Top 10 Inbound Marketing Trends for 2021

Saffron Edge

Nov 18, 2020

7 min read

Attracting customers, associating them with your brand, and retaining that alliance is imperative for any business or industry, as long as they are willing to trade. That being said, it has been observed that this step helps a business to conveniently increase their conversion rate and draw potential customers in. It has been termed as Inbound Marketing, which means digital marketing techniques such as content marketing, SEO Dos and Don’ts, social media branding are taken advantage of to deliver a tailored experience to customers. The objective of inbound marketing techniques is to build such a relationship with your fellow customers so that they feel empowered with your growth and continue to engage with your business. Inbound marketing to handling operational efficiency and trade affairs can be well-imposed in multiple ways, first is to target the precise audience or demographics to shoot up your conversion rate. For instance, if your business is about miniature toys and simulation models, your target audience would be children and their parents, who can be potential buyers. Attracting the correct target audience lets you present your ideas and solutions to them so they know what they have to purchase. Once the goals are set, the next step comes into action- providing them assistance and guidance during the purchase process. Once your customers gain trust and confidence while trading with you, it creates a chain reaction for new prospects to explore your business. This becomes beneficial for the business and lays a strong customer base.

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Account Structure Assessment

An account structure refers to the procedure of maintaining your Google ads account and verifying the stages of its relevance, setting how they should appear and the spot they should cover on a website. Its assessment is important as it allows your business to keep a track of how your endorsement would display on search queries. Evaluating and keeping an eye on the quality scores of your ads help you get in the recommended search results and gradually decrease the price. While you get started with the assessment of the account structure, focus on its key components to fully equip yourself with the best of knowledge and information that helps your business perform better.

Plan out a particular campaign and align specific ad groups to it. Once this is done, focus on the keywords that are attached to the ads and decide the relevance of the keyword and the search result. Those keywords and search results help draw the audience to your website.
Once the campaign is set, your next step would be to set several ad groups that would cater to the objectives of your keywords, which is triggering your written text ads and directing the audience to the landing page.
Then comes keywords that hold the most important role in initiating an ad search. If a person types anything in the search box, it is known as a search query, which is further matched with keywords, and relevant information is provided on the search engine.
Once your ad is triggered by the keywords, the next step is to come up with effective ad text which is going to be shown when a customer is drawn to your landing pages.
The last component which is left to ponder thoughts upon is landing pages, where the customer will be directed to. Systematically create your landing page and streamline the relevant information at the customer’s exact reach.

Creative testing

If you own a business, you are acquainted with the budgeting standards and allocations you have to do in each department and zone to ensure smooth operational functionality. You would also anticipate the return on investment from the digital ads. For that to happen, creative content and trials are called for, before putting your stakes. Creative testing helps you to compare ads that use image and text combinations to contemplate if these ads are leading to an increased per-click rate and drawing in the target audience. As soon as you compare the ads, you will get the results that will help you to decide the ad you want to raise stakes and devote a larger part of your budget. This is functional when your business consists of numerous ads and the comparison activity separate the underperforming ads so you can make an informed decision.

Retention Process Review

Retaining your customers and engaging them with your brand is what we call the Retention Process, which aims at brand loyalty and customer delight. Reviewing your business’ retention process helps you make critical programs to acquire a greater share of the audience that is interested in your business affairs and gives you opportunities to earn from repeated purchases. To create or boost your retention rate, set an affirmative brand style that makes the customer aware of what you have to offer. Once the brand style is established, your target audience will advance your brand name and details with their peers, thus expanding your brand reach unexpectedly.

Target Audience Analysis

Imagine setting up a particular set of the public you want to trade business with- that would be called your target audience, around which your marketing programs, sales figures, and objective study would revolve. Analyzing that target audience is imperative for a business because it helps you to ensure your content is presented to the right people who are captivated. Displaying information to an incorrect target audience reduces your probability to seek greater revenue from your ad campaigns. It also prepares you for upcoming ad-campaigns, reducing time, effort, and human resources spent on carrying out the designing and staging a campaign in the near future.

Behavioural Testing

Behavioural characteristics such as age, gender, income status, location are considered vital in concluding a large set of people into smaller groups. Once these characteristics are organized in a particular group, businesses tend to trigger them with a specific type of ad campaign to discover their response. Instead of bringing up numerous ads for the customers and expecting them to familiarize and align their thoughts with them, study your target audience’s actions and strategize with a strong foundation that is built with relevant content you want your target audience to associate with. Apart from the personal characteristics of a person, these ad campaigns also focus on a customer’s search history, last content underwent, session duration, etc to gather collective data for further interpretation.

Lookalike Audience Review

An established business knows its present customer base and strives to identify a larger audience that has similar characteristics and behave to the interests of your business, just like your current market share. The characteristics and features of your extended target audience define your business goals and increase your engagement concerning sales and revenues. Reviewing your lookalike audience aids your business with an increased pool of new potential customer base and eventually leads to better conversion rates and dynamic business opportunities.

Consumer Path Analysis

Monitoring your customer’s online path on where they have been to on your website and what pages they have gone across precise guides you to observe the customer temperament, their area of engagement so you can take an insight of what their next plan of action might be. It also helps you to establish which pages turn in more revenue for your business and will flourish in the long run. Analyzing your consumer’s online path requires a strategic move for your business’ social involvement so that you can hone on your brand loyalty, being able to deliver the right thing at the right time effectively, that too across several platforms and via different mediums. Once you have analyzed the consumer path, it will ease the process of determining what your customers fancy about your business and how you can be benefitted from their journey while they are on your website or pages you wish them to land on.

Retargeting Assessment

Marketing is rightly said as the blood of any business- helps you to convert a stranger into your customer by promoting things you offer. Targeting a set of audiences is an important part of marketing which includes evaluating the customer's area of interest, their behavior towards the assets you would trade, or ad campaigns you put. Retargeting refers to the process of engaging with your current customer base who have already associated with your business, on every landing page they visit. The process includes the usage of cookies that identify your online path and show related ads. Your business could benefit from retargeting assessment in a way that you will be creating an artificial funnel for your brand which refines or brings the same customers back to your site. Now that you are well versed with the latest trends of inbound marketing, why don’t you give these a go by connecting with us and making the best of a team full of expert marketers? Click here to know more about how we can help you.