Thought Hive: Exploring Effective Inbound Marketing Trends from 2016

Posted by Jessica Jones Dec 19, 2016 6:00:00 AM

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From social media to video, the marketing world has definitely gotten a lot more exciting. In today’s Thought Hive, explore some of the most effective inbound marketing trends from 2016 in order to get your marketing strategy ready for the new year.

Video consumption continues to rise

Based on the fact that 80% of internet users own a smartphone, how do you spend your time on your phone? Do you check your email, answer overdue text messages, etc.?

YouTube, Facebook, Netflix, Hulu, Instagram, Snapchat and many more brands are saturating the market with video—allowing you the user to be entertained and informed wherever you go. Netflix, Hulu, Amazon, and now even YouTube with YouTube Red allows users to stream movies and tv shows as well as watch original online video series. Facebook, Instagram, Snapchat, Vimeo, and YouTube are great for hosting user generated content—allowing you to upload your own videos for both personal and professional interactions. Finally, Periscope, live.ly, Facebook live, and YouTube live provide live streaming capabilities for creating instant engagement from you to your audience.

With these brands and the like, video is not going anywhere. And with the continuous creation of new and updated mobile technology, video is an effective inbound marketing trend that is necessary for any business. For more information on video marketing in 2016, check out the following resources:

Prevent the feeling of intrusive advertising

Intrusive advertising is similar to outbound marketing. It is focused on shouting at your potential customers about your products and services instead of being in conversation with them. Telemarketers, direct mail ads, and even autoplaying video advertisements are just a few ways to put your potential clients off before they even get to know anything about your brand.

So how can you prevent yourself from becoming an intrusive marketer while advertising your business?

You have to blend in. For instance, let’s say you’re on Facebook. As you’re scrolling through your news feed, you notice a post that catches your eye. However, you know it’s not from your friends and loved ones. So who is it from? It’s from a brand reaching out to you based on your interests. And it’s message is a sponsored advertisement.

Sponsored advertising through social media platforms like Facebook and Twitter is an example of incorporating native advertising into your marketing strategy. Native advertising is all about advertising a product or service while addressing the needs and interests of your audience.

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For example, your audience is struggling with their website design. And as a web design agency, you want to advertise your services. You can create a blog post called “5 reasons why you need a website redesign”, and at the bottom of the blog, you can advertise a consultation for your services.

This is just one way to advertise your brand without being too salesy. It’s all about providing value for value. For more information on the delicate balance between inbound marketing and advertising, review the following resources:

 
 
 
 
 
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Facebook: The hub for most of your social media needs

Facebook has become the hub for most of your social media needs. From Facebook live to Facebook video, you can host your videos natively onto your profile or even within your Facebook group and business page. And with their targeted algorithm, you can personalize your message and talk with your audience directly, i.e., the ones who could really benefit from your brand.

If you’re not including Facebook or any other social media platform currently in your marketing, you have to crawl out from under your rock.

We’re living in Mark Zuckerberg’s world now. Meaning, you have to be social. Whether you’re a B2B or B2C company, your audience is on Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat and so much more. Just find the platform that works well with your brand as well as the place that your audience frequently congregates. Then create content on a regular basis in order to nurture positive value based engagement between you and your audience. For more on how to thrive in the social media landscape, read up on it through the following posts:

If you are not marketing in Zuckerberg’s world, you might as well be marketing inside a trash can.— Brian Halligan

Lastly, check out what marketing trends worked for your business this year. Because all in all, your focus should be on your audience. From video, social media, and even advertising, always aim to have the best in mind for audience. And the best thing you can do for them is to provide them with value.

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Suggested Links

Inbound Marketing Best Practices from HubSpot's Inbound 2016

Thought Hive: The Beginner's Overview to HubSpot's Inbound Methodology

How Much Does HubSpot Cost: The Cost of the Inbound Methodology

FAQ Friday: 4 Key Marketing Tips using the Inbound Methodology

FAQ Friday: Achieve Marketing Success with an Inbound Marketing Agency

Topics: Thought Leadership, Marketing, Inbound Marketing

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