’s back to being truthful. And it’s Volkswagen‘s turn this time. To commemorate the launch of the all-new Volkswagen Up!, the German automaker aired a witty and sarcastic commercial that said, “If you want a car that allows you to feel the wind in your hair, go to a windy spot and get out of the car.”

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4. Nike

Nike, the athletic and footwear giant, marked the 30th anniversary of one succinct-but-great tagline—Just Do It—with another. This time, the company took a stand on an ongoing topic with an advertisement showing a close-up of former NFL quarterback Colin Kaepernick and the text, “Believe in something. Even if it means giving up everything.”

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5. L’Oreal Paris

L’Oreal Paris collaborated with ad agency McCann on a print campaign promoting workplace gender equality. As a result, the copy reads, “This is an ad for males. Hire more women in leadership roles. We’re all worth it.”

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6. Ricola, 2014

In 2014, Ricola (a pharmaceutical company specializing in cough medicine) launched an outdoor ad campaign featuring statements that sounded insincere because of coughs inserted into each statement. 

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7. Moosejaw

Not many firms are courageous enough to use unorthodox text on the things they sell. But Moosejaw isn’t afraid to have some fun. The outdoor clothing outlet company employs comedy to advertise its items without being overt about it. They are more engaging and memorable because they appeal to people’s emotions.

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8. GymIt

GymIt‘s copy has always been appealing. They’re not a one-trick pony. They continue to update their website with compelling material. Here are a few that focus on the pain issues of gym-goers that they try – and actually do – fix with their customer-friendly rules.

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9.  Corvette Anti-Volvo Ad

This is excellent copywriting because the comedy leads to a revelation. You smirk when you read it at first. Then, as the copy settles in, you realize, wait… Corvette is correct… They don’t make songs about Volvos.

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10.  Bellroy’s Corporate Copy

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11. Hershey’s Chocolates

It is the best copywriting example among the top examples provided.

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Hershey‘s ad campaign is considered legendary since the company did not utilize advertising at all during its first 69 years of business in the chocolate industry. Their first print advertisement appeared in 1970, and they have employed attractive phrases to grab their market ever since. Popular slogans from these legendary advertisements include “More Sustaining Than Meat.”

12.  Cancer Patients Aid Association

This print advertisement deservedly received a prize at the 2003 Cannes Film Festival. The elegance of copywriting is illustrated by the usage of only three words. It is well known that “smoking causes cancer.” However, most people do not try to quit smoking until they have cancer. Cancer causes dread of death, therefore the sufferer is unable to smoke. The advertisement’s goal was to make every smoker think twice before smoking a cigarette.

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13. Wrigley’s Orbit

Here’s another fantastic example of copywriting. Wrigley’s Orbit, one of the world’s best-selling chewing gums, just launched a hilarious marketing campaign. By chewing gum, they hoped to distinguish between breakfast and lunch. The advertisement claimed that if you had eggs for breakfast and planned to eat chicken for lunch, you should chew gum to separate the meals. It is necessary for maintaining proper oral hygiene.

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Key Takeaways

●      Inbound marketing is a strategic approach that engages clients by delivering relevant information and experiences that are targeted to their specific needs. While outbound marketing bombards your audience with stuff they don’t always desire, inbound marketing establishes relationships and addresses problems they already have.

● As we have seen, the Inbound methodology can be applied in 3 ways, 

  1. Attract 
  2. Engage 
  3. Delight 

● Fundamentals of inbound marketing include, 

  1. Attracting Traffic 
  2. Conversion 
  3. Marketing Automation 
  4. Loyalty 
  5. Analysis

● Creative advertising is an advertising approach that assembles a team of creative individuals to create ad campaigns that may artistically tell the brand narrative in order to promote and maximise conversions.

Conclusion

There was a Skittles commercial many years ago. A man was milking a giraffe that was eating a rainbow. The commercial appeared absolutely absurd at first, and it wasn’t until later that the audience realized what it was all about.

The same may be said about copywriting. The purpose of this blog was not to show you “every day” copywriting, but rather to highlight instances of copywriting that you may have missed and that may inspire you.

The key to great copywriting is balance. Three things must be balanced:

Attention – Is the copy compelling enough to pique your interest and compel you to read on?

Brand – Is the copy consistent with what the firm wishes to represent?

Sales – does the copy generate revenue?

FAQs

1. What are the 5 inbound principles?

SCOPE stands for 
●      Standardize
●      Contextualize
●      Optimize
●      Personalize
●      Empathize

2. What is included in inbound marketing?

Inbound marketing is the practice of assisting potential clients in locating your firm. Inbound marketing is a strategy that uses many types of pull marketing, such as content marketing, blogs, events, search engine optimization (SEO), social media, and others, to increase brand exposure and attract new customers.

3. What are the three rules of content inbound marketing?

●     Share and adhere to your brand’s principles. 
●     Concentrate on the consumer experience. 
●     Put up relevant content.

4. How do you drive inbound leads?

Methods for increasing inbound leads to help your organization flourish include,
●     Content is king when it comes to website design and layout. 
●     Solving issues and sharing ideas via blogging.
●     Organizing Webinars for Search Engine Optimization (SEO)
●     Marketing using social media
●     Surveillance of media activity
●     Putting together a product video

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