Taking the plunge and moving to an inbound approach to your marketing is a big step. You may have been thinking about it for some time; you've downloaded the e-books from the software companies, you've been reading blog posts by your favourite inbound marketing agencies for months and you know deep-down it makes sense, but changing the entire way your marketing works is a scary commitment.
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In our popular article on the subject of what a blog is actually for, we covered the compelling statistics around the benefits of doing it, they are compelling. If you're using your website for lead generation, or at least you want to start the process of creating a website that attracts potential customers,
Thinking back to the last time you redeveloped your website, was the end-result the site you wanted? If your answer's yes, there's a strong possibility it's not the website you need. Confused? Then I'll explain.
Google™ uses links to measure the importance or popularity of web pages. This is generally well understood but if you're confused then our what is link building blog post will help.
That aside, Google places important web pages, those with a good link profile, at the top of the search results so it should be clear that having links to your pages helps them get found. In simple terms, popular content, pages with links, rise to the top of search results. Enter the link sellers.
Many things in life come down to price. For products it's an obvious thing to look for the cheapest price for a specific item, after all, an iPhone 7 is an iPhone 7. It's not the same when purchasing services, but I think many people treat it that way. Agency A will get me leads from my website for £1000 per month, Agency B wants £3000 per month, I'll go with Agency A!
The cost of creating a website is contentious. At one end of the scale, it's free, think companies like GoDaddy who provide DIY website building tools, while at the other it can be a six figure project or more. All price points in between are also covered. For my own amusement, I decided to work out the cost of developing a website using contractors instead of an agency. The results were quite surprising.
Pretty much every day we get an Inbound Marketing Review request from a person who hasn't developed a sound marketing strategy for their business. They have done pretty much everything except figuring out how they are going to find customers.
They've effectively bought a shop, decorated it, filled it with amazing products at fantastic prices then opened the doors, only to realise the shop's in the middle of nowhere with no roads leading to it and no other means for anyone to find it. It's very common.
In my last blog post I described the different stages of a customer journey from the moment they first hear about your business to when they become a lead and then an advocate. When it comes to actually producing the content for each of those stages, where do you start?
Customer Journey Mapping is used in marketing and customer service to identify how a person navigates the process of moving from being a complete stranger to becoming a loyal customer. It helps organisations look at all the important touchpoints in that journey that can help or hinder progress towards the end goal.
Julie explains in this video why doing clever stuff with keywords is not what SEO is all about. GoogleTM wants to give its users the best possible experience, which means ensuring that they find exactly what they are searching for. For you, this means providing useful content that addresses their problems.
An inbound marketing agency or growth agency is an organisation that helps businesses attract new customers. In 2017 that usually involves using the web. For clarity, inbound marketing is a process whereby you attract visitors to your website who are looking for what you offer. You do this in the hope they will contact you, or at least learn something useful so they feel positively disposed towards your business and contact you in the future.
When people form relationships they generally take the time to get to know the person they're forming the relationship with. They might buy each other a drink, they may suggest a dance, they might suggest a future dinner date. It's how most people operate, the whole getting to know you thing. It's about investing your time wisely and carefully to make sure you're getting into something good. Although most people don't, it makes sense to do the same in business and here's why.
The old world order went something like this. If you had the money you employed an ad agency to create amazing adverts for your brand and these adverts were placed on TV, radio and in magazines. People saw your adverts, whether they liked it or not, and bought your stuff, which gave you the money to buy more adverts and so it went on. Seth Godin referred to it as the TV Industrial Complex. Then along came Google™ and technology.
In our post How To Build A Lead Generation Website we went into some detail about the whole Attract, Engage, Convert inbound marketing methodology. In simple terms, it's all about understanding your customers and their issues. Armed with this information you create a website that helps them, genuinely helps them, and this can in some cases lead to a commercial relationship.
Pretty much the only alternative is outbound marketing where you, in essence, buy people's attention with adverts.
Picture the scene. You're staring at your website wondering why it gets so few visitors or worse, wondering how many visitors it gets because you don't know. What you do know is it doesn't generate any enquiries. You want to fix it, you want to create a lead generation website, but you simply don't know how to start. Well now you do! In this article, I'm going to show you how to create a website that actually works for your business.