Also known as pull marketing, inbound marketing is a technique businesses use to attract potential customers to their platforms. It differs from outbound marketing because it focuses on engagement and building permanent audience relationships.
There are several tips you should have in mind to ensure effective inbound marketing. One is creating short-form video content and posting it on YouTube shorts, Instagram reels, and TikTok. Another is utilizing SEO to create evergreen content that will remain relevant to your target audience for years. More 2023 tips have been discussed below.
Make Short-form Video Content a Priority
Digital marketing experts believe you need to incorporate video platforms into your inbound marketing strategy. When short-form video content first came into the picture, it was loved by younger crowds who mainly used it to share their everyday experiences.
However, that is far from the case today, as it now cuts across all age groups and demographics, which means it is very much relevant regardless of your industry. Furthermore, short-form content has always been challenging to produce, and that is because of the many platforms that now support it.
Some of these platforms are Facebook, YouTube, Instagram, and TikTok. You need to find a platform that best meets your needs and resonates with your customers. You can choose to go with YouTube shorts, Instagram reels, or TikTok to produce quick video snippets of the products/services you offer.
Conduct Marketing Automation Through Artificial Intelligence (AI)
Marketing automation enables businesses to handle everyday marketing tasks with little to no human action. In 2023, you should carry out marketing automation in a way never seen before. AI may not be new, but it continues to polarize opinions.
AI can yield tremendous results when used appropriately in marketing automation. Businesses that have learned the best AI practices will likely be more efficient and productive than those solely relying on humans. That is because AI is faster and smarter than human marketers; it analyzes large amounts of data quickly, provides in-depth insights, and easily identifies patterns.
With that said, you can use AI to make data-driven decisions that will positively impact your marketing efforts. Furthermore, AI helps you adapt campaigns in real time and ensures you can quickly complete mundane tasks, which, in return, allows you and your team to focus on time-consuming and more complex tasks that require a lot of thinking.
Build Permanent Relationships Through Interactive Content
Traditional techniques, like producing comprehensive posts that answer everything your customers are looking for, still hold some value; hence, you should remember them. However, we are in 2023 now, where the urge to take your inbound marketing strategy a notch higher has never been stronger.
In 2023, getting your audiences hooked with surface-level content is becoming more daunting than ever, and that is where interactive content comes into play. Most marketing experts have described interactive content as the industry’s ultimate game-changer because of its ability to build permanent relationships between businesses and their customers instantly.
Interactive content should be a frontier for you if you want to stand out. With it, you can give your potential customers memorable experiences that help them trust you more.
There are many different ways to create interactive content; these include:
- Providing VR experiences
- Hosting webinars
- Going live on streams
- Running giveaways
- Starting fun and exciting challenges
Conduct Social Media Marketing Through Influencers
Social media marketing through influencers can fetch mouth-watering results in 2023. One study shows that this marketing technique helps create some of the highest return-on-investment (ROI) for business brands that directly sell their products and services to consumers.
Also known as influencer marketing, social media marketing through influencers has yielded results because of the following reasons:
Experts say you should not break your back trying to find the right audience; instead, focus on finding the right influencer. Influencers already have organic traffic that you can target to increase your revenue.
It is important to note that the behavior of consumers on a search engine results page is different from consumer behavior on social media. That being said, you should increase engagement on social media by focusing on the aforesaid interactive content. You should encourage your target audience to like, comment, share, and follow your brand to make it easier to conduct consumer testing and identify areas that need work.
Research shows that around 69% of people are willing to rely on videos to know more about a new product, which means you can use influencer marketing to increase brand awareness. Influencers already have an audience that already follows and trusts them. You can, therefore, use this audience to increase sales, subscriptions, or the number of visitors who come to your office.
If you want to incorporate influencer marketing in your 2023 strategy effectively, you need to know the influencer size to work with.
Currently, there are four different sizes of influencers:
- Celebrity influencers with more than 1.5 million followers
- Mega influencers with between five hundred thousand and 1.5 million followers
- Macro influencers that have between one hundred thousand and five hundred thousand followers
- Micro-influencers with between 10k and one hundred thousand followers
Contrary to what most people believe, micro-influencers are the most effective, which shows that influencer size only impacts effectiveness indirectly. The best thing to do when you launch an influencer marketing campaign is to pay attention to the marketing performance of your business.
Running several influencer marketing campaigns using influencers with different audience sizes will help you generate different results. You can then use it to see which influencer tier will likely help you meet your goals.
Create Evergreen Content
Bill Gates once said content is king, meaning you should always include it in all your inbound marketing strategies. When creating content, however, be sure to emphasize producing evergreen resources.
Online marketers have been producing top-notch content for the past 25 years, and in 2023, you should raise the bar high by creating content with a longer lifespan. Such content should remain relevant to your audience and play a role in increasing the ROI.
You should always continue producing valuable content for several reasons, even with the ever-changing online marketing landscape. The first one is that improving your inbound marketing through content is more cost-effective than to do so by relying on other techniques such as funding a sales team, creating paid media, and doing email marketing.
The second reason is that you can use AI to produce unique content that everyone will find relevant. AI can help you fetch stunning search queries and incorporate them into your content, so you can improve your position on search engine results pages (SERPs) and get more leads.
The third is that new content offers an opportunity to reach new audiences and get more engagement. Through your new content, you can provide your audience with concrete solutions to their problems, which helps attract more traffic in the long run.
Do Not Forget SEO
SEO is still relevant for effective inbound marketing. Online marketers have been using it since immemorial; hence, it is unsurprising that millions of businesses still rely on it to attract more organic traffic. SEO and valuable, evergreen content go hand in hand.
Therefore, in 2023, you may want to optimize your content for search engines to get quality traffic that will increase your business’s ROI. There are three critical aspects of SEO:
- On-page SEO
- Off-page SEO
- Technical SEO
To optimize your content to the fullest, you should utilize all these three SEO aspects. You should acknowledge the ever-growing popularity of AI in 2023. Having said that, you can use this to your advantage to make SEO simpler and create new opportunities for your business.
To conclude, online marketing is ever-changing; thus, it is easy for businesses to catch up and retain valuable traffic. In 2023, there are some tips to have in mind for inbound marketing that will deliver results. They include influencer marketing, SEO content optimization, AI marketing automation, and more.
Since these tips are many and quite tedious, consider trying them out one at a time; this will make your work easier and help you identify what works for your business and what does not. From here, you can decide which 2023 trends you should focus more on and which ones you should put on hold.