The interesting thing is that if you read back over the past months on how Google has made changes to its search algorithm, you may notice something in the way of a common trend. In spite of the amount of standing in front of the mirror pulling out great wads of hair that many have done with each of these updates, many remain unfazed by it all because it is easy to figure out.
Mar 5, 2014 5:00:00 AM
I started writing this post on the top marketing trends to expect in 2014 but after going through the data, I realized I needed to rethink what I was doing. Along with the predictable things like 'inbound marketing continues to proliferate' and 'mobile will surpass desktops as predominant internet surf platforms', towered the importance of content marketing.
Feb 26, 2014 12:02:00 PM
With the changes Google has made to its search algorithm in the Hummingbird update, you might be wondering if there is still any point to focusing on optimizing content around keywords any more. You may be aware that the essence behind the algorithm overhaul shifted the way that Google's search engine processes search queries to focus more on full questions rather than responding to particular keywords. Not to mention the fact that marketers can no longer see the keywords searchers used to connect with their content. Bummer.
Jan 18, 2014 6:00:00 AM
If you post it, they will come. Was that the extent of your strategy behind creating your website? The pervasiveness of content marketing in today’s business world doesn’t mean that it’s an easy undertaking.
The sheer volume of users is both the beauty and the curse of online marketing. You have a nearly infinite pool of potential customers but you need a strategy to differentiate yourself from the competition. Here are some solid tactics that have proven successful for increasing traffic hits on your site.
Topics: targeted web traffic
Jan 14, 2014 7:04:00 AM
- What factors should be considered for successful landing page development?
- Is there such a thing as a 'perfect' landing page design?
Landing pages are developed with the sole purpose of attracting visitors and converting them into customers. However, building a perfect landing page is not as easy as you may think. While knowledge helps you create a landing page from scratch, persistence is key because you can count on needing to try different strategies until you succeed in finding the best combination of verbiage, graphics, and overall flow that produces the highest conversion rates.
Indeed, to get that 'perfect' landing page, you need to test out different styles, monitor to see how they perform, make changes according to your findings, and monitor again. It can be frustrating when, after working really hard to drive traffic to your website, nothing happens – believe me, we’ve been there. When results don't materialize or things actually get worse, you may need to start from scratch or re-invent the page you already have. Here are 8 key factors to keep in mind as you develop your next landing page:
- Set Goals: When it comes to landing page development, the most important goals to keep in mind include:
- Knowing your buyer profiles or 'personas', in order to design pages that are customized to, and therefore attract the right kind of prospects
- Engaging visitors through relevant content is one of the best ways to convince them to return for more, enabling you to lead them deeper down your sales funnel
- Capturing your prospects' information by having them fill in a form
- Providing traditional sales channels (e.g. phone numbers, email addresses, etc.) for the visitors who aren’t quite ready to disclose their personal information.
- Resist the urge to be self-promoting or 'sales-y' and develop content that helps your prospects
- Deliver Relevance: Most visitors arrive on a landing page with a clear intention in mind, thanks to a call to action elsewhere on your site. To help them decide quickly to leave their information, be sure to create concise, to-the-point headlines. In addition, most people “scan” online information instead of reading it. Thus, all the elements of your landing page should be simple and pointed, telling them:
- What they get
- to leave their info, and
- To download the content.
- Provide Sufficient Detail: One of the most important aspects of landing page development is to offer detailed information regardless of whether it comes in the form of content, images or videos, as this is what motivates visitors to sign up.
- Opt for Painless Design: To increase visitor response, choose efficient landing page design, which minimizes the number of clicks required to “get to the end." Additionally, ensure that all calls to action are clearly clickable.
- Don’t Forget Responsiveness: Responsive landing page design makes possible optimal viewing experience and easy navigation across all viewing devices without resizing and scrolling.
- Consider Longevity: Efficient landing page development also relates to using up-to-date information and active links. Carefully check long-term landing pages for any expired links.
- Remember SEO: Be sure to optimize all content for relevant keywords. Include keywords/keyphrases in titles, headings and body of content.
- Use Appropriate Page Length: When it comes to page length, it’s imperative to develop short pages with key information above the fold of your page. Remember that texts with larger fonts usually deliver better results than texts with small fonts.
Thanks to all these factors, that 'perfect' landing page has become a real possibility, but may be different for different verticals. For additional information on effective landing page development, feel free to contact us at Inbound Market Link.
