10 Simple Tips to Improve Your Inbound Marketing – Now

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Get 2500 pumped-up highly social marketing pros into a convention center, and the content you deliver had better be good

At Inbound this week, the sessions delivered – true to HubSpot’s model of raising the collective smarts of the profession. I found myself jotting down loads of tidbits, better practices, and new resources to check out. Here are a few:

  • Don’t bail on failed campaigns. If it didn’t perform, don’t give up. Retool it, try a different call to action, a new headline – 4 times if necessary. Since nobody read it the first time, they won’t notice that it’s a repeat. By keeping the URL the same for each campaign, it benefits SEO, too.
  • Qualify prospect engagement. Include links to additional content assets or tools in every single email, even the thank-you’s. The prospects most likely to become customers will click. Track what works, and find the patterns where interest is lost.
  • Rethink Google rankings. The #4 ranking may get the most clicks if it looks interesting enough. The best snippets win, bolstered by star rankings, video or photo.
  • Expand your keyword discovery. Try out Ubersuggest.org – it can be addicting.
  • Don’t chase the search volume. 18% of all searches have never been previously performed on Google. So why let volume dictate your keyword list?
  • Active link-building – Fugghetaboutit. The best links build themselves when your content is interesting, readable, and useful.
  • Tweet like you talk. Embed hashtags and links in the middle of the text rather than stockpiling at the end. It’s a flow, not an afterthought.
  • Find your tweet sweet-spot. One case study showed that tweeting 24X per day drove an average of 69 leads; doubling the rate drove just an additional 8. Of course, your content engine should be revved to sustain this.
  • Content lifecycles. There’s gold in your coffers. What can be resurrected? Your best assets may be 3 years old. Chances are good that the prospects in your pipeline today weren’t there when the content was first debuted.
  • Never run out of blog topics again. Ask your sales and product teams about the top questions or concerns they hear from customers. That becomes your running list.
  • Expand what you measure. In addition to CTR and opens, understand the cost per lead – and which type of content drives the most qualified traffic, in each market segment. These numbers should shape your campaigns.
  • Clear landing pages. If the call to action on your landing page isn’t clear and obvious, your conversion rates will suffer.
  • Use data to set your content strategy. What blog topics get the most viewership? Which emails get the most opens and click-throughs? Do more of what works. And troll Google News trending topics to know what prospects will soon be searching for.
  • Segment, segment and segment. When it comes to outreach, one size fits all is a recipe for ignored emails. Segment at the high level (type of employee, ranking in organization, industry, etc.) and then on the second level (lead, qualified lead, opportunity, etc.) and watch your engagement climb.
  • Show prospects ‘WIIFM’. Optimization strategies, marketing and PR campaigns or sales outreach won’t matter if you’re not offering anything of use or value to your audience. Focus on creating remarkable content, at the core.

NB: We know that ‘Top 10’s are often the highest performing content assets. If I’d told you there would be 15 tips, would you have clicked?

Republished with author's permission from original post.

Megan Boyaval
Megan is our champion – of customers, of amazing stories, of how to do it right. She brings a thoughtful, creative approach to campaigns, and knows how to sell tough concepts to a broad audience. She also understands the power of customer advocacy.

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