Inbound marketing is all about getting found by customers. Unlike dated and costly outbound tactics, inbound marketing relies on leveraging web content to bring customers to your cyber doorway. To ensure your web content is out in view of your target audience, optimize it and place it in locations where they’re most likely to run across it. Here’s an overview of the 3 key components of inbound marketing strategy.
Image by: Giles Gonthier
1. Content
Content is the cornerstone of any successful inbound marketing campaign. It’s what generates interest in your business and draws people to your website. Content is strategically formulated – it’s optimized with keywords that are search engine-friendly, and conveys a valuable message to your target audience. Publishing high quality content enables you to showcase yourself as an expert in your field. If you come across as a credible problem-solver, people are likely to hire you for jobs. Your content should also revolve around keyword topics applicable to your business. Blogs, videos, white papers, podcasts, webinars, and eBooks are some of the most effective ways to get your content out into the world.
2. Search Engine Optimization (SEO)
The objective of SEO is to maximize your website’s visibility in organic (unpaid) search results. Prospects begin the buying process by entering keywords in popular search engines like Google, Yahoo! Search or Bing. Isolate which keywords they’re most likely to use when searching for your product or service. Incorporate these keywords into your content and aim for keywords that are most likely to get your website ranked highly in search results. Here are the main factors that influence SEO results:
Google offers an excellent Search Engine Optimization Starter Guide. For some valuable SEO tips, check it out!
3. Social Media
Social media allows for the creation and exchange of user-generated content. It puts your supporters in control, making them more engaged and connected with your business. Social networking is extremely valuable for branding. As our society has grown more “casual,” consumers feel greater comfort buying from businesses that have a face and personality to their name. Social media channels like Twitter, LinkedIn, Facebook, and YouTube are ideal for engaging with prospects. Show them you’re personable and open to listening to their suggestions and concerns. Build a social media presence using multiple sites so your ability to connect expands.