Inbound Marketing 2018-01-08T02:42:24+00:00

MARKETING “ON DEMAND”

We live life on demand. Let us ask you a question. When was the last time you watched a commercial or listened to a radio ad? Not too often, right? With DVR, Netflix, YouTube, Sirius, the list goes on. So, how are you going to reach your customer? That’s where inbound marketing comes in handy.

COMPONENTS OF INBOUND MARKETING

An effective inbound marketing program can attract, covert, close and delight customers. But various components must work together to accomplish the overall goal of driving website traffic, generating leads and increasing sales. For an inbound program to be effective, tools that maintain the components must be both consistent and creative, as well as delivered to the right people, at the right time. It’s all part of creating marketing people love. Click on each component to learn more!

Search Engine Optimization

SEO is the process behind your website’s ranking on search engine results. SEO is an entire marketing strategy, taking into consideration how search engines work and the specific content that people are searching. The higher your site appears on the results, the more likely a potential customer will visit your page.

In order to fully optimize your website for search engines, several components of SEO must be understood.

First, the URL structure should clearly specify the topic of the page. If the topic is clearly specified, your page will be easier for search engines (and users) to find. When specifying the topic of a web page, keywords should be used. Keywords are the words and phrases your website visitors will be searching. When it comes to the URL length, short and simple is best. In addition to specific URLs, a website should have a responsive design.

A responsive design is one that can be properly accessed no matter what device the visitor is using (tablet, phone, desktop, etc.) Another factor that should be considered when optimizing for search engines is properly sized and described images. The size of an image should be no larger than 100kb, and be described, using keywords, in the image alt text and caption. Perhaps most important is the page load time. Website visitors usually give a page 3-5 seconds before abandoning and going elsewhere. For this reason, it is important to properly size images, leverage browser caching and enable compression. The proper sitemaps are also a critical part of SEO. Including both an HTML sitemap as well as an XML sitemap will ensure that both visitors and search engines will be able to find what they’re looking for, as well as proper indexation.

Blogs

Blog make your website interactive by providing insight on specific topics through the words of a writer. Not only do blogs provide insight, but they also help to establish credibility and ultimately build a relationship with your website viewers. All without even having to pick up the phone!

In order to begin writing a blog, certain blogging software is necessary. The features of the blogging software you use are dependent on the software, but most programs ensure that a blog post’s html code conforms to web standards. The content of a blog is specific to the industry, or interest, of the blogger. 

It is important that a blog stays updated and consistent, with no less than 2 posts a week. After written, a blog is usually organized chronologically, with the newest post on top. Blog followers can subscribe to a certain blog and be alerted when a new blog article is posted. People who read a blog can leave comments, allowing the writer to interact with the follower and build a relationship.

The features of the blogging software you use are dependent on the software, but most programs ensure that a blog post’s html code conforms to web standards. The content of a blog is specific to the industry, or interest, of the blogger. It is important that a blog stays updated and consistent, with no less than 2 posts a week. After written, a blog is usually organized chronologically, with the newest post on top. Blog followers can subscribe to a certain blog and be alerted when a new blog article is posted. People who read a blog can leave comments, allowing the writer to interact with the follower and build a relationship.

SOCIAL MEDIA

Social Media has revolutionized the way we communicate today. Customizing your social media platform will ensure you are attracting new customers at the right time and at the right place. Whether it’s through a post, a tweet or a pin, make sure your message is communicated to the people you’re trying to reach.

There are various social media platforms that are used for social media campaigns.

Some of these platforms include Facebook, Twitter, LinkedIn, and Pinterest, among others. Each of the platforms have different features, so in order to be effective, it is important for the person implementing a social media campaign to fully understand the logistics and standards of each platform. The platforms used for a campaign are specific to the target market of the industry. Certain platforms appeal to certain demographics, while they may be considered a waste of time for others. In order to fully utilize social media, a campaign should be built using the specific social media platforms in an effort to ensure content is supplied to the market in a targeted, relevant way.

