Here at Rhino Digital Media, we often use the phrase “numbers game.” Many times, marketing boils down to this simple idea – the higher your numbers, the better off you’ll be. For example, no matter how great your sales process or content is, your lead conversion rate is most likely going to be under 10 percent. That’s just the nature of the beast. Therefore, lead conversion becomes a numbers game; you want to get as many leads as possible, because if you are always going to convert 7 percent of your leads, 7 percent of 1,000 is better than 7 percent of 100.
Your website is another area that falls under the category of a numbers game. The majority of your visitors aren’t going to engage with you, let alone become a qualified lead. Therefore, it behooves you to attract as much traffic as possible. But increasing traffic is a challenge almost as old as the internet itself. Every website wants increased traffic and clicks. How much traffic is enough? I’ll let Josh Brolin tell you.
So how do you make sure your website gets found by the masses, so your traffic increases (and therefore your leads increase, and your lead conversions increase, and so on…)? By embracing inbound marketing practices.
Using content to drive traffic
One of the most effective parts of the inbound marketing formula (which brings visitors to your site) is the use of keyword-laden blog articles. It may seem daunting to think about writing a blog for your business, but it’s an incredibly effective tool you should embrace. When you think of blogs, you might conjure up images of biased articles written from a personal perspective, but that’s not the kind of blogging we’re talking about. In fact, many blogs (especially those associated with companies) are closer to news articles than they are to personal sounding boards.
Your blogs should strive to bring valuable information to your ideal lead. When coming up with ideas for blog articles, think about topics and issues that are pertinent to your customers. The rationale behind this is simple: people will find your blog articles as a result of Google searches; therefore, you need to focus on topics your potential customers might be searching for.
For example, if you owned a computer repair shop, subjects your potential customers might search for would be “computer repair” “how much to fix a laptop” “cost of laptop screen repair” etc. From these search topics, you could come up with a blog title like “How much should you pay to have your laptop repaired?”
To help maximize the SEO of your blogs, you should include keywords in the headline as well as throughout the article. These keywords are the terms occur most often when people search for the topics in your field/market. So if we return to our repair shop example, keywords might include “computer repair” and “laptop damage.”
Writing blogs helps out your website in two ways. 1. As discussed above, it makes it more likely to be discovered by internet searchers. 2. It adds to the number of pages you have on your site. The more pages you have, the larger your online presence becomes. And increasing the size of your online presence boosts your relevance in the eyes of Google.
Another factor in Google’s search algorithms is timeliness. The search giant wants to provide the most accurate, relevant and timely results for every search. Therefore, you should be updating your blog at least 2-3 times a week. Again, it boils down to a numbers game: the more blogs you have, the greater the chances an internet searcher will come across one of them.
Following these tips will really help your website’s visibility and traffic, but we’ve only covered the tip of the iceberg when it comes to inbound marketing.