Setting S.M.A.R.T. Goals and Digital Marketing

Developing S.M.A.R.T. Digital Marketing Goals

What’s the difference between a Goal and a Dream?

A dream is a “What if?” It’s a, “Wouldn’t it be nice?” The lottery is a perfect example of a dream.

A Goal on the other hand, is a clearly defined objective that you plan to achieve.

You don’t achieve goals by dreaming. You achieve goals by creating a clear strategy, considering all obstacles along the way, and setting a specific timeline in which you plan to achieve the goal.

The best approach is to develop S.M.A.R.T. goals. Why? Well one, it’s a catchy acronym.

More importantly, S.M.A.R.T. goals define Specific, Measurable, Attainable, Relevant, and Time-bound keys to determine whether you achieved your goals or not.

 

SPECIFIC

Obscure goals make them nearly impossible to achieve. Adding specificity by answering the who, what, where, when, and why questions will make it more achievable.

For example, “I want to be rich.” How do you define rich? What are the steps you need to take? What is your timeline to achieve this goal?

 

MEASURABLE

Your goals need a quantity, percentage, or some other form of measurement so you can decide if you achieved your goal or not.

In the above example, there is no specific number. If it was changed to, “I want to be a millionaire,” then, while still far from being a S.M.A.R.T. goal, at least it would be measurable.

 

ATTAINABLE

Just like every dream isn’t attainable, neither is every goal. Your goals need to be realistic and attainable based on your company and your talent.

If you want to be a millionaire, how are you going to achieve that goal? This helps you plan your course of action and focus on setting realistic goals. Easily achieved or impossible goals do nothing to help your company solve the problems it faces.

 

RELEVANT

Set goals to ensure your company is always moving forward and never remaining stagnant. These goals have to be relevant to your company mission statement, long-term objectives, and applied to a specific problem.

If you already have $999,999, setting the goal of becoming a millionaire doesn’t matter. You should always be realistically challenging you and your team.

 

TIME-BOUND

Goals without a timeline are hopes. By taking away the sense of urgency a deadline creates, your goal is more likely to fail. Set specific timelines to achieve your goal so that your team is on the same page.

Without a timeline, you’re just hoping to become a millionaire.

 

Examples of Social Media Marketing S.M.A.R.T. Goals

  • Increase Engagement on Facebook posts 50% in Six Months
  • Average 5% Click Through Rate on Tweets by End of Year
  • Add 500 LinkedIn Followers in Three Months

 

Examples of Blogging S.M.A.R.T. Goals

  • Increase Website Traffic 10% in Three Months
  • Have Blog Articles Retweeted average of 5 Times for Six Months
  • Increase Blog Subscribers 25% by October 31

 

Examples of Email Marketing S.M.A.R.T. Goals

  • Average 10% Click Through Rate on Emails by End of Year
  • Achieve Email Open Rate of 30% in Three Months
  • Achieve Customer Conversion Rate of 3% for Email Marketing by End of Quarter

 

Examples of Premium Content S.M.A.R.T. Goals

Premium Content consists of White papers, eBooks, Case Studies, Webinars, or any other type of content placed behind a Landing Page to generate a lead.

  • Generate 25 Leads a Month by End of Year
  • Reach 1,000 Downloads of eBook within Six Months
  • Produce One White paper a Month for 12 Months

 

How to Use Analytics for S.M.A.R.T. Goals

The accessibility of statistics in all aspects of the digital marketing world means you can easily see if you’ve achieved your goals or not. You need to learn how to use this data and which metrics are important to your company. By now, you should be acquiring more data than you know what to do with. Track the numbers, organize them, and develop the KPIs necessary for your firm.

Then, after creating your S.M.A.R.T. goals, you’ll have a starting point and an end point. As you continue pushing your company forward, you’ll become better at setting goals. That doesn’t mean you won’t have to restructure your strategy based on results. The world is always changing. You need to be adaptable to keep pace.

