Why Inbound Marketing is Here to Stay
Inbound marketing is constantly changing. We look at some of the things that create this volatile environment and how you can stay on top of the changes at your company to improve your inbound marketing strategy.
Successful marketing never stays in one place. As trends change, it is imperative that the inbound marketing strategies adapt to take advantage of what is working, improve what isn’t, and jump on new trends early while there is little competition. After all, inbound marketing itself is a formidable industry that was born out of a bold move from traditional campaigns.
Every year is a testament to how much companies can adopt the new trends and sustain them. 2019 is no different, taking in the core concepts that ensure inbound marketing is here to stay and making room for changes that mark the evolution of next-generation inbound marketing.
The key concept of effective inbound marketing is the ability to adapt to new methods in a timely manner to bring in new customers and retain current ones. The success of this can be determined through the sales generated by these marketing efforts.
Here are a few things that are constantly changing the inbound marketing environment and what you should be paying attention to to make sure your company isn’t left behind in the quick growth of digital marketing.
Just when many companies thought they discovered the secret to inbound marketing via SEO keyword implementation, Google changed the rules (and the algorithm), jolting SEO out of its former ways. For one, Google no longer focuses on one keyword with relevant pages but also now looks at how well posts are written about a topic. With this big shift, quality content is now the centre of attention when it comes to inbound marketing.
This does not apply to Google alone as the algorithm plays a part in many other programs behind apps, social networks, web developments, and artificial intelligence.
The fact that 55 percent of marketers see content creation as their top inbound marketing priority speaks volumes about how much is at stake and how much they believe in its power. It is a matter of adapting to newer, better standards of content creation to maintain the trust of the all-knowing Google searches.
For example, if Google recognizes the consistent churning of quality content about a certain topic, then the authority will be credited over that topic more than others. Another way to establish knowledge management in content is done by linking to blogs or other topics that, in turn, feed into the algorithm change. This means customers will see you as a reliable source when they’re searching about specific topics.
It can’t be denied, however, that traffic counts as one of the main priorities among marketers. With the changes surrounding inbound marketing, the success in this changing landscape rests in the shift towards the customer in terms of customer service, engagement, resources, and eventually success.
When dealt the right way, this may not be limited to just sending in new customers but keeping them satisfied and even leading them to upselling and loyalties that in turn drive business growth.
Think of it as replacing the old method of “funnel” marketing with “flywheel” marketing. The funnel system applied a transactional nature of marketing that ends the conversation after the sale. In the flywheel option, marketers think of ways to move forward from one transaction to the next that allows you to interact with your business at different stages.
Bearing these in mind, the way forward with your marketing strategy needs to reflect that. This framework equips your marketing operations with the right mindset and actionable information for your customers.
When creating quality content, understand your customers’ challenges and pain points, then find opportunities to continue serving customers. In 2019 and even until Google turns its knob into the next algorithm shift, this will be good not only for inviting new customers but for existing customer interactions as well.
If you’re looking for a digital marketing agency to help you with your inbound marketing, get in touch with us today to see how we can help.
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