Dec 18, 2013 7:22:00 AM
Having bought in to the benefits of inbound marketing, you’re ready to apply them to your business. However, when you sit down to start planning, the reality of creating an endless stream of content washes over you, freezing you like a deer in headlights.
Here’s where the idea of curated content rides to the rescue. Simply put, curated content is the practice of finding high-quality content with powerful relevance to your chosen topic or theme and sharing it with your audience. You sort, evaluate and organize information much like a curator does with a museum collection.
The Basics of Curated Content
The Content Marketing Pyramid illustrates how valuable the use of curated content can be. At the top of the pyramid is content that’s dense but extremely time- and labor-intensive while also being difficult to distribute. The broad base is made up of curated content which can be produced much more easily and frequently.
Technology has turned the Information Age into a deluge, with seemingly endless sources of information. Just as you may feel overwhelmed at the idea of creating content, members of your audience may feel helpless when it comes to navigating these digital mazes. When you do the work for them by weeding through the volumes of information to pass along the most relevant and valuable nuggets, you establish a position of thought leadership.
Again, this is where “curating” comes into play. Don’t rely on simply passing along any content that seems vaguely interesting. Have a specific strategy in mind and focus on material that fits the theme or topic you’re centered on.
Why Use Curated Content?
Everyone's looking for ways to drive traffic to their site. Curating content provides another avenue for increasing followers. Consider these benefits and how they can enhance your current marketing strategy.
- Educate your audience. Rather than relying strictly on original content that offers a one-sided view, bringing in other voices engages your followers in a larger conversation with deeper insights and perspective. Your audience will look to your site as a marketplace to exchange opinions and ideas rather than just a forum for cut-and-dried data.
- Benefit from inbound links. When using curated content, you link back to the original source. In turn, the author will likely link back to your site, giving you exposure to a whole new avenue of followers. Since you’ve done your homework, the original author is a high-authority figure, meaning the followers you draw from that end are probably going to be educated and highly motivated. As the icing on the cake, readers will also share your engaging content in their tweets, blogs and other forums, exponentially growing your audience.
- Boost your SEO rankings. As you seek content on a particular topic, you’ll target high quality short-tail keywords relating to it, resulting in an increasingly higher position on those keywords. It also gives you an opportunity to use long-tail keywords when compiling your pieces that will help you reach a more focused audience.
- Position yourself on the cutting edge. Using curated content to become a source of developing news takes advantage of that speed by boosting your presence in search results. It also offers your audience a place for discussion and commentary, resulting in a greater engagement. People will begin looking to you to stay informed and up-to-date in your particular areas.
- Nurture and generate leads. Content marketing is an obvious source of generating leads, but it’s a delicate balancing act to appeal to those who are ready to buy without alienating those who are in the embryonic stages of your sales cycle. You may also have several buyer personas in your target audience whose interests may not necessarily overlap. Curating content gives you a means to provide a wide variety of information that’s pertinent to a broad cross-section of followers.
Working with an experienced, professional inbound marketing service can help you integrate curated content into your overall strategy. Taking the time and effort to do it right can pay dividends in terms of maximizing your online presence.
Photo credit: Grzegorz Łobiński
Dec 7, 2013 3:00:00 AM
The fact that a solid online presence is necessary today is not lost on most companies' marketing teams. We know our sales people are in far less control of conversations with their prospects than they used to be, even to the extent that many have ended up feeling somewhat helpless. Prospects are adept at working around our sales people by conduncting their own detailed research, typically bringing in a sales rep. at the end of the process essentially as an order taker. With the substantially reduced effectiveness of classical 'outbound' sales and advertising venues such as radio, TV, print ads, etc., a vacuum is created yet now filled by inbound marketing.
Topics: Traffic generation
Nov 21, 2013 3:40:00 PM
You have probably heard how central content creation is to an effective inbound marketing strategy. Without it, you are missing the essence of what drives visitors to your site and helps them convert into leads and customers.
Nov 19, 2013 10:20:00 AM
I love hearing success stories from some of the contacts that we speak with, about how well their businesses have taken off in recent months. I speak with CEOs and other C-types who are very busy people with little time to spare for lunch, let alone a conversation with a marketing analyst, but they are generally willing to let me know how business is doing.
Nov 18, 2013 12:18:00 PM
By now you've probably heard about Google's most recent algorithm update and if you are like many people, maybe you feel as though it's going to be another round of you making adjustments to your online marketing strategy. You most likely have heard some of the reasons why Google came up with Hummingbird, but have some questions about it.