Need help setting S.M.A.R.T. goals for your inbound marketing campaign? Schedule your Free Consultation today!

Continue reading to learn How to Develop an Inbound Marketing Strategy or How to Create Buyer Personas for your company.

Schedule Your Consultation Today!

Tired of constantly trying to rank higher on Google without success? Been burned by snake oil salesmen promising 10,000% percent growth in only a matter of weeks?

Inbound Marketing is a long-term strategy that drives traffic, generates more leads, and increases sales.

B2B companies that blog only 1-2 times a month generate 70% more leads than those who don’t.

Content Marketing provides 3 times more leads per dollar.

Do you have an Inbound Marketing Strategy?

 

Create Your Story, Promote It, and Perfect Your Strategy

Mike D. O’Brien
732.570.1502
Lincoln Park, NJ
[email protected]
@mikedobrien

 

 

 

 

 

Generate more leads through properly structured content. © Mike D. O’Brien 2017

Top 10 Myths of Inbound Marketing

Top 10 Myths of Inbound Marketing

Marketing has changed. Did you notice? The world has become numb to advertising. And yes, that includes your audience.

Top 10 Myths of Inbound MarketingThat’s why inbound marketing continues to gain popularity. A well-structured inbound marketing strategy will help drive traffic, generate leads, and increase sales by providing answers for your customers. This type of marketing, providing information instead of pushing products, is the business-world’s answer to ad-blockers and DVRs that can fast forward through commercial breaks. Customers are searching for answers to their questions. If your firm isn’t providing those answers, your competitors are. And customers are buying from, and always have bought from, companies they trust.

Inbound marketing is the best way to develop that trust.

However, there are some myths of inbound marketing that have people believing it’s either too difficult or too easy.

 

Top 10 Myths of Inbound Marketing:

1. Quantity Trumps Quality

A couple years ago, you used to be able to post tons of mediocre content stuffed with keywords and rank highly on Google. Now, you need quality. Google’s algorithms now take quality, readability, and intent into account. And their Panda updates filter out and punishes poor content.

Your firm needs to post current, relevant, and targeted content. This will answer your customers’ questions and will keep them on the page longer. This helps your organic rankings because Google also takes into account time on page.

2. Inbound Marketing is Free

Let’s get one thing straight: There is no such thing as a free lunch. Adam Smith said it years ago and it’s still true today.

Inbound marketing is cheaper and more targeted than outbound marketing, where you would buy ad space and hope enough of your potential customers would see it often enough to decide to purchase your product.

Still, that doesn’t make it free. You still need to pay for the content creators, designers, and social media experts. Whether you decide to hire them in-house, or hire an agency, is up to you. Either way, the better the talent means better content, which means better results.

3. You Need a Big Team and a Big Budget

Large, international corporations have big teams dedicated to their inbound marketing. That doesn’t mean that every company needs a big team or a big budget. Aim realistically for your company’s target market, objectives, and reach. Create a strategy and restructure as needed.

4. Can’t Measure ROI

This is a tough one for people to wrap their heads around because they’re so used to completing ROI on old ways of marketing. You spent X amount of dollars on ads and those ads brought in X amount of dollars in business. Easy enough.

But inbound marketing provides the opportunity to see exactly which strategies are working, creating the most engagement, and providing the best ROI. With the amount of data available, it’s easy to see which aspects of your strategy are performing the best and providing the best ROI.

5. Inbound Marketing Doesn’t Work for Everyone

No, a one-size-fits all template does not exist. I’ve searched for it, as I’m sure you have. That doesn’t mean that inbound marketing doesn’t work for everyone. It just means that you have to tinker with your strategy and tailor it to your specific objectives and your specific market.

You need to focus on finding your unique voice and telling your unique story. This creates a connection with customers that can resonate deeper than any ad, no matter how funny. Combine that story and personality with the information you provide your customers and you will develop a loyal fan base.

