2020 Trends For Establishing Credibility With Inbound Marketing

Lead generation is a key activity for all companies. It encompasses the process of attracting and converting prospects or strangers into customers. In this lead generation process, credibility is an essential ingredient. In other words, what makes a stranger or someone that shows interest in your product or service, decide that you are perfect for them to purchase from? The answer is to grab their attention, and then demonstrate the value of your product or service in a manner that solves their problem.

Of course, this is easier said than done. The generation of high-quality leads is the cornerstone of a robust marketing strategy that continuously fuels the pipeline to ensure that steady growth is maintained.

Outbound and inbound marketing are both critical if you want to achieve the best results. Outbound marketing provides an immediate way of connecting and engaging with leads, while inbound marketing is useful in establishing credibility. The focus of this blog is on how to build credibility through the best inbound marketing strategies.

1. Content Marketing
Companies that have the opportunity to create exciting or captivating content should definitely use content marketing. Whereas traditional marketing was all about renting attention through mass advertising, the trend has now turned to one-on-one targeting and using data to understand buyer behavior as opposed to merely focusing on demographics.

According to the 2018 Demand Generation Report, almost half of buyers rely on content for their research and to make purchase decisions. Other studies show that most buyers are already 66% to 90% of the way through the buyer journey before they engage a vendor sales rep.

Therefore, to generate quality leads, you need to understand what your target client wants to know, find out the right linguistics that will tune them in and even find out who they prefer to listen to, when, at what time and so on. All this should be geared towards creating and delivering high-quality content.

In the context of content marketing, credibility is not just about providing reliable information that is suitable for your customer, it is also about ensuring that you are consistent with efforts to provide this high-quality information. Some tools that can help you in this endeavor for consistency including BuzzSumo, and Accuranker.

2. Pay-Per-Click (PPC)
When used together with content marketing, PPC can produce fantastic results. Although content marketing and SEO are better in the long term, they often take time to achieve good results. PPC will get you results quickly especially if you understand your target audience. It is no surprise that almost two-thirds of buyer-intent keywords are paid clicks.
The downside of PPC is that some audiences may block all ads; a PPC can be costly; and in some regions, GDPR laws may deter advertising completely. That said, if you are able to target the ideal customer in places where they like to be found, then the results will speak for themselves. Google Ads is the leading platform you will want to focus on besides Facebook, and Bing. With Google your PPC campaign can follow the following paths:

Ads on Google’s search network that are found when a potential buyer search intent aligns with keywords in the Ad.
Ads on the display network that are found on websites that allow Google to serve visual adverts to visitors.
Remarketing Ads that are similar to display network Ads with the distinction that they are served to audiences that have already visited a specific website. Remarketing Ads usually have a high conversion rate.

For More Information Click here