Inbound Marketing Means SEO, Social, and Content
While traditional advertising still has its place in today’s world, it’s much harder to catch and hold someone’s attention long enough to convince them to convert than it is to convert a prospective customer that is actively seeking out what you have to offer. That’s what inbound marketing can do for your website: you set your site and your brand up to be a resource, making it as easy as possible for customers to find you when they need you. I think Larry Kim came up with a great way to explain inbound marketing in his blog post on MarketingLand, “…inbound marketing isn’t defined by what you spend, and it’s defined by the direction of the flow.”
As part of your inbound marketing campaign, SEO works to improve your organic search presence by targeting various keywords that reflect the intent of your target audience. For instance, a CPA might target keywords like “business bookkeeping,” “small business CPA,” or “business tax accountant.” Each of these keywords, and many more long tail variations, helps the CPA connect with their target audience. The CPA would optimize the content on their site to naturally incorporate these keywords, proving to the search engines and visitors alike they can provide the kind of information a searcher would be looking for.
SEO also involves offsite link building, which not only helps improve the authority of your website but also creates hundreds of potential doorways into your site, giving prospective customers a way to find you even without the help of a search engine. For instance, a CPA could build links on a site like aicpa.org, which is not only a highly trusted industry site but also has a referral database that business owners can use to find CPAs in their area.
In order to help build your online authority, social media marketing helps prove to the search engines and your audience that you are a real entity with useful information to share. Being active in social media helps you connect with your target audience time and time again, and even though you might not be able to tie one tweet or one LinkedIn update directly to a final sale you can drive traffic over to your site with social media, interact with current and potential customers, introduce your brand to a bigger audience and create multiple touch points that help you build a rapport with your target audience. The thing to remember about social media is that it’s not an advertising platform. You are there to interact, connect with, and communicate with your audience as real people, not sales quotas. And at the end of the day a customer can choose to listen to your messages or not—they are in control. They can choose to follow or un-follow you at any given moment.
Content marketing ties your whole inbound marketing campaign together. The content you create is what the search engines will pull to fill the SERPs; it’s what contains the information that your target audience is looking for and convinces them to act, and it’s what fuels your social media marketing campaign. Every piece of content you create can be shared via social media to give your network a reason to interact and engage with your brand. In my opinion, content should really be the foundation of your inbound marketing campaign because everything else builds on it. But you really need all three to be successful and get your website in the right place at the right time!
Categorized in: Inbound Marketing
Like what you've read? Please share this article