Inbound marketing is a multi-faceted form of lead generation, made up of elements including email, web pages, Calls To Action or CTAs, blogging, and social media. Search Engine Optimisation or SEO also plays a huge role in getting clients to your articles, videos, and website. How exactly does it work? Keep scrolling to find out.
What Is Inbound Marketing?
Inbound marketing is very different from traditional advertising. The latter takes a salesy stance and markets directly to consumers. In contrast, inbound marketing is all about attracting consumers to your business through less direct advertising. Attracting individuals could include writing high-quality blog posts, building strong web pages, and engaging with prospects on social media. When consumers get the content they want, conversion of readers to clients is likely to follow. You can encourage this through the use of specific CTAs and landing pages, as well as input forms and email lists.
Part of the initial attraction, or what will bring a prospective client to your site, is great SEO. Without it, you will have to work much harder to find success with your inbound marketing campaign. In fact, SEO should be integrated into nearly all aspects of your campaign, not just in one or two places.
Consider How Your Clients Use the Web
When you use the Internet on a computer or mobile device, what apps or programs do you interact with each time? Most people check a few, including their email, Facebook, or the news, but what is the next step?
Most online, browser-based experiences begin with a web search. We use Google for everything, from discovering which movies a celebrity has been in lately to browsing restaurant reviews. Consumers also perform research while contemplating a big purchase or a decision such as a health care provider. They will input relevant keywords, but your business may not be considered if your website does not appear in their results.
Four Ways to Harness Search Engine Optimisation
How can you improve inbound marketing with the help of SEO? Here are four ways to make SEO work for you:
- Perform Keyword Research: Performing keyword research means getting creative and considering all the ways in which a client might search for your practice. Do you offer alternative medicines, work with a compounding pharmacy, offer free consultations, or consider yourself a kid-friendly practice?
- Write Blogs with a Specific Keyword in Mind: Once you have chosen some of the best keywords for your business, write blog posts about the various topics they represent. Embedding keywords in these posts will help prospective clients find your website as they begin preliminary research on a topic or design.
- Create Relevant Landing Pages: Another place to carefully sprinkle keywords is a landing page. These pages must be customised according to the topic, and should feature a strong call-to-action.
- Use Google AdWords or Facebook Ads: These programs help increase visibility, and SEO plays a large role in each. For Google AdWords, keywords are essential for helping your listing show up at the top of results. In the case of Facebook Ads, keywords help the site determine when to display an ad in conjunction with a user’s browsing habits and other page likes. Key phrases and industry buzzwords are also an eye-catching tool that may stop a consumer from only skimming.
Optimising your website and content for sites like Google will help improve your rankings, with an increase in traffic sure to follow.
Create Quality Content with Great SEO, and Vice-Versa
Producing high-quality content is a time-consuming investment, whether it comes in the form of articles, videos, whitepaper downloads, or additional resources. If no one sees your content, was it worth the investment? Similarly, if you attract someone to your site with SEO but have no content to share, are they likely to stick around?
For effective inbound marketing, your content and SEO efforts should have a symbiotic relationship. Do not write a series of blog posts without incorporating a keyword phrase or two. Avoid creating and sharing videos without any captions or accompanying text. At the same time, stop wasting money on lead generations if your website is unable to convert visitors.
High-quality content builds trust and credibility, encouraging visitors to come back for more. Do everything you can to help ensure that your company is at least considered once their research is complete and they are ready to buy or call. Build a Google-friendly strategy that will improve rankings, supply great content, and encourage consumers to close.
Help Clients Find You Instead of Fighting to Find Them
Search engine optimisation includes everything from keyword research to post-campaign analytics. Contact Espresso Digital Marketing for help making SEO work for your business. For a free initial consultation, call +61 (0) 401 535 584 or contact us online today.
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