Inbound marketing in the Adblock era

inbound marketing in the adblock era

It’s eight in the morning and you’ve just sat down at your desk. Your face is still pillow-pressed and you’re questioning whether or not you accidentally drank decaf.

It’s time to warm up to the world with a little bit of morning news.

You pull up whatever your usual Internet stop of the day is — news or otherwise — and whisper to your laptop: “Brace yourself, the ads are coming.”

BAM. Your screen lights up the entire office, your computer churns as it loads every color ad imaginable, every spastic GIF, and every banner placement. Just when you think the hellish barrage has ceased, an auto-play video advertisement flanks you:


You feel violated. Your ears are ringing, and everyone’s looking at you because your headphones weren’t fully plugged in. These ads just showed up like that annoying neighbor kid that invites himself over without asking: “My mom said it was okay if I came over.” Shut up and get out of my life.

These annoying and invasive ads set the stage for the hero Gotham needs: Batman Adblock.

Personally, Adblock is the best thing that’s ever happened to me (sorry, girlfriend). I can blaze through web pages while my laptop purrs with joy. My ability to actually focus on the content and digest it has increased tenfold without the constant distractions of flashy ads and videos. It has created a better online experience for millions of users everywhere. I can view what I want at my own leisure.

Advertisers panicked. They asked, startled: “How will people see my precious 728×90 leaderboards or my 250×250 square pop-up?” Many advertisers still chug along, as if they have never heard of Adblock’s rising user numbers, or display ad’s abysmal click-through rates. Display ads are on track to becoming members of the 27 Club.

The users have gained more control of their browsing experiences. Advertisers (the smart ones) are embracing this change of landscape for web advertising and are implementing a less invasive strategy to bring users to them. Remember that annoying neighbor kid? Yeah, he moved away. Good riddance.

This aforementioned strategy, inbound marketing, is almost entirely unaffected by the wide net cast out by Adblock. Here are a few ways you can go about marketing your brand without being negated by Adblock:

Start a business blog and promote relevant content

As the old saying goes: “The best time to plant a tree was 20 years ago, and the second best time is right now.” The same things can be said for business blogs — if you disregard the fact that they weren’t around 20 years ago.

You’re not shoving your brand in people’s face anymore. People don’t respond well to that.  You have to research your audience and create blog posts that they will actually value and learn from. Adblock doesn’t eliminate blog posts, because they provide answers to questions people are seeking out.

Think about the websites and blogs you visit. If they produced content that didn’t relate to you in any way, would you still actively search them out? Of course not!

Also, fun fact: Businesses that regularly use B2B blogs generate 67% more leads. Just saying.

Use all social media platforms

Social media is an extremely effective way to create a two-way conversation with your current and potential customers. It also helps to humanize your brand.

After you start your business blog, how do you expect people to see it? This is not one of those “build it and they will come” scenarios. There isn’t any forced advertising, so Adblock has nothing to cover up. Yes, there is promotion of your articles, but you’re sharing it with a refined audience that is following you for a reason.

Social media allows you to build a better understanding of the demographics of people that are interested in your brand. Who is liking your pictures? Who is retweeting your blog posts? This helps to build better buyer personas and develop niche targets. Did I mention it’s free?

Improve every aspect of your SEO

Not only do people love good content, Google does too. Adblock has very limited effect on SEO. There are many ways to improve your SEO to result in higher rankings:

  • Use long-tail keywords. Long-tail keywords that are relevant to the content you’re producing serve as huge boosters for SEO rank. Make sure not to build your content around the keywords themselves.
  • SEO and social media are friends. Social sharing is another ranking-booster for SEO. If you make your blog pages, website, landing pages, and so on as shareable as possible you’ll not only increase your views through shares, but you’ll simultaneously increase your SEO ranking significantly.
  • The devil is in the details. Title tags, meta descriptions, links, and alt-text are all necessary tweaks to make your pages as SEO-friendly as possible. If your title tag isn’t relevant to what the individual is searching for, why on god’s green earth would they give your page the time of day? Are your links taking your viewers to credible and authoritative sources?

Have you alt-tabbed out of this blog to start creating your own? No? Get on it! It can take a few months to build your online presence.They say the best time to plant a tre— Damn, I already used that old adage. You get the picture.

Do you have questions about inbound marketing and how it can help you attract more visitors to your site and convert them into leads and customers? Learn more about the makings of a successful inbound marketing strategy with our free e-book, An Introduction to Inbound Marketing.