Inbound Marketing is all about attracting visitors to your website, engaging with them and converting them into leads. To do this you need to provide valuable content that gets noticed when people are looking for it, and makes potential customers trust you enough to want to do business with you.
Red Evolution Opinions & Musings
I'm a competitive ballroom dancer, it's something I really enjoy and I compete at the highest level. Following a disappointing result at the British National Championships last November (we made our finals but weren't placed, as we'd hoped, in the top 3) I decided to add to the team I rely on for coaching.
We arranged a guest lesson and duly went along. The guy's opening gambit was hard to take. "You need to make some fundamental changes or you're finished. If you don't change you're going to slip down the rankings and disappear." Ouch, that hurt, but I'm so glad he said it, tough love is rarely a bad thing and if it's based on a desire to help change something, it's priceless.
If your website's slipping down the rankings or if it's never been ranked then perhaps tough love is your best bet and here's what we mean by that.
I had a very interesting, if a little frustrating, conversation with a chap on our website LiveChat today. He wanted to know, not unreasonably, what an SEO company actually does. Although we're an inbound marketing agency we're also well known for being SEO specialists and we do our best to explain SEO to people outside the industry, hence the enquiry. The conversation raised some interesting points so I'll cover them in this blog post.
As I write this on the 3rd January 2017 the New Year is here, the Christmas festivities are a fading memory and that "thing" you never quite got round to last year, well it's still a thing and it still needs doing. I'm referring, of course, to addressing your poorly performing website and the fact it does nothing for your business.
Running a marathon isn't easy, it's hard, very hard. It takes months of hard work, a decent diet and plenty of determination. But this is an inbound marketing blog so why am I even talking about running a marathon? Because the similarities are remarkable.
The term inbound marketing is not yet widely used here in the UK. For that matter, neither is the term outbound marketing. However, the differences are not difficult to understand and this short post explains them in very simple language.
Hands up if you've ever referred to marketing as the "fluffy" stuff or the "airy fairy" part of business. Maybe once upon a time you might have been partially right, but not now, and especially not when it comes to inbound marketing.
Several times a week we get asked, "How much per month does SEO cost?". Despite providing lots of content (blogs, videos etc) educating people about SEO, it seems the message is not getting through. So, the time has come for some simple no-nonsense advice about what SEO costs.
A recent enquiry we received via our website went something like this, "If you get me leads I'll be able to pay you to get me leads". In other words, they had a website that didn't do any effective lead generation, it didn't generate enquiries.
No rankings in Google™, no traffic, no enquiries, no leads. This, in turn, meant they had no money to invest in search engine optimisation (SEO) and Inbound Marketing, activity that brings customers to you instead of you going to them. If this sounds familiar, then you're almost certainly not ready to hire an agency to help you.
We get plagued with calls and emails from companies offering their web development and SEO services. I guess that's kinda funny given web is what we do, but when you've deleted the 10th email that day and answered the 5th call, it starts to irritate. I'm sure you're in a similar boat and you're also pretty much done with the whole cold calling brigade.
Is it possible that's how your potential clients feel about you? Are you bugging people at the wrong time, in the wrong way? Or worse, are the efforts of your marketing spend simply being ignored?
I feel privileged to work in what I believe is a dynamic and exciting industry and I'm lucky to work with a diverse range of businesses, large and small, throughout the UK and beyond. I've been doing web stuff since 1995 and I still think it's amazing, it still excites me.
Marketing is not an exact science, and it's usually a fairly major slice of your business costs. So if you're not getting the results you want, you need to do something about it, and fast. The great thing about marketing online is that you can measure and change everything, as often as you like. You just need to know what questions to ask.
When you are setting your inbound marketing or social media objectives, one of them may well be to establish your expertise in a particular industry niche, otherwise known as thought leadership. It's not easy but it is possible to achieve if you have enough patience.
Here in the UK, there are many businesses who have embraced inbound marketing. However, it's fair to say there's still a lot of skepticism, and it's easy to understand why. Embarking on an exercise of web-based lead generation requires a big effort and a fresh approach to finding new customers. It's also true that inbound isn't a quick fix if your sales pipeline has dried up, it takes time.
All that said, if you do take the time to create a solid strategy and implement it, inbound will deliver. You see for all it's "newness" in essence inbound gives something valuable to your customers, giving you the opportunity to get value or revenue back.
We're are a lead generation or inbound marketing agency. We exist to help clients generate interest in their businesses and what they have to offer using the web and social media. We do this with the aim of generating enquiries or leads.
The tools we employ include great web design, strategic thinking, SEO and everything in between. That's it in a nutshell. We do it because we love it and we enjoy working with clients who want to leverage the web to positively impact their bottom line.