The age of inbound marketing is here, and the rules have changed in regards to growing your company’s brand.
With so much content being created at break-neck speed, it’s important for your brand to have a clearly defined position so that your content is relevant, speaks to the right audience and achieves your business goals.
Marketers are shifting their budgets away from “interruption” advertising, and increasing their inbound marketing budgets (Source: HubSpot). Inbound marketing is changing how brands communicate.
Consider these statistics:
- 86% of people skip television ads. (source: Mashable)
- Because 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. (Source: Custom Content Council)
- 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. (Source: McMurry/TMG)
- 4% more leads are generated by inbound than by outbound. (Source: HubSpot)
In the age of inbound marketing, here are 3 tips to help grow your brand.
Tip #1: Establish yourself as a visible expert.
What is a visible expert? A visible expert is someone within an industry who focuses on a particular niche that he/she is known for. Studies have shown that 62% of visible experts accrue brand building benefits for their companies. (Source: Hinge Research Institute) Through specialization, content marketing, speaking engagements and book publications—you can boost your visible expert profile and attract more clients and customers.
Examples of some visible experts include: Darmesh Shah (Inbound Marketing, HubSpot), Karl Rove (Political Consultant, American Crossroads), Gary Vaynerchuck (Social Media, Vayner Media) and Warren Buffet (Investing, Berkshire Hathaway).
By establishing yourself as a recognized visible expert within your industry—you are able to charge higher fees, attract more leads and grow your company faster.[box type=”info” size=”large”]LinkedIn is a highly effective channel to building visible expert status for the purpose of distributing your content and building your company’s brand.[/box]
Tip #2: Help. Don’t sell.
By creating relevant and valuable content that answers your customers most burning questions first—you build trust and credibility that earns you their interest, time and attention.
According to Marketo, 93% of B2B buyers begin their buying process using Internet search. By optimizing your blog articles, downloadable ebooks and whitepapers for search engines and social media networks, you pull customers to your brand through your content. 68% of consumers are likely to spend time reading content from a brand they are interested in. (Source: The CMA) By optimizing your content for search engines you have greater opportunities to attract customers, build your brand and promote your content through social media shares and likes that educates your prospects faster and can potentially shorten your sales cycle.
Tip #3: Perfect your messaging.
One of the greatest challenges in marketing is crafting the right messaging. How do you know if your messaging will resonate? Most companies don’t have large marketing budgets to test market. In the age of inbound marketing, you can dial in your brand messaging faster by conducting A/B testing—easier and cheaper—to find out what messages resonate with your target customers. By finding out what title or blog post gets the most traffic and social shares, you can begin to dial in your brand messaging that makes your marketing more effective.
In conclusion, by utilizing the above three tips of establishing yourself as a visible expert, helping—not selling, and utilizing A/B testing to dial in your messaging—you’ll have greater success in growing your brand more efficiently in the age of inbound marketing.
Inbound Marketing Tool Kit
Growing your brand in the age of inbound marketing is all about having the right tools. This guide will dive into which tools you should use to conduct inbound marketing.
By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.