A frequent request of my clients is to get their website on page one of Google. It’s great to see a client’s site hit page one, and it’s always a goal to get the best placement possible. But who cares where your site lands on Google if no one is buying the service or product you are promoting? As the web evolves and consumers get more savvy, we are clearly seeing some trends. Top of the list is quality content and that leads to a concept called Inbound Marketing. Inbound Marketing means bringing the customer to you, rather than taking your web offering to them. It’s means pulling potential customers to your website and then converting them to paying customers. Sounds great, but how do we do that?
Effective Inbound Marketing is a combination of several strategies. First, you need to look at the content of your site. People at the beginning of the buying cycle are usually gathering information. Does your site provide the information your clients will be looking for? As info seekers get closer to becoming a buying customer, their needs get more specific. Does your site talk to this need and offer a solution that makes them want more information?
This is accomplished through a compelling “Call-to-Action”. A Call-to-Action trades the customer their contact information for something they want. It could be tips or info sheets at the information gathering stage, and a discount, coupon or appointment at the buying stage. Your site should have a Call-to-Action at a variety of levels for every service you provide. When you give away quality information people are happy to provide you with their contact info, and now you have the opportunity to nurture that contact and build a relationship.
It’s not magic and it’s not trickery. It’s honest business: giving people what they want in a way the want it, and, in turn, building confidence that your company is the best choice to move forward. The water out there is full of sharks. It’s really not that difficult to stand out when you offer straightforward, authentic help to people.
At Canopy Marketing we build Inbound Marketing programs for clients using the software platform developed by Hubspot. Hubspot is an amazing, affordable and well organized methodology to build quality leads for your business. Using the software, we develop a strategy and create an engaging, interactive site that will help your company:
- Get found online
- Convert site visitors to customers
- Analyze the process to increase conversions and measure your true ROI
It’s quality web marketing and we are seeing it work for our clients.