As a business owner, you may know what inbound marketing is and what it entails. However, most...
Inbound marketing methods can unlock impressive results. Sometimes marketing campaigns seem like chance happenings that do incredibly well, almost unexpectedly. However, every idea will have a dedicated marketing team and strategy.
So let’s separate the wheat from the chaff and look at some ridiculously good inbound marketing in practice. Here are five of our favourite inbound marketing campaign examples.
- Ryanair: Perfected buyer’s personas to target their ideal audience
- Southend Dog Training: Right content, right place, right time
- The Babish Culinary Universe: Shareable, relevant and informative video
- MyProtein: Utilising paid ads with helpful written content
- Spotify: Strong user engagement
1. Ryanair: Perfected buyer's personas
It’s no secret that the more you know about your audience, the more effective your inbound marketing strategy will be. One of the best ways to learn about your potential customers is by creating buyer personas — detailed representations of your ideal customers, their needs and goals.
Ryanair is one company that’s proven effective buyer’s personas work. Since launching their TikTok account in 2019, Ryanair has amassed 1.9M followers and 25.7M likes — a testament to their success on the platform.
How have they done it? By cracking the code on effective targeting with a perfected buyer’s persona. Ryanair offers inexpensive flights that catch the eye of a younger demographic wanting to travel on a budget — Gen Z. And what’s the way to a Gen Z’s heart? Less perfection and more authenticity, transparency and honesty.
All proceeds go to Admin’s GoFundMe #ryanair♬ original sound - Classic Sitcoms
The witty videos Ryanair is known for resonate with Gen Z because they lack the airs and graces of traditional advertising. They don’t pretend to be something they’re not. They’re the epitome of authenticity.
Because Ryanair understands its demographic through a well-crafted buyer’s persona, they connect with them deeply, which ultimately builds brand loyalty and increases sales.
2. Southend Dog Training - Right content, right place, right time
Social media performance is essential to any successful inbound marketing strategy. In today’s digital world, social media has become an integral part of most brands’ marketing and communication mix.
When it comes to inbound marketing strategies, leveraging social media can be a powerful tool for engaging with potential customers and driving sales.
Just ask Southend Dog Training — a UK-based online dog training group. The founder, Adam Spivey, has managed to grow his TikTok account to 2M followers and his Instagram to 925K.
If Your Dog Does This! Your Recall Will Never Improve #training #dog #dogsoftiktok♬ original sound - SouthendDogTraining
The key to his social media fame came from the quick and snappy dog training videos he started releasing on TikTok at the start of the pandemic when thousands welcomed a canine companion into their homes for the first time.
Because TikTok exploded during the pandemic, it was a perfect place, a perfect-time scenario for Spivey. This is the best approach to incorporate social media into your inbound marketing strategy — present the right content to the right audience at the right time.
3. The Babish Culinary Universe: Shareable, relevant and informative video
Everyone loves watching a simple cooking video while scrolling through social media and no one does food videos like the Babish Culinary Universe (formerly Binging with Babish).
The BCU began as the YouTube channel of amateur chef Andrew Rea. He began creating binge-worthy videos by recreating well-known dishes from popular culture such as films and TV. Think Los Pollos Hermanos chicken from Breaking Bad, Enchiladas from Schitt’s Creek and Butter Beer from Harry Potter.
The big hook is how easily digestible and shareable his videos are. Because of how they’re shot, Rea’s videos make complex dishes seem simple. Viewers appreciate the format and how easy it is to follow the recipe and get the same results themselves.
Credit: Binging With Babish
If you want a taste of this kind of video success, here’s the recipe to remember when creating your content:
- Keep your videos short
- Offer simple instructions
- Go for a step-by-step format
- Engage the viewer with plenty of personality
Despite the time it takes to create his content, Rea offers it for free. It’s all about sharing valued content that consumers can trust, which ultimately helps viewers build relationships with brands.
Video is set to become the biggest content format in the coming years. With more than 50% of consumers preferring video content over anything else, now is the time to start leveraging video in your inbound marketing strategy.
Here at Avidly, we love using video in our marketing and are always testing out new tools to see what works. Explore our ‘Video First’ podcast and read up on video transformation in our blogs to get started with creating compelling inbound video.
4. MyProtein: Utilising paid ads with helpful written content
You’re on to a winning formula when two great ingredients come together. Mixing search engine ads with valuable inbound content is an excellent example of how to stir up interest in your brand — just like MyProtein has done.
Getting clicks on Google comes down to ensuring you can answer the searcher’s query, and MyProtein appears to be the master. With their paid ads, they answer their target audience’s questions, piquing their interest with a catchy title before directing them to helpful blog content that offers them all the info they’ve been looking for.
The blog then ends with a CTA giving readers the option to buy the relevant MyProtein products. As a strategy, this demonstrates the process of creating inbound ads, where the inbound methodology is combined with paid ads harmoniously.
5. Spotify: Strong user engagement
Spotify’s famous Wrapped marketing campaign uses inbound marketing as its primary strategy to reach and engage its users. The campaign aims to showcase its users’ music and podcast listening habits throughout the year.
The approach involves creating valuable and relevant content for the users, encouraging them to share their personalised summaries on social media platforms and offering incentives for participating in the campaign.
The 2022 Wrapped campaign by Spotify was a huge success, exceeding all expectations. It was the most widely-shared marketing campaign globally, bringing in over 400,000 tweets in the first three days.
The personalised playlists and in-depth listening statistics created a buzz among users and led to an increase in both engagement and brand loyalty. The use of social media influencers and strategic partnerships also helped to expand the reach of the campaign.
Here are some specific results of the 2022 Wrapped campaign:
- Increased user engagement: The campaign generated a high level of user engagement, with millions of users participating and sharing their personalised summaries on social media
- Improved brand awareness: The high level of user engagement and social media sharing helped to increase the visibility of the Spotify brand and attract new users to the platform
- Deeper customer relationships: By providing a personalised and engaging experience, the campaign helped to deepen the relationship between Spotify and its users
- Increased user loyalty: The campaign helped build trust and loyalty among users, making them more likely to continue using the platform
Overall, the 2022 Wrapped marketing campaign was the best yet for Spotify since it originally launched in 2016, demonstrating the power of inbound marketing to drive engagement and build brand awareness.
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