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5 Inbound Marketing Methods that can Drive Traffic and Conversions

By on Apr 2, 2013 in Content, Conversion, Search | 24 comments

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Inbound marketing – or combining different online marketing processes such as SEO, content marketing, social media and conversions – has been one of the most effective ways to hit a site’s various business goals in one go, like driving more specifically targeted traffic, improving revenue and/or building a stronger brand mind share.

Aside from involving practices that is measurable, utilizing inbound marketing as an approach to reach a business’ target audience (without disrupting their online activities) has proven itself to be very effective in terms of scaling and growing businesses in a shorter span of time.

Some of the most known advantages of implementing these practices as a whole are:

There are so many tactics that you can choose inside the inbound marketing realm that can really help your business grow. Although, in this post, I’ve chosen to highlight a few strategies which I believe can really grow both traffic and conversions when implemented continuously.

Find and optimize for long-tails with high engagement rate

I wrote an extensive guide about this keyword audit process 3 months ago, which I didn’t really expect to become popular and well received.

The whole strategy only requires 2 things: basic SEO skills (basic content optimizations) and your site’s search traffic data from Google Analytics.

As I’ve explained on that recent post, its core concept is based on two aspects:

Basically, you’ll first need to find and uncover search phrases (that you didn’t really intend to optimize your site’s pages for) that people use to find your site’s inner content.

You can easily identify these search phrases or keywords through your site’s search traffic data (on Google Analytics), by using and depending on engagement metrics such as Average Visit Duration and % of New Visits.

excel

By segmenting your list of keywords using these 2 metrics, you can get the keywords that are working really well on attracting highly qualified traffic to your site (as these new list of keywords are generating highly engaged visitors to your site based on your data).

Once you have already determined which keywords are driving highly engaged visitors to your site, you can then start reoptimizing the pages where those keywords are generating quality traffic.

Areas in which you can use those newly discovered keywords to target for your already existing pages can be through their Title Tags, Meta Descriptions and/or through building internal links using the new set of keywords as anchor texts.

viral-marketing

For more tips on how to do this optimization strategy, you can check out the full case study here.

How does it improve your conversions?

Since you’ll be able to attract more qualified traffic to your site, getting more visitors that will more likely convert and take actions will be a lot easier.

Regularly contribute content on high-traffic publications

Getting regularly seen on high-traffic publications in your industry is one of the best ways to solidify your brand presence in the online space.

That presence doesn’t just help you reach your target audience, but it also helps your brand establish itself as an expert in the field, which makes it easier for your brand to gain your market’s trust (that often leads to increase in conversions).

Trust is a very important factor in the online marketing sphere, whether it’s about building strong trust signals to get better search visibility or getting more people to buy from you. And this inbound strategy is definitely one of those that can really boost the trust that both search engines and real users can see about your brand.

contributor

Becoming really visible in your online community, by contributing on popular blogs/content hubs in your industry, will help you absorb the right traffic back to your website.

And the best thing about it is that the traffic that you’re generating will have higher tendencies of converting, since they’ve found you through known trusted sources over the web.

Finding the top blogs/publications in your industry is easy (use Google Search). Make a list of them and segment your list by using site and traffic metrics to gauge each prospect (I prefer using DA and Alexa traffic rank in determining strong sites).

blog prospecting

Pitching to become a contributor or a columnist is the challenging part. Here are a few tips to increase your chances of getting accepted:

Build content that drive conversions

Content is imperative in this age of marketing, because it can be considered as a platform wherein a business/site can initiate communication with their target audience.

Web-based content assets are stronger when they are created for a purpose or if they have goals set to be achieved, as they can serve as landing pages which can attract your incoming visitors to take actions that will benefit your business. Content goals may include:

There are plenty of types of content that can help generate conversions to a site, such as:

Case studies

case study

How to increase search traffic through keyword audit on Google Analytics

Comprehensive guides/tutorials

tutorials

The Advanced Guide to SEO

Interactive Content

interactive content

Life of Pi on Digital HD

Ebooks

ebook

Branding in the Inbound Age

Using content assets is certainly one of the most scalable ways to market and grow a business online, seeing that it can almost automate the marketing and sales processes of a website.

Content assets, especially evergreen content, can help websites get found easily (particularly if you’re providing information that is frequently searched). Another advantage of having ton of content assets within your site is that they enable you to continuously nurture potential customers, without the need of directly engaging new traffic/leads.

The more you help your prospected customers understand and be informed with the solutions you are offering (through your content assets), the more it’ll be easier for your site to sell its products/services.

How to create and promote content assets:

There are 4 phases in using content assets as a part of your marketing strategy.

Research

Development

Promotion

Measure and Optimize

User Experience and SEO

Improved usage data results to better search rankings, given that search engines are after what users really like.

Offering better user experience also increases the shareability of a site, since users more often share great experiences, and this precisely means more referred traffic for you.

Aligning UX with SEO is very important these days. I really liked what Jonathon Colman mentioned on one of his past presentations, that:

“SEO is about helping people find what they want and presenting it to them in a way that they expect.”

And UX is pretty much based around the same principle. So below are some areas of a site that you can improve to increase both its traffic and conversions.

Site Speed

Optimizing your site’s loading speed can bring tremendous results to your business, such as:

There are lots of resources over the web that you can check out for improving site speed, such as this, this and this.

Information Architecture

Making it easier for your users to navigate your site is a huge factor that can really increase activity on your website. And this also affects how search engines can easily crawl, access and rank all of your site’s important pages.

