South Florida SEO: Inbound Marketing Explained
As South Florida SEO experts, we understand the importance of inbound marketing. But what is inbound marketing, and how can you make it work to your advantage? And what are some of the pitfalls and disadvantages to this SEO technique?
What is Inbound Marketing?
Inbound marketing actually refers to a number of different techniques and media that can help attract new customers to your business, and convert some of those potential customers to leads or regular visitors to your site.
The core principle of inbound marketing is to bring more people to your site and business by creating and sharing content that is relevant to them. It is different to outbound marketing, where you try to reach a broad audience through media that are less targeted to a specific audience – like billboards, flyers, telemarketing, or TV advertisements, for example. With outbound marketing, a wide variety of people may see your advertisement, but a large number of those people are also unlikely to respond or even care about what you’re trying to sell.
With inbound marketing, however, you can target an audience of potential customers who are already interested in what you’re offering. Inbound techniques include, but are not limited to, content marketing (like blogs, articles, and video content), social media marketing, conversion rate optimization, and organic search engine optimization (using keywords and backlinks, for example). Inbound marketing also tends to focus on retaining customers – this is also known as lifecycle retention.
So, for example, if you own a business that sells natural, home-made beauty products, you want to include a blog section on your site where you regularly post articles about health and beauty, home remedies, and other relevant content. Visitors to your site may be looking for advice on skin care, but find that they enjoy your content, and follow backlinks to other articles and pages on your site. You have also made it easy for them to find your Facebook, Twitter, and other social media accounts, and to sign up for email newsletters. What began as a random visit to your site now becomes an opportunity to create a loyal customer base. And, when customers like your content, they tend to share it on their own websites and social media platforms – further extending the reach of your inbound marketing.
How to Make the Most of Inbound Marketing
Using inbound marketing and SEO to your advantage isn’t as simple as appending a blog to your site. In fact, if you don’t do it right, you could end up hurting your search rankings.
Similar to what we discussed in our article on On-Page SEO, successful inbound marketing relies on quality content that people actually want to engage with. If you’re uploading sub-par content that is poorly written or isn’t relevant to your business, visitors are likely to go somewhere else. Ensure that your content – whether it’s blogs, video lessons, or podcasts – is top notch. Don’t rely on keyword stuffing or irrelevant backlinks that will frustrate visitors.
Appealing visual and web design is also vital to attracting and retaining customers. Nobody will spend more time than they have to trying to navigate a poorly designed site; invest in professional web design that is compatible across different devices (mobile as well as PC).
For more information on how to make inbound marketing work to your advantage, contact Connectica Inc. today to speak to our SEO specialists.
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