Grow Your Business with Inbound Marketing - ?· GROW SOCIALLY | eARTICLES Grow Your Business with Inbound…

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  • twitter.com/GrowSocially ilink.me/FBGS youtube.com/GrowSocially Search Grow Socially

    21 Concord Street Wilmington, MA 01887 T 800-948-0113 F 800-974-5067 E Support@GrowSocially.com www.GrowSocially.com

    Grow Your Business with Inbound Marketing

    By John Foley, Jr. CEO CMO Grow Socially

  • GROW SOCIALLY | eARTICLES

    Grow Your Business with Inbound Marketing John P. Foley, Jr. CEO CMO Grow Socially

    21 Concord Street Wilmington, MA 01887 T 800-948-0113 F 800-974-5067 E Support@GrowSocially.com www.GrowSocially.com

    twitter.com/GrowSocially ilink.me/FBGS youtube.com/GrowSocially Search Grow Socially

    Contents The Inbound Marketing Low-Down ........................................................................................................................3

    Starting Your Inbound Marketing Strategy .............................................................................................................5

    Tools and Techniques to Succeed with Inbound Marketing ...................................................................................6

    Inbound Marketing and Lead Generation ...............................................................................................................8

    Content is King in Inbound Marketing ....................................................................................................................9

    About John Foley, Jr. ............................................................................................................................................ 13

    About Grow Socially ............................................................................................................................................. 14

  • GROW SOCIALLY | eARTICLES

    Grow Your Business with Inbound Marketing John P. Foley, Jr. CEO CMO Grow Socially

    21 Concord Street Wilmington, MA 01887 T 800-948-0113 F 800-974-5067 E Support@GrowSocially.com www.GrowSocially.com

    twitter.com/GrowSocially ilink.me/FBGS youtube.com/GrowSocially Search Grow Socially

    The Inbound Marketing Low-Down

    Every business dreams of easy sales --- the sales where customers virtually fall into your lap!

    We all want to find that customer who nods at everything we say. When that happens, we can feel confident

    that they believe that we are the experts and that we have the best solution for their needs.

    The reality is you likely work hard for every customer you get to that point of the sale. But what if that hard

    work really involved laying the ground work so that over time, those customers really do fall into your lap?

    With inbound marketing, you can lay that groundwork to establish your business as a resource, as a wealth of

    information and the right solution to your target markets needs. And while it takes some work, it does not

    require the outlay of cash that many other marketing strategies take, such as massive ad campaigns.

    In traditional marketing, you send your message out to the masses. And hopefully, it gets to your target

    market and that target market responds. With inbound marketing, you are still sending a message out, but its

    less intrusive and much more authentic.

    Think about it: when you go to a party, do you want to seek out all the cool kids and chat them up, hoping

    they will like you? Or would you like to be the cool kid and have everyone come to you?

    Attracting Leads to Your Business

    By providing relevant and interesting content, you become the cool kid. Your target market wants to get to

    know you. They want to

    read your articles. They

    want to download your

    audio tips. They want to

    watch your video clips. As

    you develop your content

    and make it accessible in various formats, you get your name and expertise in front of your target market in

    various ways.

    Or course, you do have to make sure your content is optimized for the search engines. You want your

    informational pieces to be found via free searches. This doesnt mean you stuff your content with fluff and

    keywords over and over again. In fact, doing so will turn a potential customer off. You have to find the right

    balance between using those keywords while providing relevant and readable information.

    How Social Media Fits In

    You should be sharing your information across multiple platforms such as Facebook, Twitter, and YouTube and

    so on. Your target market isnt going to be hanging out in one place.

  • GROW SOCIALLY | eARTICLES

    Grow Your Business with Inbound Marketing John P. Foley, Jr. CEO CMO Grow Socially

    21 Concord Street Wilmington, MA 01887 T 800-948-0113 F 800-974-5067 E Support@GrowSocially.com www.GrowSocially.com

    twitter.com/GrowSocially ilink.me/FBGS youtube.com/GrowSocially Search Grow Socially

    Theyre laughing at the latest tweet. Checking out the most recent status update. Sharing that video clip. By

    establishing your business identity via several social media platforms, you get the chance to seize the interest

    of many more potential customers, and continue to establish your business as a resource. Another benefit is

    the ability to interact with those in your target market on a more personal level. Social media invites dialogue

    and interaction. By being responsive as well as proactive with your information dissemination, you are

    becoming the friendly resource that your target market wants to work with.

