INBOUND ACCELERATOR

I’ve talked recently about using conversion rates to pinpoint your most effective inbound marketing elements — which offers, landing pages and blog posts most consistently generate new online leads — so let’s continue geeking out about metrics and numbers for just a bit. While I love the creative process of developing marketing strategies and campaign materials, I also love seeing the results in cold, hard data.

When was the last time you took a close look at your business website? Last week? Last month? Or maybe when you first had it created, what was it now? 6 years ago?

Most small businesses will never be competitive with the giants when it comes to generic searches. Brands like Brooks and Nike, or major online retailers like Zappos and Running Warehouse, are going to come out on nearly any search for “running shoes,” with the local sporting goods store down the street struggling to hit the first page.

But when potential customers include a local geographic reference in their search, the small business has a chance to rise to the top, if they have paid attention to their on-page SEO.

With Google’s search algorithms increasingly weighting page rankings toward factors like user signals, such as time on site or pages visited, and authority from backlinks, rather than simply keyword placement, it is important to consider how to earn backlinks to your website and its content.

How are your social media accounts and your business website connected? Ideally, they should be at opposite ends of a two-way street: Each sending traffic to the other to meet the needs of customers and your marketing strategy.

Wanted: Marketing jack-of-all-trades. Able to write, design, analyze, strategize, collaborate and create.

“I just don’t have time to worry about SEO.” — said no successful marketer ever.

You know that maximizing your website’s search engine results placement (SERP) is a key to getting found on a web that hosts 1.2 billion+ websites (and growing). While many different elements factor into search results, on-page signals impact both directly and indirectly by providing specific topic-related information and by attracting and keeping views, which search engines also use to determine their rankings.

B2B marketers are increasingly leaning on their business website as lead generation tools, but in order to capture leads online, websites need to have a basic tools that may be missing if they have previously been treated as “information only” outlets.

Stuck in a rut trying to think of what downloadable offers you can create for your next inbound marketing campaign? It can be easy to revert back to the basics of ebooks, coupons or newsletter subscriptions, but the more types of content and offers you can create, the more likely you are to offer just what your perfect prospect is looking for.

Every page on your website has the potential to attract visitors, especially through the use of search engines.