A successful inbound strategy begins by optimising your website’s visibility to search engines like Google.

This makes sure that your valuable prospects can find you ahead of the competition.

Search engine optimisation requires you to understand what search terms (keywords) your buyers use and build your content around those topics.

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93% of decision makers use online search engines to make purchasing decisions

1. Create a magnetic website

A successful inbound strategy begins by optimising your website’s visibility to search engines like Google. Inbound marketers use a variety of tools to help achieve this.

In practice:

Identify keywords and topics and use them in specific places throughout your site;

Put in place strategies to increase the number of links to and from your site; and

Build up the number of pages that are indexed by search engines via blogging and social media.

2. Blogging usually makes the biggest impact to your visibility

Blog posts give you content to share and promote across the web, improving visibility and building links to your site, and they add indexed pages of high-quality content to your site, perfect for search crawlers to find and rank.

In practice:

A blog also establishes your credibility as a leader within your industry.

⌲ 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep (Source: Demand Gen)

⌲ 96% of buyers want content with more input from industry thought leaders (Source: Demand Gen)

⌲ B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog 4-5 times per month (Source: HubSpot)

3. Social media is relevant…and becoming more so

Some firms believe that their audiences aren’t on social media. Do you really believe that your customers don’t use social media apps?!

It’s not true. What is more likely to be true is that you don’t know how to reach them in a professional way that yields measurable results.

In practice:

⌲ LinkedIn is usually the most effective. Get ahead by sharing your original content on your LinkedIn company page, and be active in industry discussions;

⌲ YouTube is a close second. Video is the best method for explaining concepts and solutions quickly – perfect for more complex products and services; and

⌲ Use Twitter to promote your blog and content offers, and share useful links. The media use Twitter as a source of news stories, so it is a great way to gain visibility.

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Introduction To Inbound Marketing

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