    Inbound marketing isnt for the lazy business. It takes time. It takes knowledge. It takes dedication. You need

    to provide good, quality content. You need to be search engine friendly and keyword wise. And you need to

    establish your business identity across multiple social media platforms. But in the long run, inbound marketing

    can take your business sales to a whole other level.

  • GROW SOCIALLY | eARTICLES

    Grow Your Business with Inbound Marketing John P. Foley, Jr. CEO CMO Grow Socially

    21 Concord Street Wilmington, MA 01887 T 800-948-0113 F 800-974-5067 E Support@GrowSocially.com www.GrowSocially.com

    twitter.com/GrowSocially ilink.me/FBGS youtube.com/GrowSocially Search Grow Socially

    Starting Your Inbound Marketing Strategy

    You already know that the internet is a terrific playing field. Its the great leveler in that any business can have

    a web presence and in many cases the internet reader would never know whether a business is a mom and

    pop shop or a million dollar company in a penthouse suite downtown. Any business can and should have a

    good-looking, easy to navigate website that appeals to its target market. This website becomes the base for

    your inbound marketing strategy.

    First up, you need to decide how you will provide information to your target market. Blogging or regular article

    posts should be a given. If you dont have a blogging platform built into your website, you should have that

    added. Then you can schedule your posts. Will they be weekly? Daily? You want consistency and timeliness. So

    you should establish a schedule that you know you can keep.

    Then you need to create a list of blog topics. What kind of information do you want to provide? Think about

    what is relevant to your target market. What will they want to read? What will establish you as the expert?

    Not a writer? Not to worry. You have several options. Look to someone within your company or perhaps a

    trusted colleague. You can also look into ghostwriters to write the content

    for you. You want someone to write for your company with a voice that

    fits. Not everyone is a wordsmith. And thats okay. An outsider can write in

    your voice and your posts will still be relevant and authentic.

    Its tempting to buy a bunch of articles that are touted to be laden with

    key words and optimized for the search engines. But these articles can be

    found all over the net. And youll lose your authenticity if the internet

    reader figures out that your information is not yours.

    Start thinking about how you can provide information that utilizes other

    mediums. How about some audio files that are chock full of tips? Or what

    about getting a guest spot on an internet radio show? An audio question and answer session can be provided

    as a downloadable link on your website or posted on your social media profiles.

    Dont forget that amidst all this information dissemination, you need to portray your business personality. Its

    okay to have a post that isnt all business. Want to post a shout out to a customer? Do it. Want to whip up a

    quick video clip showing a couple minutes of your employees hard at work? These sorts of things make you

    only that much more real to your target market. And it can give you a definite edge. So as you implement your

    inbound marketing plans, dont forget to show your target market a bit of personality here and there.

  • GROW SOCIALLY | eARTICLES

    Grow Your Business with Inbound Marketing John P. Foley, Jr. CEO CMO Grow Socially

    21 Concord Street Wilmington, MA 01887 T 800-948-0113 F 800-974-5067 E Support@GrowSocially.com www.GrowSocially.com

    twitter.com/GrowSocially ilink.me/FBGS youtube.com/GrowSocially Search Grow Socially

    Tools and Techniques to Succeed with Inbound Marketing

    Now that weve defined what inbound marketing is, and what an inbound marketing strategy should consist

    of, its time to talk about specific tool and techniques that you can use to put it into action!

    Your Blog

    When you set inbound marketing into motion, you will soon find it is a strategy that thrives on consistency.

    The most powerful tool in your arsenal is your company website blog. You control how much information you

    disseminate, what information you provide and how often you distribute that information.

    Ideally, your blog will consist of multiple short (but not too short) articles on relevant topics that set you up as

    an authority in your field. The goal is two-fold:

    1. You get readers who learn to seek you out for your expertise and

    2. You get others to link to your materialthereby bringing more readers who will learn to seek you out

    for your expertise.

