Popularity Inbound Marketing as an environment conducive to exponential growth, a business's ability to attract customers and establish its brand as a leader in its space has certainly increased over the past couple of years.
I believe it's not just because everyone is looking at it these days, or because it's not as expensive as paid media.
But mainly because of the scalability and longevity of the results it is able to deliver knowing that it includes data-driven (and measurable) processes such as technical SEO, content marketing, social media, analytics and conversion optimization.
This approach to inbound marketing helped me develop a consulting business from one person to a company of 20 people in 2 years.
I have seen firsthand its power, and I would definitely be happy to share with you the key points that I learned from this.
# 1 Great products make great Inbound Marketing campaigns, not the other way around.
Business marketing is much easier when you are offering a product that no one else in your market can match.
Users / consumers are more likely to share a product / service that they find truly valuable to their colleagues (by word of mouth). And products that can be considered one of the best solutions for solving a specific problem certainly deserve attention.
It is important to have genuine faith in the product you are trying to sell. Because that's the driving force behind your marketing campaign.
While this basic principle does not only apply to the product itself, the integrity of a branded product can also be strongly influenced by other factors associated with it, such as customer support / service, packaging, corporate culture, etc.
So when you are offering a great product that is in a very competitive market, your brand's unique value proposition will really go a long way.
# 2 Understand the 2 main SEO factors for both the site and the page level.
Relevance and authority.
Search engines use hundreds of factors to determine which sites / pages they will display to their users. But many of these factors have become more accurate in assessing both relevance and credibility.
For example, optimization techniques such as improving information architecture, implementing structured data, correctly distributing keywords, optimizing content (title tags, meta descriptions, content that matches a given title, internal / external links, etc.).
All help search engines better understand what information, products your site provides, and will be able to determine if your site is relevant to what their users might be looking for.
Whereas links, brand signals (social, unrelated mentions, etc.), Domain Authority, and other organizations' opinions about your brand tell search engines how popular and credible your brand is.
A good question to ask yourself every time you optimize your site for search is:
Is it the most relevant and most authoritative site in this keyword rankings vertical?
If not, then you have a lot of work to do.
# 3 Design Is a 50% battle.
I got this tip from one of Rand Fishkin's presentations (although I can't remember which one).
The more Internet consumption grows, the lower the average user's attention span. Design separates many successful websites from competitors, especially when it comes to convincing and attracting new visitors to stay on the site longer because:
- Sites that provide a better visual experience appear more reliable and trustworthy to users.
- It makes it easier for visitors to use and navigate the site (UX, usability and site architecture).
This area of marketing can greatly impact your site's ability to convert visitors. It is wise to invest more in this.
# 4 Training is the best way to sell.
I learned this from my former employers (Simon Slade and Mark Lin) while working full time at Affilorama and Traffic Travis.
They gave away a ton of valuable information for free (thanks to content marketing efforts) that helped them establish their brand (s) as an authority in their fields. And in any industry, it’s generally accepted that selling is easier when people see you as an authority.
An effective content marketing campaign is almost always aimed at educating the target audience. Because the ability to spread new or actionable ideas is one of the best ways to be remembered by your audience (influence).
This is the very reason why I always try to write very detailed blog posts (with ideas that I usually don't see on other blogs) in the last 3 years of blogging. Because the more I teach my readers about what I do (and how difficult it is sometimes), the more I can attract people to use the services that we offer.
# 5 Invest in developing more “Great Content”.
Content marketing is currently at the center of attention in the online marketing world because it is the center of it anyway. Content connects everything in digital marketing, which is why it is king.
When you have the best content on the web on a specific topic, you can get pretty much everything you need to grow your online business:
And overarching branded content (it's purely informational) can certainly perform well in search results these days (and may even outrun Wikipedia).
Many brands in our industry are already adopting this (like the Moz Social Media Beginner's Guide and QuickSprout's QuickSprout Content Marketing Quickstart) seeing that they get a lot of good results (plus the fact that it's a scalable landing) page - since content is evergreen).
This marketing initiative can strengthen your brand's online presence, especially when the content is specifically targeted at an audience that could potentially become your future customers.
# 6 Build brand awareness in high-traffic communities.
Over the past decade, Google has ditched a lot of link building methods (from comment spam, article directories, badges, reciprocal links, and now to guest blogs). But it is arguably the only artificial link building tactic that will not cease to exist, providing real value to other online communities.
I have preached this approach many times in the past because I have had many successes with it.
Rather than posting one-off content to hundreds of blogs in your industry, why not focus on regularly posting content to one or two of the top blogs in your space, which is bound to drive better quality traffic to your site.
Linking to high-traffic online publications can improve the perceived value others see in your brand. Become more visible to your target audience through them.
# 7 Content and brand identity drive social media campaigns.
It's very simple, but a lot of people seem to forget how content plays a big role (in fact, a very large part) in social media marketing.
Content initiates social media interactions, and content can also reflect brand identity or what sets it apart from competitors.
The most successful major social media brands integrate content with their campaigns.
Understanding the types of content that is commonly used on social media is very important to be very effective in this area of inbound marketing.
# 8 Personal branding is vital in inbound marketing.
People tend to follow, interact and listen to other people, not brands.
In addition to the benefits of improving a site's ability to gain the trust of its target audience, having strong personalities behind a brand also serves as a strong signal that search engines can use (to find entities).
# 9 Use analytics to find opportunities and asset traffic. Determine what works, then make more of them 80/20.
Many practitioners use analytics for reporting but forget to use their data to actually improve the performance of their sites.
Determine what consistently brings high quality traffic and conversions to your site (whether high volume or low volume) so you can maintain or improve and leverage them. These traffic assets can be:
- Landing pages or existing content resources
- Keyword ranking
- Linking domains / pages (via auxiliary transformations)
- Places where you get more conversions
- Environments (email, social media, referrals, search, etc.)
# 10 Maximize earned visibility.
Use or test multiple CTAs on pages that continually generate new traffic to your site.
Calls to action should not only be used on your site's transactional landing pages as there are so many other secondary CTAs that you can use to create other marketing actions such as
- Encouraging visitors to follow you on social media.
- To subscribe to your blog feed and / or email newsletter.
- Check out the products you sell that might be of interest to them (depending on what content they are featured on).
# 11 Do everything the hard way.
The more difficult what you do, the more valuable your work becomes. It also becomes more difficult for your competitors to copy what you've done to be successful.
Based on materials from the site: kaiserthesage.com
✔️ How does website design affect visitors?
First, the design makes it easier to navigate the site. Secondly, these sites will appear reliable and trustworthy from the visitor's side.
✔️ Why is content so important?
Content connects everything in digital marketing. Those. when you have very good content, you can get pretty much everything you need to grow.
✔️ How to improve website performance?
Identify what brings high quality traffic and improve and leverage it.
✔️ How to attract a visitor?
Provide ideas they won't find elsewhere.
✔️ What are Inbound Marketing Strategies?
Inbound marketing is a strategy that uses many forms of pull marketing - content marketing, blogs, events, search engine optimization (SEO), social media, and more - to build brand awareness and attract new business.
✔️ What are the four key stages of inbound marketing?
The inbound marketing methodology consists of four stages: "Engage", "Conversion", "Close" and "Delight".
✔️ Is there any inbound SEO marketing?
In fact, SEO is a form of inbound marketing. SEO or "search engine optimization" aims to improve organic traffic from search results on the Internet (namely, dominance of search engines like Google or Bing).
