Inbound Lead generation Strategies is at the core of building any successful long term business, agree?
Imagine this, you want to reach millions of customers, so you create a catchy advertisement and get it to play on TV or Radio or even a BillBoard.
Your ad reaches thousands of people on a daily basis. The audience watches it and perhaps they are even entertained.
Then your ad keeps playing, at every interval, over and over again, now it starts to disrupt the audience experience.
And from those millions of people who viewed your advertisement, it was just a tiny part of the audience that actually ended up buying your product.
That’s what outbound marketing is: It’s disruptive and an expensive affair.
Now, what if I tell you, there is a lead generation technique that doesn’t push your offer in the throats of your audience, instead, you can create valuable engaging content that pulls your audience to you. They willingly come to you.
This is known as inbound marketing. Pull & not Push, that is the core principle of inbound marketing, and the key ammunition to achieve this is Quality Content.
So now that we have covered the basics of lead generation, let’s discuss the differences between Inbound and outbound lead generation tactics and why they are both important.
You will need to know this before we actually get on with the actionable Inbound lead generation strategies because knowing the difference will boost your marketing efforts by a 100th fold.
Inbound vs Outbound Lead Generation
Inbound lead generation strategies are achieved by creating quality content and campaigns that attract people to your website. This is done by making your website more discoverable online with SEO activities, creating engaging social media campaigns that attract users to your brand, PPC see campaigns based on search intent, content marketing by creating lead magnets, and so on.
The emphasis is giving your users full control over the time and manner of engagement. Your information in exchange for their contact details. It is the practice of building trust between your audience.
Outbound lead generation on the other hand is pushing your content on the audience irrespective of if they want to consume it or not. In this scenario, you decide when and where you want to push your content and not the other way around. This could be in the form of sending bulk emails, cold calling, display ads, etc. Most of these strategies come under the paid ads spectrum.
While the prevalence of outbound marketing may seem to be losing its edge, it is not completely dead. Businesses still use outbound marketing to generate leads, albeit that it comes with the risk of spending a lot of money. The benefit though is that you do save a lot of time and reach a wider network of people almost immediately.
5 Inbound Lead Generation Strategies for B2C Businesses
Now let’s get to the juicy part, here are 5 Inbound Lead Generation strategies that work especially well for B2C Business
1. Content Marketing
Content Marketing is a term that is used a lot, especially among marketers, but the reason for its popularity is that it works! Creating high-quality content that provides value to your target audience will surely result in quality leads and sales.
Yes, of course, it does take time to create quality content, but the benefits are worth the effort.
It is a long-term growth strategy that only has a compounding effect. But what do we understand by content marketing?
Most of us are under the impression that content marketing can only be done in the form of blog articles, however, that is far from the truth. Of course, writing high-value articles does get you a lot of traffic over time, but that is not the only form of content marketing.
You can also create quality content in the form of:
- How-to Explainer Videos
- Informative Podcasts
- Helpful Guides
- Engaging Social Media Posts
Knowing what Content to Create When and for Which Platform is the Name of the Content Marketing Game
If you know where your target audience hangs out and what type of content they are looking for, you have already won half the battle.
For example, creating a helpful IELTS eBook that can be downloaded for free in exchange for email id and name and sharing it on a Facebook Group for IELTS aspirants will result in quality leads if that is the niche you’re targeting.
It is all about knowing where your audience hangs out and the type of content to create.
2. Search Engine Optimization (SEO)
Search Engine Optimization (SEO) means ensuring your website ranks on the top position for various online searches. The higher your website ranks for the keywords you’re targeting, the more quality leads you will get.
In fact, 33% of all search traffic goes to the website in the No.1 position of Google Search whereas 92% of all website traffic got to the Top 10 Positions aka the first page of Google.
What does that mean? It means that if you conduct keyword research, and build a website that is SEO friendly, you will see a consistent inflow of High Quality Leads.
Here are few SEO techniques you can incorporate to get a boost in your Inbound Marketing Strategy
- Keyword Strategy – This is such an important piece in the SEO puzzle that a good keyword strategy can help you get your dream clients/customers but a wrong keyword strategy can make your life miserable as you might end up ranking first for keywords you don’t want to rank. A well thought of keyword strategy is really important and you can use tools like Google Keyword Planner to help you plan your activities.
- Maintain a Blog – Blogging really helps in your overall SEO activities. Did you know that the average company that blogs generates 55% more website traffic as opposed to one that does not write any long-form article? Make sure your blog articles are written for humans first packed with quality content that solves problems and then incorporating the relevant keywords so that search engines like Google pick them up when someone actually searches for it.
