Mechanics of Inbound Marketing
Inbound 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.