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.
The new way of marketing, while many faceted (blogging, social media, landing pages, analytics), is not complicated and has its essence rooted in a single notion: win business by providing your leads with what they are looking for which is, presumably, something you are selling. The last part is critical and if done right will win you many long-time customers reducing churn to a minimum - make sure the fit with your service/product is right or abandon the sale.
Inbound marketing defined process follows a distinct and measurable flow, thanks to the digital nature of the internet venue, ie., we can see and make decisions for future actions as our prospects interact with us online.
(Graphic courtesy of the good folks at Hubspot)
Increasing website traffic, the 'Attract' phase, is at the very beginning of the inbound marketing flow with many other elements that follow after. Adhering to the flow, with dedication will definately yield results - this we have seen happen many times over with numerous clients.
What about Increasing Web Traffic?
Armed with the steps involved, let's take a look at what needs to happen at the very beginning of the flow in order to attract website visitors. As the graphic indicates, it has to do with creating content that is oriented around your keywords, and deploying this content via blogging and social media channels.
That's all there is to it! Yes, it is fairly simple, but there are several best practices to follow as you create your content. These points, if adhered to closely, will undoubdedly help you increase traffic to your website:
- As a result of the recent Google Hummingbird update, the rules have changed slightly when it comes to using keywords. As you create your content Think more in terms of embedding short keyword terms in a long-tail question. For an example of this, take a look at the title of this blog post
- If you don't have the time to write, get someone else to create your content for you. Find people in your office (subordinates are great targets) to participate in a round-robin fashion, everyone taking their turn in a rotation. alternatively and more attractive to many is to outsource the job to a content creation service such as Zerys or have a marketing agency manage it for you.
- Build a 30-60 day content creation plan. This is the easiest and most efficient way of getting the writing task done. The steps are to:
- put yourself in the seat of the buyer persona that you are targeting your marketing to
- identify the pain points that you perceive these personas to be struggling with that your services or products will address
- craft questions around industry keywords that relate to your buyer personas' pain points
- build out a list of topics with the questions you developed in the previous step and put them in your list
- Develop a long-tail question around your selected keyword (see above)
- Write the content
- Use Keywords in the right places. Place your long-tail question in the title of your post, in the body, and in the name of your page. Althought not currently used by Google anymore, still place keywords in meta-fields
- Make your content easy to read through the use of spacing, bolding, and headings. Include at least one image in each post.
Getting Started - Next Steps
I hope this has been helpful, we have included the blogging planner spreadsheet that we use internally for you to download for free below. It is a great framework for your team to focus on and keep content production on track.