6. Only Goal is to “Go Viral”

Yes, if something you post goes viral, great. Applaud yourself for posting something humorous enough or relevant enough that it spread like a wildfire. Sit back and reap the benefits.

However, there is a fine line between being funny and being cheesy. If you create cheesy content that doesn’t hit its mark, your brand will be associated with that cheesy content.

No matter what you post, stay consistent with your brand and provide the content that matters to your target market. More than likely, it won’t go viral. But that doesn’t mean your strategy is unsuccessful.

7. My Buyer Persona Isn’t Online

Baby boomers are spending more time online. Now, 78.6% of people in North America have Internet access and, according to Pew Research, 64% of American adults own a smartphone, as of October 2014.

Your target market is online, even if you don’t think they are. And as the population continues to age, and as Internet access becomes more accessible, if your buyer personas aren’t online now, they will be soon.

8. Inbound Marketing Takes Too Much Time

This ties directly into another fear, which is that inbound marketing is too overwhelming. But neither the myth, nor the fear, is enough reason for you not to create an inbound marketing strategy. In fact, that only means you should begin sooner rather than later.

A well-structured inbound marketing strategy does take time, but that means the longer you wait, the longer it will take for you to see the positive results.

9. Inbound Marketing Immediately Leads to Tons of Leads

The opposite of above is another of the most prevalent myths and the answer is similar as well. Inbound marketing takes time. Even if you do everything right, it will take more than a week or even a month for you to see results.

That doesn’t mean that it isn’t working. Don’t stray from your strategy. Focus on building a content library, promoted through social media, that will help answer the questions your target audience is asking. This provides a solid foundation upon which you will continue to build and generate traffic and leads.

10. Content is Simply Advertising Under a Different Name

Do not advertise through your content!

Content is about providing answers and developing trust. You do not build trust by shoving your products and services in the reader’s face. Backlinks to other articles or to the services you provide is one thing, but openly promoting your product or services taints the validity of the entire piece of content and works against you.

There is plenty of other space on your website to advertise. Don’t do it through your content. Have enough backlinks and targeted Call-to-Actions and you’ll gain more trust.

 

Developing an Inbound Marketing Strategy

Your inbound marketing strategy is unique to your specific industry, business, and target market. But it’s also specific to your unique story and what makes your firm different. Embrace that story and use that personality to provide the information your customers need to make intelligent decisions.

Creating an inbound marketing strategy can be intimidating, especially from the ground-up. That doesn’t mean you shouldn’t do it. Do your research and take the time and effort to create a strong strategy with buyer personas, a keyword analysis, and a targeted content schedule. Then, promote your content through social media and restructure the strategy based on the performance.

You can create an inbound strategy that will drive traffic and generate more leads for your company. Schedule your Consultation today to learn how an inbound marketing strategy can help your business grow or read about the Benefits of Inbound Marketing for Small Businesses.

 

Schedule Your Consultation Today!

Tired of constantly trying to rank higher on Google without success? Been burned by snake oil salesmen promising 10,000% percent growth in only a matter of weeks?

Inbound Marketing is a long-term strategy that drives traffic, generates more leads, and increases sales.

B2B companies that blog only 1-2 times a month generate 70% more leads than those who don’t.

Content Marketing provides 3 times more leads per dollar.

Do you have an Inbound Marketing Strategy?

 

Create Your Story, Promote It, and Perfect Your Strategy

Mike D. O’Brien
732.570.1502
Lincoln Park, NJ
[email protected]
@mikedobrien

 

 

 

 

 

Generate more leads through properly structured content. © Mike D. O’Brien 2017

Inbound Marketing Helps Financial Advisors | Mike D. O'Brien

How Inbound Marketing Helps Financial Advisors

Financial advisors are at a bit of a crossroads. They provide a valuable service, but since the Great Recession, trust in Wall St. and financial advisors have plummeted. In fact, one study showed that only 20% of investors fully trusted their financial advisors.

