Inbound Marketing, made popular by the digital marketing platform Hubspot, is the ideology that your company or brand should be attracting customers as opposed to interrupting them. Slimy sales tactics are thrown out in exchange for relevant content tailored specifically for your customers’ personas and search terms.
Below, JXT Group explores all the ways in which you can utilize paid search and organic SEO to strengthen your inbound marketing campaigns, optimize your content for distribution, and start attracting more leads to your website and brand.
Inbound: The Fundamentals
The fundamentals of Inbound Marketing are made up of a tried and tested science of tactics and processes your organization can implement to attract new leads, collect their information, and close on a sale.
Attract – This is the first step of the inbound methodology and revolves around appealing to a customer’s needs and wants. Prior to attracting leads, it may be a good idea to develop customer personas. This will help you better define the unique customers you have.
During the attraction phase, companies are encouraged to create blogs, white papers, e-books, and case studies that are optimized with the keywords they would like to target.
Convert – During this stage, companies are looking to convert the traffic they have attracted into a lead. This is done through website forms (in exchange for an email or user action), call-to- actions, and landing pages.
Close – The goal of this part of the process is to close your lead into a customer. This is achieved through the use of CRM, workflows, and email marketing campaigns. Lead nurturing, such as providing prospective leads with useful and relevant content, is a major part of the success of inbound marketing.
Delight – After a purchase has been made, the buyer journey does not stop, it pivots, and it is during this time that companies should offer surveys and smart content to help improve the customer’s experience. Additionally, social monitoring can be utilized to find where conversations about the company are taking place.
Enter Google AdWords
How does Google AdWords fit into this equation?
By providing all the tools needed to really capitalize on targeted keywords and allowing businesses to optimize quality content for Google’s search engine. Using AdWords is how you get your content in front of the right eyes. By running ads that use keywords relevant to your content, you are now linking searchers directly to the content they can consume right on your site.
To summarize, you’re creating keyword rich content, then using AdWords to showcase your content to Google searchers. These searchers click on your ads based on search terms and are brought to your site which features the content that is of interest to them.
Additionally, because your inbound content is organic in nature, it helps increase your AdWords AdRank, saving you on your ad spend budget and helping to increase the performance of your ads.
Improving Organic SEO
One of the most beneficial elements of inbound marketing is the positive impact it can have on a website’s organic SEO. Inbound marketing implements a heavy amount of blogging, a surefire way to add optimized content pages to your website.
Each blog post on a site creates a brand new page that can be indexed by Google that is packed with text, keywords, media and more! Once you have a completed blog you can distribute it on social media and use it to attract users and push traffic towards your website.
Each and every industry has something they can start blogging about. Start by figuring out what your customers’ needs are, what keywords relate to them, and get blogging!
For more information on optimizing your website for inbound marketing & Google Search email us at [email protected]