Inbound Marketing Services Near Albany, NY
About a decade ago, Albany’s business owners realized they could choose their adventure when it came time to research and discover the products and services they became interested in.
Rather than rely on vendors for information, buyers turned to the Internet and created their paths to purchase.
The term “inbound marketing” sprang up to describe the strategies and tactics that marketers developed to meet and manage this new activity. There is no official definition of “inbound,” but in general it’s agreed that it includes any activity that earns people’s attention and attracts prospects to your offerings.
So, inbound marketing services offered near Albany, NY can successfully pull people into a relationship with your company rather than pushing your message onto them …
While many of Albany’s small businesses use inbound marketing to build brands and improve customer retention, it’s used most deliberately (and most effectively) at the top of the sales funnel to attract new prospects and generate new buyers.
And generating new revenue from high quality leads throughout Albany County and Upstate New York is the lifeblood of every business.
Inbound Marketing Services That Attract New Customers Throughout Albany and Upstate New York
Push or Pull?
You have to give a little to get a little.
You can think of inbound marketing the same way you think about dating. In the world of dating, who is the most successful?
The person who is pushy, or the person who takes the time to build a relationship and lets things happen more naturally and organically?
Of course, the person who lets things happen more naturally and organically has the most success.
The same holds true in the world of marketing – the businesses that pull prospects into an engaging, friendly relationship with them do better than the businesses that push their messages on people.
Common Inbound Marketing Challenges
Before we dive into the specific steps involved in creating an inbound strategy, let’s discuss some challenges that keep inbound marketing from being a success.
Content Marketing Can Be Hard If You Are A Small Business Owner
Inbound marketing involves managing content across multiple channels, which can be overwhelming to many small-to-medium-sized businesses (SMBs).
While most businesses throughout Worcester understand the importance and efficacy of inbound marketing, they struggle with creating successful inbound marketing campaigns.
Furthermore, SMBs also struggle with clearly defining and targeting their audiences, as well as calculating the return on investment (ROI) of their campaigns.
Content Is Everywhere
This means that to stand out from the competition, you have to consistently create content that is high quality and valuable to your audience.
Whether it’s a targeted campaign or a comprehensive program, you need to plant a solid basis of content that attracts prospects at every stage of the buyer’s journey, seeding awareness and nurturing ongoing interest.
Inbound Marketing Campaign Setup
What follows is a step-by-step guide to help you craft an inbound strategy that’s perfectly suited for your goals. In it, you’ll learn three key things:
- How to set up, launch, and manage inbound marketing campaigns
- How to set goals and objectives
- How to use a simple math formula to calculate the ROI of your campaigns.(Don’t worry – the math is simple)
Sound good? Great! Here’s how to get started with your campaign.
Clearly, Define A Goal That Is Specific and Measurable
The first step to creating an inbound marketing strategy is to establish goals that are specific and quantifiable. Whether your goal is to generate 50 or 500 qualified leads a month, remember –– it has to be clear and distinct.
Set A Time Frame That’s Realistic
It typically takes businesses at least six months before they see results from their inbound marketing campaigns. If you’re a small business with limited resources, be sure to factor in the time it will take for you to create resources before getting started.
Identify Audiences and Visualize The Sales Funnel
It’s now time to identify your target audiences and to visualize the sales funnel. To get a clearer idea of your customers, their specific needs, and how they’ll navigate the sales funnel, you’ll want to create buyer personas.
Buyer personas are archetypes of your most desirable customers, based on market research and your current clients.
They’re particularly useful for identifying pain points and how they will make their buying decisions.
Map The Customer Journey
Once you’ve identified your audiences, the next step is to map their journey from the point of awareness to advocacy. Here are the typical steps a customer goes through in the buying process:
Having these steps clearly delineated is critical to the success of any inbound marketing program.
When you’ve marked each stage in the customer journey, you can then assign the appropriate resources and content to advance them at each stage.
Audit Your Existing Content
Once you’ve defined your goals, identified your audience, and mapped the customer journey, it’s time to audit your current content.
A content audit involves taking a closer look at all the content on your website (and any content on file that has been shared via other channels).
As you’re doing your audit, keep a list of the strengths and weaknesses of each piece.
You’ll also want to establish:
- Where in the customer journey it should be used
- Whether it’s still necessary and useful
- If it’s necessary but not current, can it be updated?
