Industrial Marketing Blog

How Inbound Can Drive Your Lead Generation Marketing Plan

Posted by Brian Shanahan on Nov 8, 2015 4:10:38 PM

Inbound marketing is here for the long-haul, so if your business hasn’t jumped on the bandwagon yet, it’s time. Maybe you’ve been putting it off because you’re not convinced it really works. Or maybe you’re simply overwhelmed just thinking about it.

While inbound marketing seems daunting at first, there’s a simple way to view it. Sure, you could get pretty deep into the jargon and technology of it all. But you don’t need to be an expert in that to create an effective lead generation marketing plan with an inbound focus.

How Inbound Marketing Can Drive Lead Gen Success

Here, we explain the three ways inbound marketing drives lead generation success.

Courting the Search Engines

Search engine optimization - or SEO, as it’s commonly termed - is the practice of making your website findable to the public. As you can imagine, there are who-knows-how-many websites online today, so search engines like Google use keywords and relevant content to determine which pages to display when someone conducts an online search.

The better you utilize keywords, the more exposure your content will receive. More exposure equals more leads. A few things to keep in mind:

Place keywords where search engines look.

  • Page titles
  • Page URLs
  • Image alt tags
  • Header tags
  • Body copy
  • Optimize ONE keyword or phrase per webpage.
  • Strive for links to your website from quality sources.

In addition to utilizing SEO throughout your website, you should optimize keywords each time you write a blog post. Wait - what’s this about blog posts? So glad you asked...

Boosting Your Blog

Business blogging isn’t just the newest fad; it’s the cornerstone for much of your inbound lead generation marketing plan. It’s a way to get people to notice your brand without being bothersome. It’s another way to acquire quality leads.

Here are a few reasons to blog for your business, according to HubSpot:

  • It drives traffic to your website
  • It helps convert visitors into leads
  • It establishes you as an authority in your field
  • It reaps long-term benefits

If that isn’t enough to convince you, then maybe these stats will help:

  • Marketers who consistently blog are 13 times more likely to see positive ROI
  • Businesses that blog get 97% more website links

So, how do you make blogging work for your company?

  • Create quality content that people actually want to read
  • Include a CTA with a valuable offer at the end of each blog post
  • Share every post on social media

Supporting with Social Media

The third part of the inbound marketing equation is social media. You likely partake in some form of social media in your personal life, but it can also be a valuable lead generation tool for your brand.

Getting results with social media, though, is not as simple as sharing cute cat videos all day. Here are a couple of things to remember before diving into the sea of social.

  • Get to know the various social media sites – Understanding the culture of each separate platform, and then choosing the ones that work best for you, is crucial. Facebook is a more relaxed and fun atmosphere - the occasional cat video would be okay. Posting something like that on LinkedIn? Not so much.

  • Think outside the box with content – First and foremost, avoid overselling! Social media is a place to connect and build relationships; it’s NOT a place to push your products. That said, use different formats. Mix it up with articles, presentations, infographics, videos, and anything else your creative mind comes up with.

It’s time to embrace inbound marketing and integrate it into your lead generation marketing plan. We hope the info provided here will be helpful as you take the leap. Remember - SEO, blogging, social media. To learn more, see our other inbound marketing blog posts.

25 Website Must Haves

Topics: Inbound Marketing

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