It takes a lot of pieces working together to create a sustainable inbound marketing campaign that gets results.
Here are three areas where marketers tend to stray, and how to get back on track for inbound marketing success!
1. Using keywords that are too generic
Keyword strategy is an essential element of inbound marketing. Your content creation and distribution is only effective if it reaches your target audience. Potential leads for your business are searching the web to research the type of solutions your business provides. Intelligently keyworded content rises to the top of their search engine results and gets you found by your target audience.
Wouldn’t it be amazing for a company that sells home doors and windows, for example, to pop to the top of the search engine results for every potential customer looking online for a doors and windows vendor?
The reality is, there are thousands of doors and windows companies with websites and blog posts talking about similar products. Creating content to rank for a generic term like “home doors and windows” is an ineffectual way to attract the right customers to your business.
Think rather in terms of long-tail keywords and phrases that detail the specifics of your company’s solution and the location in which you do business. For example, “Burlington, Vermont energy efficient windows” will result in more search engine visibility for prospects interested in that particular solution.
Build and distribute content peppered with the search phrases that are most specific to your company to attract prospects that are the best fit for your company.
2. Forgetting to nurture
Inbound marketing doesn’t stop at lead generation. Successful lead generation is only the beginning of the sales cycle. If your inbound marketing campaign has been successful at filling your sales pipeline with the contact information of promising leads, it’s important to devote time and energy to nurturing those leads into customers and repeat customers.
Inbound marketing continues past lead generation with the distribution of valuable content and compelling calls-to-action to your contacts through email marketing. Be sure to segment your contacts into groups based on their relationship with your company.
For example, leads that came through one of your website’s landing pages become a sub-set of your overall list so you can write emails tailored specifically to people who are in the initial stages of their buyers journey.
Send different email messages, such as thank yous and complementary product offers, to contacts who have made recent purchases.
3. Poor interplay between content and website
Inbound marketing content can’t be created in a vacuum. It works best when it is aligned with the branding and style of your website and your website is compatible with the content you are creating.
Calls-to-action serve as the link between the content you are creating and your website. Call-to-action buttons entice readers into your website. It’s important that where they land on your site after clicking through is well thought out.
When a call-to-action button does not lead to a corresponding landing page that acknowledges the visitor and from where they came, it leads to confusion and lost opportunities for lead conversion. Instead design a seamless experience from content consumption, to call-to-action click-through, to landing page conversion.
When all the pieces of inbound marketing are working together, the result is new prospects and new customers. Avoid these three inbound marketing mistakes to make sure you aren’t short-changing your inbound efforts.
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