Customers who come to you naturally? That sounds like the dream of every entrepreneur, but with good inbound marketing you can really get it done. Admittedly, traditional marketing generally also works fine, but in 2019 inbound marketing really takes your business to the ‘next level’. As soon as your prospects offer the information they are looking for themselves, you have a hold! Yet? Or is it not that simple? Content: Reason enough to ask 14 inbound marketing experts about their predictions that anno 2019 will, but especially not, work in the field of inbound marketing. We have asked the help of: Rogier van Oosterhout ( Creative Strategists ), Pierre Vanderfeesten ( Online Marketing Festiviter ), Annemarie ten Brinke ( Team Nijhuis ), Jean-Paul Klerks ( Online Marketing Hero ), Cheryl Bunskoek ( Wirelab – Digital Agency ) , Tom Spoor ( Online Marketing Business ), Marnix Otten ( Tensing ), Jennifer Van Lent ( Digital Doorway BV ), Robert de Boer ( Lead Today ), Geesje Rietveld ( Dock35 Marketing ), Paul Hassels Mönning ( dutchmarq ), Wouter Wiersma ( Sellian ), Christiaan Slierendrecht ( JijOnline ) and Ilonka Karoly ( Greenhouse Group ). Together these experts give their opinion and name 10 of the latest inbound marketing trends in 2019. Take advantage of it! What is inbound marketing? https://www.youtube.com/watch?v=R0UWvdyABFo All experts agree: content is an excellent means to attract customers to your organization. But when does it really help you? The key to success with inbound marketing is to provide valuable, personalized and relevant content through the right channels at the right time. Jean-Paul Klerks also beautifully summarizes the definition of inbound marketing: “For me, inbound marketing is nothing more than helping your target group. This by moving you as an organization into your customers and seeing where you can add value in the ‘customer journey’. Beaten flat: the right message, to the right person, at the right time and through the right channel. ” Pierre Vanderfeesten explains: “Where traditional (outbound) marketing is aimed at actively approaching customers, inbound marketing is about finding you. For this you need to be visible as an organization on the channels where your target group is active. In your marketing you then explain why and how you solve the customer’s problems. The customer then approaches you, instead of the other way around. ”From push to pull. The key to success with inbound marketing is to provide valuable, personalized and relevant content through the right channels at the right time. ( Robert de Boer , Lead Today) But what do you put in when and to whom do you focus? Content is very important, but without the right context you are not nearly as effective as you could have been. Christiaan Slierendrecht is clear about it: “You achieve growth by helping others. Share valuable content when it is relevant for the reader or viewer. ” Geesje Rietveld adds:” With the help of smart technology you can get that good content from the right people, with the aim of binding them to you. ” Rogier van Oosterhout prefers to make everything as personal as possible:” Inbound marketing is the creation of one-to-one relationships that have a lasting effect on your visitor and your brand. By having the visitor come to you via the right content. ” Reading tip : Content-Marketing Trends 2019 That sounds nice, so get started right away and roll it out? Christiaan Slierendrecht : “You should not see inbound marketing as a method that you roll out ‘as quickly’ in your organization. It is a philosophy that can help you to continue to grow with your organization when you believe in it and use it in the long term. Only in this way is it possible to make a lasting impact with inbound marketing. ” Paul Hassels Mönning adds: “Inbound marketing is more than just producing good content and then waiting for the ‘magic magnet’ to work. A combination of content and demand generation, for example via AdWords and social advertising, is essential to generate timely, sufficient and good quality leads and to foster them into opportunities and sales. How far is your company with inbound marketing? What are the inbound marketing best practices? What do the experts see as the most important inbound marketing best practices? Many experts agree, but they also have a clear view of what they consider to be the most effective inbound marketing strategies. According to the experts, these are the top 10 best practices for inbound marketing: # 1 Respond to the search query Rogier van Oosterhout : “If a piece of content responds well to a search query, then it will often be found well. The value of the underlying article is therefore enormous for organizations. Why? It attracts relevant visitors to your website and ensures that you get more leads for your product or service. A well-written blog increases enormously in value that way. ” Christiaan Slierendrecht thinks that there are also great opportunities for parties who are already busy with inbound marketing: “Parties that are already skilled in inbound marketing will do everything they can to make the transition from good to excellent in 2019. In addition, you see that inbound marketing finds its way into more branches and applications, such as employer branding and vacancy marketing. ” # 2 Use lead forms and tracking software Responding to what the customer is looking for, Rogier van Oosterhout goes one step further: “Make sure that you not only create relevant blogs, but also direct your visitors to lead forms in which they leave information so that you can approach them in a targeted manner. Build in tracking software with