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:
- Processes involved are cost-efficient and can be implemented in-house.
- It works on almost any size of site/business and on almost any industry.
- Can help cumulatively achieve business goals (like constantly generating traffic, leads, conversions), through all the past and current efforts done to improve the brand/site.
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:
- Determining variations of search queries that are sending highly qualified traffic to my site (often keyword variations that I haven’t primarily targeted for my existing pages/posts).
- Optimizing the pages/posts to match and be ranked/served on those long-tail searches.
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.
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.
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.
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).
Pitching to become a contributor or a columnist is the challenging part. Here are a few tips to increase your chances of getting accepted:
- Prove your expertise by making sure that you’re also providing exceptionally useful content on your own site. These can serve as your writing samples once your target prospects start asking about what you can offer to their readers.
- Be a part of their community by participating and adding value in their popular discussions/articles.
- Know and understand what their audience want and what types of content are working well in their blogs, and use this knowledge as your pitch’s value proposition.
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:
- To increase social media followers or social sharing activities.
- To attract or acquire links.
- To build relationships with targeted influencers.
- To rank for an industry keyword in search results.
- To increase subscriptions (newsletter, feed, tools, etc…)
- To drive more leads or sales.
There are plenty of types of content that can help generate conversions to a site, such as:
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.
- Know your content’s primary goals (is it for links, shares, lead generation, etc…).
- Implement keyword research to ensure that you’ll get maximum results, especially when the content asset gets older.
- Analyze its potential audience, and determine how you want the content to be consumed by them.
- Gather all necessary information when drafting the content to make it comprehensive, as well as to make it hard for your competitors to replicate the content asset.
- Visualize the outcome of the content while on the ideation process. It can help straighten out the development process.
- Build the content according to your research and outline/draft.
- Have the content proofread and edited before launching it.
- Ask other departments or other industry experts/bloggers for feedbacks if necessary.
- Make sure that the content is optimized for search.
- Reach out to industry influencers, particularly if your content is of high value and can be really useful to their followers.
- Reach out to known linkers in your industry.
- Use paid channels to make the content more visible to targeted users if necessary (like Stumbleupon ads, Facebook’s sponsored stories, etc…).
- Leverage social sharing and linking through existing relationships (through content distribution, guest blogging, their newsletters, etc…).
- For more tips, you can check out these posts on viral marketing techniques and content promotion strategies.
Measure and Optimize
- Track your content if they are achieving the goals that you’ve originally set. Learn from your data and make your content marketing process better and replicable.
- Maximize your content assets by regularly updating their calls-to-action (like promoting your site’s new offers).
- Study its search traffic data and see what other variations of search terms that people are using to find that content. Optimize the content for those other keywords to generate more traffic to it.
- Update the content whenever something new comes up (that’s relevant to its topic). This will help the content maintain its search visibility and for it to also be the go-to-source whenever the subject is being discussed (think Jon Cooper’s complete list of link building strategies!).
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.
“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.
Optimizing your site’s loading speed can bring tremendous results to your business, such as:
- In improving customer satisfaction.
- In improving search rankings, particularly on highly competitive keywords, as Google use site speed as one of its major ranking factors.
- In reducing bounce rates and improving conversions and transactions.
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:
- 4 ways to optimize site structure for a solid search engine ranking strategy
- The SEO guide to information 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:
- Nick Eubanks’ An open conversation about Content Strategy (discussion).
- Alessio Madeyski’s Meet your SEO series (interviews).
- Jon Cooper’s Links vs. Tweets (crowdsource).
- Max Minzer’s Max Impact Hangouts (Google+ hangouts).
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.