How to Generate Inbound Marketing Leads
With that said, incorporating an SEO strategy into your marketing efforts is a long -term process.
Depending on the keywords you want to rank for, it can take months or even years for your content to show up (or rank) on the first page of search results. This is especially true if you are starting from no more ranks.
But as you start ranking higher in organic search, you’ll see your incoming traffic from search engines increase because your content is recognized as providing the best, most relevant answers to the questions people are looking for. people associated with your services or products.
The best part?
As long as you maintain your ranking, which involves keeping your content updated and optimized for search, you will continue to receive traffic from search engines. If you pay nothing to generate traffic from finding and generating leads, your incoming marketing ROI will increase.
In the meantime, incoming marketing and advertising strategies can fill the traffic gap until you start getting leads through your incoming marketing.
How to Improve Your Inbound Marketing
Here are five appropriate tips that will help you increase the effectiveness of your incoming marketing strategy.
1. Create Educational Content for Your Customers
What questions do your customers ask before deciding to buy your product or service?
In CallRail’s ebook, 4 Incoming Marketing Ideas That Will Make Calls to Your Phone, they discuss how injury firm Block OʼToole & Murphy created authorized topic pages around their core service. legal.
Topic pages break down legal issues into easy-to-understand language, answer Frequently Asked Questions, and present social proof (such as reviews from existing clients and press coverage).
The result of creating these topic pages: the law firm’s website attracts more than 5,000 visitors from organic search results. They also rank for important keywords like “construction accident law firm” and “car accident lawyers in New York.”
To get inspiration for your incoming content library, browse the websites of your top competitors – specifically competitors that rank well in search of keywords that target your business. To create the most comprehensive content, be sure to study:
- Your competitor’s main cover topics in their blog, ebook, white paper, video, etc.
- The length, images, and main points covered within the top content rankings.
- Posts made on competing social media and local business profiles.
Your goal is not to copy your competitor’s content, but to produce a more comprehensive source of content for your potential customers that reflects the terms, information, and answers they’re looking for.
If visitors to your website can find all the information they need to make a buying decision, they are more likely to convert into a call or lead.
2. Optimize for Search
In addition, every piece of content you create should be optimized for search engines. By incorporating your targeted keywords into specific areas throughout your content, you help Google understand what your content is all about. This will increase the chances of your content being included on search results pages.
This doesn’t mean you have to (or should!) Write your content for search engines. Your first goal should be to create valuable content for your customers that is broader than what your competitors offer.
Once you’ve created your content, you can optimize it by making sure your target keyword appears in key locations, such as the title, first paragraph, and in image file names, meta descriptions, alt text, or captions. Relevant keywords should also appear throughout the rest of the content in a natural, meaningful way.
The same applies to social media posts, emails, and other marketing campaigns. Know your target keyword and make sure it’s included.
If you want search engines like Google to rank your content above your competitors on search engine results pages, you need more than just high-quality content. You need to create a great user experience that allows your website visitors to access your content quickly and seamlessly on any device.
To measure your website’s current performance, you can use tools like Google PageSpeed Insights. This tool will analyze user experience metrics and performance on your website pages, such as:
- Maximum Painting Content: Measures the time it takes for the main body of content to load for the first time.
- First Input Delay: Measures the time it takes for your server to respond when a user interacts with your website.
- Cumulative Layout Shift: Measures any major shifting of primary content during loading that will cause a poor user experience, such as losing your place on the page or clicking on the wrong link.
You can use Google PageSpeed Insights to test your top pages and see how well your website is performing compared to your competitor’s websites. If you find that your pages aren’t performing well, Google offers advice on how to improve user experience metrics.
3. Include the Strong Call to Action
Every piece of content you create should include a strong call to action, whether it’s published on your blog or on your social media. With the right content, you can guide prospective customers through your sales funnel.
Start with blog posts that create brand awareness: introduce visitors to your business, products, and services. Blog posts should end with a call to action to download a relevant piece of in-depth content, such as an ebook or white paper.
Your in-depth content should give visitors a better understanding of the benefits of your business products and services. They should end with a call to action that encourages guests to call or set up an appointment.
4. Include Video Content
You need to use video if you want to increase a return on investment (ROI) from your incoming marketing efforts. That’s according to a survey conducted by Wyzowl of marketing professionals and online consumers, which found that:
- 86% of marketers found that video increased traffic to their website.
- 83% of marketers saw an increase in average time on pages with video.
- 84% of marketers have seen an increase in leads from pages with video.
There are many ways for marketers to integrate video into an incoming marketing strategy. To increase traffic to your website, build a library of search-optimized video content.
To increase the average time spent on the page, add additional video content and commentary to blog posts. This will ensure that people with different types of learning styles can find useful content on your page.
To increase leads, add videos to your product and service landing pages. Videos that can boost leads include video sales letters, product demos and explanatory videos, and testimonials for your services.
5. Use Social Media
Social media networks like Facebook, Instagram, LinkedIn, and Twitter allow you to create a wide variety of content – long forms, video, live video, audio chat, etc. To help people get to know the people within your business, your products, and your services.
Most importantly, creating a space for your brand on every leading social media platform increases visibility for your brand in front of new audiences.
You can also use social media to promote blog posts and educational content from your website with your updates, stories, and direct messages. This will help drive traffic and new leads from social media.
Bonus Tip: Measure Your Marketing ROI
The best way to improve your inbound marketing strategy is to figure out which efforts will result in the highest return on investment (ROI).
While you can track the results of certain marketing activities with website analytics software, many have limitations that will prevent you from linking an online marketing campaign to a phone call offline.
If your business relies on online lead generation via form, phone call, or text, you need a way to track the customer’s journey from how they discovered you until they decide to contact you. and.
CallRail’s Call Tracking feature helps you track calls from incoming and outgoing marketing campaigns, social media posts, mailers, billboards, and additional marketing channels.
Once you accurately match the campaigns to the leads generated, you can calculate the ROI of your incoming and outgoing marketing efforts. You can adjust your marketing budget to focus on the campaigns with the highest ROI.
Discover Faster With Marketing Tactics That Convert
Inbound marketing allows your business to be discovered by potential customers when they search for the types of products and services you offer.
Your goal is to create the kind of content that converts a first visitor into someone familiar with your business and willing to call.
For more inbound marketing inspiration that drives leads, download CallRail’s ebook, 4 Inbound Marketing Ideas That Will Make Your Phone.