    Search Engine Optimization

    Search Engine Optimization (SEO) is an integral part of inbound marketing. You dont have to become an

    expert in SEO yourself, but you do need to know what the right keywords are and how to use them effectively.

    The goal is to increase your search rank. You want to be on that first page of Google and bing results when

    internet users search for your keywords.

    The great thing about SEO is that it is something that can be tweaked and worked on to help your visibility.

    Over time, you will be able to determine what your effective keywords are what words are bringing visitors

    to your site. And you will be able to track links leading to your site.

    You can also track links from within your site. Perhaps your current blog post has a hyperlink to an older post

    on related material. Instead of using a direct link, you can use a tool that will allow you to shorten the link and

    also see the traffic reports on that URL. For example, we use ilnk.me and get a special shortened URL. Later we

    can obtain the information on how often the link was clicked, the highest traffic times and so on. Remember,

    information is power and you want that information to know what is working and what is not.

    Social Networking Platforms

    A bit overwhelmed by all the social media platforms out there? Start with two. Perhaps its Twitter and

    Facebook. Maybe its LinkedIn and YouTube. But start with two and build from there.

    Dont assume more is better.

    http://ilnk.me/

  • GROW SOCIALLY | eARTICLES

    Grow Your Business with Inbound Marketing John P. Foley, Jr. CEO CMO Grow Socially

    21 Concord Street Wilmington, MA 01887 T 800-948-0113 F 800-974-5067 E Support@GrowSocially.com www.GrowSocially.com

    twitter.com/GrowSocially ilink.me/FBGS youtube.com/GrowSocially Search Grow Socially

    You should only have as many social media profiles as you can manage to maintain. And while your main goal

    with social media may be to promote your brand and distribute content, dont forget that these platforms are

    interactive. They invite a conversation with the internet visitor. Thats something you never want to lose sight

    of.

    Online Marketing Audit

    Yes, youve got a business to run. But even if you use tools to automate as much content as possible, you

    should schedule regular checkups on each platform to make sure there isnt a question or comment

    lingering.

    Also, the technology behind online marketing can change quite frequently and at a faster pace than traditional

    media.

    Thus, having an online marketing audit conducted regularly may help alert you to new features that you

    should be taking advantage of to promote your business.

    Integrating Inbound Marketing into the Sales Process

    The reality is visitors are not customers. Its up to you to turn them into your customers.

    As you integrate the SEO aspect with the content and the social media visibility, you will find that you will get

    those visitors.

    In order to turn them into customers, you need to cultivate them into leads. Content can also play a big role in

    that! Your company should have a stash of content in hand that can support the Sales team at each step in the

    buying cycle.

    Whether you are trying to convert a visitor into an inquiry, an inquiry into a lead, or a lead into a sale, you will

    need specific content to help move people through each step.

    By doing that, you will be working to ensure that your inbound marketing efforts prove to be a success!

  • GROW SOCIALLY | eARTICLES

    Grow Your Business with Inbound Marketing John P. Foley, Jr. CEO CMO Grow Socially

    21 Concord Street Wilmington, MA 01887 T 800-948-0113 F 800-974-5067 E Support@GrowSocially.com www.GrowSocially.com

    twitter.com/GrowSocially ilink.me/FBGS youtube.com/GrowSocially Search Grow Socially

    Inbound Marketing and Lead Generation

    The whole point of inbound marketing is lead generation. You

    are taking internet visitors and hoping that they lead to

    eventual sales. But you cant take gigantic steps to get there.

    You need to take one step at a time in order to lay the proper

    groundwork.

    Here are a few points when it comes to inbound marketing

    and lead generation:

    You need to create terrific offers. You have to offer

    something that your visitors want. Its like dating.

    What do you have to offer your date? Do you have a

    tip sheet? A white paper? Some worksheets?

    The value of your offer should be more than the cost to the internet visitor. Now youre thinking,

    Wait. He just said to give free offers. So how is it costing the internet visitor anything? The point

    here is that your offer should be something of value. And the internet visitor should not be thinking

    about the cost of providing a name and email address.

    Its easy to get in the rut of providing information. But you cannot forget your calls to action. You cant

    assume your internet visitor will click on a certain link or in...