Inbound marketing tactics are a great way to attract leads to your website through relevant content. It allows you to build your brand as a trusted authority in your industry. As a trusted advisor, leads come to you to seek your expertise in providing solutions to their pain points. By developing a portfolio of content that resonates with your audience, you attract qualified leads and foster trust and credibility for your company. Here are a few useful tips on how to optimize your inbound marketing tactics:
 

1. Develop a Content Strategy

A content strategy is vital to ensure that your efforts will be successful. You need to start with defining your objectives. What do you want to achieve? Is it gaining more brand awareness, generating more leads or establish your company as an industry expert?

You then need to describe your ideal target audience. B2B companies often have a longer buying process and involve various stakeholders and decision makers from different departments. You must be able to understand the their decision making and develop appropriate content for the different stages.

You also need to set key performance indicators (KPIs) so you can assess if your content strategy is working. Keep communication lines with your audience open so you can listen to their feedback and adjust your strategy as necessary. Useful tools like Google Analytics can also show you data on what content has the most engagement. Without a clear strategy, you run the risk of having all your efforts go to waste.
 

2. Invest in Search Engine Optimization (SEO)

SEO refers to researching relevant keywords that your audience use when looking for information through search engines such as Google and incorporating them into your content so that they will rank higher in search engine results pages (SERPs). Even if you have high quality content, it will not help your business if nobody can find it.

Tools like MOZ and Google Keyword Planner provide analytics on the top related keywords people are using so you can improve your chances of landing high up on the search page. But be careful not to overstuff your content with the same keywords that they are no longer relevant or useful to your readers. Google penalizes this type of tactic and your website’s ranking might fall further down the list.

You must strike a good balance between your SEO strategies and providing engaging content to ensure your inbound marketing tactics will be successful.
 

3. Experiment with Videos

It is often said that using video for your inbound marketing tactics is the future. This is because millennials now comprise half of all B2B buyers. and most buyers from this cohort prefer videos as the main platform for obtaining information. In fact 70% of B2B buyers and researchers watch videos on their path to purchase.

Many B2B companies are experimenting with videos as a lead magnet. The most common type of video content are explainer videos which are short videos providing basic information about your products or services. Other popular kinds are video testimonials, tutorials, product reviews, demos, or interviews with company leaders.

Videos are great for improving conversion rates which according to Hubspot can be as high as 80%. They can also help boost your SEO strategy. Optimizing your videos by choosing the right platforms, inserting a transcript, and using appropriate tags, they will be better indexed by Google and will have a higher chance of appearing on the top of search pages.

Video is a good investment, but it may not be best for all companies. Do consider if you have enough resources to make high quality videos that will boost your image. Creating poor quality videos may hurt your brand. Also realize that producing videos can be time consuming so think about whether you have the right people who have the right skills to develop them for your company. Otherwise outsourcing to a reputable digital marketing agency may be the best option, if you gave the budget. Video engagement may be on the uptrend but in the end, you need to decide whether creating videos will be worth the effort.

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