In an industry that relies on trust to acquire new customers how does a financial advisor develop that trust?

One of the best ways is to provide potential customers with answers to their questions for free. Yes, that may seem counterproductive. If you provide too much information for free, why will they need financial advisors in the first place?

Most people are too busy to be on top of every aspect of their financial future, including keeping up with trends, stocks, and savings. That means they need answers, but also guidance. As customers are performing more research before making a decision, the buying process has been extended. Are they more likely to buy from companies that provide the information they are seeking, or from a company that is constantly pushing their own products and services?

What is Inbound Marketing?

Inbound Marketing is marketing for the Internet age, when customers are ignoring advertisements and performing research on their own. That means companies that provide information, answer questions, and develop trust are more successful than those that don’t. At it’s core, inbound marketing is the creation of content specifically tailored to different points along the buying process, the promotion of that content to generate leads, and the analysis of the data to double down on what aspects are working and restructuring those that aren’t.

 

 

Inbound Marketing for Financial Advisors

Inbound Marketing takes time, but the results are more sustainable. When you release a television or radio ad, at least 90% of your audience doesn’t care. Another 5% changed the station. By providing potential customers with information they are seeking, you are targeting warm prospects already searching for similar services. The ultimate goal is for your website to be a sales rep for you, increasing traffic, funneling visitors through the buying process, and generating leads. Best of all, according to Hubspot, inbound marketing costs 62% less than traditional marketing and generates three times as many leads.

However, because inbound marketing doesn’t provide immediate results, it is imperative to create a strategy and stick to it. You are laying the foundation for continued success, embracing a strategy that may not create record-breaking results in the first quarter, but will allow your company to continue growing for years and years.

 

How Financial Advisors Benefit from Inbound Marketing

Target Market:

  • Create Buyer Personas
  • Analyze Buyer’s Journey
  • Develop keywords and pain points

 

Create Targeted Content:

 

Develop Trust:

 

Promote Content:

 

There’s no magical formula for your website to rank highly for all, or any, of your targeted keywords. However, by leveraging social media to drive more traffic and CTAs, landing pages, and premium content to generate leads, your website will funnel visitors through the buying process.

Financial advisors are faced with a serious issue when it comes to developing trust, especially amongst millennials who are now the largest demographic in the country. To regain that trust, more and more financial advisors are using inbound marketing to create content, promote it, and analyze the data to restructure as needed. Though it is not going to provide immediate results, those financial advisors who don’t provide this content to develop and nurture leads and relationships, will continue to struggle obtaining new clients.

Stay ahead of your competition! Subscribe to my newsletter to get the latest inbound marketing trends and techniques delivered straight to your inbox!

Continue reading to learn how inbound marketing can help small businesses.

Schedule Your Consultation Today!

Tired of constantly trying to rank higher on Google without success? Been burned by snake oil salesmen promising 10,000% percent growth in only a matter of weeks?

Inbound Marketing is a long-term strategy that drives traffic, generates more leads, and increases sales.

B2B companies that blog only 1-2 times a month generate 70% more leads than those who don’t.

Content Marketing provides 3 times more leads per dollar.

Do you have an Inbound Marketing Strategy?

 

Create Your Story, Promote It, and Perfect Your Strategy

Mike D. O’Brien
732.570.1502
Lincoln Park, NJ
[email protected]
@mikedobrien

 

 

 

 

 

Generate more leads through properly structured content. © Mike D. O’Brien 2017

Penguin 4.0 will punish sites and businesses that don't adhere to white-hat link-building practices

Everything You Need to Know About Penguin 4.0

Penguin 3.0 changed the search engine world when it was released at the end of 2014 and punished sites that had acquired a large number of spammy links and had benefited from those links with better search results. Even though it only affected <1% of US- English search queries, some businesses were completely removed from Google’s results and were told they’d have to wait until the next Penguin update for a possible return.

