Inbound (Internet) Marketing Success for 2012
Okay, Denver-area marketers! Did you develop a marketing action plan for 2012? If you did, have you been implementing it (or is real life getting in the way)?
It’s not too late to re-focus and re-commit. Let’s get to work!
Here are the most important actions you should be taking during 2012 to grow your Internet (Inbound) Marketing success:
Provide new, original content on an on-going basis, supported by your SEO strategy.
We consistently talk to our Colorado clients about how important providing fresh, new content for your website is. For inbound strategies to work, you need to be committed to creating new content regularly, and your content needs to be supported by a well thought-out SEO strategy.
Your first step is to have already researched which of your keywords going to be the most effective by using keyword research tools like Google’s Keyword Tool or HubSpot’s Keyword Grader. Also, focus on long tail keyword phrases, which make up 70% of natural search traffic and are easier to rank for, allowing you show up on top of your competitors in search rankings.
2. Be an agile inbound (internet) marketer.
Be sure you are regularly reviewing your web analytics so you are ready to make ongoing improvements. Being able to move quickly is one of the biggest advantages you have over larger competitors. You should be using A/B testing tools to test everything in your marketing program, giving you the information you’ll need to know what is working and what is not with your readers and prospects, and then be able to improve your plan little-by-little every day.
3. Have a social media personality.
Since many larger competitors often have to work within a company structure that restricts their social media policies, you can leap these competitors and use social media like it was intended to be used and as you want to use it. Be helpful. Write like you would to your neighbor. Build your own “voice” in a sincere, positive way that encourages people to want to talk with you and ask you questions. Using these approaches, you can make the most out of your efforts and see a level of success your larger competitors cannot.
4. Recognize and fill your weak spots.
If you are a smaller firm, you are probably doing many of the day-to-day inbound marketing tasks yourself. Look honestly at what you are doing well and where you are weakest. Hire a freelancer or a part-time employee to help you in the areas that are not your strengths.
For instance, if you need help writing a blog, there are many companies that will do this task for you (including us a DBCdigital) with your content at a much lower cost than you might imagine.
5. Invest time every day into learning something new.
This is how most small companies become big companies. Their founders and leaders force themselves to take time each day (whether on their drive in to wok, at breakfast or lunch) to learn something new by listening to podcasts, reading a blog or signing up for a webinar that helps them stay ahead of the curve and their competitors.
6. Spend time building your “opt-in” subscribers list.
Focusing your time on finding ways to grow your subscriber list are some of the most important actions you can take. Building great content and offers and then putting them behind landing pages that readers can sign up for is a great way to nurture readers and prospects. You should constantly monitor your and fine-tune your email marketing strategy so you learn what types of information is attracting not only readers, but the kinds of prospects you have targeted. As grow your list of followers in email and social platforms, you’ll get better at nurturing your list and you’ll benefit from a shorter sales cycle and start to see better revenue growth from each client.
7. Invest in the right technology.
The right tools help you do your job more effectively. Software and other automation tools can help you be more efficient and effective as you grow your business. You know that your competitors (in and outside Colorado) are using technology to help them automated certain parts of their marketing strategies, but perhaps aren’t using them as well. That means you have a chance to use inbound marketing software and automation tools in the way they sere intended from the beginning, and, as a result, you will have the time to do the other things that require your personal attention, like social media and data analysis.
8. Have a legitimately good product and service.
Don’t underestimate the importance of quality. Quality products and services are essential to long term growth. The irony of an excellent inbound marketing program is that you will attract visitors to your site. If you are not offering compelling or quality products and services when a prospect finds you, you will have squandered your time and money.
If you remember this at all times, you’ll grow a loyal base of clients that will stay with you and help you grow.
Go get ’em!
Photo credit: Bellatcqtpie
Greg Sherwood is CEO of DBC Digital, a marketing agency based in Denver, Colorado. With over 30 years of marketing experience with traditional and inbound (internet) marketing, Greg helps mid-sized businesses get a better return on their marketing dollars.
You can reach Greg at (303) 357-5757 or at dbc@dbcdigital.com
