Inbound Marketing and Lead Generation

Posted by Vanessa Alfonso on Jun 9, 2016 9:01:16 AM

 

 
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How is your company generating leads? Inbound marketing is “the process of helping potential customers find your company often before they are even looking to make a purchase and then turning that early awareness into brand preference, and ultimately, into leads and revenue.” The holy grail of lead generation is based on several steps that lead to a successful campaign. Without these steps in place, you could be wasting your efforts...and worst your money.

Step 1: On-Page SEO 

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The very first thing you need to setup is your company's SEO keywords and strategy. This is the foundation of which your company will be built on the Internet. On-page SEO structures the content of your web pages so it's easy for search engines to read and understand what the page is about. Thus, making it easier for people to find you during their online searches. 

The top places Google searches your website for keywords are:

  • The page url
  • The page title
  • The header tags
  • Image alt tags
  • Body copy

Step 2: Off-Page SEO

This is the slightly less talked about SEO strategy, but the most important one. Unlike on-page SEO, off-page SEO deals with inbound links to your website. Preferably, these links should be used on specific keywords that make sense for your site. For example, instead of 'click here' try getting links on words that are relevant like 'inbound marketing.' Google places more weight on these keywords and links because they add authority to your content.

"By developing a sound on-page and off-page SEO strategy you can increase your search engine rank for keywords that are relevant to your business. This will help drive qualified leads into the funnel as visitors query these keywords and find your content." - Hubspot

Step 3: Blogging

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One of the best ways to incorporate your SEO strategy into your Inbound Marketing lead strategy is by blogging. Creating content pieces through blogging increases your content footprint online and is perfect for the copy and offers in your social media lead ads later on in the campaign. 

Blogs are not only great to increase search results leading to your website, but also a great way to showcase your company's expertise, personality, and place your content offers. 

Step 4: MOFU

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Your entire Inbound Marketing campaign is centered around the buyer's journey. Today, marketing techniques have changed drastically from what they used to be, especially after the boom of the Internet. One of the most important stages of the buyer's journey is the the middle funnel stage. 

According to Marketo, during the MOFU stage, the self-directed buyer’s shields are up, and they are ignoring your messages. The main focus at this stage should be developing strong relationships with your consumer through lead nurturing.

Step 5: Social Media Lead Ads

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Finally, the final step in your inbound marketing campaign is taking everything you've created from the above and condensing it into a solid social media lead advertisement. Why is it important to do the above first?

Lead ads run on dollars, so you want to make sure the content going into your ad has been tested to yield results. Lead advertisements range in price, distribution and social media platform, which you will be prepared to cover based on the data you've already collected through your SEO, blogging, and buyers journey research.  

Conclusion

Now that you have a better understanding of the Inbound Marketing lead generation madness, you can see why skipping a step can have a negative impact on your efforts. Everything from SEO to your blog content is vital to attracting and securing the right customer. Download our Inbound marketing guide for a step-by-step fail-proof campaign. 

The Greenside Agency Inbound Marketing

Topics: Lead Generation, inbound marketing, inbound marketing strategy

About TGA

The Internet has changed the world of business and social interaction. Organizations that leverage the methodology and technology of Online and Inbound Marketing, Search Engine Optimization and Social Media are staying relevant and growing. Our goal is to help you stay up to date by offering you digital resources to help you improve and impact the world through your mission!

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