Penguin 4.0 looks to build upon Penguin 3.0 by working in real-time. This is a potential game-changer because it means that it will always “be on”, constantly updating and punishing sites based on their activity.

While it has been rumored for at least a year, expected release dates have continuously been pushed back. First, it was by the end of 2015. Then there were big rumors that it had been released in the middle of January. Then it was definitely by the end of the first quarter. Now, with still no release, Google’s Gary Illyes says he’s given up estimating a Penguin 4.0 launch date because he’s been wrong three or four times.

Goals of Penguin 4.0

The main purpose of Penguin 4.0 will be to continue punishing sites that obtain a large quantity of spammy links to drive up their Google search results. That means, if you’ve been practicing white-hat procedures, you have nothing to worry about. However, if you’ve delved into some black-hat techniques in an attempt to improve organic search results, you had better start undoing them and quickly. According to Google, when Penguin 3.0 was released, those sites that had changed their techniques up to three weeks before the official release were still affected by the update. And, some were completely removed from Google’s results.

What is Penguin 4.0 going to focus on?

1. Real-Time Version of Penguin 3.0

Penguin 3.0 had serious ramifications for a number of sites, including a number of small businesses. Some knew what they were doing, and were looking for quick results and continued to acquire spammy links from spammy sites, hoping for a shortcut to the top of Google results.

Others had hired an SEO agency and trusted them to do what was right. However, looking to achieve and brag about quick results, that agency went the way of the dark side and tried cheating the system.

Either way, those sites were punished and were told they had to wait until the next update to regain eligibility on Google’s search results, with no guarantees. When Penguin 4.0 is released, it will always be working, indexing, and crawling, which means your business needs to start cleaning up both internal and external links now, and continue these white-hat procedures or constantly risk getting punished by Google.

2. Focus on Link-Building

Originally, Google creators Larry Page and Sergey Brin had named their search engine, “BackRub.”

What Can You Do Now?
-Take the time to clean up your site-Check all internal links, long-tail keywords, and user experience on your site

-Check all of your external links and that they lead to relevant, operational sites

-Check all of your backlinks

Resources to Check Links and Backlinks:
SpyFu

SEMRush

Dead Link Checker

Yes, BackRub. Why? Because their search engine was going to focus on links when ranking pages. And that’s still true today.

While content is important (current, relevant, unique content drives traffic to your site) and keywords help tell the search engines and users what your page is about, links drive the increase in organic rankings. But, it’s not just how many links you have. One link from CNN or ESPN means more than 100 links from sites with no influence.

Knowing how difficult it is to get legitimate links form legitimate sites, some businesses have tried cheating the system by buying links, creating multiple sites and linking between them, and other tactics. These are the sites Google is after.

As Google’s algorithms become smarter, link building will have less of an impact. That’s still years away though, which means links still matter. Google and their Penguin updates have focused on penalizing sites that acquire a high number of illegitimate links.

3. Ramifications

As stated, some sites punished after Penguin 3.0 faced precipitous drops in their rankings and others were completely removed from Google results for an indefinite amount of time. Now that Penguin 4.0 is going to be operating in real-time, that means it will continuously be updating and checking sites.

Can Google drop your site from their rankings for only one blemish? Of course they could, but it’s highly unlikely. Mistakes can be made, but Google is attempting to make their user experience the best possible. That means driving away sites that are pummeling users with advertisements and irrelevant content and shooting up the SERPs (Search Engine Results Page) by acquiring a number of spammy links.

Difference Between Panda and Penguin

Google's Penguin 4.0 update will punish websites and businesses that don't practice white-hat link-building techniquesYes, Google chooses adorable names for their updates, but that’s only so they don’t create the panic that Chaos 4.0 or Destruction 4.2 would (remember the fear “Mobilegeddon” caused?). That doesn’t mean they are any less intimidating. However, Penguin 4.0 should only be intimidating for those using black-hat techniques to increase their rankings. Every business owner should understand the benefits of white-hat practices, and be able to have the long-term patience to stick with them.

