13 ways to make your inbound marketing stand out

Experts in content creation and digital strategy discuss the best methods and channels to attract new customers.

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“With a 5x higher recall than the written word, video is the most engaging media format and most effective in assisting conversions,” says Kent Lewis, founder & president, Anvil Media. “Video production costs have decreased dramatically. And live streaming (on platforms like Facebook), 360-degree video, augmented and virtual reality… and drones [have] all make video capture and viewing more dramatic and immersive. If your brand isn't doubling down on video as a key element for inbound marketing, you will miss the bus.” 

8. Tap social media influencers

“It’s imperative that brands use social media to develop an influencer repertoire to share news… and establish a brand image,” says Nardone. Social media “influencers play a crucial part in inbound marketing practices by acting as brand advocates – ultimately driving site traffic and increasing sales.”

So after you have created your buyer personas, find out which social media platforms they are using and who are the influencers in your category or industry. Follow and interact with them to establish a connection. Then reach out to them about promoting your brand.

9. Try Facebook Lead Ads

“If you aren't using Facebook Lead Ads, you're missing out in a big way,” says Michael Mignogna, CEO, Minyona. “Prior to Facebook Lead Ads, when advertising on Facebook, you had to create an ad that pointed to a landing page on a website outside of Facebook and then hope the user felt like taking the desired action.

“With Lead Ads, an advertiser can offer a free download of an ebook, for example, and because it all happens inside of Facebook, the information the advertiser wants to capture is auto populated so the user can simply click ‘download,’” he explains. “We use this for several clients, and… we are able to bring them dozens of new inbound leads per week that automatically get opted into an email nurturing campaign.”

10. Share content on LinkedIn Pulse

Post blogs and articles you’ve written on LinkedIn Pulse. “It won't hurt SEO in terms of duplicate content, and it will help you reach many more people with minimal additional effort,” says Maddy Osman, founder & SEO content strategist, The Blogsmith. “LinkedIn has some of the best reach on any social platform, and as more people engage with your LinkedIn Pulse post, it will reach their networks as well. It's a great way to use your existing network to reach more people and funnel them to your website.”

11. Don’t offer up all your content for free

“The majority of your content should be freely available on your company blog, but some of it should be only available for download if people enter their contact details into a lead generation form,” says Brett Langlois, SEO & content team lead, Pure SEO. “This will allow you to capture their details and enter them into your sales funnel.”

12. Invest in marketing automation

“The most successful inbound marketers have the right tools to amplify their efforts,” says Tommy Burns, marketing specialist, Matrix Marketing Group. “There's only so much you can do alone, and marketing automation can free up valuable time to be directed where it's needed most. Increased inbound results offset any cost.”

13. Be patient and persistent

“Inbound marketing is a long game,” says Julie Graff, social content liaison, Pole Position Marketing. “While you can get some quick wins (particularly with pay-per-click advertising and some SEO tactics), it's going to take some time to see real growth. Don't pull the plug because you don't see results right away. Your goal should be long-term, sustainable growth. This takes patience, time and an ongoing strategy. When you do see results, you're not done. You need to keep going. Digital growth results stop when you stop investing time in them.”

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