which you can see which companies visit your website and what they read. That way you know exactly where your website needs to be optimized for a higher conversion. ” https://www.youtube.com/watch?v=fHhTzIaMaQU # 3 Make it personal Do you only conduct online marketing in 2019? Then according to Geesje Rietveld you really have to do your best to stay effective: “There is an abundance of digital information that is only getting bigger. The question now is, what remains with the reader? Which marketing can still effectively influence behavior and choices? In other words, what is really coming in to people? You can make online content even more personal using the latest techniques. ” The trend: personalized video! Experts are particularly high in the field of personalized video. Ilonka Karoly explains: “Video is easy to consume and valuable for people, but above all: people often look for it themselves. As an organization, consider how you can really add something with video. That can be practical matters, but also evoking feeling and emotion have value. And, don’t forget: YouTube is one of the largest search engines in the Netherlands! So also optimize for this. ” Very few companies already do something with personalized video Jennifer Van Lent also agrees with this, but also sees that there are still great opportunities for entrepreneurs in this area: “Everyone knows the power of great videos, but organizations don’t do much with it yet. And that’s a shame, because the conversion of personalized video is up to 20% higher! ” Wouter Wiersma also shares this opinion:“ Video is very important to convey your story well. A great opportunity in 2019, because although this has been a trend for a number of years, we still see few companies really making use of it. ” Marnix Otten sees personal video and other forms of ‘snackable content’, as he calls it, as part of a targeted and longer flow that continues until after the purchase. “Everyone knows the power of personalized videos, but organizations don’t really do much with it yet. That’s a shame, because the conversion is up to 20% higher! ”( Jennifer Van Lent , Digital Doorway BV) # 4 Offer a lot of value According to Ilonka Karoly , the focus word in inbound marketing is to be ‘valuable’: “And that starts with the realization that your customers are not just customers, but especially people. People who do many other things in their lives than just buying products or purchasing services. So think about people and how you can be valuable in their lives. ” But what exactly is the added value of offering value? “By offering value, people will start to see you as an expert in your field. The value that you provide in the form of meaningful and relevant knowledge, tips and information ensures that they continue to follow you and want to stay in touch. In this way, anonymous visitors grow into customers who consciously choose you. ” “The focus word in inbound marketing is ‘valuable’. And being valuable starts with the realization that your customers are not customers, but people. ”( Ilonka Karoly ) # 5 Work together Good cooperation between marketing, sales and other departments is essential to achieve your goals. Your inbound marketing strategy can be so beautiful, if colleagues from other departments do not know how to handle this strategy, it is difficult to exploit the full potential of inbound marketing. Make sure that everyone in the organization knows what you are doing and make people involved. According to almost all experts, the Hubspot Flywheel approach is a good way to do this. source: Hubspot Wouter Wiersma adds: “I think that it should not only be about inbound marketing , but also about inbound sales . The alignment between the two is crucial; With inbound marketing you can realize high-quality leads compared to outbound activities. The follow-up of leads and the process behind it is of enormous importance for the final result of inbound marketing. ” Christiaan Slierendrecht : “Often there is still some work to be done to improve the alignment between marketing and sales. Another pitfall that I regularly come across is that inbound marketing is seen as something in the ‘box’ of marketing. Inbound marketing can only be successfully embraced sustainably if it is a combined effort of marketing and sales that everyone believes in. ” “Inbound marketing can only be successfully embraced sustainably if it is a combined effort of marketing and sales that everyone believes in.” ( Christiaan Slierendrecht , JijOnline) # 6 Use the power of colleagues Paul Hassels Mönning : “Employees are even more ‘brand workers’ than before. Let your colleagues easily share your social media content and increase your reach. This often leads to more engagement, a higher conversion and more responses to vacancies. In short: increase your reputation, generate engagement and create ambassadors. “In the video below, Paul explains: https://www.youtube.com/watch?v=3X24kNMCbvg Paul Hassels Mönning describes what is also called ‘ employee advocacy ‘. Activate your employees to spread the message of your brand. A tip: always make sure that your employees feel comfortable using their social media also for business purposes. When you let employees share authentic messages, your story becomes more credible. Also make your people aware of signaling sales opportunities on social media. “Increase your reputation. Generate engagement. Create ambassadors. ” Paul Hassels Mönning , Dutch Marq TIP: What could you let an employee share on social media? Short, fun video about a subject that is related to your industry. Photo of a situation in which your target group recognizes