The main difference between Panda and Penguin is that Panda is a tweak to Google’s search algorithm. These updates can affect your site, but you can recover from them. On the other hand, Penguin updates are a game changer. You need to prepare for and adapt because those punished with Penguin 3.0 are still waiting for 4.0 to be released from prison.Google's Penguin 4.0 update will punish websites and businesses that don't practice white-hat link-building techniques

The main point is simply follow Google’s Best Practices. They are focused on their user experience, as should you. The best way to increase traffic to your site and increase your organic search results is to publish current, relevant, unique content regularly, promote that content through social media, guest blog for other sites that allow you to include a link in your bio, and analyze the data to see what aspects of your plan are working and which need improvement.

 

Panda vs. Penguin

Panda
-Focused on Content-Create Brand Awareness through content, promotion

-Reward high-quality sites that produce current, relevant content

-Smaller sites can recover from

Penguin
-Black-hat tactics severely penalized:

-Spammy Link Building

-Keyword Stuffing

-Irrelevant Content

-Long-term Punishments with Few that Recover

 

Worried about Penguin 4.0?

Nervous your digital marketing agency may have used black-hat techniques to help improve your organic search results? Schedule a Free Consultation today or continue reading about the how to choose the best digital marketing agency for your business.

Schedule Your Consultation Today!

Tired of constantly trying to rank higher on Google without success? Been burned by snake oil salesmen promising 10,000% percent growth in only a matter of weeks?

Inbound Marketing is a long-term strategy that drives traffic, generates more leads, and increases sales.

B2B companies that blog only 1-2 times a month generate 70% more leads than those who don’t.

Content Marketing provides 3 times more leads per dollar.

Do you have an Inbound Marketing Strategy?

 

 

Create Your Story, Promote It, and Perfect Your Strategy

Mike D. O’Brien
732.570.1502
Lincoln Park, NJ
[email protected]
@mikedobrien

 

 

 

 

 

Generate more leads through properly structured content. © Mike D. O’Brien 2017

Top 5 Ways to Generate Leads with Twitter

Top 5 Ways to Generate Leads with Twitter

Twitter is a great tool to generate leads and interact with prospects because it’s informal. People engaging on Twitter have their guard down (to an extent) and are looking to grow their own following by engaging with others.

After all, it is called social media.

However, when used for business your objectives are to generate leads and increase sales, and not simply engaging with others. Any and all interactions should have those goals in mind, or look to grow your network and increasing brand awareness. But even those interactions should have the end goal of a sale.

Because it is informal, Twitter presents an opportunity to engage with prospects without coming across as, according to Mario Martinez Jr. and Sabra Rubinstein, “too salesy”.

No matter how you choose to approach your social media strategy, and Twitter in particular, you need to engage with your followers. That’s how you nurture your connections to becoming leads and expand your network.

Generating Leads with Twitter:

  1. Educate Customers:

Working with a lot of startups and small businesses just entering the social media fray has taught me that the number one objective when starting out is brand awareness. Initially, you’re main focus is to leverage social media, and Twitter in particular, to grow your network and your following to generate more leads. To increase brand awareness on Twitter, you need to:

  • Post content to your site regularly
  • Tweet links to content 3-5 daily
  • 3-5 Retweets daily that reinforce brand
  • Engage with new followers
  • Engage with people who like or retweet your tweets
  • Follow 5-10 new people/ businesses per day

  1. Promote Gated Content:

Top 5 Ways to Generate Leads with TwitterYour business needs to create whitepapers, eBooks, case studies, and webinars to properly leverage your website to generate leads. Though every business won’t benefit from all of those forms, every business will benefit from some. By promoting this premium content with tweets linked to landing pages, your website will generate more leads.

