Inbound marketing is the strategy around developing and sharing content to attract qualified prospects. Your website is the engine that powers the inbound marketing strategy. Outlined below are the elements that your site needs to have in place before it’s ready for inbound.
Well written blogs are crucial for any good website. By continuously publishing new content, you'll be driving more traffic and encouraging visitors to spend more time on your site. A blog is a place to host new, fresh content on a regular basis. Spending time on creating blogs is a huge investment that is going to pay off in the long run.
The characteristics of the buyer personas are what set the tone and direction of an inbound marketing strategy, so it’s crucial to have well defined ideal customer descriptions. Your inbound website should include calls-to-action that address the buyer persona’s pain points while using great design and well-executed content.
Have A Plan
Simply having a website presence is not enough these days, to get the best ROI for your site you need to set specific goals. An interior design company may set a goal for their website to have mind-blowing photography of their recent projects to show off their talents while an online shop might be looking to increase online revenue. Setting measurable goals will help set the direction of your site, especially around the design and content using specific inbound principles to help you achieve them.
Making sure your website is mobile friendly is the first and most important thing you need to tick off before entering on the path of inbound. It's a well-known fact that almost fifty percent of Google searches are performed on a mobile device these days and users are spending over ten hours per week browsing the web on their phones alone. The implications of Google’s new algorithm will surely persuade those that haven't caught up as Google has stated that non-responsive sites will be penalised during searches.
Active Social Media Profiles
Social media platforms like LinkedIn, Twitter, Google+, Instagram and Facebook play a big part a company’s inbound strategy. They're a great conduit to drive traffic to a website. Keeping your social media profiles busy by posting links to blogs and web pages is highly recommended and a huge plus to any inbound strategy.
The landing page captures visitor’s information, especially their name, company and email address. Landing pages should be very specific around an offer or service, with highly engaging content and use a design that encapsulates your brand. By not being specific the business misses a tremendous opportunity to convert a lead.