- Whether it should be retired
- How it should be used moving ahead
Ultimately, the goal of your audit is to identify any holes or gaps in your content; to see what content has performed the best in the past; to determine which content appeals to audiences at what stage; and to generate ideas for future content.
Audit Competitors’ Content
Now it’s time to conduct a competitive content review.
This is one way to ensure that your content is better than your competitors’ content.
Begin by creating a list of your primary competitors. See whose website comes up when you type in search terms related to your content.
If you’re not entirely sure what keywords to use, start by using the organic keywords that drive traffic to your website.
Once you’ve made a list of your top four or five competitors, review their websites for the topics they cover and how they store their content on their website.
When searching for “content” here’s what you should be looking for:
- Blog posts
- White papers
- SlideShare decks
- Press releases
- Case studies
Now classify their content into categories (for example by topic) and see which content they’re putting out most often.
It’s here that you also evaluate the quality of their content, which includes how accurate the content is, its length, tone, and readability.
You can also review their SEO strategy by examining their link structure, their H1 tags and their links to their content.
Finally, look for social share buttons and also the content that receives the highest number of shares.
Content Planning, Development, and Distribution
It’s hard to imagine an outbound marketing program being successful without proper targeting.
Targeting is crucial to the success of inbound marketing, too. The only difference is that with inbound marketing, you’re trying to attract people to your messages instead of pushing the message on them.
This requires defining different buyer personas to which specific content topics can be directed.
Segment Audiences and Select Topics
Earlier, we discussed buyer personas, which will help you establish the segments that cater your audience’s needs and desires.
Once you’ve established your buyer personas, consider where they are in your sales funnel.
For example, let’s say you’re an accounting firm, or a car dealership, or a real estate agent.
In a basic sense, regardless of the type of business, each of these entities is going to have similar buyer personas that might look like this:
Tire Kicker: Someone who is just getting information about the product or service
Question Asker: Someone who is asking about pricing information, terms of engagement, etc.
Order Maker: Someone who is ready to buy and wants to know when the product or service will be delivered or executed.
Each of these personas is at a different stage of the sales funnel.
The Tire Kicker is at the very top, the Question Asker is in the middle, and the Order Maker is at the bottom.
Now that you’ve identified multiple segments consisting of different buyer personas at the various stages of the buying process, you can select which content will most appeal to them.
Once that’s done, you can plan ahead and compile a list of topics that you’ll want to write about.
Create A Content Calendar
For ongoing content creation, such as blogging and social media posts, it’s ideal to create content or editorial calendar to make sure that you cover all planned topics and are pushing out content on a regular basis.
Content calendars can be matched up with any theme for a given month or upcoming product launches.
Choose Distribution Channels
As with traditional marketing, there are many inbound marketing channels to select from.
Part of creating an effective inbound strategy is identifying the channels that will make your content discoverable and bring prospects in most efficiently.
While you’ll select channels based on your particular goals and audiences, here are a few that should be a part of any robust inbound marketing program:
Blogs: One way to build SEO is to continuously publish blog posts about topics of interest to your target customers. Search engines like fresh, targeted, quality content.
eBooks, whitepapers, infographics, and so on: Once you’ve attracted visitors to your website, you have to give them an incentive to opt into your database. Offering them something that’s useful to them – such as an eBook, whitepaper, or infographic – will encourage them to give you their email address in exchange for valuable content.
Social media: While the value of social media as a lead generation tool can sometimes be overstated, it can be an excellent relationship building and customer retention tool.
Call SEO Without Borders For Help Developing Your Inbound Marketing Strategy
Our team of experienced SEO strategists and inbound marketers can create a focused inbound marketing campaign that aligns with the specific characteristics of your target audience.
We are Albany’s most experienced SEO company and are built on the premise that small business owners deserve complete transparency when it comes to their digital marketing campaigns.
That means we invest a tremendous amount of time and energy providing detailed education around everything we do, why we want to perform a particular tactic, and what the expected return on your investment will be regarding leads/revenue.
We have an excellent track record creating inbound marketing campaigns for small businesses throughout Upstate New York.
On average, we can successfully increase our client’s monthly organic traffic by 40% in four months, as well as increase their revenue by 30% in the same timeframe!
That means you can pay off your inbound marketing investment quickly, while also attracting new sources of long-term income.
SEO Without Borders offers a FREE consultation and strategy development meeting for us to develop a customized plan of action that aligns with your specific needs and goals.Inbound Marketing Services