1. Getting Found
Content
Creating remarkable content is an important part of Getting Found by your prospects. Remember, they don’t care about your business they care about their problems. Develop content based on what your prospects needs are, and use words they use, address their frustrations and provide solutions.
Content includes: blog articles, web pages, images, videos, webinars, whitepapers, presentations, press releases and ebooks.
Optimize: By using words (keywords) your prospects use, not only will they be more inclined to read or view your information, it will also help you rank in the search results for keywords that will drive qualified traffic to your website. Optimizing your content with keywords your prospects use is key to attracting them to your website and into your funnel.
On-Page SEO is the process of placing your keywords in the places the search engines look. Places like: url, page title, H1 header, content, image alt text and tagging. It helps tell the search engines what the page (content) is about. On-Page SEO makes up about 25% of how you rank in search engines.
Off-Page SEO are the links from other web pages that point to your web pages – known as inbound links or backlinks. This is what gives your content authority. The more links you have from other popular sites, the more important your site appears to be to Google and the other search engines. Links are your online reputation. Off-page SEO makes up about 75% of how you rank in search engines.
Promotion
Social Media Once you’ve created your remarkable content, an optimized it with keywords your prospects are using – it’s now time to promote it. If you’ve spent time building your social media connections and nurturing those relationships, building trust and authority by engaging and adding value – your ‘friends’ will be interested in what you have to share. Let them know about your latest blog or presentation.
Press Releases Press releases work well for promoting your company and offers, as well as getting inbound links. You can choose paid or free. With the paid services you will also get the option to add extra links and push your release to specific industries.
2. Convert: to leads and customers
The ultimate goal of your website should be conversion. Creating valuable content will attract prospects to your website. Now you need to convert them. To be successful at converting your visitors to leads you need to:
• Provide the information they're looking for
• Have a clear and compelling call to action
• A quick and easy process, with very few clicks
• A landing page with conversion form
The next step in the conversion process is to nurture your leads and move them down the funnel. A set of 3-5 automated emails that follow a lead conversion is known as lead nurturing. They serve as touch points from your company, providing additional information that will help move them down the funnel.
3. Analytics
One of the most important elements of any successful inbound marketing strategy is to know what’s working. Closed Loop Analytics allow you to track your marketing efforts back to your sales and conversion results.