Attracting visitors, increasing lead conversion, delighting customers, extending value and furthering engagement via social media, blogging and email outreach are all attractive assets to inbound marketing.
But what are inbound marketing tools for success and what strategies will lead me to the next level?
Today’s Thought Hive explores tools you can use for inbound success.
Pages that Google selects for Quick Answers are high authority pages with quality, well-structured content that is theme-relevant and optimized for a great user experience.—Kill Kronrod
Success Tip #1: Answer Box
Have you ever searched via Google a “How To” question? You may have experienced a small square box or feature box that prompts answers to your query.
This feature box is called Quick Answers. Roughly 20%–35% of all search engine results pages (SERPs) prompt Google’s Quick Answer box. Questions that begin with “what,” “how” and “why” populate this answer box more frequently. A website is typically generated at the very bottom of the quick answer box almost as a further reading option. For Google, this is an attempt to provide an optimal user experience by answering searchers' queries directly on their results page. The question you're probably thinking is, "How is this good for my inbound marketing strategy?"
I’m glad you asked. Let’s explore why the website link within the Google Quick Answer box is an important asset for success in your inbound marketing strategy.
Did you know that the link at the bottom of Google’s Quick Answer box has seen a 500+% increase in click through across all platforms? That is a big deal.
By landing as the link generated in Google’s Quick Answer box, your business website can see a 500+% increase in new visitors; a great implementation of stage one of the inbound methodology—attract.
Now you’re thinking, "How does my business website get placement in that prime real estate of the Google Quick Answer box?" And while this may seem like a mystery, it's not. Your business website can be generated as the link within the answer box with smart inbound methodology implementation.
The revealing secret here is to create content that speaks directly to the areas your prospects are searching for. It’s simple; answer your prospects' questions with creative content posts within your blog using long-tail keywords and relevant media content. Be the expert, be helpful, drive value and be informative. View the helpful tips below:
- Choose a topic that is relevant and addresses your prospects' pain points
- Visit your buyer personas to determine your topic and content focus
- Develop a content strategy inclusive of user experience
- Define the “how to” areas within your content and identify your answers clearly
- Identify your SEO tactics and long-tail keywords
As Google’s spider bots search the web for answers to populate on the SERP, optimizing your site with the above suggestions will pull those bots all over your website and therefore your site will populate as an ideal match. Think of food and ants—no matter where it is they will find it. The more food the bigger congregation of ants. Search engines work similarly. The more relevance and the more your site is primed with SEO, Google bots will find you.
Always be relevant, create relevant campaigns, and give the user the answer to his query as precisely as you can.—Marko Kvesic
Success Tip #2: Boost above the fold
We need to stop interrupting what people are interested in and be what people are interested in.—Craig Davis
How does your business go about advertising? Most of your prospects despise it as it’s interruptive and an unwanted distraction. Hence the profound effectiveness of inbound marketing. How can advertising and inbound marketing work hand in hand, you ask? That is what we are here to demystify for you.
A great marketer said, “doing business without advertising is like winking at a girl in the dark. You know what you’re doing but nobody else does.” At the end of the day certain self-promotion can be necessary for awareness.
Here is a key fact:
AdWords are taking up 50% of your prospects search engine screen.
Say you Google ice cream (like I just did). Look at the results generated below. Be sure to pay attention to how many organic results are displayed within the first 5 results.
The first three results are paid ads and the next two results are GPS prompted results. The GPS prompted results could be considered organic—however notice what is missing? That’s right, their website link is not provided, just the business address, a short description and yelp starring. Do you think this is helpful? If your prospects scroll down they may find your website, but it hasn’t been made very easy for them. The key takeaway here is to remember that advertisements are primarily appearing above the fold—but not necessarily your website.
What can you do?
