Inbound Marketing
Published on Nov 18, 2015
Successful inbound marketing is so powerful because it’s the prospect that does the prospecting. Visitors to a website or landing page have come there for a reason, using a search term which potentially means that they have an interest in what your business has to offer.
Here are the 7 key elements to success with inbound marketing.
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
The Landing Page
What will visitors find when they arrive?
Remember, if your inbound marketing works, people will come to your site to find specific information that they believe you possess. They will be looking to find the answer to a specific query, not some generic text.
If you've tweeted the question "what makes a great marketing campaign?" then the page you have linked to had better tell people the answer, not tell them who you are or what you are selling.
If you've tweeted the question "what makes a great marketing campaign?" then the page you have linked to had better tell people the answer, not tell them who you are or what you are selling.
Mobile-Friendly Design
Millenials touch their phones 43 times per day
If a link is shared on social media, sent by text or placed in an email, the odds are that the next time that link is clicked it will be by someone using a mobile device. You had better cater for them, by making sure your website is mobile-friendly, or risk seeing them leave, vowing never to return, before your content has even loaded.
Photo by Peter Ras
Content that engages
Gear content towards audience interests
The much repeated advice from many specialists about “the more good on-site content you produce the better” can be misleading because it emphasises quantity rather than quality. It is no longer a prerequisite of success in organic SEO since Google algorithms are now more tuned in to the engagement value of content rather than the bulk of material produced.
SEO
ignoring SEO is like the beatles refusing to meet Brian Epstein
SEO has to be at the heart of inbound marketing strategies and hard wired into content creation. No matter how good the content of a corporate website may be, if it can’t be easily found through search then the business will suffer.
Photo by NASA's Marshall Space Flight Center
The right channels
don't be canute. if your audience has a favourite network, go with the flow
Is your audience on Facebook, Twitter, LinkedIn, Google+, Instagram... do you know? DO YOU KNOW?
Knowing where to target your marketing is essential if your well-written content is ever to be read by the right people. Find out where they are and go to them. Do not stick doggedly to your favourite network, if your audience is not there you will be wasting your time.
Knowing where to target your marketing is essential if your well-written content is ever to be read by the right people. Find out where they are and go to them. Do not stick doggedly to your favourite network, if your audience is not there you will be wasting your time.
Photo by yesyesnono
Email marketing
An often overlooked but vital component
The flexibility of emails makes them ideal messaging vehicles for mobiles and links created to websites, landing pages and social media sites provides for an accurately definable flow of inbound traffic.
In short, well-targeted & well-written emails generate traffic to your landing pages which is easy to measure.
In short, well-targeted & well-written emails generate traffic to your landing pages which is easy to measure.
Photo by jwyg
PR support
coverage in the press is worth its weight in gold
So, you've created great content, emailed it out to your audience and shared it on the networks you know they use. Your website is optimised for search & mobile-friendly.
What else is there?
PR.
If the press will talk about you, or share your content, your reach will be greatly extended. Of course, the press (even your specific industry press) may well not know about your content. Guess what? IT'S UP TO YOU TO TELL THEM!
What else is there?
PR.
If the press will talk about you, or share your content, your reach will be greatly extended. Of course, the press (even your specific industry press) may well not know about your content. Guess what? IT'S UP TO YOU TO TELL THEM!
Photo by Daquella manera