  1. Create Lists:

There are two types of lists on Twitter: Public and Private. Lists are a targeted approach to cut through the noise and chatter of your regular feed. By using lists you can follow the timeline for users on that particular list. And, the best part is that you don’t have to be following a user to add them to your list, either public or private. Mario Martinez Jr. recommends creating three lists: Client, Prospect, and Competitor. Use lists so that you can follow and engage with prospects and clients about topics relevant to them.

  1. Survey Followers:

Have you always wondered what troubles your clients or prospects the most? Tweet a survey or question to your followers to find out what “pains” they have that you may be able to solve. This is a great way to engage with specific followers and to come up with topics for blog posts or premium content.

  1. Advertising:

Twitter may not have as many active users as Facebook or YouTube, but it is still a valuable resource to target your advertising budget to specific demographics. By using the targeting feature, you can target those who follow your competitors, those in a certain location, or those similar to your followers. This allows your message to reach a specific audience.Top 5 Ways to Generate Leads With Twitter

Social media sites like Twitter provide your business an opportunity to generate leads and increase sales, but it doesn’t happen overnight. Although the strategy takes time and resources, you cannot overlook Twitter as a valuable piece of your overall marketing strategy. Use Twitter to your advantage by creating great content, engaging with followers, and promoting your content, which will increase brand awareness and generate more leads.

Everyday your business isn’t using Twitter to generate more leads is another day you’re falling behind your competitors. If your business is ready to start leveraging social media to generate leads and increase sales, contact me today for your Free Consultation. Or you can read about other ways to promote your content.

Schedule Your Consultation Today!

Tired of constantly trying to rank higher on Google without success? Been burned by snake oil salesmen promising 10,000% percent growth in only a matter of weeks?

Inbound Marketing is a long-term strategy that drives traffic, generates more leads, and increases sales.

B2B companies that blog only 1-2 times a month generate 70% more leads than those who don’t.

Content Marketing provides 3 times more leads per dollar.

Do you have an Inbound Marketing Strategy?

 

 

Create Your Story, Promote It, and Perfect Your Strategy

Mike D. O’Brien
732.570.1502
Lincoln Park, NJ
[email protected]
@mikedobrien

 

 

 

 

 

Generate more leads through properly structured content. © Mike D. O’Brien 2017

Top 7 Ways of Promoting Inbound Marketing Content

Top 7 Ways of Promoting Inbound Marketing Content

Now that we’ve discussed the Top 10 Types of Inbound Marketing Content, it’s time to cover the next step: Promoting it. If you have content and no one reads it, does it really exist? That, my friend, is the true question of modern marketing, especially if you’re a small business owner who just spent a couple hours before bed every night for the past couple weeks writing the best, most informative Whitepaper or eBook the world has ever seen. And then…

Nothing.

How do you get the word out to the world that you have added something extremely valuable to the world and people need to read it?

Top 7 Ways of Promoting Inbound Marketing Content

Promoting Inbound Marketing Content

1. Social Media:
The best way to promote your content is to share it with your social media networks. But not all social media channels were created equal, and your content doesn’t belong on all of them. People have become immune to advertisements in all shapes and sizes. So, if you start posting articles about the solutions of your B2B services on Facebook, your “friends” will ignore you and all of your annoying posts. Here are some important details to remember:

  • Facebook gets more visitors that YouTube
  • Use LinkedIn for Professionals and Past Customers
  • Share the link with your employees and ask them to share with their social media networks
  • Posts with videos get shared 1200% more than posts without video
  • Photos are essential to promote sharing

2. On-Site CTA:
Using your website to promote other content on your site is often an overlooked element of promoting your website. Strategically placing a CTA (Call to Action) on blog posts and other pages will enhance the likelihood that a visitor to your site will click and visit another page. This is a great way for you to promote Whitepapers, Webinars, or eBooks and continue pushing visitors through the buying process.

