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How To Do Your Own Inbound Marketing

Along with SEO, inbound marketing is one of the big buzzwords in marketing this year. As Google tightens up its algorithms to prevent manipulation and spam, more and more businesses are turning to inbound marketing to help them generate revenue and get found by the customers who are looking to spend.


In this article, we’ll look at the basics of inbound marketing and define some DIY techniques you can use to create your own campaign today.

What is Inbound?

Marketing techniques can be split into two camps: outbound and inbound. Basically, inbound marketing can be summarised as non-intrusive; unlike outbound marketing, you don’t need to display a huge banner or use a megaphone to get noticed.
Inbound marketing is becoming increasingly popular because of its links with SEO, lower costs and opportunity for creative and dynamic elements. It’s thought of as modern when compared to outbound, although both have their place.

How Do I Get Started?

Here’s a simple summary plan of your first steps in inbound marketing.

Sort Your SEO

Perhaps the most important building block for a good inbound marketing campaign is a well optimised website. It doesn’t just help with search engine positioning. It’ll also make your website contents easier to find, so it’ll complement everything else you do.

Build a Blog

Everyone knows regular content is the key to satisfying the search engines. It’ll also help you build authority in your niche. You can try publishing blogs via social media, posting guest blogs rich with unique content, or even creating videos. Whatever you do, make sure your content offers something really interesting – and publish frequently.

Market With Mail

Mailing lists have a bad reputation thanks to spammy outbound marketing techniques, but an email list is still a very valuable tool. Don’t be scared of inviting people to sign up so that you can build a valuable list of interested leads. Then, offer your email list subscribers value in the form of a discount, some unique content or valuable extras and freebies.

Improve Authority

Once you’ve established your campaign, get your brand name (or your own name) noticed. Write a book; ebooks are great providing you’re willing to give them away for free, but a print book is even better. Build a healthy Google+ profile, spend time networking on LinkedIn and snap up opportunities to get your name and face known. Even if you’re not directly promoting your business, the fact that you’re visible means people are developing a connection with you from afar.

Making the Switch to Inbound

For several years, we’ve been told that advertising is the key to marketing online. It’ll take some time for that to be reversed. The sooner you adopt inbound marketing methods and embrace them, the further ahead you’ll be when your competitors catch on.
The key to developing your inbound marketing campaign is to look for customers and help them to find you – don’t force your message in front of them. Before you know it, you’ll be generating sales leads at a fraction of the price you paid before.

Featured images:

Sam Wright is a journalist working with Brand Republic.

Online Marketing – Was Christmas a Boon for Your Business?

All businesses will operate in cycles. Retailers of romantic gifts and florists will experience a massive sales boost in the run-up to Valentine’s day, whilst travel agencies can expect to take the most bookings when people start planning their summer holidays for the year. Across virtually all sectors, though, Christmas time is a busy period, as anything that can be given as a gift is being sought by someone, somewhere.

The E-Commerce Landscape is Changing

Providing you’ve got a good product, there will be no shortage of demand. The difference between companies with ‘good’ and ‘great’ Christmas turnover is that the latter are well prepared. Just as brick and mortar shops need to ensure that they have adequate stock on hand and an effective high street sales campaign, online enterprises must get their affairs in order before the rush hits.

John Lewis has been making headlines due to its massive sales over Christmas time. This strong performance was underpinned by a 44% increase in online turnover compared to the same period in 2011, reflecting the changes we all know are occurring in the retail sector. People are spending more money online, and this creates unprecedented opportunities for smaller businesses. The internet is a more level playing field; you don’t need so much initial investment to set up shop, and your growth isn’t held back by physical constraints.

Make an Online Marketing Plan

Of course, when it comes to online marketing, almost nothing is instant. Search engines take a while to process changes to your site, and social networks require time to germinate. Businesses have to get a strategy in place in October if they want to boost sales in December. Don’t start groaning – I know it’s too early to think about Christmas when it’s January! But try to bear in mind that a little investment into digital marketing during the autumn months can provide a great return, and plan your business year accordingly.

Terrible Adwords Mistakes

Terrible Adwords mistakes

Check Your Spellings When Writing Copy!

Anyone who knows anything about SEO will know that Google ad words can be a very effective tool for driving traffic to your site. A lot of emphasis on running Google ad words campaigns, for small businesses, is put on budget and return on investment. So for a small business trying to successfully run its own Google ad words campaign, there can be a lot to think about. Almost too much to think about that it can be easy to forget the very basics. We’ll be bringing you some examples of some fatal ad words mistakes for you to laugh, cry and gasp at to help you see that getting help with your Google ad words campaign is always a good idea.

Perhaps campaign managers are actively targeting misspelt keywords, however in the case of the top result on this ad panel relating to legal professionals, it seems that the message the ad portrays could be more damaging to the brand than the ad words campaign might be efficient. We certainly wouldn’t trust a “Solisitor” with our legal affairs….

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