Inbound marketing has been known to be a valuable marketing method as it progresses every year with new trends and practices, pushing its evolution further along. The roles of inbound marketing did not really change, that is to attract users to your brand organically, and accompany them on the road to becoming loyal customers.
Here are some of the inbound marketing trends so you can continue to use this method to your advantage.
- Progressive Forms
Forms are considered necessary to qualify contacts and assess whether they are a potential customer or not. The tricky part is not to ask for too much information because it can cause a visitor to get creeped out and eventually leave before completing the form. With the use of progressive forms, it intelligently resolves this dilemma by “remembering” the user and showing them the fields that they were not able to complete during the previous visit. With this method, you will eventually complete the data you need about the lead and see if they are qualified for marketing or sales. However, you need to ask the name and email of the user every time because this is how the software identifies and recognizes the user.
- Public Relations as Inbound Marketing
Public relations may seem to be old fashioned for a lot, but it is still a trend for 2020. This is because it is based on cultivating the brand’s relationship with the media and get them to talk about the brand organically, without paying them. This can give more visibility and engagement on the brand, positioning the brand as an expert in their sector which would lead to an increase in leads.
- Predictive Sales Rating
Getting leads is just the first step of the process. The next thing is to perform a rating strategy that would identify whether the lead is ready to be passed to the sales team, if they need more marketing communications, or if they should be discarded. Using the predictive sales rating, it automates the process by using an algorithm that analyzes what the lead has in common with existing clients, giving a score based on their conversion possibility.
- Natural Language Processing
Natural Language Processing seems to be innovating year after year so it is not surprising that it is considered as one of 2020’s top trends. Next-generation language processing systems can distinguish between passing mentions of a brand and those that have an actual purchase intent. Then it offers the brand a list of potentially interested customers.
There is also another high-potential application of natural language processing, which is creating content for inbound marketing. It is being expected that computers will be able to do this. There are existing companies starting to dabble in artificial intelligence and use data to create new content from previously published content.
- Google Indexing
There is a Google study that says users rely more on search results than on the advice or opinions of family, friends, and acquaintances. This gives an opportunity to capture potential customers with a strategy based on content marketing and SEO. You need to be able to adapt to the specific needs of users and offer them the high-quality content that they need.