Marketing has always been accomplished via a shotgun approach. Yes, there are ways to target prospects, but all outbound methods in some form or another are a form of broadcasting. You reach out to a large audience on the hopes of getting a few responses.
Inbound Marketing is not based on broadcasting or an outbound effort.
Inbound Marketing works because the prospect advances at their own pace and that inherently builds trust. This trust channels your prospects to become your customers and advocates. So why are business leaders reluctant to implement this method of attracting new customers?
Inbound Marketing targets resources and builds a system that will keep generating leads in the long term.
The great part of conventional advertising, when an advertising campaign is turned on, it should produce immediate results. The bad part of relying on traditional advertising is that when the campaign ends your traffic may die! But when Inbound Marketing is done correctly that shouldn’t happen. And I know this from my own experience!
Before I returned to my present job, I was freelancing helping various types of businesses get found online. I started this blog as a demonstration platform for this service. I had to be able to prove that what I was preaching actually worked.
I started writing this blog in October 2012 and wrote approximately 3 post a week until I started my current job on June 2, 2013. I included the following SEO practices (organically being found by search is a form of Inbound Marketing). If you are a WordPress user, I recommend you utilize Yoast WordPress SEO as a plugin. This plugin will analyze each of your post and tell you which SEO item you are missing or could improve.
Each of my blog post included the following items at a minimum;
A keyword focus in all post. Your focus keyword should be found in;
- Article Heading
- Page title
- Page URL:
- Meta description exist and it contains the primary keyword / phrase
I also tried to meet these guidelines;
- the 300 word recommended minimum
- adding some an appropriate image with the alternate text description of that image matching the keyword.
- the page title should be 40 characters or less.
Because of my new job I had not posted to this blog reguaraly for months and yet this blog is still garnering traffic! All because I have used effective Inbound Marketing (SEO). The search engines love to display these pages because I followed all of their rules for content creation! And because I followed an Inbound strategy so that the search engines found and displayed my content, my post are still getting found even though I have spent no money on advertising.
When you create content, do it with an endgame in mind.
Do it to get found!