How Inbound Marketing And Authority Positioning Can Fast Track Business Development
Marketing and communications executives have seen the rise and fall of content through recent years.
They have built their brands with these trends in mind, and complemented them with competitive social media marketing strategies. Despite ramping up their business plans however, many saw the performance of their websites falter, particularly after the spate of seasonal buyers have come and gone.
With the holidays looming closer, both marketers and managers alike are trying to come up with a strategy to convert these seasonal buyers into prospects all year round.
The answer to such may be simpler than most think: inbound marketing and authority positioning.
Inbound marketing and authority positioning are two concepts that are thrown around marketing circles. However, few marketers have actually taken the time to set clients aside to discuss what these terms have to do with business development.
If utilized properly, these two concepts can jumpstart a dying campaign and breathe life into an old and tired brand.
What do they mean? Here’s everything you should know about them:
What is inbound marketing?
Think of inbound marketing as the older, more sophisticated brother of outbound marketing. Instead of cold calling potential clients and trying to turn over stones to find leads, inbound marketing pulls the customers towards your brand.
You don’t have to hire a detective or two to find new customers: your customers will find you.
This marketing strategy is usually harnessed through effective SEO campaigns, organizing events, using blogs, and content marketing, among many other techniques. These tasks would create a buzz around your brand, thereby creating awareness. The more people hear of your brand, the more attractive it may seem to them.
The goal therefore is to trigger an explosion of brand awareness, so you’ll reach more audience. In the end, you’ll have prospects, who in turn would be converted to customers.
What is authority positioning?
Inbound marketing is best complemented by authority positioning.
Think of it this way: if you are looking for a new diaper for your child, would you be more likely to look at the recommendations of a new mom, or would you prefer to listen to your pediatrician?
Subject-matter experts (in this case, the pedia) are more likely to provide you with more accurate, more informative responses than someone who is just beginning to learn about the market.
So if you are looking for a product that you are not well-versed with, you are more likely to turn to an expert than a casual user.
This same premise is applied to authority positioning. Instead of creating content that is broad and focuses on a lot of groups, you establish your authority in your niche by focusing on a segment.
Overtime, you will be able to build a reputation of being a subject-matter expert, and more and more people will go to your site for information.
Don’t be surprised though if journalists would ask for your advice: if you continually provide informative, high quality content, then you would be able to rise above the clutter and be seen as the better source.
What Does This Have To Do With You?
True, these concepts may be just words that are thrown at you on a lazy day. However, they actually have the potential to improve your bottom-line simply by helping your customers find you.
Here’s how you can harness these two effectively and successfully:
1. Turn away from content mill and focus on quality
While previous SEO trends focused on the quantity of your backlinks, social media accounts, and posts, good quality content today means producing content that would actually benefit your readers.
This means that if you are going to write about a topic, make sure that it is written from a point of view that hasn’t been explored before. Think of Moz’s 10x content—the basic premise is that you’ll create content that is 10 times better than those out in the SERPs currently.
This way, your content will not be labeled as clutter and would actually be value-adding for your clients.
A means to do so would be to produce infographics, informative blogs, podcasts, and other forms of content that can create traction.
Remember: if your content is seen as authoritative and credible enough, you will build a reputation for yourself as an industry expert. This means you would be on top of mind of your customers, and would therefore be among the top players in your niche.
Case Study: Quality Content
Take, for instance, ProtoFuse’s campaign for their client Cactus Technologies.
To create this 10x content, they made sure that they target keywords that have 20 to 500 queries per month, provide links to other posts within the client’s blogs, and have a strong call to action. They also aimed to include diagrams and illustrations within a 1,500 or more word count.
After the article went live for 8 months, the 10x content converted 4.14% higher than regular blogs. Their social traffic is also double than that of average posts and it became one of the top five landing pages of the entire website. All these increased the client’s brand awareness and established their authority in their industry.
2. Use psychology to improve your conversion
In the same way that being seen as an authority in your field will earn you more customers, you can also gain more followers and buyers by maximizing psychology.
To do so, you will need to understand who your customers are, what they are thinking, and what would actually make them buy.
Say, for example, that you have an e-commerce site that focuses on Christmas gifts: the majority of your visitors would be new buyers who are just on your site to buy a gift. If they like something, however, they may likely come back and make a purchase for themselves or another friend.
The way to harness psychology in your content is to focus on a segmented part of the audience.
For example, if you are selling health care products, would you focus on people from big companies who may have in-house healthcare, or would you target freelancers? Be practical in your approach and make sure that your offerings target the right people.
Case Study: Using Psychology For Conversions
Neuromarketing is a relatively new field in marketing, which applies neuropsychology to marketing research and helps marketers to understand consumer behavior better.
It is one of the basic tenets in the advertising industry that baby pictures attract a lot of attention. Usability specialist James Breeze conducted a study that involved using an eye-tracking technology on 106 subjects.
He found that if the infant’s photo on the ad looks at the viewers straight on, the consumers are far less likely to focus on the ad. However, if the baby’s gaze is directed towards the product or the ad content, then the viewers will also focus on that.
3. Pay up for exposure
In this digital world, it also pays to shell out a small amount to expand your reach when it comes to inbound marketing.
Consider pay-per-click (PPC) advertising and boosted posts on social media. This way, you will be able to reach a segmented part of your target audience so you know that your products are being seen by the people who will likely to buy from you.
Case Study: PPC
The team at Rocco Douglas ran a PPC campaign for one of their clients who were not getting good results on AdWords. They found out that search intent was not taken into consideration when the client dumped 20,000 products into broad product categories.
Search intent refers to finding out ‘why’ a consumer searches for a keyword, instead of focusing on ‘what’ they were looking for. In this case, it meant showing the right ad to the right people, and then leading them to the right landing pages.
The end result? The Rocco Douglas team increased their client’s revenue by 188.66%, earning them $1 for every 3 cents of AdWords budget.
These are just some of the things that you can do to improve your conversion today through inbound marketing and authority positioning. Let us know in the comment section if you find these helpful and how you’re going to implement them in your business.