There’s a reason you’re making the transition to inbound marketing. HubSpot has shown that companies are three times as likely to see higher ROI on inbound campaigns than on outbound campaigns. And we know that 54 percent more leads are generated by inbound tactics than by traditional paid marketing. Your efforts in inbound marketing can help you connect with your sales team by creating more visibility across your organization, and, over time, by helping you show the value of your marketing investments.
But the fact that inbound marketing works when done right doesn’t mean it’s easy.
With all of its moving parts, an inbound campaign demands consistency and persistence. There is no on/off switch: your campaigns can, and will, grow and evolve. That’s OK, because inbound isn’t about quick wins.
Still, there are some tactics marketing managers can quickly implement to boost website traffic and conversions while inbound campaigns gain traction.
Go-to inbound marketing tactics that work
The attraction stage
Inbound methodology begins with attraction. If your company already has content like a blog and regular blog posts on your site, you’re already working toward creating a successful inbound campaign. In fact, 79 percent of companies with a blog reported a positive ROI for their inbound efforts.
Find the right search terms for your personas
Attracting more visitors to your company’s website is a huge win, but attracting the right visitors – those who are more likely to convert to leads for your sales team – is even better. According to Search Engine Journal, SEO sourced leads have a 14.6 percent close rate.
To get the right people to your site, you need to know who those people are and what they might be looking for. When you have compiled information about a customer you hope to attract, use a free keyword search tool like Keywordtool.io to find search terms relevant to that customer’s needs. Then build your content based on these terms.
Optimize your content for search engines
It’s not quite enough to create content based on the search terms you discover. That content also needs to be optimized in order for your customer to find it on the crowded information super-highway. Optimizing each blog post or content offer for SEO is a matter of an assessment of your content and implementing any necessary quick fixes. Use the Ultimate SEO Checklist to find any gaps in your optimization.
Increase content promotion
Successfully attracting visitors to your site can also be a matter of increasing content promotion. Publishing and reliance on SEO along aren't enough in today's content-flooded world. Once your content has been published, take the time to share your content with other thought leaders in your space and pushing the assets you already have out into the world–to publications, journals and to those influencers. Sharing your content helps you build relationships in your industry, further increasing the likelihood your content will be found by the right people.
This KissMetrics post reveals some actionable content-promotion strategies to help you develop both your content library and those relationships at the same time.
The conversion stage
Once visitors are on your site, you’ll want to convert them to leads to pass to your sales team. Convert is the second stage in the inbound methodology; generally, this is where calls-to-action, forms and landing pages move visitors along in the process.
Make a great CTA your number one priority
We can’t say it enough: your content needs a CTA. New Breed has found that including a visual element in your call-to-action can be valuable for conversion. Be sure the image and copy are in-line with the content offer and that you tell your visitor what to expect when they click on that call-to-action.
Testing everything involved in your inbound campaign is important, but A/B testing is especially important for CTAs. It’s a quick and simple way to find out if you could be converting more visitors into leads with just a slight tweak.
Posting optimized blog content is an excellent way to attract people to your site. But did you know that once you’ve published a critical mass of blog posts, your lead generation can increase significantly? According to HubSpot’s Marketing Benchmarks, that critical mass is in the 51-100 post range.
The report reveals that posting more frequently and having a higher number of articles matters. In fact, companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads, and the average company with 100 or more total articles is more likely to experience continued lead growth.
There are no real magic numbers with blogging. That critical mass, though, is about as close to a magic number as we can hope to find: once you’ve hit that many optimized blog posts, you should start to see a certain amount of ownership over keywords in that space, and, consequently, you should see both traffic and conversions improve.
Getting to that number can be time-consuming if you’re doing it on your own. You can get the ball rolling today by asking other industry experts to write about certain topics for your blog, or by starting the search for the right team to partner with you and support your inbound efforts. Together you can generate a library of incredible content.
Do a homepage audit and redesign
Your blog isn’t the only part of your site where you can implement some quick tactics to give your inbound efforts a boost. There’s also your homepage.
When done right, simple web layout changes can help increase conversion rates. HubSpot tells the story of a company that used simple and fast homepage redesign techniques to increase conversions by 105.9 percent. The company began with an audit using the visual guide 12 Critical Elements Every Homepage Must Have.
Once you’ve determined whether your site is meeting these criteria, you can take the necessary steps to update for greater conversion rates. You can also apply this process to every landing page you publish.
Your success is imminent!
Inbound takes time to get right, but stick with the methodology and take advantage of all of the assets you already have and your campaigns will continue to adapt for success. If you find you’re not meeting your original goals, that just means you can improve with your next campaign. Switch up your strategy and content offers, or just your visual CTAs, and see what happens.