Far too many small businesses are not paying enough attention to their inbound marketing efforts and, as a result, could begin to see dramatic effects on their bottom lines. Inbound marketing relies heavily on your SEO strategies and focus on content, especially video, to drive customers to you. In some recently published research by ClassicInformatics, it becomes obvious that inbound marketing can be a major key in the future success of your company. The following is taken directly from that published research:
- 70% of people prefer to get information about a company or learn something from an article or blog post rather than from a traditional advertisement. Writing quality, targeted and unique content for websites is less expensive than outbound marketing efforts. Google “looks” for high-quality content or E-A-T, which means websites must demonstrate expertise, authority, and trustworthiness. SEO-optimized long-form text, blog posts, articles, email newsletters, case studies, videos, photos, white papers, and podcasts are types of inbound marketing content used today to generate leads. Posting effective social media content increases your reach by engaging customers who then share it with others, making an investment in social media content even more effective.
- 69% of people prefer video over text when learning about a product or service. Short-form videos are more effective than longer videos for increasing brand awareness. While long videos delve deeper into a subject, consumers prefer to watch shorter videos to grasp the main points. Videos needn’t be expensive, and they produce the second-highest ROI for consumer brands (second only to influencer marketing).
- 60% of businesses plan to increase their Instagram budget, and almost half plan to do the same for Facebook, YouTube, and LinkedIn. Do your research and post on the platforms most often used by your audience. Short videos are the best way to engage your target audience on social media. Also, consider interesting stories, contests, and Q&A formats. Using an influencer to promote your products makes social media outreach easier; the right influencer is already “speaking” to your audience. Pay attention to likes, shares, and comments to determine if customers are engaging with your content and revise content as necessary.
- 60% of people prefer podcasts to television, and 96% prefer podcasts to newspapers. 74% of people listen to podcasts to learn something new.Host a podcast and mention it on social media, blog posts, and videos; find guests who appeal to and engage your audience. Volunteer to be a guest on others’ podcasts. Talk about a range of subjects in addition to your brand. Helpful, entertaining, and well-researched content will retain and gain listeners; angry rants will not. And don’t neglect the preparation and editing! Make your audio content easy to listen to by using a quality microphone and recording in a quiet location. Add music and sound effects as appropriate.
-Written by Kevin Sawyer