Inbound Marketing Strategy
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Inbound marketing is the process of attracting potential customers, prior to being ready to make a purchase, through the creation and distribution of outstanding content. It’s a series of strategic maneuvers that aims to increase traffic, generate leads, and – most importantly – boost your revenue.
An effective inbound marketing campaign educates people about what they need to know in order to become a customer. People are searching for answers online, researching the industry, and checking out your competitors. A great inbound marketing campaign takes advantage of this habit and sets you apart as the knowledge leader. If you take the role of an educator rather than sales, you’ll build trust, and trust will increase your conversions and ROI.
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Inbound Marketing vs. Outbound Marketing
When you bring up “marketing”, people often think, you are referring to outbound marketing. Outbound marketing is comprised of direct mail, email, telemarketing, radio ads, TV ads, and cold calling. While outbound marketing is effective, inbound marketing has taken center stage. People love to buy but hate to be sold.
Inbound marketing relies on providing different forms of media that educate or entertain potential customers. It is comprised of educational resources (white papers), blog posts, podcasts, newsletters and social media. The overarching idea is that people will find your content, see your business as a resource, and convert into customers. All without you having to sell.
Inbound Marketing Begins with Great Content
When was the last time you audited your content?
The cornerstone of inbound marketing is outstanding content. Your content must anticipate and speak to your potential customers’ pain points, questions, and interests. stellar content will naturally attract links, be shared on social media, and rank well on Search Engine Results Pages (SERPs).
How do you create great content? It begins by creating a buyer persona (or personas) that represent your target market. Conduct the necessary research to determine common pain points, questions, and interests that real people have about your industry. You can use social media and forums to ‘listen in’ on prospective buyers.
After you’ve conducted market research, write up a buyer persona that represents a single, individual person. Give them a name, age, and gender. Write about how they spend their free time, what they do for work, and where they go online.
Next, use this buyer persona to brainstorm content ideas. Align your content with the buyer persona’s interests. With expertly crafted content for each stage of the buyer journey, that addresses the right topics, attracting inbound traffic that converts into paying customers.
Outstanding Content Fuels SEO and Local SEO Efforts
Search Engine Optimization (SEO) is a byproduct of great marketing. Google and search engines can be thought of as great “match-makers”. Their job is to ensure searchers find the most relevant information with as little friction as possible. Search algorithms have evolved and can easily identify attempts to game the system. Great websites act very similar to consultants. They answer questions and provide information to a visitor, positioning the business as a standout expert in their competitive landscape.
There are two aspects of SEO and local SEO: onsite and offsite.
- Onsite SEO is all about making your website easy for search engines and visitors to understand. Your website needs to quickly guide a visitor to relevant information. The use of appropriate title tags, meta tags, meta description, headings and graphical calls-to-action will guide people deeper into your site You’ll need an easily indexable site with links between all your pages and blog posts.
- Offsite SEO is a series of techniques that take place outside of your website and drives traffic back to it. It relies on reaching out to industry influencers, guest posts, site reviews and building backlinks.
Both aspects of SEO (onsite and offsite) are dependent on content. High quality, up to date content will attract backlinks, provide an opportunity to target new keywords and address your customer’s pain points and interests. Great content will also build and nurture relationships with prospective customers before they convert.
Your content must speak to your customer. It needs to educate and bring awareness to how your solutions directly solve their problems. When you have great content in alignment with your buyer personas, you’ll:
How does your content align with your visitor’s needs? More importantly, is your content converting traffic into customers? Our Inbound Marketing services will help you craft content that delights your visitors and turns them into revenue for your business!
Inbound Marketing Can (& should) Become Automated
One of the best things about inbound marketing is that it can become automated. That means that the inbound marketing campaign works on its own to bring you visitors, leads, and customers.
How do you automate inbound marketing? You’ll need the right tools. Here are some that AlphaMind loves:
Using these tools, you can create campaigns that automatically trigger when someone takes a desired course of action. A basic example is when someone subscribes to your email list. You don’t have to manually send a confirmation email, it’s automatically sent out by your email list provider.
Inbound Marketing Is a Worthy Investment
AlphaMind Studio’s inbound marketing strategies have a higher ROI than just about any other marketing strategy. We build campaigns that draw your target audience to you. From there we focus on converting them into paying clients. No one else in the industry offers campaigns with this level of detail.
Start boosting your revenue today! Contact us at: (303) 832-5193 to create a stellar inbound marketing campaign that will grow your business.
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