Inbound marketing is a revolutionary form of online marketing that focuses on providing valuable content to the right customers, at the time that they are looking for it. While traditional marketing is often seen as annoying and interruptive, inbound marketing focuses on providing value to customers. Inbound marketing consists of many elements, including search engine optimization (SEO), blog writing, landing page creation, and email marketing, to name a few.
My inbound marketing process begins with creating customer personas to define your customer segments, and then running customer interviews to better understand each of those unique segments. From there, I work with your team to build a content creation strategy that provides a solution to your customers' biggest problems. Next, we delve into search engine optimization.
Search Engine Optimization
Search engine optimization, or SEO, is a series of techniques that help websites to rank higher in the organic results of search engine ranking pages (SERPs) for relevant search queries. To put it simply, SEO helps your website to rank higher on search engines like Google for phrases that relate to your business. While SEO is crucial to building an online presence, and is also extremely affordable, relative to other marketing techniques, it can take 6-12 months to see results from SEO efforts.
Come explore Why SEO is Important
My SEO process begins by running an SEO audit to understand your company’s current search rankings and identify opportunities to improve your search ranking. From there, we will define the keyword queries that we want to be ranking for, and then start to create the content that will help you to rank for those keywords.
Content creation takes insights derived from our customer development process to identify the trends in questions that your customers have, so you can provide future customers with an answer before they know that they have a question. We begin by determining each of these questions, and grouping these questions into the various stages of the buyer lifecycle. These questions will be answered in the form of blog posts, downloadable guides, infographics, and webinars. From there, we create the content and build out a process to promote this content through social media and email marketing.
With so many messages being sent out through social media, it can be very difficult to stand out. I work with your team to develop a strategy for building your social presence based off of your brand identity and overall marketing goals. We will focus on increasing social media interactions and website traffic from social media, as these two offer the best indication of the success of our work together.
I specialize in helping businesses to see rapid growth in Twitter engagement and following, as I believe that Twitter is the best social network for introducing your brand to new prospects, and would advise those looking to ramp up their social presence with other social networks to explore another option.
Search Engine Marketing
Search engine marketing, or SEM, is a tool that enables your to rank in the SERPs for relevant keywords through a bidding process, where you only pay for each person who clicks on your result. In other words, SEM enables you to rank in a Google search results page, provided that you outbid competitors who are trying to appear for the same keyword.
Search engine marketing is extremely useful as a short-term solution for young businesses, as search engine optimization efforts can often take 6-12 months to see solid results. With SEM, your website will only show up for keywords that directly relate to your business – provided you are working with someone who knows what they’re doing – and you will only pay when someone clicks on your page.
Email marketing is the glue that holds the entire inbound marketing process together. While many regard email marketing as a spammy practice, an inbound-centric email marketing campaign uses smart signals to identify how far along potential customers are in the buyer lifecycle, and uses these signals to send them the appropriate content to bring them one step closer to converting. In essence, email marketing is the primary tool to send your prospects the content that they will find most helpful, at the time that they are in need of it. To learn more about the value of email marketing, explore why your startup needs email marketing.
My process of email marketing consists largely of setting up email automation, which uses these signals, such as signing up for a webinar, to ensure that your customers receives the right message at the right time. From there, we delve into the final element of inbound marketing: reviewing your progress with analytics.
The final piece of the inbound marketing process consists of reviewing your monthly website traffic to determine which of your processes worked well, and what needs to be refined. From there, I work with your team to find trend in successful and unsuccessful processes in order to repeat the successes and eliminate the failures.
I begin by using analytics tools to determine how people interacted with your website, and from there, determine what worked well, or what didn’t. I look at this on a macro level, and then drill down to individual blog articles or emails. Using analytics, we will be able to better identify the interests of your target customers, and ultimately determine how to deliver the best ROI for your marketing efforts.