Do you want to drive more leads to your business? If so, you're not alone. The surge in online businesses over the last decade has left some people stumped about how to get more people to their site. There are countless ways to generate leads for your small business, but one phrase that gets thrown around often is inbound marketing.
Simply put, inbound marketing is a technique used to describe the process of bringing new customers to your website. The most common channels include email, social media, and on-site.
Before the internet, outbound marketing was a frequent and aggressive strategy used to generate leads for businesses. Instead of letting customers find their brand, door to door salesmen, random sales calls, and daily follow-ups were considered annoying, but normal.
Now, marketers and business owners can use inbound marketing to organically attract their target audience without calling their homes while they are eating dinner.
Today we are going to look at five ways you can drive more traffic to your small business with inbound marketing.
Develop an engaging content marketing strategy.
If you don't have a content marketing strategy in place, you're missing out on a massive inbound marketing opportunity.
When visitors visit your website, they expect to be treated to more than a simple pricing and contact page. Consumers expect businesses to offer a robust selection of helpful and engaging content through blogs and videos.
There are several things you should consider when thinking about the type of content you want to make. Some of these factors include:
- Your target audience. What are their goals, pain points, and interests? Use this information to create compelling content.
- What is my budget, and how much can I produce? Knowing the answer to this question can help you plan out posts for weeks or even months in advance.
- Where should I share my posts? Understanding where to find your target audience will help you decide on the platforms you’ll use as well as the content format.
Creating a blog, videos, infographics, and ebooks can seem overwhelming at first. The most important thing you can do is take your projects one step at a time. The more time and effort you put into your content, the better chance you have at using it as an engaging, shareable inbound marketing tool.
Don't neglect technical SEO.
Most small business owners and marketers have a comprehensive SEO strategy they use when targeting words within their content. But many of these same folks neglect their technical SEO plan.
On-page SEO covers the words and phrases that are front and center on your website, where off-page work includes backlinks from other publications. Technical SEO focuses on the backend of your website and helps Google index your site appropriately based on the keywords you use. When you consider that Google processes 79,456 searches per second, it becomes clear why an excellent SEO rating is vital to your inbound marketing strategy.
If people are unable to find your website while searching, your traffic will start to take a dive. You'll have a much harder time reaching and connecting with consumers, which can slow your marketing plans down to a crawl.
The best way to improve your technical SEO is by running a monthly site audit. There are over 200 factors that Google considers when crawling your page. You can use tools like Google Search Console to run your audits and find any outstanding issues on your site.
You'll also get targeted solutions on how to fix the problems encountered during your audit. Continuously running audits and improving your site will help improve your visibility, which makes your inbound marketing campaign more effective.
Actively segment your leads.
Once you start generating leads, it’s time to start thinking about how you’ll segment your followers. Lead segmentation is a common strategy used to separate your customers into different categories based on their interests.
The result of segmentation is greater personalization and the ability to send targeted offers to your customers once they sign up for your email list or land on your site. Personalizing your emails can lead to a staggering 26% increase to your open rate.
If your goal is to get more people to visit your website and engage with your emails, segmentation gives you the freedom and flexibility to adjust your offers for individuals. The alternative, a one-size-fits-all approach, sees less engagement because not everyone will resonate with your message.
Let's say you run an online store that sells clothes for men and women. You would want to start the segmentation process by dividing your email segments into two groups, male and female. There's an overlap if customers buy items from both groups, but if that’s the case, they will likely enjoy either offer.
Now you can send targeted messages to men that show your latest store additions, while females get a similar offer with products that suit their interests. The result is an email and on-site inbound marketing experience that show customers the products that fit their search and purchase history.
Spend time on social media.
Do you spend time on your social media marketing campaign? Your users spend an average of 2 hours and 22 minutes on social media every single day. It's vital that you reach these folks while they are browsing your profile, engaging in groups related to your industry, or commenting on your posts.
There are several ways you can drive more people to your website through social media. One of the best ways is by showcasing positive user reviews or feedback on your social media page.
Building social proof through real testimonials and comments can drastically improve the traffic and sales on your site. Believe it or not, 72% of people need to read reviews before they buy a product.
You can bolster your brand by engaging with people in large social media groups featuring your industry. When consumers see that you're interested in the community and passionate about what you create, they are more likely to visit your website.
As a bonus, you’ll get the chance to build unique experiences with these people as they transition between consumer and customer.
Analyze results and refine.
Now that you know how to start your inbound marketing strategy, it's time to talk about one of the most critical aspects of your campaign – analytics.
Your website's analytics can provide you with a wealth of information about your target audience and the popularity of your products and services. The more time you spend gathering data on consumers through email, social media, and on-site, the better chance you'll have at creating content and marketing material that appeals to your ideal audience.
Let's say you analyze your content and see that one topic you cover twice a month is slowly declining. You can take that information and either take to social media to ask your customers what they think, email out feedback forms, or continue testing your copy to see if you can improve the number of visitors while lowering your bounce rate.
You'll want to look at all of the factors surrounding your business before making updates to your inbound marketing campaign. It's recommended that you check your analytics weekly and track sales, traffic, and link sources. Understanding this information will help you fine-tune your campaign and eventually yield big results for your small business.