Why Should I Use Inbound Marketing? – WORLD CLASS WEBSITES

Posted on Aug 15, 2012 by Kerry O'Malley
Marketects website-hub

Your Website is the Hub for All Inbound Marketing

 

The key to a successful industrial Inbound Marketing strategy is a fully search engine optimized, world class website.  Some of the features of this type of website are:

[list style=”circle”]

  • Content management system (CMS) that is designed to ATTRACT search engines
  • Keyword rich content
  • Good balance of text and pictures or artwork
  • On and off-site SEO
  • Blog
  • Pages that allow for visitor interaction, such as a forum, “Ask the Experts” page, etc.
  • Clear calls to action
  • Numerous ways for visitors to contact and/or get an immediate response from the company: request a meeting form; request a quote form; possibly even a “Live Chat” feature
  • Obvious links to the company’s social media pages on every page of the site
  • Sharing links on the blog and other content that allow visitors to post content on social media sites
  • Twitter, Blog, or Facebook feed on the Home Page
  • Analytics integration (such as Google analytics)
  • Tracking system (to monitor conversions)[/list]

Everything else you do in your Inbound Marketing strategy is designed to drive more traffic to your website; but you’ll lose those visitors as fast as they come if the site doesn’t instantly grab their attention, or they aren’t able to quickly find the information they’re seeking.  You’re not driving traffic to your website just to see the numbers increase; you also want the traffic to be the RIGHT traffic, and you want to convince them that your company is the one they should call for whatever product or service they were searching for.  Additionally, you want a way to measure how many of those visitors are “converted.”

Website conversion means different things to different people, but the base line definition is that a a conversion happens when a visitor to the site takes an action that you intended for them to take.

This could be:[list style=”circle”]

  • Calling your company
  • Emailing your company
  • Sending in an RFQ form
  • Filling out a “request a meeting” form
  • Requesting a “live chat”
  • Registering for the company’s newsletter or Blog feed
  • Registering to download a specific piece of content, such as a white paper, E-book, or webinar[/list]
There are not only ways to track all of these actions; there are also ways to track the source that sent that visitor to your website.  These tracking systems make Inbound Marketing an industrial marketer’s dream, since proving ROI is usually elusive with more traditional marketing methods.  The numbers don’t lie!

Reason #1 why you should integrate Inbound Marketing into your industrial marketing plans: it is results driven and measurable. 

Author: Kerry O'Malley

omalley@marketectsinc.com

Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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