3. Landing Page:
A landing page is the gatekeeper to premium content. It is a form that requires a visitor to supply contact information to receive free, premium content, such as webinars, eBooks, and Whitepapers. All of your links on social media shouldn’t lead to landing pages because then your followers will stop clicking on your links knowing that you simply want their contact information. But having some content behind a landing page tells customers that certain content is more valuable. However, any landing page won’t do. Targeted, structured landing pages are different based on the content you are providing customers. Plus, don’t forget to consider what stage of the Buyer’s Journey your customer is at. A lead filling out a form for an eBook is likely much earlier in the Buyer’s Journey than someone filling out the form for a Whitepaper. Keep this in mind when you’re constructing your form.
 

 

4. Pay Per Click Ads:
Some people cannot believe how inbound marketing employs paid advertising. They think the whole point of inbound marketing is to avoid advertising and to try providing solutions to problems. However, done right, PPC (Pay Per Click) Ads can be a valuable addition to your inbound marketing because it is another way to get your brand in front of potential leads. PPC ads are targeted to specific keywords relevant to your products or services. Having a PPC ad bring a visitor to a landing page is a great way to analyze how your ad is working and how successful your landing page is based on the analytics for each.

5. Guest Blogging:
Writing a guest blog is an important way to build relationships with similar, non-competing companies, and their visitors. One of the things you can blog about is a topic similar to the specific piece of content you are trying to promote. For example, if you just posted your eBook, “The Beginner’s Guide to Selling Baby Mobiles Online” you could write a guest blog, “The Top 10 Baby Mobile Characters of 2016”. That way, you are posting something similar to your eBook (or other content you are trying to promote) and are still targeting the same stage of the Buyer’s Journey. Then, at the end of the blog, most sites will allow you a short bio with a photo where you can link to your eBook’s landing page.

6. Link Building:
This is probably one of the most difficult pieces of the inbound marketing puzzle because it is the most time-consuming and long-term aspect of an already time-consuming and long-term process. Pamela Vaughan of Hubspot posted a great article in 2011 about the best link-building tactics that are just as relevant today as they were five years ago. In essence, a strong link-building campaign combines most of the topics mentioned throughout this post while specifically using them to obtain links to your targeted content. All of these inbound links will give your site more authority, which means you will rank higher on Google, improving the visibility of your site.

7. Public Relations:
At times, an overlooked tactic is good ole PR. Make sure to send news releases to local papers that have a strong website and to other distribution channels that can post and share updates about your company. This will not only promote your company as a whole, but also the specific piece of content you are promoting. Again, with the increase in links to your site, this will also have an SEO benefit.

Top 7 Ways of Promoting Inbound Marketing

Promoting Your Content

Lindsay Thibeault, Inbound Professor at Hubspot, says to “spend as much time on content promotion as you do with creating the piece of content.” And no, that doesn’t mean you should try to write faster so you have to spend less time promoting your content. Instead, focus on writing the most relevant content to your industry. The great thing about content on the web is that it doesn’t have a shelf life. That means you don’t have a specific time-limit on how long you can promote your content for. A well-written eBook can be promoted for six months, a year, or even longer.

Next, I’ll show you the Top 10 Metrics to Measure to see how successful your content and promotion were.

Schedule Your Consultation Today!

Tired of constantly trying to rank higher on Google without success? Been burned by snake oil salesmen promising 10,000% percent growth in only a matter of weeks?

Inbound Marketing is a long-term strategy that drives traffic, generates more leads, and increases sales.

B2B companies that blog only 1-2 times a month generate 70% more leads than those who don’t.

Content Marketing provides 3 times more leads per dollar.

Do you have an Inbound Marketing Strategy?

 

 

Create Your Story, Promote It, and Perfect Your Strategy

Mike D. O’Brien
732.570.1502
Lincoln Park, NJ
[email protected]
@mikedobrien

 

 

 

 

 

Generate more leads through properly structured content. © Mike D. O’Brien 2017