Outbound marketing is dead—and if your marketing budget is allocated for outbound marketing, you might as well flush that money right down the toilet. Why would you spend money on advertising that the majority of the public tries to actively avoid? With the New Year knocking, the timing couldn’t be better to review proven inbound marketing tactics.
In this recent article on how to better spend your marketing budget, Randy LeMoine explains why it makes sense to spend your budget on marketing in ways that will actually put you in front of an audience that cares about what you’re about to say. As LeMoine pointedly asks, “Do you share banner ads with people? Do you clip newspaper ads out to share with friends?”
Here are 10 ways to effectively use your marketing budget on inbound marketing content that will actually speak to your engaged audience:
1. Blog posts
“Thought leadership” may be an overused term as of late, but it’s an invaluable characteristic. If you have expertise, blog about it. Show your work. Share free advice. It will establish you as an industry authority.
eBooks are great a way to express concepts that may be too in-depth for a single blog post. They also convey commonly shared advice in a convenient and portable format. Once your fans trade their email to download your eBook, they’ll be able to take this useful information with them and refer back to it when they need to. It’s a win/win—they get quality content, you get a lead.
Keeping viewers on your site for minutes at a time (SEO win!) is just one benefit to video — people can’t quickly skim them over as they can blog posts. That said, you’ll still want to keep videos relatively short—I’m sure we’ve all taken one look at a 15-minute clip and immediately decided we couldn’t possibly invest THAT amount of time.
Whitepapers are a great format for sharing industry knowledge, manifestos or research. Whitepapers tend to be more text-heavy than an eBook, and more intended for an industry audience rather than the general consumer. Even Churchill wrote them!
5. Case Studies
Case studies are an incredibly powerful way to prove your track record. Show before and after images (people LOVE before and afters), or show various options you created along the way during interesting projects. Potential clients would love to see your process.