Inbound Marketing essential step-by-step guide
Essential step-by-step guide: integrated digital marketing
Nowadays, traditional marketing methods are becoming increasingly ineffective and costly.
Effective digital marketing will allow you and your company to get started in the online world by creating and implementing a successful integrated digital marketing strategy, step by step.
Since the establishment of a keyword strategy and the correct use of social media to promote their online content through a complete analysis and definition of their strategies.
This article will guide you through every essential step you must take to grow your business in a way that
on-line.
Below we detail in 9 summary steps how to get your brand positioned optimally where you see it.
1.- Create a keyword strategy
A keyword is a word or phrase that a person uses to collect information from an online topic. People can enter keywords to search engines such as Google or Bing or even social media sites such as Facebook, Twitter or LinkedIn
This will allow you to optimize your website and your profiles on social networks, thus increasing the chances of being found online through people who are looking for those keywords, which will generate more and better traffic to your business and website.
To define the or keywords that can also be a phrase; It is a process that requires study, analysis, and monitoring over time so that you will find out about industry trends and product demand.
A complete investigation of your keywords can help you grow organic traffic and save you money in conducting a paid search campaign in Adwords through PPC (Pay per click).
To create a keyword strategy, you must put yourself in the customer’s place, that is, as if you were searching for a product or service through social networks. Think of short words or phrases that you can define the best way what is your product or service.
For a small or medium business, you should consider less competitive words, more specifically related to your business called long tail words.
Google Keyword Tool or Hubspot Keyword Tool are excellent tools to determine the degree of competitiveness of a specific word as well as suggest and help to think in new words.
You can try different words to see which works best.
Once the words are chosen, the next step is to incorporate them into your website, in specific places and keys at the same time; even include it in images through Alt Text (hidden text added to the image)
2.- Optimize your website to be found
To know how well optimized your website is, we recommend using a free HubSpot tool called Marketing-Grader.
This tool will analyze your marketing completely and give you a total score between 0 and 100.
In it, you can see some ideas on how to increase conversions and strengthen your integrated marketing program.
The elements of On-Page SEO are:
Title page, the text which you can see at the top of the browser window when viewing a web page, is also the title of a page that is presented in the search engines
.Meta Description & Meta Data considered as the description of a site for your search on Google. The meta description is to provide the search engine with a brief description of the page (150 characters to be more exact) under each result if a meta description does not is included in the source code, then the search engine will display part of the content of the page instead.
Title of page:
If a part of the text appears larger or more prominent than the rest of the text on a page, it is likely to be part of a title.
You can verify this in the HTML code of your website and search for text with an <h1>, <h2> or <h3> tag that surrounds it.
Cascading Style Sheet (CSS):
HTML is the code of your website that search engines read. Search engines extract relevant information, such as keywords, from your HTML.
CSS, on the other hand, has a template for the design of the page.
In CSS, you define headers, links, and other visual elements.
Images:
The images of a web page can improve the user experience. However, you should keep in mind the following:
Beware of including many images and increasing the weight of the page. Always associate text to images (Atl Text) and include
Keywords in image files
Domain information:
Search engines reward sites that register for a long period of time. They indicate a commitment to the site, a sign that the site is less likely to be spam.
Moz Rank:
It is a general measure of how much authority your website has. The higher MOZ range the better.
Google crawling date:
When Google crawls your site, information related to it is updated, such as keywords and other SEO factors. Therefore, it is important that Google crawls your site as often as possible.
The best thing you can do to get Google to crawl your site more often is to produce fresh content regularly by posting it on your website.
Improve your Off-Page SEO with inbound links
websites with better authority rank better than websites with greater authority.
In addition, you can improve your chances of attracting links from
input when sharing your content on social media and
optimize it for search results, thereby easily
It can be found.
3.- Create a blog and marketing offers
Platforms to make Blogs like Hubspot, WordPress or Blogger have been able to publish blogs easily and effectively.
Making blogs and creating other content such as eBooks and webinars are ways to reach more people with your business online thanks to its wide reach.