itself. Relevant blogs. An opinion about current news or a certain trend. # 7 Automate more, but stay personal Then the trend that several experts see for 2019: content is becoming more and more personal thanks to smart targeting and AI, but thanks to these techniques it can still be largely automated, so that your workload does not increase enormously. Robert de Boer thinks that automation can mean a lot to organizations, especially in the field of search and marketing automation. He noted that quality will go for quantity: “Content remains an essential part of inbound marketing, but the amount of content will decrease. The content that is created is used more selectively and will also be much more personal. This is possible by working (even) more data-driven. ” Reading tip : Marketing Automation Trends 2019 # 8 Really help. Don’t push https://www.youtube.com/watch?v=Yz246_Pjjkc According to Tom Spoor , the focus will be even more on really helping customers and pushing less to purchase products or services: “Always be Closing (ABC) will now really disappear and replaced by Always be Helping (ABH). ). So more sharing of knowledge, content and information instead of closing fast deals. Cheryl Bunskoek agrees. “It has never been so important to use collected data in such a way that we as marketers can really put our finger on the pulse and inform our ideal customers as well as possible and support them in their customer journey.” “Always be Closing (ABC) will now really disappear and will be replaced by Always be Helping (ABH).” Tom Spoor (Online Marketing Business) # 9 Offer truly distinctive content Although it appears that companies are not really busy with personalized videos yet, Wouter Wiersma clearly sees that more and more organizations are engaged in inbound marketing in 2019: “Because more and more content is being written, it is increasingly important to create distinctive content so that you continue to stand out within your target group. By creating content where you really try to help prospects further, you will eventually stand out and bind your customers to you. ” Need distinctive content? CopyRobin offers ‘copywriting as a service’. Visit copyrobin.nl Claim € 75 discount # 10 Map buyer personas Tom Spoor : “If you start immediately from day 1 with properly mapping out your buyer personas and know what you have to offer, you can work in a much more focused way. ‘The riches are in the niches’, or: by focusing you make the difference. “The riches are in the niches. Focusing makes the difference ” Tom Spoor (Online Marketing Business) Tom Spoor continues: “Inbound marketing is a way to help potential customers make the right choices in the various phases of their buying process. You do this by offering content-relevant content to the suitable target group (buyer persona). In which you share information / content at every stage of his / her buying process so that you help them take the next steps to make the right purchasing decision. TIP: How do you identify a good buyer persona? Ask yourself: What are the (potential) customer’s issues that you can resolve? What information does your (potential) customer need? What does he or she do online and where? How and when are his or her (purchase) decisions made? What motivates him or her to choose your product? https://www.youtube.com/watch?v=h0qIigEAJZA What are the most common inbound marketing pitfalls? Inbound marketing can mean a lot for your organization, but what you should not do, you can often just learn so much. Annemarie ten Brinke points out, for example, that you should not see inbound marketing as the holy grail. “Inbound marketing is a method, not the omniscient answer to grow. By creating structural content, mapping out target groups and forming personas, you can make inbound marketing part of your marketing mix. Inbound marketing is a form of marketing and works best in combination with other forms of marketing. ” We therefore asked the experts: “What are the biggest pitfalls for organizations that get started with inbound marketing?” We list the ten most striking for you: # 1. Get started with inbound marketing, while your organization is not yet ready for it Christiaan Slierendrecht : “This usually has to do with mindset and prevailing beliefs. To become successful with inbound marketing, you have to believe in the ideas behind it. Inbound marketing is not just a ‘new tool’ that you take off the shelf and ‘implement’. It is often better to start small first, test cases internally and actively share experiences. ” # 2. Do not take enough time for the preliminary work Geesje Rietveld : “First of all, I think that many companies do not take enough time for the non-technical ‘preliminary work’ that makes inbound effective. Such as forming good personas. I am curious how many companies with all contact departments regularly update and deepen their personas. Secondly, I see that many companies are stuck in technology and ignore the quality of content. Remember that you have to offer added value content at every step in the customer journey. If you persuade someone to download something and the download does not meet expectations, then you do not meet expectations. ” Qualitative leads require qualitative content. # 3. Do not continue to pleasantly serve and surprise the customer after conversion Geesje Rietveld adds: “It is also often neglected to continue to serve and surprise the customer after conversion. Those are missed opportunities! “. # 4. Don’t think about your mission and strategy Ilonka Karoly always sets clear goals in advance: “Think carefully about what inbound marketing should yield in terms of