Inbound Marketing Archives - WSI eBiz Solutions

How to teach yourself inbound marketing in 2016 – and why you should

Written by Rick Knutsen on February 7, 2017. Posted in Blog, E-mail, Inbound Marketing, Social Media, WSI.

When we speak of inbound marketing, it refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to find and draws the customer to the website by producing interesting content. Since 2006, inbound marketing has been the most successful marketing tool for doing business online. By aligning your content with your customer’s interests, you naturally attract inbound traffic that you can then convert and close.

An inbound strategy is the best way to turn strangers into customers and promoters of your business. Learning how to do this is not as hard as it may sound and by teaching yourself this tool, you can increase your leads and customer base quickly and significantly. The strategy for inbound marketing can be broken up into four steps: Attract, Convert, Close and Delight. Let’s look at each step in a bit more detail:

Attract: Your ultimate goal is not to bring traffic to your site, but to bring the right type of traffic – the kind which turns into leads and happy customers. Bringing relevant content into your potential customers’ space is the objective and this can be achieved by writing blogs, using the right keywords and publishing content on social media A blog should contain educational content that answers questions. Since your customers normally use a search engine to find something they are interested in, you need to make sure you appear on their search, by using the optimal keywords. Once they have found your site, you must remember it needs to then be interesting enough to keep them reading – ensure your pages are appealing and contain helpful content. Sharing content on social media platforms allows you to engage with prospective customers and helps to put a face to your brand. A lot of customers spend a considerable amount of time on social platforms, so that’s where you need to be.

Convert: Once you have a customer visiting your site, convert them to leads by gathering their information. In order for your customers to give you their contact information, you’ll need to supply them with something in return, which could be eBooks, white papers or tip sheets. Use forms that are easy and simple to complete. Call-to-Action buttons or links are a good idea to keep your visitor engaged, like “Download an eBook” or “Attend a webinar”. Keep track of these leads in a marketing database as it will help you to make sense of the interactions, whether it be via email, landing pages or social media.

Close: Once you have the contacts and leads, you need to convert these into customers. Using Customer Relationship Management systems will help to keep the information where you need it. The use of a series of emails focused on relevant and useful content can build trust with a potential client.

Delight: Once you have a lead and have converted them into a customer, it’s important to remember it doesn’t stop there. It’s vital to continue to engage with them and hopefully upsell the current customer base into happy promoters of your organization or product. Tools to do this include surveys, smart content tailored to your customers’ interests and social monitoring, listening out for questions, comments, likes and dislikes.

Inbound marketing doesn’t just happen – you make it happen

Hopefully, what you’ve read so far has inspired you to get going on your inbound marketing campaign. If you’re not sure where to start, the downloadable checklist from WSI is worth a look. Developed by WSI, it can get your inbound marketing strategy off to a great start. For more information, contact them today.

Download Free Lead Gen eBook Now

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy. Simply give us a call or get in touch with us at rknutsen@wsiebizsolutions.net to learn more.

Five Inbound Marketing Basics

Written by Rick Knutsen on February 7, 2017. Posted in Blog, Inbound Marketing.

While inbound marketing is a long-term strategy, by following this recipe, you will soon see the results of your efforts.

Times are changing

The digital age has changed the way customers make their purchase decisions. They no longer take marketing communication at face value, but rather research the products they wish to buy.

It is therefore, crucial to have a valuable digital marketing presence which answers their questions and fulfills their curiosity.

Recipe for growth

To ensure you entice potential leads, transform these leads into customers, and delight them into being your brand ambassadors, here is a simple recipe for success:

Ingredients

(also known as our five inbound marketing strategies)

website
valuable relevant content
social media presence
paid advertising
analytics

Method

(also known as our strategies to grow your business)

An easy-to-navigate website is the starting point of your digital marketing.
Links to the information you want to share must be available there; as must landing pages specific to the offers you will be sharing (using the other ingredients.)
Meaningful, SEO-rich content will be blended into your website.
Involving your audience through content marketing such as ebooks, blogs, calls-to-action and the like pulls your prospects in, and keeps them coming back for more.
Being super accessible through social media marketing helps you to direct your audience to the content they want on your website. It’s a great way to start conversations with your fans, which can then be recycled as content in the form of testimonials.
Once you know your audience, use paid advertising such as PPC to continue to remind them who you are. Keep your business in the forefront of their minds.
As with all recipes, monitoring the results of your inbound marketing campaign is vital to ensure you tweak what needs changing, and continue with what is working.

Get your hands on the ultimate inbound marketing checklist by downloading your free ebook HERE.

As the experts, we can help you get ahead. Contact us today.

Industries which cannot afford not to invest in inbound marketing

Written by Rick Knutsen on February 7, 2017. Posted in Blog, Content Marketing, Inbound Marketing, Social Media, WSI.

