97 Switch is excited to welcome Kevin Gerstner to the team. Kevin joined 97 Switch…
When it comes to creating a marketing strategy, you’ll want to use inbound marketing techniques to be more engaging and to outperform your competitors. This means, you’ll want to use content, social media, SEO strategy, and call-to-actions on your website to attract more users and boost traffic towards your site.
All of these will create greater brand awareness and allow you to actively engage with your target market. Here are 6 inbound marketing techniques to apply at each stage of your business’ growth.
Search Engine Optimization (SEO) is crucial for inbound marketing strategy—if you can’t be seen, you can’t reach your customers or gain more views on your site. For starters, you’ll want to make sure your website is structured appropriately, where the design and back-end layout adheres to SEO marketing standards.
As long as search engines understand your site, and you use SEO terms effectively through specific keyword strategy, you’ll be more visible online.
You can also apply external link building, where you have an outreach for credible websites that can link to your website. Having other credible websites link to your site gives your domain a lot of strength as a reliable source online.
Pay Per Click (PPC) Ads on search networks are one of the strongest elements of a strong inbound marketing strategy because search queries show intent. PPC is important, along with SEO, because there are opportunities that PPC offers, which SEO doesn’t. With SEO, you have far less control regarding how you show up in search results, and tweaks in the algorithms can change the organic visibility. Additionally, it will take longer to see the results of effective SEO over PPC use.
On the other hand, PPC allows you to pay for the top placements where people are more likely to see your ads, and you can bid on a specific keyword to attract qualified visitors. You can also control how and when these ads show up. You should be doing both SEO and PPC strategies, though, as both have a lot of value.
Express your story, mission, and services by way of website and blog content. Content marketing is a great inbound marketing technique because it gives you an outlet to display your expertise in your field and interact with customers online. With a blog, you can discuss your services, hot topics that people are searching for online, and stay up-to-date on the latest trends. (So, you’ll want to keep that blog active, too, with consistent posts. Try creating a content calendar to stay organized.)
You can also create downloadable guides for people to learn more about your industry. Additionally, including testimonials and case studies on your site will help tell your story.
After you have spent the time creating blogs, downloadable content, and case studies, it’s important to continually tell the story. One of the most important ways to do so is by staying active on social media.
While being active on social media, it’s important to stay relevant and communicate with people on each channel that is used. Social media is a conversation and it should be treated that way. By using the posting strategy as a form of dialogue, it enforces the story that’s told on your website and other channels.
It’s also important to critically decide which platforms are relevant to your potential buyers and how they hope to be engaged on that platform. Learning from past and recent posts is a great way to decide how to best move forward with a content strategy.
Looking at the entire behavior flow of the user is how best to sell your business. A lot depends on where the user lands after finding your website.
Sending people to a page that makes sense based on how they found the website in the first place has a tremendous impact on if they convert to the action you want them to take. Sending people to product pages that sell or pages that have a high likelihood of filling out a form can garner strong results based on the actions you want the user to make.
Any landing page should be relevant with a clear call to action and with a focused goal. It’s often best to go with a simple and straightforward design.
Once you’ve accomplished having someone visit your site, it can be really effective to use remarketing to target them. This can be done by using cookies with your website visitors, which will allow you to follow them online with ads and remind them of your business. It’s all about the follow-up and staying relevant.
These six inbound marketing strategies can help customers find your business online and build an excited and loyal fan base.