Having well-executed inbound marketing techniques, that have been tested and proven, is essential to the success of your overall marketing strategy. Anyone can throw 'inbound' in front of their strategy, but actually driving measurable results, making lasting-relationships with your clients and scaling beyond your competition takes time, dedication and a plan.
At New Breed, inbound marketing is essential to the way we do business. The methodology is all about attracting qualified visitors, converting them into leads, closing them into customers and continuing to engage/delight them overtime.
In today's post we are going to do a deep dive into three inbound marketing techniques that need to be part of your strategy right now. Though there are many different tactics that can help you develop a successful inbound marketing campaign, we are going to explore the three we find most important to your success.
Content is the heart and soul of inbound marketing. It's a tool you will use in all four stages: attract, convert, close and engage. A successful inbound marketing campaign cannot be executed without it.
But why is content so important? The truth is, relevant, educational and actionable content is one of the best ways you can accelerate your business and drive measurable business results. It is also the best way to attract quality prospects to your site.
When developing content for your business - whether for your blog, social media channels, landing pages, emails, etc. - it's important to develop a consistent tone of voice. Once you have it, stick with it. The worst thing you can do is switch who you are and confuse your loyal followers. It also gives your brand / business a personality of sorts, something that readers can relate to.
If you still aren't convinced on the power of content, think of it this way... Consistent content increases your online visibility (i.e. the billions of searches being conducted on Google...your content will actually get found). HubSpot shares a great statistic on this point: Businesses that blog generate 55% more website visitors, 97% more inbound links, and have 434% more indexed pages than companies that don’t blog. Are you convinced, yet?
In essence, creating remarkable, consistent content is the best inbound marketing technique you can use to generate quality traffic to your website and begin to fill the top of your sales funnel.
You may or may not have already read our "How Responsive Design Gets You More From Your Website," post (written by our VP of Creative) on HubSpot Insiders Blog, but if you haven't, pause and go read that right now. We'll touch this at a high level below, but this post gets down and dirty with responsive design and shows you exactly why it's so important for your business.
So why responsive design?...
- Increased conversion rates: If your website is sales-ready (easy to navigate with clear conversion paths) you're going to have a higher chance of converting those visitors into quality leads, those quality leads into customers and so on. The idea behind responsive design is that your website's layout will morph depending on what device a visitor is using. So if they're on their smart phone, your website will be optimized for that screen. You're capturing those visitors because they're not jumping ship and can actually find the information they're looking for.
- Increased page rank: We aren't the only ones in favor of responsive design, search engines are taking a liking to sites that have been optimized for mobile as well. They have realized how many people use their smart phones to surf the internet, so they see these websites as more relevant to searchers (especially when searching from their mobile devices). In fact, if a website is mobile responsive Google will actually rank the website higher than one that is not.
- Competitive advantage: Responsive design is a fairly new concept, but one that is quickly gaining popularity. We're venturing to guess that most of your competitiors probably aren't embracing responsive design yet, so when you do you'll have a huge competitive advantage. Potential prospects and customers are more likely to stay on your website than move to a competitors if it's responsive.
For more information on the importance of responsive design circle back to Chris Mathieu's post or subscribe to our blog for more on inbound marketing techniques!
The new SEO.
If you're up on your SEO news, then you already know that over the last few months we've needed to shift our strategies to accommodate the new SEO in town. In case this is the first you're hearing of it, basically Google decided to encrypt all search activity, which means we can no longer see the keywords that people are using to find our company online. And that left us wondering, well... what do we do next?
The answer is simple and relatively easy (if you're up on your inbound marketing). Since inbound marketing has always been about defining your buyer personas, this has now become an essential piece to having a high-quality SEO strategy. While we still hold keyword research close to our hearts, we all need to start thinking about creating interesting, eye-catching, relevant topics that align with our buyer personas - most of all they need to be remarkable. 2014 is still fresh, so start thinking about how you can increase organic search, lead nurturing and help you keep attracting those ideal personas!
In case you haven't heard inbound marketing is here to stay! We would love to hear if you're currently implementing any of these inbound techniques in your current strategy and how it's going for your business! Don't forget to subscribe to our blog for upcoming posts that can keep your strategy relevant and successful in this very competitive, yet highly rewarding industry!
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