10 Apr What Is “Inbound Marketing” And How Can It Increase My Leads?
What Is Inbound Marketing?
To the naked and uninformed eye, the term “inbound marketing” can be somewhat intimidating, but it’s not as complicated as the term implies. Inbound marketing is also the bread and butter to the success of your external marketing strategies. So what exactly is it? How can you use it to your advantage? And how can you differentiate yourself from the other x amount of businesses that are trying to tap into that same market? In this article, you’ll learn all of that and how inbound marketing can be the sledgehammer you need to break down that wall keeping you from your well deserved prospective clients.
What All Goes Into Inbound Marketing?
Good question, a lot actually. To answer that as broadly as possible, inbound marketing is everything that brings the prospect to your website or landing page without actually personally interacting with the customer. Below you’ll find a list of services that encompass an inbound marketing campaign.
-Search Engine Optimization
-Calls To Action
Where Do I Get Started?
Before even touching any of those previously mentioned fields, you first need to completely and fundamentally understand your buyer persona, who it is that you’re targeting. You can even have multiple buyer personas. In Jacob Baadsgaard’s recently published article, he goes to say “if you sell bicycle parts, one target audience might be mechanically-minded kids who don’t want to pay for repairs at a shop. You should expect small purchases from this group.” The short story is you need to understand who wants to buy your product(s) and create content that audience would enjoy or gain something from. That interest could stem a relationship. So step one is, and always should be, understanding your buyer persona. After that, you can start getting into the inbound marketing mechanics.
As mentioned in an entirely independent article posted in a previous blog on our site, social media is the king of marketing, not just inbound marketing. That being said, your role as a social media marketer should be reliable, relevant, and consistent. Your content should be appealing to ALL your buyer personas, so it should be a mix of content. The content also needs to be relevant, tips from 2010 may not be relevant to a 2017 market. Consistency is a major aspect, you should be posting 3-5 times/week to make sure that you are providing content as frequently as possible to your current or hopeful clients while at the same time not overwhelming them.
Search Engine Optimization:
No one is going to find you if you sell roofing services and your URL is housingservices.com. Well, you might get some leads, but not as many as you would by incorporating keywords into your url. So instead of that being your url, try incorporating words like your cities name and keywords people are going to search for when searching for roofing services. So instead go housingservices.com, you could try something like expertroofingorlando.com. That way you included what you do, where you do it, and how good you are at doing it (no one is going to search for “poor roofing services” into their search engine)
One thing that hasn’t changed over the years is the fact that we all check our emails every day, which makes this one of the top marketing contributors of our time, and still is! So this makes compiling a list of past clients and prospects of increasing importance because you could be sending them a weekly email about new offers, coupons, or just kind messages thanking them for their business or appealing to their needs. Just never forget that when you’re writing these emails, never come off as trying to sell something, ALWAYS come off as wanting to make the person life easier. You want to come off as wanting to help the client, that courtesy could make them want to do business with you, relay your information to a friend, or both! Remember to keep everything reliable, relevant, and consistent, just like social media marketing.
Calls to Action (CTA’s) and Landing Pages:
Not every link someone clicks on should bring them to the portion of the site where they fill in all their contact info, though that is where we want them to eventually end up. Instead, there should be CTA’s on multiple pages of your website. You have probably seen CTA’s before if you have ever been on Facebook and saw an advertisement for something on the right or left sides of your feed, those are CTA’s, or calls to action. The advertisement itself is calling on you, the potential customer, to click (perform an action) and that would then bring you to a more informative page about the product or service, this is called a landing page. If they like what they see, many landing pages will direct the potential customer to somewhere they can fill our all their information, or just have that section on the landing page already. Needless to say, these are an amazing filter to generate those leads.
Putting It All Together: