Only a decade ago, "inbound marketing" was a term seldom heard or used even by industry professionals, let alone a revolutionary marketing process used to generate leads, customers, and high ROI. Today, inbound is a mainstream strategy for SMBs and entreprise companies alike. And here at PMG, we're big fans of the results we see from inbound initiatives implemented in our client's programs, and our own!
Whether you’re looking to ramp up your existing inbound tactics or you’re implementing your very first ones, here are three inbound marketing best practices to boost ROI.
1. Spend Time on Your Buyer Personas
Your buyer personas are at the center of everything you do for your inbound strategy — so make sure it’s a good one. In order to have a buyer persona that impacts your ROI, this fictional character of your ideal customer has to be put together by talking to your actual customers. You may think you know your ideal customer like the back of your hand, but you’d be surprised what you learn when you actually take the time to speak with them, not only about their experience with your products or services, but their everyday life.
Why should you care about your persona’s everyday life? Because that’s how you learn the ideal times to communicate with them, what channels to use to reach them, and what language to use so that your message actually resonates with them.
2. Use Keyword Opportunities to Get Found Organically
The more people that visit your site, the more opportunities you have to convert them. And the more conversions you have, the more opportunities you have to boost ROI. One goal with inbound is to increase the amount of visitors that come to your site organically. To do this, you have to use your keyword opportunities to optimize your site pages for search engines (a.k.a SEO). Keyword opportunities are keywords that your buyer persona is already using to search online for solutions and products that you offer! If you are not optimizing your pages with these keywords, chances are your competitors are. So don’t miss out! Do keyword research to determine your keyword opportunities and spread those keywords (strategically) all over your site pages!
3. Optimize Your Conversion Paths
I’m referring to your calls-to-action that lead to landing pages, that ultimately lead to form submissions. There are a couple things you can do to make sure these are fully optimized. The first is using the keyword opportunities I just mentioned above on your landing pages.
This makes your LPs searchable online—enough said! Next you have to ensure that there is a message and design consistency from your CTA to your landing page. Do this correctly and you’re sure to decrease the landing page drop off rate. Lastly, make sure that the information you’re asking for on the form actually matches the value of the offer. If your offer is a simple infographic, don’t ask for a ton of contact information, or else people will feel like it’s not worth it to even download the offer. A high-value offer like a webinar recording or an industry-specific eBook should require more form fields than a checklist or template.
Want to get more detail on these inbound best practices to boost ROI and more? I recommend subscribing to PMG's newsletter for monthly insights - and downloading the Inbound Marketing Campaign Checklist to make sure your next campaign is on track!