While it’s pretty obvious any company that is not on the ball with their online presence would benefit from an inbound marketing strategy, there are some industries that are more suited to it.

Commonly, small local companies that are accustomed to getting their business through referrals have a lot of success with inbound, like doctors, veterinarians, beauty salons and fitness centers. This group has a lot to gain from establishing an inbound marketing program – as they can grow more quickly than other businesses because of their local contacts and networks.

Blue collar industries are another target: landscapers, plumbers, painters, contractors. A successful inbound strategy can turn these types of businesses into thought leaders in the field, allowing them to stand out in a saturated market.

Any business selling considered purchases can reach their target audience effectively with inbound. A considered purchase is one the buyer has thought a lot about, done some research on and will not buy spontaneously, like a particular piece of equipment, a car, a vacation. Putting the right information at a potential customer’s fingertips is a sure way to convert to sales – this is where content marketing becomes vital.

Industries relying heavily on Requests for Proposals (RFPs) know that getting onto the short lists of companies issuing RFPs is difficult. Companies using RFPs to make important purchases rely on search to update their potential shortlists. Inbound marketing can quickly improve search engine page results rank and targeted visibility.

Niche industries selling highly specialized or industry products can target their customers through inbound. Outbound or mass media marketing would never work for a product with a small or specific target audience, like a complicated piece of medical equipment. Niche markets have less competition online as there is often less information available.

Interestingly, the fashion industry is finding considerable benefit from inbound marketing. The difference with the fashion industry is the constant change and evolution of it, yet the audience is wide and ranging. Styles and trends change all the time, so a fashion brand needs a loyal following they can engage with – social media can be very useful with this.

WSI has extensive experience helping a range of industries

A digital marketing company with strong international presence, WSI keeps up with the constantly shifting landscape of the internet. While offering a range of digital solutions, inbound marketing is a specific area of expertise – just look at their inbound marketing checklist download. If you think an inbound marketing strategy is the direction your business should be heading in this year, contact WSI for more information.

Inbound marketing – Bringing customers to your door

Written by Rick Knutsen on February 7, 2017. Posted in Blog, Inbound Marketing.

If you want to execute an outstanding inbound marketing campaign online for your business, there are a few things on which you can focus. The whole objective of an inbound marketing campaign is to attract leads and customers who have an interest in a specific product or service. Executing the campaign can get a bit confusing as there is a lot to think about and manage. Below are five steps to simplify the actual executing of the ideal campaign:

Determine your mix of offers – create a number of valuable content pieces aimed at driving conversions. For your first campaign, create four or five different offers in varying formats. Of course you should make sure all of your offers tie in with each other and have their own dedicated landing page so that you can track your conversions.
Set timelines and stick to them – offers should typically be run over set time periods so that conversions can be properly tracked and you can upscale your campaign if something isn’t working. Most offers are run over 30 to 90 days, so make sure your target audience is told when the special offer ends since this evokes urgency.
Draw attention to your campaign via various online mediums/platforms – you can do this by making mention of your limited offer on your other online platforms such as your company blog, email campaign, social media and pay per click advertisements. You can measure the success of your campaign by measuring click-through ratios, content sharing (re-tweeting or re-posting) and conversions.
Provide value to your target audience – inbound marketing campaigns aren’t about bombarding your contacts list with sales pitches and adverts. It’s about providing those in need with valuable and useful content that will drive them to your products and services when the time is right.
Finalize your campaign and pay attention to the results – at the end of your inbound marketing campaign, you need to scrutinize the reports. Look at the following for real answers about your campaign’s success: views, new leads, new customers and total number of submissions.

WSI Provides Advice on How to Run an Effective Inbound Marketing Campaign

WSI offers professional digital marketing services. Those seeking to plan and execute an effective inbound marketing campaign can benefit from our eBook which is a free checklist on how to run an inbound marketing campaign.

You can download our free checklist eBook or you can contact us at WSI to learn more about inbound marketing campaigns and the various other digital marketing options available to your business.

Why understanding your audience is key to a successful inbound marketing campaign

Written by Rick Knutsen on February 7, 2017. Posted in Blog, Inbound Marketing, WSI.

Inbound marketing is the key to getting your ideal clients coming to you. Clients who are ready, willing and able to do business with you and who are already interested in what you have to offer.

One of the biggest mistakes that business owners make when launching an inbound marketing campaign is not knowing who their ideal customer is. In the past, only large corporates were able to sacrifice a part of their marketing budget on customer research, but today – any business (big or small) needs to invest in these insights.

