Your website is up and running. And now you’re starting an inbound marketing campaign.
What role will your website play? What changes are needed so that your site supports your inbound marketing efforts?
Making sure your site fulfills these three functions will align it with your inbound marketing campaign, strengthening both the campaign and the site.
As you ramp up your inbound marketing efforts, the depth and richness of your web content should increase as well. Much of the inbound methodology is about organizing it and promoting it to give you the greatest return on investment.
Let’s start with your blog, where the pace of publishing will accelerate. Search engines favor active websites, and the the role of your blog is to house a steady stream of new posts that are relevant to the “buyer personas” you are targeting. Fresh content, rich with the keywords you are hoping to be recognized for when people search for solutions in your industry, is what will attract prospects to your website.
Once they are there, your blog post is where you will place calls-to-action to present the opportunity for a deeper relationship with your company.
Your website is going to need several new pages to properly complement your inbound marketing campaign.
New landing pages built specifically for site visitors who clicked through on one of your calls-to-action are essential to convert visitors into known leads.
Each landing page should be unique and relevant to the call-to-action that brought the visitor there. Uncluttered and simple, landing pages serve to fulfill the call-to-action with an offer of more valuable content (like an e-book or a webinar), presenting a form your visitor can fill out to receive the content.
Also, don’t miss the opportunity to redirect your prospect to a “Thank You” page after they have downloaded your content offer.
Your thank you pages are a place to acknowledge your new prospect and guide them to another part of your website or present them with a new action to take.
3) Solidifying SEO
Your website likely already uses the generic keywords in your industry. Your inbound marketing campaign will reveal more unique keywords to embed into your website copy and blog posts. These longer phrases, known as long-tail keywords, that are more specific to your products, services, and geographic location give you a chance to rank high in search engine results pages because there is less competition for them.
Your research into your buyer personas that laid the foundation for your inbound marketing campaign should also give you an accurate idea of what your ideal customers are looking for. Study your buyer personas and the ways you think they will search online to uncover the keywords you should be embedding into your blogs and website copy.
Your blog is a great place to repeatedly use the keywords for which you are most interested in ranking. Transcripts of the videos or audio files on your site are also a great way to publish keywords on your site.
You may need to tuneup your website for inbound marketing. Make sure it fulfills these three functions to ensure your campaign attracts your target audience and converts them into customers.
Thanks for stopping by,
Breezy Hill Marketing is a full-service Vermont web design and digital marketing company. We specialize in marketing strategy, social media marketing, and responsive website design. We love working with clients to build successful digital marketing programs.