- Titles should be Keyword Friendly – Make sure your page titles have the keywords you want to rank for, this seems like a simple step but it has huge benefits. You can use tools like SEMRush to help you with planning your overall On-Page SEO activities.
- Alt Tags – Alt tags are an option that comes up when you’re uploading images on your website. Make sure all your images contain relevant keywords that you want to rank for and give a description of the image itself.
- Website Speed – Website speed plays a huge role in SEO. Make sure your website is fast, responsive, and does not have any errors that would hamper the user experience as google will not allow your website to rank otherwise on the 1st page. You can use tools like Google Page Speed Insights to help you with understanding your overall website score
- LSI Keywords – LSI Keywords are keywords and phrases that are related semantically to the topic you’re writing about. For example, if you’re writing about the Apple Company, you may add LSI keywords such as powerful phone, triple camera system, Retina HD display, etc but if you’re writing about apple the fruit, then you would add LSI keywords such as fresh, delicious, red apple, healthy and so on.
3. Social Media – Organic
Did you know that you can actually use your own Social Media Profile to generate quality leads? In one of my previous posts, I shared how to use LinkedIn to generate leads organically using a simple 4 step process.
Well you can actually follow the same process on your personal Facebook Profile too you know. Adding relevant connections that you are part of in your Facebook Groups as friends, building relationships through chat and then consistently providing value to them through relevant and high quality content can really help you grow your personal brand and build a strong pipeline, all organically.
This is a form of organic lead generation using social media profile.
Apart from creating informative guides, or a free offer(ebook or a video), one can always share helpful tips in the form of short posts, important updates, interesting insights, new discoveries, and yes of course those occasional new event/live webinar launches or product promotions directly on the personal social media profile
Creating content in the form of simple posts, animated videos, gifs, Live Videos, etc, can all be incorporated as part of your inbound social media strategy as it will only help your existing and new audience to know you better and connect with your unique stories.
Social Media Posts that are engaging, informative, and relevant not only help in driving more customers to your website but research has also shown that 60% of customers check a brands social media account before they decide to make a purchase.
Furthermore, 66% of people subscribe to a brand’s social media accounts in order to receive discounts and special offers.
4. Social Media Campaigns – Paid
You can use the power of paid social media campaigns to reach your ideal target audience and acquire leads. This is called paid social media campaigns.
Most people don’t even consider Social Media Paid Campaigns as part of their inbound marketing because of its disruptive nature, and that may be true to some extent, however, if used smartly, paid campaigns can boost your inbound marketing efforts.
Now you can even run lead generation campaigns on platforms like Facebook with in-depth targeting options such as age, location, demographics, interests, and purchasing behaviors, a lookalike audience, and custom audience.
The level of laser-targeting that paid campaigns gives you is just revolutionary.
Now Take it a Step Further
However, if you mix the elements of both social media organic and paid marketing in your campaigns, you will see an exponential increase in both the quantity and quality of your leads and of course increasing the overall conversion rate of your campaigns.
5. PPC Ad Campaigns
PPC Campaigns for inbound marketing is something that has been around now for a long time.
Running search ad campaigns on Google or Bing is something that these days most businesses do to generate high quality leads however still wanted to include this incase you haven’t yet implement this strategy or did not get the expected results.
It works so well because since SEO efforts take time, the faster way to rank on the 1st page of Google for highly commercial keywords is via PPC Ad campaigns or Search ad campaigns when we bid through the Google Ads Manager.
PPC Ad campaigns and SEO kind of goes hand in hand so the Keyword Strategy we discussed about earlier plays an important role to implement this as well.
For example, when running PPC Campaigns on Google Ads, you can check the search terms report to get deep insights into what your target audience is looking for online.
You can then use these search queries to create high-quality articles that will boost your organic traffic and help you with your SEO efforts.
Another way you can leverage PPC campaigns is by promoting your high-quality content with hyper-targeting options.
Thanks to the awesome power of Native Advertising you can now target your audiences using demographics such as,
- Time of Day
- Duration Spent on Page
- In-Market Intent
- Remarketing & More
You can use paid promotions to even promote your lead magnets to the perfect target audience of your choice.
These paid campaigns will do much better compared to generic PPC campaigns because you are providing quality content at scale.
Inbound Marketing is a long process, yes it takes time, and you will have to put in a lot of work, but all that effort comes with enormous benefits in the long run.
You can pick and choose 1 or 2 as per your overall brand personality but try not to do all of them at once.
If inbound lead generation strategies is something that you are looking for that the above will definitely work in your favor.
Do let me know about your thoughts on Inbound Marketing, have you ever tried it for your business? Let me know in the comments below.
Until next post 🙂