The goal of your business blog should be to publish valuable and non-promotional articles as if it were the article for a magazine.
Also, you should think about the words you use.
Avoid the jargon of the industry that only your employees would understand.
As in the process of designing a keyword strategy, think about the words your customers use to describe your business and apply those phrases to the language of your blogs.
Create a Blog The blog makes your site more dynamic by injecting content each time you publish a new article. Search engines reward through high rankings your website if it incorporates
new content, which translates into + views, + leads and + clients.
The contents should generate interest in the volume of visits, and add multimedia content in videos and images. It is important that you find a style that identifies your brand or business that generates added value. This will make people want to buy products or services from your brand
Links The blog makes your site more dynamic by injecting content each time you publish a new article. Search engines reward your website with high rankings if it incorporates new content, which translates into + views, + leads and + customers.
Call to action
Each and every article in the blog that is published must include a call to action in the article to help boost the generation of leads and opportunities.
4.- Promote PPC offers
Pay per click, or PPC, or Pay-Per-Click, is an Internet advertising model in which the advertiser pays his or her ads to the web using a fee based on the number of clicks made on the ad. The PPC model is typically used in search engines, but also in content and product websites.
PPC really comes down to management, matching, and optimizing the purchase of your product, downloading an offer, or something similar.
Offers of PPC (Bidding) and Quality Score (Quality Score)
5.- Promote content through social media
Just remember that before jumping to use this type of social networks, you need to have marketing analysis that allows you to measure the real success of this type of effort.
Use Twitter:
• Use the name of your business as the name of your Twitter account.
• Use your business logo as a photo of your profile and image.
• Create a fund that provides additional information regarding your business.
• Use tools such as Hootsuite or TweetDeck to determine influencers in your industry or leads you should follow.
Use Facebook:
From a marketing perspective, Facebook serves as a powerful platform for building a community and mouth-to-mouth.
The first thing here is to create a company page.
Use LinkedIn:
Known as the social network of entrepreneurs, this network already has more than 150 million business people. It is very efficient for companies that focus on this type of segment (B2B).
To start using LinkedIn, you must make your individual profile, optimize your information by adding links to your website and blog. Take the time to describe yourself and your company, reflecting experience, knowledge, and passion for what you do and sell.
Once you have created your profile, you can explore other LinkedIn tools most used by marketers. There are 2 most important to generate leads and acquire customers.
6.- Convent the traffic of your website in leads
Step 1: Select your offer
Step 2: Create calls to action
Step 3: Create Landing Page
Step 4: Test, measure, and repeat
In order to determine what are the elements that best help you achieve your goals, you have to try different calls to action, Landing Pages and offers.
If a call to action has been on your website for a month, vary the message or exchange a totally new call, and after a month measures your behavior, it is a good practice.
If Landing Page conversions are low, make a change in the page layout and measure the results. Do not be afraid to try different variations, as you can always come back if the previous version worked better.
7.- leads with directed messages
Only send emails to people who have explicitly chosen to receive messages from your company. What is called Permission Marketing?
Be consistent in your communications to set the right expectations for your audience.
Measuring the conversion rate requires integration between the email platform and your marketing analytics.
8.- Optimize your mobile marketing
Measuring the conversion rate requires integration between the email platform and its analytics
marketing.
mobile devices
The mobile visitor is trying to find the key information when they visit your website, to reduce the information contained in the web pages that provide them only information that will be very useful. For example, make the contact information very visible and make the navigation less prominent.
9.- Analyze and refine your strategies
Google Analytics is an excellent tool designed to help marketers analyze the
web traffic
Identify opportunities when reviewing your marketing activities, decipher what
want to improve. Do you want more people to come to your blog? Do you want to convert more visits into leads? Always see new opportunities in that regard.
If you are following the steps described in this eBook and focus on an Inbound Marketing process, you are saving a lot of money.
In summary:
The following points are some suggestions for improving the
steps that have been described in this eBook.
Steps to improve
Keywords or key phrases
Conversions
Content strategy
Promotion in social media
Lead Nutrition & email marketing
Summarized and written by May Ling Tong