If you’re like many marketers and business owners, your goal is to get as much organic traffic as possible directed towards your website. There are plenty of exciting ways to get the attention of consumers, but some tactics are more effective than others.

Today we are going to skip cold calling and tell you how to crush your inbound marketing goals this year. More inbound traffic means people are clicking your links, want to read your content, and are likely looking for a reason to buy your product or service.

Our goal is to show you how to bring more organic traffic to your website. Then, we will explore how to use inbound marketing techniques to keep visitors engaged with your business.

Let’s dive in!

Fine-Tune Your Content Strategy

Content is one of the cornerstones of all inbound marketing campaigns. You have to give people a reason to want to come back to your site or to engage with your brand, or they will find companies that do a better job delivering content.

During this phase, there are a couple of questions you should ask yourself:

  • What kind of content do my readers enjoy? (Ex: blog posts, videos, infographics)
  • Where can I reach my target audience? (Ex: Facebook, Reddit, Instagram, YouTube)
  • How am I currently engaging with my audience? (Ex: Social media, email, live chat)

Once you know the answer to these questions, you can start brainstorming for new content ideas. Consistent content schedules and engagement will help more people find your posts, which improves your chances of converting customers with your other inbound marketing strategies.

Producing high-quality content is another excellent way to improve your SEO ranking, which, you guessed it, improves your visibility on search engines. If you want your inbound marketing campaign to succeed, you have to start with a framework of interesting and engaging content that will convince consumers to visit your website.

Use Chatbots On-Site

Many of your favorite online stores likely use chatbots. These nifty little tools are run with artificial intelligence, conditional logic, or both. There was a fear that chatbots would take over traditional customer support, but the opposite is true. Chatbots compliment traditional customer service by relieving tension from long ticket times for both employees and customers.

In many cases, when someone lands on your website, it’s because they want to acquire more information about your business. These people want to know if they have to make an account, how much shipping will cost, and more.

Common questions can slow down your customer service queue, and as a result, consumers will leave your site and go elsewhere. Chatbots on-site can help customers that are on the fence but need some questions answered while freeing up more time for more complicated issues. Consequently, there’s less resistance navigating your inbound marketing sales funnel.

Segment Your Leads

The next tip we are going to discuss pertains to your on-site ads, and more specifically, your email marketing campaign. If consumers are on your website or subscribe to your email list, there is a good chance they are interested in what you have to offer.

At the very least, they want to know more, or they wouldn’t have decided to navigate to your website. Your goal is to turn these opportunities into wins by segmenting your audience. Essentially, all businesses have different groups of customers with their own interests and pain points. Understanding and marketing to these different groups of people can potentially double your click-through rate.

Due to their differences, the content and products they like differ from other groups visiting the same website. If you want to improve your chance at inbound marketing success, make sure you’re segmenting your leads by asking some general questions during the signup process.

For instance, if you have an online pet store, you would ask new subscribers to list the types of animals they own. If someone responds and says they only have dogs, you can segment them into a list for dog-themed content and promotions. When you consider that email marketing has an average return on investment of 4,400, it only makes sense that you would target these customers as part of your inbound marketing campaign.

Step up Social Engagement

Did you know that the average social media user spends two hours and twenty-two minutes across various platforms every day? You probably send out social media ads to your target audience, which is a great start. However, engagement is the key to getting curious consumers to become lifelong customers.

You (or your social media manager) should spend time on each platform each day engaging with your audience. Jump in the comments section on your posts and answer questions. Build rapport with consumers that leave reviews on your page. Share new content as you publish it live to your blog, so your subscribers get an early look at your content.

All of these social media tips will help you build stronger bonds with your audience, which can translate to more sales. Inbound marketing is about providing value to the people interested in your brand or industry. Putting your brand front and center in the social scene will help you build up organic traffic, which you can cultivate with our previously mentioned tips.

Review Your Results

There’s no “one-time” solution to inbound marketing. Your goals, pain points, and strategies will evolve with your business. The best way to stay ahead of the curve is by regularly reviewing your website, social media, and email analytics quarterly, or even monthly.

You may notice patterns and trends emerging. Look at your traffic sources, how long consumers stay on your site, and what content is viewed the most. There are plenty of detailed reports you can look through to fine-tune your personal strategy, but these three metrics will give you plenty of valuable insight into your inbound marketing goals and progress.