Consumers today have extremely high expectations. They’re tech savvy, fed up with traditional advertising and less patient. To meet their needs, and grow your business, your company needs a holistic plan to turn data into insights and use targeted, measurable, and cost-effective measures.
Buyers are taking control.
They’re tuning out old-school marketing that’s impersonal and interrupts.
So how the hell do you do that? Enter the science of Inbound Marketing.
Trade shows, cold calling, direct mail,
tv commercials, radio ads
Website, Blogs, SEO, Social Media,
Videos, Newsletters, Spotlights,
Understand your web goals. Invest in content creation and thought leadership. What do you want your prospects to know? How can you help them? Engage your audience with meaningful connections. Conduct deep buyer persona, keyword, and topic research. Connect sales and marketing efforts with automation and responsiveness. Constantly adjust/optimize as needed.
A navigable site is a prerequisite to success. It must work flawlessly on all different devices, pass the “smell test,” that is, convey your core message three seconds or less, and resonate with your customers and your prospects; not just conform to how you (or your CEO) think it should look. Consider A/B testing, heat map tools, analytics, etc. to emphasize goals and usability over novelty.
Your inbound marketing plan must be driven by a profound understanding of what your ideal users are looking for. Gain unique insight on your audiences and provide information relevant to all stages along their journey to a customer. People can smell a sales pitch from a mile away. They don’t want to be subjected to a barrage of brochure mumbo jumbo. Instead, educate on your area of expertise. Inform your web viewer with 10x quality, relevant and meaningful pages, blogs, social posts. Leave your sales pitch for the end or leave it out altogether.
Guide your user through their buyer’s journey with the information they’re looking for. Help people at different stages of their journey. Create essays, white papers, ebooks, infographics, explain your process, educate your consumer, be a trusted resource.
Here’s the kicker.
You must invest the time/energy to create content that is 10x better than anything out there.
Providing value without expecting anything in return will pay huge dividends.
Don’t put up any roadblocks that get in the way of giving your prospect what they’re looking for. Make it easy to find key information. Make sure your pages load quickly and there’s no obtrusive elements clamoring for attention. Frustrate your visitor and they’ll hit the back button, and do business with someone else.
If you fall short in some critical search engine optimization areas, you’ll never achieve the reach you’re looking for. A solid inbound approach incorporates both on and off-site SEO tactics to complement that rest of your marketing efforts.
Connecting the sales funnel with the marketing efforts is critical for success. Leverage data from web analytics and other sources to assist sales team closing deals. Use automation to nurture and score leads.
Pick 10 must-have pages, build them and go live. Measure progress and continue building and adjusting accordingly. Make changes based on real user data and feedback, not speculation. If you wait until everyone at your organization agrees that everything is perfect you’ll have lost critical time in gaining momentum.
This is not a set it and forget it type deal. Constantly refine your strategy. Based on your unique goals, determine what’s working and what’s not, and adjust accordingly. Data-driven decisions guide our continuous optimizations of your strategy.
Every company is different, so each of our programs are custom-tailored to our clients needs.
Talk to our team right here in New Jersey. We’ll give you our honest opinion and help you determine how your inbound approach is working or not --- and if we can help.