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Posted by Click Finders in Inbound Marketing | Comments Off on How to Build an Inbound Marketing Company Culture
Make no mistake about it…Making the transition to an Inbound Marketing Company Culture is hard!
Build your company’s Inbound Marketing Culture
In any business, people fall into “ruts”. This is especially true if senior management has allowed this or worse, demonstrated it by example. One of the more common ruts people fall into, more often in larger companies but still possible in a small businesses, is the old cliché “That’s not my job!”. This is never truer than when it involves marketing input by people who typically do not provide any input in this area. Building an Inbound Marketing Company Culture can be one of the biggest business challenges you face in your professional career and also, one of the most rewarding!
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If you are small business owner, marketing and/or sales manager or just a sales person who is looking for something better, you are in the right place! You’ve noticed it right? The traditional marketing leads are slowly but surely falling off and drying up. The phone does not ring all by itself anymore because no one uses the yellow pages. That money you spend on TV, Radio and Newspaper ads also seems to be less and less economical by the minute. It’s costing your more and you’re getting less every single day. So now what?
Welcome to Inbound Marketing and Lead Nurturing my friend! Inbound Marketing, simply put; Is the art of generating unique, quality content that is search engine friendly and therefore shows up when a prospective customer/client searches for a term associated with your product or services. The premise is that there are already people using the internet every day that are searching for your products and/or services. So if you can manage to position some GREAT content in front of them, capture their attention and get them to take some form of action on your website, you have officially become an Inbound Marketing pro!
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Why Inbound Marketing is a MUST for Your Business
Create – Share – Capture – Analyze
Inbound Marketing is the practice of generating useful, informative content and then strategically sharing that content in a way that positions it in front of people who are actually searching for your product or services. It completely replaces the need for “interruption marketing” tactics like TV commercials, radio, print ads and cold calling or email spamming. If done correctly, this “new” marketing strategy can dramatically increase your conversion rate, customer retention and satisfaction. And the best part? You are not tethered to Google Adwords for the rest of your life!
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Conversion Optimization Part 4 – Landing Page Optimization
So now you are starting to get some decent traffic to your site or you have taken the plunge with Google Adwords, but, as fate would have it, none of these new visitors you have invested your time, energy, effort or capital in are converting into leads or customers. Why not? You have a great looking website, you invested in Adwords spend to drive traffic, what is going on? Great question…I’m so glad you asked. This article is going to discuss “Landing Page Optimization” for more (or better) conversions into leads or sales. Believe it or not, conversion optimization is a BIG DEAL out there in ecommerce land. There are hundreds (if not thousands) of companies out there that have built very successful business models just helping other companies master this much needed skill.
So what can I expect as far as a conversion rate on organic traffic?
The average website is converting less than 1% of all organic traffic! That’s right…less than 1%! A good site that has some experience and is making an effort to actually convert traffic may see as much as 1-3% organically. And, if you are in the 3-5% range for organic traffic conversions you are doing better than 98% of all websites on the internet. You may be thinking; “3-5%? That’s nothing! Why am I wasting my time?” Hold on there cowboy. Have you done the math? Try this on for size:
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In 2013, more than half the staff in the average office will have heard of PPC, or pay-per-click, even if they don’t quite know what it is – but not long ago, only those who worked in digital marketing knew anything about it. Following the exponential growth of the digital marketing industry over the last decade, pay-per-click advertising is no longer a niche marketing medium. As we have moved towards a digital economy, few stragglers remain. Nearly all large, medium-sized and indeed many small companies, either having led the way or dragged kicking and screaming, have moved with the times.
Today you’ll rarely find an organization of medium or above size with a stake in the digital economy without the core components of a digital marketing function – typically a social media manager, a web analyst, an SEO (Search Engine Optimization) manager and a PPC, or paid search manager. If the company also does email marketing, you can add another head to that. The functions are occasionally combined – in really small companies, it may all fall to one person – but as anybody who has managed PPC campaigns on a large scale knows, it’s a full-time job.
Google AdWords is still by far the largest pay-per-click network, although Yahoo and Microsoft combined forces in 2010 to launch their own PPC platform, AdCenter, via Microsoft’s Bing search engine.
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