Inbound marketing methods can guarantee some pretty amazing results. Sometimes they can seem like chance happenings that seem to do incredibly well unexpectedly. But let me reassure you, there will be a dedicated marketing team behind every idea.
So let’s separate the wheat from the chaff and look at ridiculously good inbound marketing in practice. Here are five of our favourite inbound marketing campaign examples:
1. Monzo: using inbound blogs to recruit
Monzo is a company that offers digital banking based solely on a downloadable mobile app. They pride themselves on helpful, uncomplicated banking solutions that you can easily keep track of using your smartphone.
They’re also pretty nifty when it comes to inbound marketing. Recently, they found themselves in need of a digital engineer. Instead of directly advertising for a job by paying a recruiter or agency to post an advertisement, they decided to share content relevant to people looking for that kind of work.
Monzo isn't talking about banking here. They’re not asking anyone to sign up or even work for them. What they’re doing is using inbound principles to create value for people in the shape of insightful content marketing provided directly to the audience they’re looking to attract.
In a recent HubSpot report, 77% of marketers said that written content would be their main topic of focus for 2019. Furthermore, 51% of marketers stated that content marketing leads to an increase in sales. A huge 89% noted that using content such as blog articles on their website led to an increase in website traffic.
Companies like Monzo use content such as this to inspire, educate and also build a relationship with potential customers.
2. Innocent: A strong brand image with fun social media engagement
Social media is a great way of getting your ideas and inbound content out to a new audience. Here’s another inbound marketing campaign example that utilises it brilliantly.
Innocent, the drinks company, has always had a strong brand image and consistent tone across all of their marketing. They’re playful, informative and believe in their products. So when they released their ‘blue’ drink, it was the perfect opportunity to showcase their brand at the same time as advertising a new product.
When ‘Bolt From The Blue’ came out, it was advertised heavily on Twitter. Now, a lot of Twitter users took this opportunity to state that it was quite possible the actual colour of the drink was, in fact, not blue.
The clever social media team at Innocent responded to a vast number of tweets, wittily stating in each one that the drink was blue. Each response garnered thousands of likes from entertained Twitter users.
The way social media works with an inbound campaign is in how you use it to supplement great content on your site. It allows you to use your content to become part of the conversation. Improving your social media presence is a brilliant method to increase your ROI and build upon your brand authority.
We’re big fans of social media use in inbound campaigns and offer it as part of our marketing process. If you’re looking for more information on how social media can be used in an inbound marketing campaign, check out the social media section in our ‘What is Inbound Marketing’ guide.
3. Binging With Babish: Shareable, relevant and informative video
Everyone loves watching a simple cooking video while scrolling through social media. Some of us get major food envy and others are inspired to get cooking. No one does this like Binging With Babish.
Binging With Babish began as the YouTube channel of amateur chef Andrew Rea. He began to create binge-worthy videos by recreating well-known dishes from popular culture such as films and TV.
The big hook is that these are easily-digestible and shareable videos. Through the way they’re shot, Rea’s videos can help make cooking incredibly simple. People appreciate both the format and the ease of which they’d be able to accomplish the same recipe themselves. His videos are easy-to-follow, how-to content demonstrations. Plus, they’re undeniably fun and down-to-earth.
Credit: Binging With Babish
This video, where Rea recreates the ratatouille from the 2007 Pixar film of the same name, is one of his most popular. It currently has around 13 million views.
Rea offers the content for free, so what’s the point in all the effort? It’s about building valued content that consumers can trust which helps build relationships. Regular consumers of Rea’s content are more likely to do further business as he also sells his own cookbooks, merchandise and events.
Video is the content that will be the most consumed over the coming years. With more than 50% of consumers preferring video content over other formats, it’s a good idea to capitalise on this exciting style of marketing quick. Here at Digital 22, we love using video both for ourselves and for our clients.
4. MyProtein: Utilising paid ads with helpful written content
MyProtein has taken its inbound practices to the next level by mixing targeted Google Ads with their own unique content.
This paid ad answers the question. It targets relevant people and then directs them to an incredibly helpful blog entitled ‘What is Spirulina? Health Benefits and Side Effects.’
The blog ends with a call-to-action (CTA) where you can buy MyProtein products that contain spirulina. What this represents is the process of creating inbound ads, where the inbound methodology is combined with paid ads harmoniously.
Talking about harmonious mixtures, spirulina smoothie, anyone?
5. Shopify: Targeted audiences and brilliant lead generation
The online shopping platform, Shopify, has a large amount of inbound marketing campaign examples to choose from. Let’s focus on how they share brilliant content pieces to their target audience and support the distribution of this content with paid ads.
For example, ‘The Holiday Pre-Season Playbook’ is an eCommerce tips eBook which is available as a download. Not only does it provide helpful content for the people who need it but it also makes it more likely that these people will go on to use the Shopify platform.
The paid ads help them to market directly to their target demographic and the eBook shows either small business or entrepreneurs that theirs is the company to trust. On top of that, Shopify creates and shares a massive amount of educational content, from podcasts to guides and even an online academy.
Increased lead generation is an important result. Include relevant content that targets each stage of the buyer’s journey so your brand can make the most of its content and further align marketing with sales. Making the most of the inbound methodology, as these companies have above, is a labour of love.
It takes a lot of time and effort to get as good as these guys, so how can you capitalise on the best inbound practices? You need to work alongside an experienced inbound marketing agency.
Explore what 12 months in inbound will look like
Curious about working with an inbound agency? Ever wondered what 12 months using the inbound methodology to fuel your marketing methods? Now you can see each strategy played out in a helpful slide deck.
Download ‘A Year In Inbound’ to discover the key strategies you can employ and the answers to any burning questions you might have.