Marketing efforts are key to generating potential customers into real sales. While traditional marketing methods have their place, inbound marketing saves your business huge amounts of time and money allowing you to focus your efforts on other more-pressing needs.
So what is inbound marketing?
By looking at the customer’s buying patterns you can understand what attracts them to your business and what doesn’t and use marketing tools to target those customer’s specific needs. A lot of inbound marketing is done online through web-friendly campaigns like social media, ebooks, attractive websites, blogs, videos, email and more.
As a small business, you’re all about saving money – inbound marketing can do that for you! Using online content to attract buyers will generate high conversion rates while staying on budget.
Change Up Content
There are many avenues in content marketing but you need to choose which one will be best for your business. Examples of online content are whitepapers, ebooks, case studies, reports, and data. More interactive offers include videos, social media posts, podcasts, or live demonstrations. Understanding your buyer’s habits should give you an idea of what attracts them to your content.
If you’re not seeing a return-on-investment through ebooks, consider making your content more interactive. Live videos on social media can create thousands of viewers within seconds from people who might not have known about your business before. Show off a product and it’s usability, interview customers experiences with your company, or announce a promotion and exclusive offer codes. Showcasing your brand through videos and other interactive platforms is not only the most popular media, it’s required in the digital age.
Search engine optimization or SEO is the process of getting your affiliated link more organic clicks from search engines like Google, Bing, and Yahoo. It takes time and lots of patience to garner traffic from organic results, but the better your SEO, the easier it will be to get on first page searches.
So how do you achieve exceptional SEO? Keywords, keywords, keywords. Keywords are words that generate traffic. If you type in the word ‘chuck’ on Google, the first results will be a few paid ads for Converse but other results might show up for restaurants, shoes, stores and more. Converse sells shoes called ‘Chuck Taylor’ so that is a popular keyword for them. If you are selling healthcare, you’d want to repeat keywords such as ‘wellness plan’ ‘healthcare plan’ or ‘healthcare insurance.’ The more keywords in your content, the better your site will appear in search results for that keyword.
While keywords make the dream work, it’s important to note that some businesses have cornered the market on certain keywords. Type in any clothing item and you will get the largest retailers in the world as your first results. That’s where long-tail keywords come in. Adding four or more keywords together in sentences throughout your copy will increase search engine results when those words are grouped together.
It’s also important to know where to put keywords. They should not only be in the body of your copy but should rest in the headline, URL, alt-text, image text, call-to-action and headers throughout the copy.
Analyze The Results
You’ve put the work into inbound marketing, now it’s time to track your results. You’ll want to measure content performance as well as SEO keyword rankings. Many free programs allow you to manage and track the performance of different digital platforms. Google AdWords is a plugin to calculate keyword popularity.
Don’t feel pressured to spend money on digital ROI tracking services when you can easily find results from free or low-cost services. Free online tools include Twitter Analytics to track how followers react to content you share; Facebook Page Insights allows you to understand the success of your campaign and your follower’s behavior; YouTube Analytics is as in-depth as they come so you can measure exposure and engagement and more, and finally Google Analytics is the most popular tool as it works with any website and includes extensive features that measure almost anything.
Other services that may require paid subscriptions are Hootsuite, Buzzsumo, and Hubspot which all measure engagement and exposure and may include more insight into digital analytics.
By changing up the way you approach digital campaigns you might gain new customer bases, or dominate new online platforms. Jumpstart this year with new ways to incorporate inbound marketing in your digital campaigns and you’ll see results fast.