revenue, but not just about revenue. Admittedly, turnover is needed as fuel for the survival of the company. As a result, you can invest in new things again. ”But we hope that sales are not the ultimate goal. “No, also think about what you add to the world as a company. What do we miss if your company suddenly no longer exists? You should base every strategy that you develop on the answers to these questions. ” # 5. Don’t think about how you are going to measure the result Ilonka Karoly mentions another pitfall: “Do not think carefully in advance about how you will measure the result, so that you cannot really learn from what is going well or badly. And so the next time again he falls into the same pitfalls. ” Jennifer Van Lent also agrees: “Data, data, data – you make good decisions based on data. A lack of insight, visibility and transparency leads to errors. There are countless tools and platforms for real-time analytics with fantastic reports. Teams must really use and share this! ” # 6. Seeing technology as a solution, while it is only part of the solution Jennifer Van Lent continues: “Technology is part of the solution. Organizations must not only rely on this for success. Because if technology was the solution, everyone who uses it would be successful. ” # 7. Do not involve all teams and departments “Everyone in the company must understand your customer campaigns. A great inbound marketing campaign can still be so successful, if the sales department does not know how to take action, then it often goes wrong. ”, Adds Jennifer Van Lent . Jean-Paul Klerks also believes that successful marketing requires a seamless alignment between marketing, sales and support. He also gives a number of concrete examples where things can go wrong: “No clear agreements about the number or quality of leads. No clear agreements about when sales should follow up the leads. Support department that always has to answer the same questions, because marketing / sales has not yet written any content about it. ” # 8. Underestimate how much time it takes to create quality content Marnix Otten points out that creating good content is an intensive process: “Rolling out the strategy by creating sufficient quality content entails a time investment that is often underestimated. This is in addition to the investment in the right software. Consequence? The inbound roll-out ends in a sideline after the absence of direct results. ” https://www.youtube.com/watch?v=0FzWNFnp2jY # 9. Start without having a good idea of ​​customers and buyer personas Pierre Vanderfeesten sees the importance of buyer personas: “Some organizations start without having a good (and first-hand validated) picture of their target customers and buyer personas: What pain do they have? How does your organization solve this for them? And which channels are they active on? Only when you know this, you can start running good inbound marketing campaigns and many companies tend to forget this. ” Robert de Boer considers the importance of insight and especially a detailed strategy to be important as a basis for good inbound marketing: “The importance of insight into the target group is often forgotten. By creating a persona and buyer journey, it becomes clear who your target group is, where you can find them and through which channels they can best be reached. This information helps determine the content, channels and contact moments. ” # 10. Insufficiently follow leads Rogier van Oosterhout often sees it happen: “Many create leads, but then follow them insufficiently. There is a lot of traffic, but unfortunately the follow-up system is insufficiently set up. This way leads disappear in a CRM without anything happening. It is therefore of great importance to tackle this well and strategically. ” What does inbound marketing provide me with? Suppose you are convinced of all the ways to shape an inbound marketing strategy, what does this ultimately deliver to you? Better visibility of your brand, products and / or services. Better reach among the target group. More relevant visitors to your site (s). More and cheaper leads. Of course we are very curious about the opinions of our experts. What do they see as the great added value of inbound marketing and what does it deliver to them? Many more leads! Christiaan Slierendrecht sees the great added value of inbound marketing very broadly: “For us it has added a lot of value. Not only in the form of more leads than we can handle, but also – even more – investing in relationships with customers and partners. By actively applying inbound marketing, it often doesn’t even feel like you’re marketing or selling something: you are making an impact for customers. And that feels good. ” Pierre Vanderfeesten cleverly responds to trends, news and regulations with inbound marketing: “We used the launch of AVG / GDPR to provide people with the right information to meet the (legal and technical) requirements. As a team, we were able to generate more than 1,000 inbound leads in 1 year! ” Higher conversion Robert de Boer likes a result-oriented approach based on continuous analysis: “By constantly analyzing the marketing and sales efforts, we always achieved better results. Did a campaign perform better or worse than the rest? Then we found out what this was about and how we could use this to maximize the results. After working together for one year, we already achieved a conversion rate of 16% on the reactivation campaigns. ” More energy Tom Spoor notices that the use of inbound marketing organizations gives a lot of new energy: “It appears that many organizations do not yet know exactly what position they have in the market