We’ve mentioned before the importance of buyer personas when building your inbound marketing plan. In short, a buyer persona is a semi-fictional construct of the type of buyer or buyers you’re marketing to. They’re easy to put together - you can find templates for building them on Hubspot for free - and will give you a much better and more focused way to look at marketing strategies from the ground up.
Inbound Marketing in 2015
Inbound marketing is a phrase that has been around a while, but it’s one you may not be familiar with. You’re probably more familiar with phrases like ‘internet marketing’ or ‘digital marketing’. There are many similarities, but inbound marketing is specifically focused on:
- Attracting visitors to your site
- Converting visitors into leads
- Closing leads into sales
- And finally, delighting your customers
Inbound marketing is marketing to people that are searching for your product or service online. It involves identifying where a person is in the buying journey and then providing content to help them through the process.
So you’ve been digging around in this SEO stuff a little while, and you’ve learned that having backlinks = good search engine rankings. Maybe you’ve even heard that you can buy backlinks — dozens or even hundreds of them — and you’re thinking that if having some backlinks is good, having lots of backlinks must be great! So now, your biggest questions are “where can I buy backlinks?” and “how do I know I’m getting a good deal?”
If you get regular reports from your SEO company or you’ve ever looked at your Google Analytics dashboard, you will see a number called “Bounce Rate”. You might be wondering what that means or whether the number you see there is a good number. If you’re paying someone to make sure that your website is performing well, how can you know if they’re doing their job? Can you trust what they tell you about the data you’re seeing?
Landing pages are critical to your internet marketing efforts.Your landing pages must be optimized to quickly provide visitors with essential information about the products and services you are offering; and what they need to do to get hold of them. Thus, the landing page must answer the following questions:
- Is the page about the same products or services they were searching for online when they found you?
- Does it tell them what they need to do NEXT to make a purchase, sign up for a newsletter, download your whitepaper, or whatever your conversion goal is?
- Does it include links to other sections of your site that they may want to visit?
- and...does it do this carefully, without distracting them too much?
You already have a website. It's a few years old and conversions are not where you would like them to be, but you can't quite justify a full-scale redesign. It's time to think about a few bandaids - short term fixes to get you through the next year or two while you save up for that nice new website and marketing strategy from your friends here at Waypost. Here are three simple ways to increase your conversions on an existing website.
1. Replace your image rotator with a single call to action.The data is in and image carousels often have a negative impact on conversion. This is primarily due to visitors not hanging around on your home page long enough to see more than one slide. It's time to focus that valuable home page real estate in three easy steps.
Amidst the furious growth of the technology that we use in our everyday lives, a common complaint is that all the gadgetry is decreasing the amount of face-to-face human contact (and thus ruining, or places less importance on, personal relationships). But what about the parents who can now video-chat with their sons and daughters who have moved across the country - or even across the ocean - to attend school? Or how about our ability to keep in regular contact with friends and family who live in different parts of the word? It’s also now much easier to find and get in touch with old friends through email and social networks.
The effect of advancements in personal communication methods and devices is merely a matter of perspective. Sure, the way email is sometimes favored over a face-to-face conversation to save the 10 minutes it’d take to walk to a different floor of the office is an example of depersonalization. But using Google Hangouts to hold a meeting with people from London, New York and Los Angeles offices adds a level of personalization that was previously impossible.
In Light of the Google Panda Update
Since it was first rolled out, Google Panda has undergone several refreshes. Now that the dust raised by the initial upheaval has settled down, the Panda updates have actually proved to be a boon to companies offering customer-centric content. First and foremost, it serves as an effective filter in weeding out poor quality content. More importantly, it negates the need for businesses to engage in expensive and, as defined by Google, unethical SEO practices to stay on top of the ranking index. This levels the playing field and makes value offered by your content the key criterion for SEO success.
Let’s look at how you can assimilate the various measures under Google’s Panda updates to reap rich dividends for your business.
Integrating Display Advertising into Your Digital Marketing Strategy
Web technology now offers you the option of continuing to engage with customers who may have moved on to other sites after visiting your webpage. Two key trends that are making waves and providing immense benefits are: remarketing and retargeting.
Few users are likely to convert on their very first visit to your website. Most will continue searching other sites for more information. The retargeting method can be used to try to engage prospects who visited your website once but did not check out.