Inbound marketing training is essential to today’s business owners. It is the new ideology of marketing. Outbound Marketing consists of Direct Marketing, Intrusive Marketing, Public Relations, and Digital Media. Inbound Marketing consists of Content, SEO, Social Media, Email Marketing, and either earned or purchased Online PR.
If done wrong SEO can actually hurt a website. Google wants happy customers and the customers are not the advertiser or owner of the website. The customer is the person searching on Google. The websites must be unique, trusted and fast. To keep customers happy Google first implemented PANDA which penalized websites for:
- Duplicate Content
- Spun Content
- Copy & Pasting from other sites
- Looks and Design
After PANDA came PENGUIN. PENGUIN updated Google’s web spam algorithms which aims to improve the customers search experience by decreasing the search ranking of spam sites and those using “black-hat” SEO. They also improved search experience by rewarding websites that feature a compelling experience for users. PENGUIN penalized for:
- Spammy Back-links
- Paid Back-links
- Keyword Stuffing
- Old SEO
PENGUIN rewards sites with:
- Quality natural looking link structures
- Unique, engaging content
- Good site design
- Social signals
After PENGUIN Google PPC income grew by 41% immediately after PENGUIN 1.0. Google PENGUIN 2.2 rolled out 5/22/13 affecting 2.3% of U.S. search.
SEO is still important is:
- Code and Content
- Reduce bounce rate with good design
- Proper back-link profile
- Social Signals
- Good content
The most important thing is Bounce Rate. This is how long people stay on a website before moving on to a new one. There are a lot of ways you can make people stay on a web page for longer periods of time. The basics include making a good homepage with good design, good content, and giving the customer what they want within 3 seconds. This will hopefully cut bounce in half and double leads.
All of this leads up to good content being the most important thing that a website can do keep Google and customers happy. The more unique, valuable, and engaging the content the better. The key is to be helpful and informative The main workhorses of content involves:
- Site copy
- Social media
The more blogging a website does the more traffic it will generate because of the increased content on the site. Every blog basically adds one pages worth of content to a website. Businesses who blogged 16 to 20 times per month got over 2 times more traffic than those who blogged less than 4 times per month. Those who blogged at least 20 times per moth had 5 times more traffic than those who blogged less than 4 times per month.
Someone who has a website might ask what to blog about. Well the answer is simple. The best blogs are compelling and informative. They include content that the average user of the website would be interested in reading about. This includes answers to questions, product comparisons, problem/solutions, and PR. PR is best released monthly. It is good to create a companies story online. This can be done by using SEO back-links, leads, creating credibility, and getting quality traffic. There are 3 different types of website content:
Awareness is for those who have become aware that they have a need that must be fulfilled. Evaluation is for those who are aware that a product or service could fulfill their need, and they are trying to determine whether that product is the best fit. Purchase is for those who are ready to make a purchase.
Social media is all about getting people to talk about the company. There are several ways that this can be done. The voice and theme need to be identified. This is usually done by the marketing department and by doing workshops. Content needs to be constantly created and curated. Appropriate comedy goes a long way in social media. People like to be entertained and if an environment is created under the illusion of fun and not purchasing customers are more likely to buy.
All of these processes used together create inbound marketing. Content brings them into the website. The call to action mapping leads them to the content. Landing pages promote premium content. Forms capture prospect data to CRM. This leads to lead nurturing and closed loop reporting.
This can all be controlled with marketing automation which simplifies repetitive marketing processes, consolidates reporting tools, increases sales conversion, tracks customer activity, and reports ROI when connected to CRM or ERP.