and also do not know exactly who their customers are (buyer persona). It is always interesting to see if you get started with this, that it gives new energy to organizations and therefore also new results quickly. ” The world at your feet Jennifer Van Lent is particularly pleased with the enormous increase in reach: “You reach the whole world through social media. If you see in practice that a small European company reaches a business in a city in South Africa, then you know that anything is possible. ” What are the best inbound marketing software and tools? The modern marketer cannot do without good tools. We are curious as to which software really makes the difference for the experts. Use it to your advantage! Wouter Wiersma and Rogier van Oosterhout are especially enthusiastic about HubSpot , because of the optimal integration between CRM, marketing and sales promotions. Rogier van Oosterhout : “This is the world’s leading inbound marketing software and fits in seamlessly with our services.” Almost all experts use HubSpot (#nospon) and are almost entirely positive about the possibilities. We are also enthusiastic, so reason enough for a brief explanation. What is Hubspot exactly? HubSpot is a marketing and sales automation software package that supports the implementation of your inbound marketing strategy. You approach your customers personally, without the costs and time investment that would be required if you were to do everything manually. Became curious? View the interesting presentation below from the founders of HubSpot Brian Halligan and Dharmesh Shah: “How to grow bigger and better in the modern age”. https://www.youtube.com/watch?v=XHssj4qdAdc Our experts particularly like the user-friendliness and the personal guidance. Marnix Otten is also a satisfied user: “HubSpot offers everything an MA platform has to offer”. Even more useful tools Although Jennifer Van Lent is HubSpot Gold Partner, she also uses Autopilot . She prefers to use LinkedIn Sales Navigator for B2B campaigns. And for video, the TwentyThree platform is by far her favorite. Robert de Boer also likes to work with HubSpot, but also adds the Salesforce CRM tool to the list: “Both of these tools help us to reach the target group efficiently with relevant content and promote cooperation between marketing and sales. We also work a lot with social media advertising and Google products such as ads , analytics and search console . Depending on the target group and strategy, these tools offer many opportunities for lead generation and analysis. ” For the approach of larger numbers of prospects and customers, Paul Hassels Mönning advises the Marketo or SharpSpring marketing automation platforms in addition to HubSpot. https://www.youtube.com/watch?v=GVEs0dJXL8Q Christiaan Slierendrecht makes a small comment: he experiences that HubSpot is sometimes a bit too heavy and that he can also work with other marketing automation solutions. “In addition, WordPress, Google Analytics, Tag Manager , Data Studio , Google Ads, various Social Ad platforms, MailChimp and Serpstat are also part of our standard stack.” SEO tools All kinds of SEO tools are also popular to add to your inbound marketing tools arsenal. Moz , Ahrefs , Majestic , SearchMetrics and Google Search Console are mentioned by the experts, including Annemarie ten Brinke , Christiaan Slierendrecht and Pierre Vanderfeesten . Combine different tools Ilonka Karoly : “I am not specifically a fan of one tool, but I do like to combine data from different tools. This way I gain insight into what users are looking for and how they are looking for it. ” Pierre Vanderfeesten also agrees:” I prefer to work with various tools such as Semrush , Ubersuggest , Google Search Console, Google Trends , Leadfeeder , Leadexpress , MailChimp , Hootsuite and Hotjar . Because these tools are all specialized in solving a certain problem, but also because I like to ‘tie these tools together’. ” Cheryl Bunskoek believes it is very important to use all data generated from tools such as HubSpot, Google Analytics and HotJar. “This is how you map out what your target groups are looking for and what they want answers to. Only in this way are you able to produce valuable content that really benefits the customer. Offering this valuable content ultimately helps to create the feeling that our target group really benefits you as an organization / brand. ” Conclusion Christiaan Slierendrecht and Paul Hassels Mönning summarize the core of inbound marketing well: Paul Hassels Mönning : “Inbound marketing is more than just producing good content and then waiting for the ‘magic magnet’ to work. A combination of content and demand generation (eg via AdWords, social advertising) is essential to generate timely, sufficient and good quality leads and to foster them into opportunities and sales. Inbound marketing is not a quick fix, but offers both larger and SME companies that continue to provide an excellent basis for building their business. ” “You should not see inbound marketing as a method that you roll out ‘equally quickly’ in your organization. It is a philosophy that can help you to continue to grow with your organization when you believe in it and commit to it in the long term, ”says Christiaan . In short, are you focusing on the 10 inbound marketing best practices in this article this year? Then you have a wonderful basis for establishing a successful inbound strategy. We bet that the customers will come to you automatically afterwards. € 75 discount at CopyRobin ‘copywriting as a service’ Claim your discount coupon Let’s block ads! (Why?)

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