Here are few guides on how you can optimize your site architecture:

Here are 9 more tips for creating great user experience:

Absorbing more followers through collaboration

Collaborating with other influencers, publishers or organizations in your industry to create content is another great way to generate free content that can attract more visitors to your site.

Using this strategy to drive traffic to your site is easy, since you can surely get views from the followers of those whom you’ll be collaborating with.

Few great samples of this type of inbound tactic in actions are:

Another way to collaborate and get maximum results from other influencers in your field is to invite them to become guest authors in your site’s blog. It’s one of the easiest ways to get more readers, followers, expertly made content (which can rank on SERPs) and links to your site.

How does it improve your conversions?

Associating with other known brands in your industry can increase your brand’s perceived value, which can help improve your site’s conversions.

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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24 Comments

  1. Great stuff Jason. I’d like to add Cloudflare as a good option for sitespeed. It’s a CDN. I notice that even some parts of Google uses Cloudflare. You might want to try it out.

  2. Not only high quality but remembered content! Indeed, we want our target audience to read our story and remember us not only with what product/service we offer but what kind of value we provide to them.

    By providing a unique content to people, you standout from your competitors.

    Content assets and linkable assets are the same, right?

  3. Sir Jason,

    for the past days, I have been reading an ebook on inbound marketing by MarketingSherpa and I am impressed with this blog post because you speak of the same language. You should write your own ebook as well. I’m sure you fans are gonna love it!

    All the best to you,
    Louie Sison

  4. Jason I need a day only for reading this article, lol. So much info in one place. Congratulations for the wonderful work. I’ve learned a lot here. And I think that social signals affecting positively on the ranking of results more and more.

  5. Great article Jason. I definitely don’t reckon that enough work is done by bloggers on the long tail stuff, and any that is done is mostly done by accident! We don’t generally work with bloggers at fifty6, which means a lot of our own blog work is accidental too, so I can hardly get on a pedestal…
    Anyway, good informative article, and I’ve now followed on Twitter.

  6. Really great article, but in my opinion the most important parts are the research and the promotion. Nevertheless, I was reading an article recently about how vital is to add white spaces when writing your content and it has to do with this idea of giving small pieces of content for readers.
    Although when you do a good research and know how to promote your content you will achieve good results with more ease. That is how it works.
    Take care Jason!

  7. Hey,

    Your post holds a vast amount of useful and helpful information. It is all well-written and the bonus video is informative as well. Inbound Marketing is the trend for the few years. The 5 methods you mention is very interesting as well. I’ll try to incorporate each method one by one so that I can thoroughly study them. The screenshots are good. It complements very well with your post giving a more clear and concise view of what you are posting. Thanks for sharing these menthods.

    • Hey Farrell, I didn’t know that you are also subscribing with Jason’s blog. His blog is really interesting and they are all worth the read. His methods are effective in post penguin and panda era :)

  8. You have provided some great insights here.

    I love some of the suggestions that you provided like case studies, ebooks, guides and interactive content.

    My favourite idea that you mentioned was the collaboration tip. That is something that I will definitely have to work on in the future.

    Connecting with your peers and creating content together is a fantastic way of getting more exposure.

    Thanks for the information man.

    Cheers

  9. eric

    April 7, 2013

    Post a Reply

    Marketing is not only traffic but conversion, Your post is helpful to me to improve my site’s conversion and marketing way. I just know how to do SEO, but the low conversion confused me long time, Today i found a way out. Thank you for your sharing

  10. Ansh

    April 7, 2013

    Post a Reply

    How can we provide better user experience. I mean all and everybody would like to do so but how could 1 be better than the other?

  11. Vkool

    April 7, 2013

    Post a Reply

    This article really hit home. It is the content which makes a site worth. It is the appealing and informative content that drives the traffic towards your website. Keep up the great work.

  12. seogenx

    April 10, 2013

    Post a Reply

    In general, there are four parts to build promising content, and it’s only way to get maximum in today’s competitive age. Links, Likes, Sharing and Commenting comers after this. So, it’s basically a content marketing, which I think will going to be replaced by old style links building.

  13. I’m really amazed on how you do you posts, it inspires me to also create post like this (I’m trying). Anyway, great tips. I am really looking for a quality marketing methods so that my team would also improved and not merely work on traditional SEO tactics. Thanks Jason for sharing.

  14. Chris

    April 14, 2013

    Post a Reply

    Wow, tons of actionable information here. I will have to bookmark this one to come back to when I have some more time. Thanks for sharing!

  15. Chuka Udeze

    April 27, 2013

    Post a Reply

    Great content and high quality backlinks, the two essential keys to success, well researched article, thanks for sharing them here

  16. I find this tip “Find and optimize for long-tails with high engagement rate” new to me. I will try this one on my personal website and I’ll see how it will improve my website.

    Anyway, what is the recommended Average Visit Duration and % of New Visit so that I will be aware on what keywords I will be choosing? Thank you.

  17. Inbound marketing is awesome and I love that you used various forms of content marketing all in this one post. Including the blog post itself, video, slide show, ebook, infographic, etc.

  18. Terrence

    July 3, 2013

    Post a Reply

    Wonderful work! That is the type of information that are supposed to be shared across the net.

  19. Abhijit Gupta

    January 24, 2014

    Post a Reply

    That’s a great definition of inbound marketing. I agree with it. Inbound marketing should be considered any type of marketing that reaches consumers when they’re looking for something to buy. I think that inbound marketing includes all the platforms in the digital marketing….

  20. Excellent article Jason.

    Too many businesses fail to give enough thought to focusing on the long tail search terms. They tend to put all their store on the higher volume search terms, which often leads to frustration and angst at the limited success rate.

    Paul Brewster

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