Outbound
marketing isn’t what is used to be. Not too long ago, outbound strategies like
cold calls, cold emails and mail would be decent ways to grab the attention of
your desired customers. Today, however, it’s simply not the case.
Customers have become skeptical and jaded by outbound techniques, and thus
marketers are finding a new trend: inbound marketing. If executed effectively,
inbound marketing can be a powerful tool to grow your customer base, boost SEO,
and gain more traction. However, inbound marketing is a complicated set of
methods. Here are several strategies you can employ to optimize your inbound
marketing campaign.
1. Drive
up Web Traffic
Putting quality content in front of your leads
will engage and interest them. Use a blog, webinars and other forms of
value-providing media to entice your customers to visit your website.
2. Use
Keywords to boost SEO and marketability
Using keywords that tie back to your product or
website will help to raise SEO and increase the chances that your audience will
visit your page. People are on the web constantly; SEO can make or break your
page views and subsequent converted customers.
3. Use
Keywords in Your Meta Description
Don’t tread lightly when it comes to SEO.
Keywords are important not just for article titles, but also for content and
meta descriptions. However, you don’t want to overdo it–including too many
keywords can actually have an adverse effect.
4. Include
a call to action
Don’t leave the decision up to your customers.
Once your inbound marketing techniques have gotten them interested, make sure
there’s a sign up form so that they can pay or at least give you their email.
The content is just a prelude; you want to make sure that if your customers are
interested, then they can tell you.
5. Customize
your content using responsive design so that it will be aesthetically appealing
on any device
Content is not a one-size-fits all deal. Content
that looks good on a browser might look terrible on a mobile phone. Utilize
responsive design or a similar tool in order to ensure that your content
remains beautiful no matter where your customers read it from.
6. Create
different content for different viewers
Remember: not all customers are the same. Even
if they want the same product, they might want it for different reasons. Thus,
your content should be catered to the customer and reflective of their individual
needs. Make sure that your web page can interpret and react according to where
your customer is viewing the page from, and on what device they are using.
Content should be based on the location of the customer, how they found your
website, and what device they are on.
7. Consolidate
Don’t go to various vendors or marketers for
inbound marketing. This will only increase the hassle and waste time. Make sure
that your methods are handled by an expert and that all marketing efforts are
in communication with each other.
8. Personalize
your website depending on the visitor
Similar to content, your actual web page should
also be particular and reactive to the unique visitor.
9. Include
specific forms
Forms are a great way to capture customer data.
Short forms work better for mobile, and longer forms for web.
10. Track
how your visitors are finding you
All of the behind-the-scenes information can be extremely helpful
for you and your business. If you know where your customers are finding
you, then you can react appropriately by marketing at those locations. Being
able to track how your visitors are finding you is a great way to take
advantage of the pipeline.
11. Use
ads that track ROI
Don’t just throw ads up and hope they work. You won’t know ROI
unless you can test it. When you are inserting paid advertisements into Twitter, Google, Facebook or another platform, make sure that you have the analytics
set up to be able to interpret the results and data.
12. LinkedIn and Google Adwords campaign
Google and LinkedIn ad-words campaigns are
fantastic, effective ways to get noticed by customers. Not only that, but you
will gain the attention of your relevant viewers who are physically in the
process of seeking a product similar or identical to yours. The moment that
your customers are searching on Google, for example, an adword can get you seen
instantly. Plus, you only pay if they physically click to see your website
Source: www.forbes.com
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