Inbound Marketing starts with attracting visitors. Attracting visitors to your business is all about creating and promoting engaging, valuable content that informs, rather than tries to sell.
That IS the key to attracting traffic.
Google’s search algorithms are getting more sophisticated by promoting authoritative content: natural, well-written, and informative content that gets shared by viewers and linked to by other websites and bloggers.
That sounds simple on the face of it, but there’s a lot involved with getting it right.
Some of the questions and objections we hear:
- What kind of content? How can I know what’s interesting to visitors?
- How do I write content that’s “engaging?” I don’t write well.
- My product or service isn’t exciting enough to do this. It won’t work.
- How do I maintain a regular schedule of blog posts necessary to get momentum? I don’t believe it’s manageable for my company.
- I’ve been writing blog post after blog post and it’s not increasing traffic. It’s not working.
- I’m on Twitter but we have no followers or we’re not getting followers fast enough. It’s not working.
Each of these objections can be overcome when you have a clear process to create content that attracts traffic.
Creating engaging content is not just about writing content. It’s so much more than that.
It’s about crafting a user experience that works!
We will help you create a user experience for your customers that begins when they start their search. In order to create content that engages visitors, you need to know what interests them or what problem they are looking to solve. Understanding how people are searching for you, and how to make yourself findable is critical.
Our approach is always customer-centric. We believe that the challenge lies in understanding your customer, and it informs every step of our process.
To accomplish that, we will:
- Understand your business by talking with your customers, internal subject matter experts, sales team and key stakeholders.
- Evaluate the lay of the land: We will review your existing campaigns and marketing programs, website design, and content (blogs, articles, video, collateral).
- Develop an SEO strategy built on white hat principles (solid keyword research, approved link building techniques) that will be rewarded by search engines, not try to trick them.
- Create buyer personas that help you speak directly to your ideal buyer(s), giving them the information they care about, how and where they want it.
- Define the process your ideal buyer goes through to purchase.
- Map your content to the buying process for each buyer persona.
- Identify the best methods of engaging your buyers on social media networks such as Twitter, LinkedIn, Google+, Facebook, and Pinterest (Hint: It’s where YOUR customers are hanging out).
- Design a strategy that encourages others to link to your content, share your content, and drive others to your business.
- Craft a manageable process and editorial calendar for content generation that will work to reach your goals with the resources available.
- Create blogs, videos, whitepapers, webinars, newsletters, podcasts and other content that inform your buyers and showcases your business’ quality, knowledge, and experience.
- Optimize the content and the way it is presented so your potential customers get the right content delivered at the right time.
Attracting traffic is just one piece of the puzzle. You can attract all the visitors you want, but if you don’t convert them to leads or sales, your time and money is wasted.