Updated: Jan 10, 2020
Year after year, inbound marketing proves itself to be a valuable digital marketing method. And, year after year new trends and practices develop, pushing its evolution further along.
When inbound marketing first emerged in 2005 the way we used the interest was totally different. On the surface, 2020 inbound marketing may look little like 2005, but both share the same spirit: attracting users to your brand organically, and accompanying them on the road to becoming loyal customers.
Let’s take a look at the latest inbound marketing trends so that you can continue to use this method for years to come.
15 Inbound Marketing Trends for 2020
1. Progressive Forms
Forms are necessary to qualify contacts and assess whether they are a potential customer or not. But, at the same time, asking for too much information can cause the visitor to get creeped and leave before completing the form.
Progressive forms intelligently resolve this dilemma by "remembering" the user and showing them only the fields that they have not yet completed on a previous visit. With this method, over several downloads, you can complete the data you have about a lead and see if they are qualified for marketing or sales. However, you must ask the name and the email of the user every time, since this is how the software identifies and recognizes the user.
2. From Conversion Funnel to Conversion Cycle
The diagram of the conversion funnel has accompanied marketers for many years, and has guided many of their strategies, but we think it’s time for a change. In 2018, Hubspot surprised the inbound marketing community when they proposed changing the conversion funnel into the conversion flywheel, a moving cycle that covers the following phases:
-Attract: Create content and conversations that generate a relationship with your audience.
-Convert: Build lasting relationships with customers by providing valuable information and solutions aligned with their obstacles and goals.
-Delight: Provide an extraordinary experience that adds real value and encourages clients to become ambassadors for your brand
While a funnel loses energy as it progresses, the energy on a flywheel is efficiently recycled. Thus, the customers you have already gained indirectly help you generate new sales and the process starts again.
The conversion cycle isn’t a new concept. It was invented in 1993 by Don Peppers and Martha Rogers, the creators of 1-to-1 marketing. But this old school method has a new life in 2020: we expect to see more companies using this method to incorporate all areas of marketing, sales, and services as a whole.
3. Public Relations as Inbound Marketing
Public relations can sometimes get a wrap for being old fashioned, but it is actually one of our top trends for 2020. This tactic is based on cultivating the brand's relationship with the media and getting them to talk about the brand organically, without having to pay for sponsored content.
A modern public relations strategy can have many advantages for a brand: more visibility and engagement, positioning the brand as an expert in their sector, and increasing leads.
4. Predictive Sales Rating
As inbound marketing experts know, getting leads is only the beginning. The next step is to perform a rating strategy that allows us to discern whether the lead is ready to be passed to the sales team, if they need more marketing communications, or if they should be discarded.