- Integrate advertisement (like Google AdWords)
- Boost organically popular social media content
Particularly for social media platforms like Facebook with options to boost posts, you can take content that has resonated with your prospects and boost it within your social media channels. You already know that the content is relevant by the way your prospects have engaged with the blog post, video, white paper or eBook. Putting a little force behind the content via paying for boosting with social media can really set your lead capture in motion.
Being mindful that prospects find unwanted content and ads interruptive, so the key here is to create content that answer your prospects’ needs. Publishing the right content on the right platform at the right time allows your marketing to be relevant and helpful, not interruptive. Relevant marketing attracts visitors to your business and website. If you are directly servicing a pain point for your potential customers and boost that content online the likelihood for increased click through will increase.
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Success Tip #3: Reading is out—Watching is in
With an ever evolving, shorter attention span people are reading less and watching more. While reading is fundamental and will not go anywhere anytime soon, it is important to note your prospects are looking to gather information in a condensed manner. Video allows prospects to receive information through a dynamic medium that is non-interruptive yet attractive.
Want to maximize your inbound marketing efforts? Include video in your inbound marketing tool kit.
PRO TIP: Video is no longer the exception but the rule.
A great place to integrate your video content is on your social media platforms. Engage your audience and further your user experience through video.
85% of videos are watched without sound
Did you know that 85% of all Facebook videos are watched without sound? If your social media audience is mainly on Facebook this may be something to consider. As you may be familiar when you are viewing your timeline on Facebook, Instagram or Twitter, videos will auto-play as you scroll through recent posts. While that is a great feature, prospects must click on your video to activate sound. For viewers that do not resonate with your content, they will continue to scroll past your content. How do you capture new leads through video without sound? Seems to be a contradiction, right? The inside tip is to understand your buyer personas. Who is your audience? Understanding your ideal audience is foundational. Develop your content based on real, authentic research to understand who your personas are, what they want and where to reach them and when.
Knowing your buyer personas and where they frequent online will help your business understand how to create content your personas want to watch and where to distribute it.
View our other helpful posts on video:
- FAQ Friday: Buyer Personas
- Video Marketing for Social Media
- Answers to your Online Video Distribution Questions
- The Future is Here with Immersive Video and Virtual Reality
Success Tip #4: Website = On Demand
Uber, Netflix, Grubhub and Doordash are the now of the product and service industries. What do all these brands have in common? They are all “on-demand” services. This is the current trend of modern businesses. Even the fact these services are mainly mobile also is a telling trend but that is another blog post. I’m sure you’ve thought to yourself, "How can I take my inbound marketing to the next level?" Try implementing more automation and “on-demand” self-service options for your website visitors.
How can you optimize a website to incorporate both inbound marketing and automation?
You can incorporate inbound marketing and automation in every stage of the inbound methodology.
In the attract phase use diverse video content across your social media profiles, within your website and even on collaborators' websites to establish “automated” feeders for your prospects. Your blog also serves as a great resource for the attract phase as well. Your website is your hardest working employee. It never sleeps or goes home—your website is always working. Priming your website with expansive blog content and interactive media (like videos) creates an avenue for prospects to find you at any moment they are ready. Monday through Sunday, 24 hours a day you are live and primed with automated content attracting viewers.
With the help of a marketing agency and key marketing automated software, your business can be equipped with strategic materials like landing pages and call-to-actions to assist you in lead capture and conversion. Implementing these resources will allow you to convert visitors while you’re sleeping. That’s what I call automation.
Email marketing and ecommerce creates the opportunity for sales to close at any moment. Now, ultimately this will depend on your business model and if sale representatives are or are not involved in your closing process. However, inbound marketing brings sales leads directly to your inbox.
Through automated follow-up surveys and thank you notes (written or via video) after a sale or at an identified prime follow-up date, you delight customers and encourage them to become brand champions.
In 2017, your prospects are becoming more and more accustomed with automation, personalization and self-service platforms. In the age of the selfie, self-service and on-demand services reign supreme.
Learn more about these trends in our blog post:
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