When you’ve been around the online marketing game long enough you start to realize that it’s easy to jump the gun and just start doing things without having any real goal or tool for measurement (aside from a phone call or a form conversion) in place.
I’ve seen so many businesses in the Seattle area skip data tracking and go straight to social media posts. After working with dozens of companies in Seattle and Everett I’ve been able to recognize a lot of the common issues that plague marketing managers and business owners.
The biggest culprit for ambiguity on ROI is mismanaged social media efforts.
Most companies think online marketing is social media and by doing some tweeting, getting likes, and posting comments on facebook they’ll be able to drastically increase their bottom line sales.
Frankly, Social Media is the most difficult way to approach internet marketing. It’s the hardest part to measure. Gaining the right followers in social spaces often means you’re going to need to do some sort of paid advertising.
Understanding Basic Inbound Methodologies
If you want to gain organic traction in the local area, you’re going to need to think first about how you communicate with your best customers. This is the first step to Inbound Marketing, understand your persona’s.
A persona is a profile of your best customers that you clearly define so you can communicate better with them.
You can have multiple persona’s (and you should). A persona helps you define where people are at in the buying process. Are they someone who is just browsing, comparing, or buying your products or services? If you can define who people are and where they are at in the buying process, you can then communicate with them effectively as a customer or client.
Next, you’ll need to develop your communication channels with your target market.
The hub of your communication should begin with a blog that is niche to the local Seattle area.
Blogging: Targeting your local King County or Snohomish County market will notify search engines that your content is meant for local readers. You’ll win higher rankings in Google and Bing by addressing your target market this way. Keyword density is important for internet marketing. Google likes to rank pages by themes (not individually for one keyword). You should write your blog posts with a solid understanding of how keyword searches are being done for that topic. Use SEMRUSH to do your keyword research.
Content without a syndication plan is dead content (no matter how well it’s written).
Content Marketing: It’s called content marketing and not content for a reason. You have to market the stuff you’re writing. Here’s some practical methods for marketing great content:
- Social – Syndicate your content to twitter, facebook, and Google +.
- Press Release – Create a press release announcing the new topic you’ve written to get a Google news inclusion
- Network – Contact other webmasters in your niche and see if they’ll do a review on your content (do something nice in return).
- Podcast – Do a podcast on the topic you just wrote about.
- Video – create a video and load it up to YouTube announcing the content you just wrote. This makes your post that much more personal to your readers and listeners.
You’re not doing real Inbound marketing until you’ve measured the results
Data/Analytics: you would never drive a car blind so don’t market your website without conversion funnels and data. You need to have a goal. The heart of Inbound Marketing is the metrics by which content marketers base their topics upon.
The difference between SEO and Inbound Marketing is that the methods of Inbound approach online marketing from a broad approach instead of merely ranking keywords. There’s multiple tools in the Inbound Marketers bag that can be used to scale efforts into positive ROI.
Are you looking for more answers to developing your Inbound Marketing? Contact my team and let’s have a conversation about your marketing.