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Basics of Inbound Marketing

Basics of Inbound Marketing

Posted on Jul 25, 2017 by Emily Ballard

Optimizing your website’s keywords, call-to-actions, and landing pages are fundamental in search engine optimization and getting started with inbound marketing. It takes time to rank higher through organic SEO methods, but inbound marketing is one of the most cost-effective ways of capturing the attention of high-quality prospects. The second most important contributor to organic search engine optimization is producing blog content that is knowledgeable on topics within your industry and valuable to your ideal customer. Optimizing your website for conversion and creating content that that resonates with your readers will set you up for continuously bringing in high-quality leads.

Attract

Creating in-depth buyer personas is the first step in understanding your ideal customer, their wants, their needs and their problems. Offering useful information on your website and in blog posts that is tailored to your ideal prospect creates trust and credibility, and ultimately resonates with readers. Developing content that appeals to different, specific target audiences demonstrates knowledge across your industry and can continue bringing readers back for more information in the long run. Publishing valuable content on a blog, along with utilizing keywords and optimizing landing pages, is the most fruitful way to rank organically in Google search results. Once you’ve optimized your website and content management system, pushing content out on social media platforms will drive high-quality visitors to your landing pages and ultimately increase conversion rates. As you outline your buyer persona, keep in mind which social media channels your ideal prospects hang out on, as this should be your primary focus on where to push out blog posts.

Convert

In order to ensure you’re attracting high-quality visitors that will convert to paying customers, you need some sort of information on who is reading your content—this is where optimizing your landing pages becomes crucial. Your landing page needs to consist of a form where readers have to enter information such as their name, email address, and job title to access your content. Construct messages specific to your ideal prospect and A/B test call-to-actions so that you know what is most effective in leading people to enter more information. Landing pages need to be tailored to assure the reader they will be receiving beneficial information, and optimized with keywords and high-quality information in order to increase conversions. Give them an incentive to fill out a landing page such as receiving a free downloadable like an eBook, webinar, how-to guide, or percentage off of their first order. As you embed keywords throughout the content on your website it will increase search engine ranking, thus driving more traffic to your website.

Nurture

Once you’ve attracted the right prospects and converted prospects into leads, it’s important to convert leads to customers at the right time. Keep track of the information you’ve obtained on each lead through a customer relationship management system. This allows you to better engage with each lead, and offer more tailored information specific to their needs until they are ready to convert to a paying customer. If a prospect reads your blog, clicks on your call-to-action, fills out a landing page, downloads your ebook and still isn’t ready to become a customer, have a series of emails on deck to nurture them and offer them additional valuable information for free. This additional information should be tailored to their needs and their previous actions, which will tell you what you need to offer them.

Inbound marketing takes time but is more beneficial for your business in the long run rather than pay per click advertising methods. Offering valuable information for free builds trust, brings customers back for more information, and creates loyal customers that will stand by your brand in the long run. Do you need help with your inbound marketing efforts? Contact us here!

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Website Monster Mash

Website Monster Mash

Posted on Oct 25, 2016 by Kate Gothing

It’s about time to stock up on candy and deck the house with the spookiest of decor. However, before the monsters come knocking at your door, make sure there aren’t some already hiding in plain sight–haunting your website! Continue Reading →

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Snap into Snapchat

Snap into Snapchat

Posted on Oct 20, 2016 by Kate Gothing

Snapchat is one of the biggest social media platforms for millennials. Even Facebook and Instagram are taking cues from Snapchat by introducing Stories into their apps. As marketing and advertising moves toward digital and social media promotion, it is essential to know when and how to use Snapchat for your business. Although Snapchat is a great way to build brand recognition, it does not necessarily mean that every brand is right for it. Continue Reading →

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21 Ideas For Your Company’s Blog

21 Ideas For Your Company’s Blog

Posted on Oct 16, 2015 by Tanner Hertzog

You will hear from us time and time again, blogging is a great tool for connecting with your audience. The great thing about blogging is, there aren’t really any “rules.” The goal is to generate content that is both relevant, and interesting to your audience, in whatever creative ways you choose.

Generating blog ideas is not an easy thing to do, so to help you guys out, we have listed some great ideas for you to get the wheel rolling on your creative wagon.

Lists, Benefits, Tips, and How To’s

1. Point out common problems or mistakes in your industry and then try and offer up solutions on how to fix them.

2. Share a list of some things companies in your industry should try to avoid.

3. Offer a list of benefits of doing something, such as using a blog, or social media, etc.

4. Relate your how-to content to a current event or a celebrity. By doing this, it will give your content more of a personal and readable touch, making it more interesting and likely to generate some interaction.

5. Write a “how-to” article. This can be very successful if you keep it relevant to your audience. Be sure to give instructions with photos or infographics that help illustrate your point.

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#2: Customer Driven Design

#2: Customer Driven Design

Posted on Aug 07, 2015 by Tanner Hertzog

In case you missed it, we have been counting down our top 4 metrics for a successful website and website redesign. Starting at number four, Optimize Your Site For Social Media, then following it with the importance of Incorporating Appropriate and Relevant Content, and now leading up to our newest post: Customer Driven bulldog infographics Design!

One of the most important things your website needs to accomplish is connecting with your target audience. After all, what is the point of having a website if it doesn’t provide any value to your business? We have been discussing many ways to improve your current website to adhere to your target audience by adding relevant content, integrating social media, etc… The reason we mention those first is because they all factor in to our next metric: Customer Driven Design. It sounds simple and obvious, but you would be amazed at how many websites are designed without a deep and solid understanding of their target audience and how they navigate the web. To help you get a better understanding of what exactly a customer driven design means, we have offered up some special “tips.”

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#3: Incorporate Appropriate and Relevant Content

#3: Incorporate Appropriate and Relevant Content

Posted on Jul 23, 2015 by Tanner Hertzog

It shouldn’t be a shock that having appropriate and relevant content on your website will aid to its overall success. The reason we mention it, though, is because often times people are not quite sure what “appropriate” really means for their brand, and why it is so valuable. With quality content comes not only quality engagement with your readers and target market but also increased search engine rankings for your web content as well. Sounds pretty valuable doesn’t it? Lets break it down more and take a closer look at why all of this is so important.

Consumer Engagement

The first thing you should think about when trying to write content for your website is, “Why do we have this website?” You need to understand what you are trying to accomplish with the site, and then mold your content to accompany those goals. Every time you write copy for a site, you should aim for it to entertain, inform, and entice the reader. It doesn’t matter how much you spend on SEO, if readers are not interested in reading it, they will leave the site. The reader and your goals should ALWAYS be the center of the writing, no matter what you are discussing on the page.

You see this over and over again were a company depends too heavily upon the weight and popularity of their brand to drive traffic to their site. Of course, it’s great that they have established their name or product in the minds of the public. But if you have one competitor who has done the same, and also provides quality written content on each page of their website, you’ve just lost a share of the market for no good reason.

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