Approaching Inbound Marketing Content with Advanced Behavior-Based Insights

Jen Saunders
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Inbound marketing has been around for more than a decade, but its technology evolves at a rapid pace. Powerful CRMs like HubSpot continue to make upgrades to every arm from reporting capabilities to audience segmentation, and from analytics to integration capabilities.

The downside is that marketers become too reliant on only using the incoming data to compile insights about their target audience engagement behavior. In addition, CRMs and marketing automation tools don’t come with logic on tap. This is a taught skill one acquires that technology simply assists in promoting. That said, digital marketing agencies are often flooded with people who know how to use HubSpot and other platforms, but lack the marketing knowledge to know how to put the tools to good use within the right logical framework.

Today’s companies are grappling with the best ways to gain insight into their target audience, and how to create content that will actually result in conversions as opposed to the cookie-cutter formats offered by CRMs and best practices spewed out from a well of novices that manage them. This is why savvy organizations partner with growth-driven digital marketing agencies that have all the necessary tools and strategies, as well as skilled marketing minds to execute advanced behavioral research necessary for creating content that converts.

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Understanding Content Platforms and Behavior

Before you start gathering behavior-based insights for creating improved content, you must first understand the main behaviors people showcase on various social network platforms. Keep in mind that people use Facebook very differently from a platform like Twitter or Instagram.

Marketing 101 teaches five main consumer behaviors: bridging, communicating, bonding, discovering, and taking action. Certain social platforms showcase prevalent behaviors, and they are as follows:

Instagram – Bonding & Discovering

Facebook – Communicating & Discovering

Facebook Messenger – Communicating & Bonding

Twitter – Discovery & Bridging

YouTube – Discovering & Taking Action

SnapChat – Bonding & Communicating

The next step is to categorize content themes common to each social media platform and relevant to your buyer groups. These exist in the form of eight buckets that include:

  • Reflects who the buyer sees themselves as
  • Reveals who the buyer wants to be
  • Relates to the buyer’s personal interests and hobbies
  • Informs about current events and news
  • Educational
  • Good feelings / positive energy
  • Funny
  • Sympathetic

Implementing these buckets into strategic content can be executed from a CRM’s social content framework, such as HubSpot, but the reflection is rather broad. In order to elicit an emotional consumer response, characteristics from platform behaviors must amalgamate with content themes that speak directly to precise consumer groups at each stage of the buyer’s journey. In some cases, a single piece of content can host characteristics from multiple categories, but have one that stands as an overwhelming layer through the article.

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Test Your Category-Based Content

You will need to test the various types of content on consumer audiences to gauge the type of content that showcases the best performance metrics for each core behavior on every social media platform you use.

Multiple studies prove that one’s reason for merely using a platform stems from the types of content most common to it, and one’s behavioral engagement with branded content is fueled by specific motivations. Skilled marketers can take campaign performances and weigh the effectiveness of various content categories for each bucket and decipher the best content for motivating behaviors. Consistent results from campaign data and from places like surveys and sales data on buyer behavior allows growth marketing experts the ability to identify patterns of content category effectiveness across multiple channels.

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Extracting Behavior Insights from Conversational Marketing

If you, your siblings, your parents, and your grandparents all went to see the same movie, imagine what each would have to say about it. The conversation you would be having with each would likely be very different, even though each group was in the market to buy movie tickets.

Conversational marketing is the ability to have one-on-one, personal conversations with target buyers across multiple platforms. This is more than having a chat; each conversation has goals to extract as much behavioral insights you possibly can, and use that data to lead the conversation to an action-based outcome where the target buyer commits a desired act. This could be downloading an eBook, filling out an appointment form, or completing a purchase. In addition, data extracted can be used to leverage other marketing strategies like SEO. From learning what the pain points are behind target buyers, you can shorten the SEO process from generating organic leads to converting buyers using advanced insights that technology can overlook.

Although it’s more beneficial for marketers to chat in real-time, conversations should always take place around the buyer’s desired time. Conversations should also be scalable and focus on the issue the potential customer wants solved. This is where chatbots come in handy. Because they are available 24/7, capture contextual and topical data from users, store the asked questions and the given answers for marketing teams to review, and can use that stored data for optimization purposes in conversational strategies, chatbots are vital tools to content marketing strategies that use behavioral insights to garner conversions.

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Conversational Marketing & Inbound Go Hand-in-Hand Generating Revenue

Remember, the main point of inbound marketing is to create value in the space where your target audience is spending time. So far, you have probably noticed the mirror effect between conversational marketing and inbound marketing. After all, conversational marketing is a fragment of inbound content, just like a blog or an email. Writing a blog or sending an email with the right theme that’s anchored from a specific platform offers value within a precise arena much as conversational strategies create value in their unique domain.

Because technology has made it possible to enhance the effectiveness and scalability of conversational marketing, see how you can integrate this component into your CRM in a way that aligns with the overall inbound strategy, as well as any additional growth marketing and strategies working together to achieve the same goal. Behavioral insights will be the core to every branch of this logic-based stratagem, so make sure they are firmly rooted in the foundation to every branch that empowers every sphere of your growth-driven content.

Looking for an Inbound Marketing Solution with a Growth Marketing Agency?

WEBITMD is a Growth Marketing agency specializing in Inbound, SEO, Pais Media and much more. Download our FREE guide on our Inbound Marketing process, and let’s talk about how other tools and strategies can be added to this methodology to increase your sales and achieve your company’s unique goals!
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About
Jen Saunders is the Director of SEO for WEBITMD bringing more than 15 years of search marketing experience. She spent 13 years in Europe earning her PhD while looking at lots of old neat stuff. Jen enjoys simple things, like trees, sunrises, and the delicate lull of a 16th century harpsichord. Jen enjoys meditating and studies Buddhism. She is a certified master scuba diver, dolls make her nervous, and she enjoys craft beer. Jen has two cats, Chairman Thaddeus Whiskers and Lord Joffrey Gaius Pitty-Paws. They are her heirs.