And the Answers That Will Help You Launch Your Campaign
As an agency owner specializing in inbound marketing strategy for business clients, I often get asked many questions about inbound marketing, how it works, and what makes it different and successful.
I’ve distilled here the most recurring and relevant questions and put them into this inbound marketing FAQ. The following answers will put an inbound marketing campaign within your reach:
1) What’s in a name?
The founder of Hubspot, Brian Halligan, is credited with coining the term inbound marketing in the early years of consumer internet use. Since then, Hubspot has become synonymous with the strategy, converting tens of thousands of marketers into inbound marketing practitioners.
The concept was a reaction to the way buyers make purchasing decisions in the internet age. With so much information at their fingertips and less need for salespeople to inform them of their options, traditional marketing had to change to remain relevant.
Inbound strategy capitalizes on the information age by authenticating companies as thought-leaders and attracting clients to them through their standing in the industry. By publishing remarkable and helpful content, companies bring in new prospects. Thus the term “inbound.”
It’s a reversed strategy from traditional marketing that broadcasts interruptive messages to large, undifferentiated audiences. Inbound strategy tailors content to a targeted audience and speaks to their needs and the solutions to their problems.
2) Why write blogs?
The engine of an inbound marketing campaign are the blog posts you publish. New posts serve as continual updates to your website, which search engines reward with higher positioning in results pages compared to static sites.
Consistency is the key to an inbound marketing blogging program. Write as frequently as you feel you can at a pace you can sustain. Sustained blogging keeps your company in the mix for favorable search result rankings in the keywords associated with your field and feeds your social media pages enough content to keep them lively.
Consistent blogging is a challenge for any marketing department to maintain. A blogging calendar can really help take the guesswork out of it and set you up for sustained success.
3) How should I come up with blog topics?
Let me answer this question with a question: What will your prospects find valuable and educational? Relevant, enlightening content is what separates successful inbound marketing campaigns from those that don’t yield results.
So, what topics will enlighten potential customers? There are a number of ways to discern this.
Start with what you know about your current customers. What questions do they ask you? What do they need to know about your field to help them make their best purchasing decision?
Any customer surveys you have done will provide great fodder for blog topics. If you haven’t done one, consider doing your first. Another technique is to reread about six months worth of customer emails. The conversations you have had with your customers should spark a wealth of blog topic ideas.
Rely also on your buyer personas - descriptions of your ideal customer that inform your inbound marketing campaign. Reread these descriptions and write content that speaks to your personas during each stage of their buyers’ journey.
How will people find what I write?
Before you begin writing, arm yourself with a defined list of the search terms you are targeting. Only through strategic placement of these keywords in your copy will search engines recognize you as a player in your field.
Inbound marketing capitalizes on search engine algorithms that rank highest the webpages that are most relevant to a searcher’s query. The more content you produce around specific keywords, the higher you will climb in search engine results pages focused on those terms, and the more people will discover your company,
Another key to finding an audience is through social media posts. Use your company’s profile pages to distribute your blog content to your followers and, if your followers share or repost your content, to their followers too.
Social media also gives you the opportunity to advertise your content to place it in the social media feeds of a wider targeted audience.
How do I know if it’s working?
Modern website and social media analytics provide data to help you determine the parts of your inbound campaign that are resonating. These tools let you assess the performance of each social post and blog post in terms of the number of people who are engaging with your content, and the number of people who are continuing into your sales pipeline.
But the only way to measure the success of your campaign is to set clear and measurable goals before you begin. Set a percentage increase in website traffic over a specific period of time with a definite end date, for example. Or set a number of new sales qualified leads by a certain date.
If your goals are measurable, realistically attainable, and finite, you’ll know after a certain period of time whether your campaign has met expectations.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company that serves clients throughout the United States. We specialize in marketing strategy, including inbound marketing and social media marketing. We build beautiful, optimized and mobile responsive websites.