INBOUND MARKETING: How Can My Company Improve?

Inbound Marketing is VITAL to all businesses. It is no longer enough to simply sell your product online. Consumers no longer respond to aggressive outbound marketing campaigns, but instead expect a highly personalised service which guides them on their buyers journey. In order to attract and retain customers, you need to be able to identify their needs, solve their problems and offer them value. If you are successful, you will not only attract new customers, you will create brand loyalty and a following that is delighted by what you offer.

In this blog, I'll take at look at two of my current clients and compare their current approach to inbound marketing. I use my inbound marketing checklist to review their online presence, before suggesting ways they can improve in order to better to attract, engage and delight their customers.

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Each organisation's approach to inbound marketing

Client 1

Client 1 utilises a number of strategies in their approach to inbound marketing. In the attract stage of the buyer journey these approaches include; a regularly updated blog and social media presence. Both are clearly linked to a defined set of keywords that attract their target audience to the products they offer. To engage customers they offer a Youtube channel and FAQ section; which answers some key questions such as ‘what to pack’. CTAs are used to direct potential customers to the ‘Booking’ page. Finally they delight customers by inviting them to join their newsletter, which allows access to ‘early bird discounts’ and recipes. They also offer an instant whatsapp messaging service so that consumers can get an immediate response to their queries.

Client 2

Client 2 utilises a number of inbound marketing approaches. At the attract stage of the buyer journey they have an excellent blog, clearly segmented to fit three clear buyer personas. Furthermore, they offer a podcast and recent testimonials, all clearly offered on the landing page of the website. Client 2 then engages customers by offering them to ‘join the club’. Doing so allows a potential customer to access new content, offers and discounts, as well as solution solving videos. Finally they delight customers by using email marketing and brand ambassadors to nurture leads to sales and to continue the conversation with current customers.

Strengths and weaknesses of the inbound marketing approach used by each organisation

Client 1

The two major strengths of the Client 1 approach to inbound marketing are:

1) Social Media (especially Instagram)

The social media platforms are regularly updated and tend to adhere to three clear segments; food, activity and yoga. The images posted are bright and feature faces of guests and staff. Client 1 makes good use of reviews in its stories and highlights reels, helping customers at the decision stage of the buyer's journey. Good use of hashtags associated with key words.

To improve:

Client 1 should post more video content to delight its audience. Short videos such as ‘how to’ vegan cooking recipes, or a fifteen minute yoga class, would encourage loyalty and add value to the brand (Hubspot 2022). A greater presence on Pinterest would benefit Client 1 as many of their target audience search for inspiration here (Battisby 2021).

2) Blog

The blog is regularly updated with good in-page SEO and links to external pages(Muthoni 2021). It is segmented into Croatian and Austrian articles with each segment featuring blog posts relevant to that holiday.

To improve:

The Austrian blog in particular does not offer much value for the consumer. Client 1 would benefit from creating clear buyer personas (Hubspot 2022) and identifying what type of content these buyers want. Further segmenting the blog posts into Food, Activity and Yoga would enable customers to find relevant information and inspiration, encouraging them to book their holiday. Identifying a set of key words and using these to formulate blog posts would ensure more relevant content to engage and delight customers (Sanchez, 2021).

The major weakness of the Client 1 approach to inbound marketing is:

CTAs

Whilst CTAs feature regularly throughout the website and social media, they are almost entirely directing customers to the ‘BOOK NOW’ page of the website. By using CTAs in this way, Client 1 is missing an opportunity to engage its website viewers and to build brand loyalty. Whilst it is important to direct viewers to the buy page Client 1 misses the consideration stage of the buyer journey.

To improve:

CTAs should direct customers to content that engages and provides solutions to their problems e.g live interactions or relevant videos. (Business Matters, 2017)

Client 2

The two major strengths of Client 2 approach to digital marketing are:

1) Blog

The Clearly segmented categories to meet different buyer personas. The posts not just advertise the Events and holidays sold by Client 2, but offer engaging content, tips, and inspiration for the consumers. There is strong in-page SEO and links to external partners. Blogs are punctuated with bright imagery and video and are regularly added to the site.

To improve:

It would be beneficial for Client 2 to use their engaging blog posts to further nurture leads on their site. Whilst the content may delight the consumer, the addition of relevant CTAs directing customers to product pages, a live chat or a survey would encourage the customer to move to the decision stage of their journey (Hubspot, 2022).

2) Valuable Content

Throughout the website, customers are offered and directed to valuable content that meets their needs and begins to form connections (Hubspot 2022). The content is offered in a variety of formats from a podcast to videos to blogs. This enables customers to consume the information in a way that most suits. During and at the end of each piece of content customers are asked if they would like to ‘join the movement’.

The major weakness of Client 2 approach to inbound marketing are:

1) Poor Marketing Automation. Whilst Client 2 succeeds at attracting and engaging its customers, they lack a live chat or FAQ to provide help and support to empower their customers to find success with their purchase (Hubspot 2022).

To improve:

Better lead nurturing could lead to an increase in sales. Client 2 should consider adding a chatbot or live chat box to their site. This would enable potential customers to get immediate answers to their questions, leading to better lead nurturing and supporting clients at the decision stage of their journey (Hubspot, 2022).

Which organisation was best at inbound marketing and why?

I believe Client 2 is significantly more successful at inbound marketing than Client 1. Client 2 has clearly segmented its target audience and clearly directs each segment to its appropriate content. Whilst Client 1 has three clear groups into which it could segment its audience, it fails to direct groups to content appropriately.

Both companies state that guests on their holidays will ‘leave as friends’. However Client 1 lacks a friendly, approachable tone on its website. On the other hand Client 1 is successful in using colloquial and casual language appropriate for its target audience. Client 1 engages its audience with a clear mission statement and delights them by allowing them to ‘join the movement’ of strong inspirational women. They succeed in giving value to their customers via this movement, regardless of whether they purchase a product.

Don't forget, you can sign up for your own inbound marketing review here. Or why not have a go yourself by using my inbound marketing checklist.