Inbound marketing is about attracting people to buy your products and services, rather than reaching out to them. Entice people into your website with search engine optimisation, blogging, some fabulous content and social media. Once you’ve netted your prospects you need to convert them into customers with compelling calls to action, intuitive functionality and irresistible landing pages. Inbound marketing covers the entire journey from setting the bait, attracting your leads and securing the sale.
Top Tips for Inbound Marketing:
1. Get found on Google
Billions of searches take place on Google every single day. If your website is not appearing in the search results when people are looking for your products and services then you are missing a massive opportunity to generate new leads for your company.
75% of people never scroll past the first page of search results.* So you need to be appearing on that first page if you want to reach the maximum number of people.
Google takes a variety of factors into account when it assesses your relevancy to a particular search term. Many of these factors involve improving your website: simplifying the navigation, adding fresh content and highlighting the key terms covered, making SEO a valuable activity and worthwhile investment.
2. Ramp up your social media
Social media presents a great way to reach your target audience. You can use it to promote your blog articles and draw people into your website. It can be used to communicate news and events, and gather a following of interested people who might one day decide to convert into customers. It also maintains contact with previous customers to encourage a repeat purchase.
3. Boost your blog
Companies who blog have more website visitors and more pages indexed by Google. They have more opportunities to attract potential customers through long-tail keyword phrases. Your website starts to attract people who are interested in the exact things that you are offering.
Well-written and useful blog articles attract inbound links from other websites, which in turn boost your search engine ranking and draw traffic into your website.
4. Compelling calls to action
Your call to action is a button or piece of text which alerts the website visitor of the main task for that web page. Your calls to action make it clear to your customer what they need to do and how they go about it.
Many websites leave users floundering at the bottom of a page, with no clear direction. A strong call to action entices them to make the sale, or get in touch, or request a white paper.
Website users make quick decisions and are very task orientated. If they cannot immediately see what is expected of them, they could go elsewhere.
A good call to action jumps out of the page and encourages a website visitor to act. The text should clearly and briefly indicate what they will doing. Examples of strong calls to action include: ‘Sign up for a free trial’, ‘Buy now’, ‘Download our free report’.
5. Your home page as a channel
Your site’s home page should be a channel which you use to draw people in. It is not a landing page. Use your calls to action to show your visitors what you want them to do, and how.
A/B testing allows you to compare changes to your website and the effect they have on conversion. Changing colours, text and button positions can all make a big difference to your conversion rate.
7. Captivating landing pages
Ensure that your landing pages are targeted to the audience you are attracting and the action you need them to complete. Keep it simple, with a very prominent and central call to action.
Remove unnecessary elements and outside noise from the landing page: its one aim is to get people to complete the task you have in mind. A landing page with lots of options will dilute the effect you are seeking and act as a distraction.
A well-designed landing page will instil trust in the consumer. If your landing page includes a form, test it for usability and keep it as brief as possible.
Wagada can help you to boost your website traffic and conversion rate. Contact us for more information.
* Source MarketShare.Hitslink.com, October 2010