Inbound Marketing + Sales Blog

November 14, 2013

What Marketing Techniques Do You Need for Inbound?

4 min read

Written by: Sierra Calabresi  |  Share:

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With Thanksgiving right around the corner we would like to reflect back on the things we are most thankful for – no it’s not stuffing or turkey, we are marketers not foodists! At New Breed, we are thankful for the marketing techniques we've encompassed overtime to stay ahead in the inbound-game.

If you’re still using the old outbound marketing tactics and wondering why you aren't attracting qualified traffic to your website, converting that traffic into leads or closing more customers (in fact, you might actually be losing customers) – we have the solution you have been looking for!

It’s this little thing called inbound marketing.

If you aren't already familiar with inbound marketing, it's a unique and highly effective marketing method that leverages personalized content and focuses on attracting quality visitors to your company and converting those visitors into leads, and then into loyal customers. In today's post we would like to share just a couple of tips you can use to perfect your overall inbound marketing techniques.

Having a Successful Marketing Strategy

From taking on a complex math problem to kicking a soccer ball down the field – we've learned how to execute tasks from a young age with a set strategy in place, and this same methodology and technique applies to the inbound marketing process. To be a successful inbound marketer you need to determine your goals, objectives, challenges, ideal customers and how you are going to reach your fullest ROI potential. Inbound marketing is a very rewarding investment – to help ensure you receive the best results, you need to start with a proper strategy.

Creating a Successful Web Presence

Your website is typically the first thing that people see when they discover your business, which is why it’s extremely important that you make a good impression. Remember that your website should be the hub to your marketing efforts, not just a digital brochure of your company. The ultimate goal is that your website becomes your best sales-person, providing multiple opportunities for conversion.

In order to reach its full potential, keep a couple of things in mind….

  • Keep it updated.

    Don't leave your website sitting stagnant for months on end. You should be updating it on a regular basis. This doesn't mean you need to redesign every other week, but changing content, imagery, etc., can make a big difference. Which is where blogging, especially when you're posting at least weekly, really makes an impact.
  • Easy to navigate on every page.

    You don't want your prospects to get confused when they're on the site. Having a streamlined navigation structure and clear conversion paths throughout the site will not only decrease your bounce rate, but it will also increase your visitor to conversion rates as well!
  • Remain professional yet approachable.

    The way your website looks does matter. But it's not all about the design, as the internet is evolving more and more emphasis is being placed on the content. However, you can't lose sight of how your site looks to your visitors. You want the site to embody your brand, but still feel approachable and personalized to the visitor. It will make a huge difference in your conversion rates.
  • Be SEO friendly.

    Even with the changes in Google's latest algorithm, SEO should (and still does) plays a major role in your web presence and online visibility. As you're developing content and architecture of the site, make sure you're choose proper keywords, URL & page title structure and be aware of keyword placement throughout the site.

Generating Quality Traffic

Increasing the qualified traffic to your website will increase the amount of leads in your top-of-funnel, and hopefully result in higher customer acquisition. You can successfully do this with a number of different inbound marketing techniques:

  1. Blogging
  2. Maintaining a strong social media presence
  3. Creating and maintaining an SEO friendly site
  4. Knowing who your ideal customer is (the most important of them all!)
Blogging, that is targeted to your buyer personas, is a great way to drive quality traffic to your website. Make sure the content is relevant, interesting and consistent, and aligns with their needs and answers the questions they may be searching for. The same goes with your social media presence. In order to reach your full potential and reaching the largest audience possible, be sure your postings are frequent and consistent. If you are only posting every other week or month your readers may realize they are only seeing the same material. At that point you have lost that opportunity. Another quick tip with social media (which we'll dive deeper into in a future post) is to use the 50/50 rule. Post 50% about your content and 50% sharing other people's content. You'll see much better results this way.

Driving Higher Conversions

There are just a few techniques you need to master in order to convert the qualified traffic you're getting to your website into leads. First, have pre-defined conversion paths before you build or redesign your website. We get very granular with this concept in our Digital Onboarding process. Additionally, when building out landing pages for your inbound marketing campaigns, make sure you explaining the value of the content offer and not just the features. Include forms as well to collect the prospect's contact information (at the very least you want their email).

After the visitor has filled out the form, leverage a marketing automation software that will direct them to a thank you page that provides an additional opportunity for conversion - we like to include a bottom-of-funnel offer at this point which usually comes in the form of a consultation, assessment or demo. On these pages, as well as the rest of the pages on your website, be sure you are including relevant calls-to-action to encourage additional lead generation.

Once you have created and implemented your inbound marketing campaign and content offers, you will start to see your conversion rate skyrocket. The next step is to convert the leads into actual sale opportunities. Do this with lead nurturing and email marketing. 

Looking for more ways to spruce up your inbound marketing techniques and overall strategy? Check out one of our other recent blog posts on Inbound Marketing campaigns

Measuring Your Success

With each campaign that we launch, both for our own internal marketing as well as for our clients, we are always looking for ways to improve the next time! How do we do this? By measuring everything!

From traffic, leads, customers, conversion rates, email opens, social media clicks, keyword performance, our blog posts, etc., we measure it all. We fully understand that there is always room for improvement, so we make it a point to do a full analysis of all our marketing efforts on a monthly basis. There are even stats that we check on a daily basis that gives us real-time insight into how things are performing and shows us if there are any adjustments we need to make mid-campaign.

We strive for the highest results, and watching our metrics is an essential piece of that. 

We would love to hear from you! What makes you a better inbound marketer?

The Ultimate Guide to Inbound Marketing - Free Download

Topics: Demand Generation

About The Author

Sierra Calabresi is a former New Breeder.

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