5 Tips for Running a Successful Inbound Marketing Strategy

Jen Saunders
Reading Time: 4 minutes

If you are contemplating an inbound marketing strategy, you are already positioning your business to have a better year in 2018 because SEO alone will no longer cut it. Today’s buyers are savvy; they are not going to convert from the first few organic results without a reason that resonates with their pains, and salesmen are becoming obsolete. With the advances in search technology people do their research and fill their head with mass amounts of research-based information before they part with their money. This is why turning to a digital marketing agency with inbound experts is the key to your business growth and revenue hike. Whether you partner with a marketing automation platform and manage your own inbound campaigns, or you team up with agency inbound experts, here are five tips to ensure a great start.

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SEO for Your Inbound Marketing Strategy

Before you can lead buyers through the funnel, you must first rank content designing to attract the right people. Familiarize yourself with Google’s current ranking factors, how keywords work with content for inbound, and seek backlink opportunities to send rank juice to your landing pages. Relying on exact match and longtail keyword variations in your content, H tags, and image ALTs will no longer cut it alone. Google awards authority to sites with lengthy user engagement–session duration, a healthy bounce rate, and pages per session all let Google bots know how people relate to the ranking content. Based on the engagement analytics and how Google regards the activity and your content, you will either go up, plateau, or drop.That said, writing for humans is an SEO best practice. Write topic-focused content rich with humanized language,  keywords relevant to your buyer’s pains, and focus on industry related hot topics and how your customers fit in. You will also want to seek backlinks form domains that are high authority and relevant to your products or content topic to give additional authority to your landing pages.

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Create Buyer Personas Based on YOUR Customers

Never make assumptions about your customers or consumer audience. Send out questionnaires to current clients, check emails from customers, and interview your sales floor to understand high-level information about who your buyers are, what they need, and why they interacted with your brand. Use this information to create buyer personas, then create content aimed for them personally as opposed to general audiences or profiles created on a hunch.

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Growth-Driven Design

Growth-driven design revolves around testing, understanding and iteration to the process of redesigning a website to lower cost and improve performance. Your customers are not carbon copies, so a “one-size-fits-all website” will not make the grade. You need to take your buyer persona data and create personalized experiences on your landing pages. Location, device type, and personal information should be taken into account in creating a digital experience designed to convert readers into delighted buyers.

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Create a CTA For the Right Audience

A CTA (call-to-action) is a link or button surrounded by personalized content that requests an action taking prospective customers to a landing page where they can make a purchase or fill out a form. Before someone can reach your CTA they must first be brought in from content that has left them interested in obtaining more information or that has convinced them to buy. That said, the CTA must be relevant to the content that funneled them in AND indicate that it offers greater value, such as a purchase-based solution or higher-level information. Your CTA should have the following features:

  • Be eye-catching and visually striking
  • Brief (no more than a sentence, or even a few words)
  • Action-orientated (use action words like “register” or “download”)
  • Placed in a location easy to see that fits an organic flow
  • Large enough to see from a distance but not so big that it directs attention away from the content
  • Fit the page’s overall design BUT uses a contrasting color scheme
  • Clear and easy to understand

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Take it from the Inbound Experts

These five tips will get you thinking in the right direction. However, marketing automation and the inbound methodology requires an in-depth strategy and a team if inbound experts to work at a high level. Do some vetting; see what kind of digital marketing agencies specializing in inbound have to offer. Most offer free consultations, so take advantage of their time and discover if partnering with an agency is in your best interest. Worse case scenario you walk away from the call with an education!

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