• Are You Ready To Be Found On Page One 2017

    Are You Ready To Be Found
    On Page One?

Mechanics of Inbound Marketing

Inbound MarketingInbound Marketing involves bringing warm leads into your sales funnel and then converting them into your customers. The mechanics of Inbound Marketing entail getting discovered online, promoting your content, converting your visitors and using analytics to determine what’s working and then repeating it.

Be Discovered Online

Create Content That People Will Actually Read:  Content creation is an important aspect of Inbound Marketing. When people go online to find ideas, answers or solutions to their problems, they are not concerned with your business. They just want to find what they are looking for. You should therefore create your content on the basis of your prospective visitors’ desires and wants. Above all, you must be able to address their problems and make educated guess as to what they will probably look for, the language they would use and accordingly make available to them the necessary solutions. This will help you get found online.

Your online content may cover the following: images, videos, blog articles, whitepapers, webinars, press releases, presentations, web pages and ebooks.

Optimize Your Content:  The secret to getting your content read is to use the same words (a.k.a. keywords) that your prospects use and are familiar with. Using the appropriate keywords will also help your website’s rankings in the search results and will help drive relevant traffic in addition to drawing them into your sales funnel.

SEO Plays an Important Part: Inbound marketing and SEO go hand in hand. On Page SEO is the method of inserting your keywords strategically in places where search engines will most probably search. Examples of these places are H1 header, image alt text, URL, page title and tagging. These well-placed keywords will aid the search engine in determining what the content is all about. On-page SEO contributes 25% to how your website ranks in the search engines.

Off Page SEO involves creating links on other websites, also known as backlinks or inbound links. The more links you have on popular sites, the more significant your site would be to the search engines and give authority to your content. Off-page SEO makes up the other 75% in determining your search engine’s rank.

Promote Your Content With Social Media:  After you have created your content and peppered it with the appropriate keywords that your prospective readers will probably be using, you should now promote your site. If you have developed a network of friends and associates on social media sites by building trust, sharing valuable knowledge, and nurturing your online relationships, you can share with them your latest online content.

Reach a Wider Audience with Press Releases:  You can obtain this kind of promotion through either free or paid form. Paid services have access to a vast network of news and media sites and can push your release to specific locations and industries that you are interested in.

Convert Your Visitors to Leads and Customers

The eventual goal of Inbound Marketing is to attract warm leads into your sales funnel. Generating important and helpful content will help you to draw prospects to your site. It’s now time to convert them into qualified leads and customers. Make sure that you follow these tips to achieve your conversion goals:

  • Be able to give them the answer or solutions they are searching for
  • Have a persuasive call to action
  • Provide a user-friendly interface and simple process, requiring just a few mouse clicks
  • Online form located prominently on your landing pages

Once you have acquired your leads, thanks to your inbound marketing strategies, the next step is to nurture your leads by sending them 3 to 5 automated emails. These emails should contain valuable information that will help move them down your sales funnel.

Make Use of Analytics

Using analytics should be an essential part of your Inbound Marketing strategy. By using Close Loop Analytics, you will be able to track which of your marketing channels are effective in getting your conversions and eventually turning them into customers. Analytics make it realistic to call this ROI Marketing.

Longtail keywordsThe competition is tough out there. Entrenched competitors frequently occupy top ranking positions in the search results for what seems like the most valuable and obvious keywords. This is based on a variety of factors including the age of their domains, anchor text and links from a variety of high quality and relevant sources. It takes time to build up the equity that delivers top ranking to these sites. Those who attempt to compete for those competitive keywords right from the beginning will likely be disappointed.

Fortunately, in the world of search marketing, small business can outmaneuver the big guys by doing some research.

Keyword Research

Keyword research is one of the most important, valuable and high return activities in the search marketing field. There are many Keyword Research Tools available (some free and some paid) that can help you do sophisticated market research to determine exactly what terms your prospects are using to find your products and services. Accordingly, you can learn exactly exactly which terms and phrases to target with SEO. Google’s Keyword Tool is free and can be effectively used to uncover the keywords driving searches for your products and services. It is the starting point for On Page SEO.

When typing in a keyword such as “internet marketing” the keyword tool will deliver results that show exactly how many searches occurred in the prior month for that term as well as for many other related terms.

Internet marketing chart

As you can see in the results above, there were 1,220,00 searches for “internet marketing” in the prior month. While this is a very large number of searches, the term is not highly targeted. That is, the people searching using the term “internet marketing” may have many different reasons for searching using that term. They may just be curious about the subject, doing a research paper or trying to understand one of the many components of the subject. Not only will it be difficult to be ranked on page 1 of the search results for this term, it may not be a very worthwhile pursuit since the term is so broad.

However, some of the other terms listed above are a little more specific and may make more sense to target. They are called long-tail keywords.

What are long-tail keywords?

Long-tail keywords are longer keyword phrases made up of multiple words that are very specific and what people are looking for. Characteristics of long-tail keywords include:

  • They generally have a lower search volume than the core keywords but they are more targeted
  • Because there is less competition for these terms, it is far easier to achieve page 1 rankings and be found by those looking for your products and services.
  • Since these terms are more specific and highly targeted, they are far more likely to convert!

As the chart below depicts, the more specific the term is, the fewer the searches. But the greater the likelihood of getting a page 1 ranking in the search results.

Long Tail Keyword Chart











(Chart Source: http://www.dr4ward.com/.a/6a00e54fd9f059883301bb086f5784970d-pi)

You might ask, why would you consider trying to rank for those terms that have lower search volume? The answer to that question is simply that it is very difficult to get ranked for the high volume terms….particularly when just starting out. And, as stated earlier, the more general terms do not convert as well as targeted ones.

A surprising statistic was cited in a 2008 report by Bill Tancer, general manager of global research at Hitwise, when he revealed that for any given topic, the top 100 keywords account for just 5.7% of all website traffic – while long-tail keywords account for the remaining 94.3%!

When small businesses target a large number of long tail terms, they can generate lots of highly targeted traffic, and outmaneuver the big guys! There are so many potential long-tail combinations that searchers may use to find what you offer and these all represent opportunities to generate business.


How Reviews and Ratings are Driving Local Search

This article, written by Joe Morsello and published in Street Fight Daily, a hyperlocal media and research publication, addresses the issue of reviews and their relationship to local search.


Searching for a business in a location used to feel like a completely straightforward task. No matter the engine you searched on, you were going to get what looked like an objectively determined list of options. Search result rankings were a competition of SEO acumen and required some due diligence on the part of the consumer in order to make an informed decision. But today, with reviews and ratings sitting shotgun next to location information, local search results across platforms and devices have a way of telling consumers not only which businesses are nearby, but which among them is the “best” option. (Read more)

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