Digital marketing (and everything that goes along with it, such as Search Engine Optimization and content marketing) have changed the game. It means that business owners not only don’t need to market to the masses, but that they also shouldn’t, because these methods are ineffective. Knowing your audience gives you valuable insights about your target market such as the following:

Where they hangout online
Where they hangout in real life
What they aspire to
How they spend their money
Where they are located
What challenges or problems they are facing
What their needs are
Who your competitors are

This data provides the foundation that is needed to launch an inbound marketing campaign that is strategic, focused, targeted and measurable. It can help you make important business and marketing decisions and it gives you the insights you need to adjust your strategy as needed.

If you are interested in launching an inbound marketing campaign, then download WSI’s free checklist on how to run and manage this campaign. Kick-start your digital marketing campaign with WSI today!

A beginner’s guide to inbound marketing

Written by Rick Knutsen on February 7, 2017. Posted in Blog, Digital Marketing, Digital Marketing Strategy, Inbound Marketing, WSI eBiz Solutions.

At WSI eBiz Solutions, we offer inbound marketing solutions to companies based in Atlanta who are tired of chasing down every lead and looking for business. With inbound marketing, you’re able to turn the tables so that clients who are interested in what you have to offer come to you and ask you for business. If you’re spending money on sales people, paid search engine advertising and all types of outbound marketing, it’s time you spoke to us about putting yourself in the driving seat so that you can get more clients coming to you.

Why you need inbound lead generation

Finding new business and signing new clients is tough. Instead of working hard, you can choose to work smart by offering clients enough incentives and worthwhile information/products/services so that they become naturally interested in what you bring to the table. The best part of inbound marketing is that the internet is the ideal place to start. With the right digital marketing strategy, content and campaigns, you can start to get more qualified leads within a short amount of time.

Get a free inbound marketing checklist

Can’t wait to start accumulating prospects and turning them into leads for your business? Tired of spending money on Pay-per-Click and not tracking your ROI? Don’t know where you are generating leads from and where to focus next? WSI eBiz Solutions is offering a free inbound marketing checklist which will show you:

How to get started
How to stay focused and on course
10 Simple Steps to Reach your positive ROI

All you have to do is fill out the form on this page and we will send you the Inbound Marketing Checklist to get you started on your journey to closed loop marketing.

Here’s why your inbound marketing strategy is failing

Written by Rick Knutsen on February 6, 2017. Posted in Blog, Inbound Marketing, PPC.

So you’ve done your research, and invested in inbound marketing for your business. You understand concepts like social media marketing, PPC and targeted lead attraction. It’s been a while and for some reason, it didn’t go as well as you thought it would. Here are some core reasons why your inbound marketing strategy could be failing:

You don’t know your customer

It is important that you unpack more than basic demographics. You should be able to describe your ideal client personas including their motivations, fears or challenges, indirect influences, how they make decisions. Talk to current and potential clients and be open to the fact that your clients will evolve over time.

You don’t know your competitor

If you don’t know your competition, it’s time to go and do some more research on who else is out there. You also need to understand similar business models to your own. It is a good idea to understand the role-players in your industry – not all are competitors and identifying symbiotic relationships is important. Once you understand the ecosystem and the competition, you MUST be able to set yourself apart. Nobody wants to see more-of-the-same. What puts you above the others? What makes you significantly better? This is the hand to which you must play, and don’t be subtle about it. Your distinctions should be so obvious that it becomes a no-brainer when choosing your company.

You haven’t asked an expert

When it comes to your business, you are the expert. But let’s be real, inbound marketing is one of the most complex marketing exercises that you will ever embark on. Unless you have experience, it’s tough to get your digital marketing right on the first attempt. This is why you should consult a professional with specialist experience. Put your paid advertising to good use and let the techno gurus guide you through what works and what doesn’t.

For more information, contact us today.

Download the ultimate inbound marketing checklist ebook HERE.

Use Growth Hacking to Enhance Your Inbound Marketing Strategy

Written by Rick Knutsen on February 6, 2017. Posted in Blog, Digital Marketing, Inbound Marketing.

Slow and steady

Inbound marketing is all about educating, enlightening and building relationships with your potential customers.

Using digital marketing activities such as search engine optimization (SEO), content marketing, social media marketing, paid advertising, PPC, and email marketing, we reach and convert leads into customers and then retain them.

While it’s an excellent practice for sustainability, inbound marketing can be a little too long-term for some of us…. enter: growth hacking.

Fast and furious

Growing a business is no easy feat. It requires a love of data, creativity, and curiosity – which are exactly the traits of growth hackers.

Think of growth hacking as a rocket launcher for your business – from increasing the speed of your website to integrating your product with the right platform. While growth hacking may approach customer conversion and retention from a different angle, it works hand in hand with your inbound marketing efforts to move your audience from one state to the next within the growth hack funnel:

Acquisition
Activation
Retention
Revenue

Ultimately, your inbound marketing is enhanced with the use of growth hacking; and is in no way disconnected.

