That said, incorporating an SEO strategy into your marketing efforts is a long term process.
Depending on the keywords you want to rank for, it can take months or even years for your content to appear (or rank) on the first page of search results. This is especially true if you are starting from zero without ranking.
But as you start to rank higher in organic search, you will see your inbound search engine traffic increase as your content is recognized as providing the best and most relevant answers to the questions people have. are looking for your services or products.
The best part?
As long as you maintain your rankings, which involves keeping your content up to date and optimized for search, you will continue to receive search engine traffic. If you pay nothing to drive traffic from search and generate leads, your return on investment in inbound marketing will increase.
In the meantime, outbound marketing strategies and advertising can fill the traffic gap until you start gaining leads through your inbound marketing.
How to improve your inbound marketing
Here are five practical tips that will help you increase the effectiveness of your inbound marketing strategy.
1. Create educational content for your customers
What questions do your customers ask themselves before making the decision to buy your product or service?
In CallRail’s ebook, 4 Inbound Marketing Ideas That Will Make Your Phone Ring, they explain how personal injury law firm Block O’Toole & Murphy created authoritative topic pages around their main legal departments.
Topic pages detail legal issues in easy-to-understand language, answer frequently asked questions, and display social evidence (such as reviews from existing clients and media coverage).
The result of creating these thematic pages: The law firm’s website attracts over 5,000 visitors from organic search results. They also rank for valuable keywords such as “construction accident law firm” and “New York auto accident attorneys”.
To get inspiration from your library of inbound content, browse the websites of your top competitors, especially competitors that rank well in your business target keyword research. To create the most comprehensive content, be sure to analyze:
- The main topics covered by your competitors on their blog, ebooks, white papers, videos, etc.
- The length, images and main points covered in top notch content.
- Posts on competing social networks and local business profiles.
Your goal is not to copy your competition’s content, but to create a more comprehensive content resource for your potential customers that reflects the terms, information, and answers they are looking for.
If your website visitors can find all the information they need to make a buying decision, they’ll be more likely to turn into a call or lead.
2. Optimize for research
Plus, every piece of content you create should be optimized for search engines. By including your targeted keywords in specific places in your content, you are helping Google understand what your content is about. This increases the chances that your content will be included in search results pages.
That doesn’t mean you have to (or should!) Write your content for search engines. Your first goal should be to create valuable content for your customers that is more comprehensive than what your competition has to offer.
Once you’ve created your content, you can optimize it by making sure that your target keyword appears in key locations, such as title, first paragraph, and in image filenames, meta descriptions, alt text or captions. The related keywords should also appear in the rest of the content in a natural and meaningful way.
The same goes for social media posts, emails, and other marketing campaigns. Know your target keyword and make sure it’s included.
If you want search engines like Google to rank your content above your competition on search engine results pages, you need more than just high-quality content. You need to create a great user experience that allows your website visitors to access your content quickly and seamlessly on any device.
To measure the current performance of your website, you can use tools like Google PageSpeed Insights. This tool will check user experience metrics and performance on your website pages, such as:
- The greatest content painting: Measures the time it takes for the main body of content to load for the first time.
- First entry delay: Measures the time it takes for your server to respond when a user interacts with your website.
- Cumulative change in disposition: Measures any major changes to the main content while loading that would result in a bad user experience, such as losing your place on the page or clicking on the wrong link.
You can use Google PageSpeed Insights to test your best pages and see how your website is performing against your competitor’s websites. If you find that your pages are underperforming, Google offers advice on how to improve your user experience metrics.
3. Include strong calls to action
Every piece of content you create should include a strong call to action, whether it’s posted on your blog or social media. With the right content, you can guide potential customers through your sales funnel.
Start with blog posts that build brand awareness: introduce visitors to your business, products, and services. Blog posts should end with a call to action to upload relevant, in-depth content, such as an ebook or white paper.
Your in-depth content should give visitors a better understanding of the benefits of your business’s products and services. They should end with a call to action that encourages visitors to call or make an appointment.
4. Embed video content
You should use video if you want to increase the return on investment (ROI) of your inbound marketing efforts. That’s according to a survey conducted by Wyzowl of marketers and online consumers, which found that:
- 86% of marketers found that video increased traffic to their website.
- 83% of marketers saw an increase in the average time spent on pages with video.
- 84% of marketers saw an increase in leads coming from pages with videos.
There are several ways marketers can incorporate video into an inbound marketing strategy. To increase traffic to your website, create a library of search-optimized video content.
To increase the average time spent on the page, add additional video content and comments to blog posts. This will ensure that people with different types of learning styles can find useful content on your page.
To increase leads, add videos to your product and service landing pages. Videos that can increase leads include video sales letters, product demonstration and explanation videos, and testimonials for your services.
5. Use social media
Social media networks like Facebook, Instagram, LinkedIn and Twitter allow you to create different types of content: long posts, video, live video, audio chat, etc. to help people get to know the people within your business, your products, and your services.
Most importantly, creating space for your brand on each of the major social media platforms increases your brand’s visibility to new audiences.
You can also use social media to promote blog posts and educational content on your website in your updates, stories, and direct messages. This will help generate traffic and new leads from social media.
Bonus tip: measure your marketing return on investment
The best way to improve your inbound marketing strategy is to learn which efforts generate the best return on investment (ROI).
While you can track the results of some marketing activities with website analytics software, many have limitations that will prevent you from linking an online marketing campaign to an offline phone call.
If your business is based on online lead generation by form, phone call, or text message, you need a way to follow the customer’s journey from how they found out about you to when they decided on you. contact.
CallRail’s call tracking feature can help you track calls from inbound and outbound marketing campaigns, social media posts, mailers, bulletin boards, and additional marketing channels.
Once you can accurately match campaigns to the leads they generate, you’ll be able to calculate the ROI of your inbound and outbound marketing efforts. You can then adjust your marketing budget to focus on the campaigns with the highest ROI.
Get Discovered Faster With Marketing Tactics That Convert
Inbound marketing allows your business to be discovered by potential customers when they research the types of products and services that you offer.
Your goal is to create the type of content that converts a first-time visitor into someone who knows your business and is ready to call you.
For more inspiration for inbound marketing that generates leads, download CallRail’s eBook, 4 Inbound Marketing Ideas That Will Make Your Phone Ring.