1. Get Found
3. Analyze, improve, repeat
The process starts by performing the activities necessary to get found online by people who may benefit from your product or service. First, you need to create original and useful content. This is the foundation of any successful inbound marketing initiative. Without it, you probably will not attract anyone to your site. And even if you do, there is no compelling reason for them to stick around.
The second component of getting found is optimizing the content you have created so that it ranks highly for the relevant keywords in the search engines (i.e. people are finding you for the terms or phrases that are applicable to your business). These two steps alone will deliver a boost in traffic, but to maximize your results you should also promote your content through additional marketing channels like paid search (PPC), social media, email, direct mail, etc.
At this point in the process you have devoted a significant amount of time and money to build web traffic. But attracting visitors to your site is only the beginning. Turning those visitors into qualified leads and customers is where your ROI is determined.
The first step is to create calls-to-action (offers) with landing pages (these are web pages designed with the sole purpose of getting the individual to complete the conversion process - sign up for the webinar, download a white paper, start a free trial, make a purchase, etc.). It is important to create multiple offers and landing pages so that you can appeal to people who are at different stages of the buying cycle.
The second step is to place those various calls-to-action in the appropriate places on your site. They should be relevant to the content on the page and/or match up to the stage of the buying cycle the individual is currently in. Start with your most highly trafficked pages, figure out what works and then apply it to other pages on your site.
Analyze, improve, repeat
Like any marketing initiative, there is no magic recipe for success. It takes time and testing to find the right formula. Start by utilizing the best practices available, monitor your activity and find areas for improvement.
To further explore improving your website performance, please sign up for our Inbound Marketing Assessment or call us at 781-344-2650.