Email

When done the right way, email marketing, while not a new concept, is a vital part of your business’ inbound marketing mix. It is about providing those people who have reached out to you, whether by visiting your website or through social media connections, with valuable content that is relevant to them. Yet another way to create a relationship with potential customers and generate leads!

No one wants to receive a spam email, which is why email marketing is only effective if done the right way. People will only open an email if they believe the content is relevant or of value to them.

This is why email formatting, personalization, and subject lines are of high importance when sending emails for marketing purposes. Also important is the sender of the email. People are more likely to open an email if it is from a name email address than a no reply email address.

In comparison, it is important for emails to begin with the name of the recipient and end formally followed by the name of the sender. The email recipients must also be grouped according to the content they’ve requested to receive. So does that mean you have to go through each of your individual contacts and create an email specific to them? No, there’s a program for that! However, the person operating the email program should be educated in the components of a good email and how to properly format that email. If not, email marketing could have negative effects on a business.

Online Advertising

After creating remarkable content, relevant to your buyer personas, it is important to expose this content across your target market. Otherwise, why waste your time?

To complement the content you’ve created, an online advertising plan should be included in your marketing efforts.

It is necessary to integrate online paid media into your inbound marketing strategy to share your content, as well as your products/services.

Using highly targeted social media ads, you can choose an objective, ranging from building a following, to promoting an offer, or boosting certain content-rich posts. After establishing an objective, you have the capability to use specific factors to precisely reach your target market. In addition to paid social media ads, using a PPC, or pay-per-click service such as Google AdWords can bring specifically targeted audiences to your website through popular search engine results. Using these online advertising tools, your content is not only shared, but shared directly to the people who want it!

Analytics and Reporting

Analytics is one of the most important elements of an inbound marketing strategy. It answers the question “are my inbound marketing efforts working?” The insight that the inbound analytics provides can help to optimize your inbound marketing efforts and ensure their success.

If using the inbound marketing components correctly, an inbound program will work for itself.

However, how can you be sure that it does? And how can you ensure continued growth in the world of inbound marketing? Analytics.

By analyzing the trends, patterns and charts, you will not only see the return of your inbound efforts, but you will also get a better sense of your customers and how to better serve them. But, the data your inbound marketing program generates must be analyzed in the right way. Integrated analytics should include metrics that measure both content and traffic and each of their individual performances. But after analyzing the data, you must see what marketing activities built those metrics. Being able to relate the activities themselves to the revenue they generated will show how and where marketing efforts should be focused.

Website Design

Your website’s function and visual appeal is critical if you want it to produce qualified leads. For a website to be attractive, it needs to be visually appealing, user-friendly and provide helpful, relevant information. Think of your website as your “virtual storefront.” No one will go in a store that doesn’t appeal to them in some way, relevant to their needs/wants. Make your website one worth exploring!

There has been a shift in purchasing power from sellers to buyers. Buying research and their accompanying buying decisions are now made online.

When someone is interested in purchasing something significant, they first do their research online before visiting any physical location (if they visit a physical location at all). This reason, among others, is why your website should be optimized to drive leads and generate sales. In order for an inbound marketing program to work to its’ fullest potential, the website you lead online visitors to should be entirely optimized.

WHY CHOOSE US?

At SDB, we see ourselves as a full-service marketing extension of your company. We want to provide your business with a customized marketing plan that will not only out perform your competition and increase sales, but will far exceed your goals and objectives. Gone are the days where you will have to answer to hundreds of advertising salespeople. Additionally, our in-house creative services ensure fast turnaround and efficient communication for our clients. Whether it’s by implementing an inbound marketing program or designing an extraordinary website, we take your worry out of marketing. Your focus should be on the success of your business. That’s where ours is!

LET’S TALK ABOUT INBOUND MARKETING