8 Steps to Inbound Marketing

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What is Inbound Marketing?

Inbound Marketing is a hand-picked group of content and digital solutions that when used in rhythmic harmony, ensures a steady flow of web traffic and drives action.

Proactive marketing is any marketer’s holy grail and requires building and maintaining momentum to ultimately increase conversions. It’s not easy to just come up with impactful and engaging content that you can whip into a social post or email blast. Developing a content calendar helps you strategically plot out what to post and when. You stay ahead of the game while also adding hyper-relevant content to the mix in real-time.

What are the components?
  • Call to Action

Clearly defining what you want people to do is step one. If you're a credit union, you'll likely want to convert new members, loans and deposits. Nonprofits are likely focused on generating donations and/or new members. Create a list of desired actions so you know what type of content to create and how to optimize it.

  • Content

Developing and deploying high-quality content, like ebooks, infographics, white papers, and blog posts, increases your ROI by driving a relevant audience to your website. It gives them a reason to request more information, resulting in a strong conversion opportunity.

  • Landing Pages

Many benefits can be packed into one landing page. Landing pages help boost SEO/SEM, improve trackability, capture users’ information, increase conversions, improve credibility and spreads brand awareness.

  • SEO

Using the latest web standards will make your website more visible to search engines and web users. It starts with building a clear site architecture then transitions into maintaining a positive reputation, driving qualified leads and conversions.

  • Website Monitoring

Peering into how people are interacting with your website provide insightful info for how your website can improve.  Real-time reporting can includie dynamic heat mapping, conversion funneling and experience recording.

  • User Testing

Understanding intent improves experience, driving greater satisfaction and loyalty. You need accurate insights along the member journey to instill confidence in making data-driven decisions.

  • Paid Search

Search Engine Marketing (SEM), is a fantastic complement to SEO. Your credibility surges when online visitors see your website ranking high along with ads customized to their search.

  • Review Monitoring

84% of consumers use online reviews to help them make a decision on where they spend their money. You can compete by posting positive responses and addressing negative responses. Higher reviews generate more members.

How to Start
  1. Conduct a content audit to assess current content and determine opportunity benchmarks.
  2. Determine the mix of components (above) that fits your needs.
  3. Conduct a website audit to assess architecture, navigation, analytics, SEO and identify opportunity benchmarks.
  4. Continually develop, deploy and monitor content to incorporate insights into future tactics.
  5. Evaluate your inbound marketing budget annually or semi-annually.

Recommended Budget Allocation:

If being content-driven or becoming a thought-leader is on your ever-growing to-do list, I’d love to help! Let's chat.

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