Download the ultimate inbound marketing checklist ebook HERE.

For more information, contact us today.

Don’t Make These Four Inbound Marketing Mistakes

Written by Rick Knutsen on February 6, 2017. Posted in Blog, Inbound Marketing.

It’s a no-brainer

Inbound marketing attracts new customers by providing valuable information and building relationships to foster their support and loyalty. By reaching out to your potential customers through highly-targeted forms of digital marketing, inbound marketing is a great investment, as it keeps your customers for a long, long time.

Brainiacs

While the benefits of inbound marketing are huge, it is a long-term investment. That said, it may take a while for you to realize if your inbound marketing strategy is falling short. To avoid costly delays, here are four common inbound marketing mistakes to avoid:

Not having an inbound marketing strategy

As with most things in life, if you fail to plan, you plan to fail. Having a clear plan in place on how to engage your fans ensures that your efforts reap rewards.

With a strategy in place, you avoid writing content about anything that pops into your head. Your content marketing targets the right prospects with information that is relevant and meaningful to them. It is then possible to schedule social media marketing, paid advertising and PPC to promote your content.

Undervaluing the power of your words

While Google’s search algorithms have put an end to keyword padding, you need to determine what keywords your audience are using when they search for your products or services.

Inbound marketing is all about building relationships with your potential customers. Once they have found you, you need to be able to find them! To generate leads from your posts, you need a specific call to action.

Annoying your audience

While it is essential to have a Call-to-Action in your message, using intrusive or annoying Calls-to-Action ruins the very relationship that inbound marketing aims to develop.

In the same vein, locking your content – for example, insisting they sign up to receive or view information – defeats the purpose of inbound marketing. You can only attract clients with accessible information.

Feeling overwhelmed by it all

There is a lot to take in when you start an inbound marketing campaign. But there’s no reason you have to “do it all and all at once”. Rather, take it step by step, prioritizing your efforts, and progressively expanding as you look at your performance metrics to see what you did right or wrong.

To get you started, get the ultimate inbound marketing checklist by downloading your free ebook HERE.

As the experts, we can help you get ahead. Contact us today.

Can Sales Benefit From Inbound Marketing?

Written by Rick Knutsen on February 6, 2017. Posted in Blog, Digital Marketing, Inbound Marketing.

Out with the old, and in with the new

Question 1: When last did you watch the ads during your favorite TV show?

We are being exposed to more and more information than ever before. Newstex compared it this way: “five exabytes of content were created between the birth of the world and 2003. By 2013, five exabytes of content were created each single day.

In other words, your digital marketing message must be significant enough to penetrate the din.

Question 2: On the other hand, when you bought the TV you’re watching it on, did you research your options online?

According to Dr Martin Hilbert and his team at the University of Southern California who calculated the extent of the information revolution and digital age using complex equations, “the world’s capacity for two-way telecommunication, such as internet and phone networks, grew by 28% per year while one-way information flows through television and radio grew at the much more modest rate of 6% per year.”

The digital age has radically changed the way consumers do business. They have taken back their power, and seek out information on the products or services they want to buy.

So how can you leverage this new way of buying? With inbound marketing, of course!

Instead of pushing out marketing messages via TV, radio, and print ads; think of drawing your prospects in with information that amuses, inspires, advises, and educates them. Social media marketing is a great place to catch their eye. From there, good-quality content marketing communicates in a way that engages them meaningfully enough to break through their powerful filter.

The best way to boost sales is by going inbound. Despite the information overload, we are exposed to daily, someone out there wants to know all about your business. Once they have found you through your powerful content, paid advertising and PPC can assist in keeping you in their sights.

Help is on hand

Download our free ebook to learn more about the smart investment that is inbound marketing HERE.

We know inbound marketing. Contact us today.

Tag: Inbound Marketing

Five Inbound Marketing Basics

Inbound marketing – Bringing customers to your door

WSI Provides Advice on How to Run an Effective Inbound Marketing Campaign

Why understanding your audience is key to a successful inbound marketing campaign

A beginner’s guide to inbound marketing

Why you need inbound lead generation

Get a free inbound marketing checklist

Here’s why your inbound marketing strategy is failing

Use Growth Hacking to Enhance Your Inbound Marketing Strategy

Don’t Make These Four Inbound Marketing Mistakes

Can Sales Benefit From Inbound Marketing?

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Tag: Inbound Marketing

Inbound marketing doesn’t just happen – you make it happen

WSI has extensive experience helping a range of industries

WSI Provides Advice on How to Run an Effective Inbound Marketing Campaign

Why you need inbound lead generation

Get a free inbound marketing checklist

About WSI

Download this month's Infographic

Latest News

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