Inbound marketing is a hot topic in the PR world, and for good reason.
From higher search engine rankings and lead capture to increasing revenue for your organization, inbound marketing is the backbone of many marketing
Implementing a successful inbound marketing strategy can still be a challenge, as developing and running a seamless program isn’t a common area of
expertise for PR professionals.
For example, if a white paper drives a large number of hits to your organization’s website, it’s the job of inbound marketing to be sure the website
experience is frictionless for the user, captures the necessary contact information and has a drip marketing program in place to follow-up on new leads.
It’s no easy feat.
Here’s a look at how to tell when inbound is leaving you out of bounds when it comes to attracting and satisfying prospects throughout your marketing
1. Your content is stale.
Fresh content is the hallmark of every good inbound marketing strategy. Without a steady stream of relevant content to target your prospects, you’ll be
challenged to see results. If your content marketing strategy relies on stale content as opposed to making an effort to keep your publishing timely,
visitors will turn away from your website and instead, look to those of your competitors. Stay current with what you are posting. Without considering how
timely something is, or how relevant it might be to your audience, you’re likely driving visitors away.
2. You have a low search engine ranking.
The goal of many content marketing pros is to reach the top three positions in an organic search for keywords relevant to their business.
For search engines to rank your website higher, it helps to have content with embedded URLs (backlinks) that point to your your content over your
competitors. Be sure to include both internal links and links from other reputable websites.
RELATED: Free download: How organizational newsrooms and content platforms have evolved and intersected.
For example, getting your business mentioned on websites like TechCrunch, Mashable
or CNNMoney will get you in front of thousands of readers, and gives you a solid backlink from a relevant website.
3. You’re missing out on social.
If your website or blog is full of quality content, but isn’t being shared through social media, your organization is missing out on a huge opportunity to
engage with its audience.
The more “shares” a piece of your content might get on Twitter or Facebook, the more clicks your website will receive. The more clicks your site receives,
the higher your website traffic and search engine ranking.
Clicks are important; sharing content socially will only increase your traffic.
4. Nonexistent contact lists
Marketers often seek ways to get prospects to leave their contact information on their organization’s website.
One of the best ways to ensure this happens is to give website visitors ample possibilities to do so. Include opportunities on both the homepage and with
each post, and give incentive. For example, you can offer a newsletter, white paper or webinar series in exchange for a signup.
It’s important to ask the right questions when people opt in: The more contextual information you have on your prospects, the better you will be able to
tailor content to them as they descend into your organization’s sales funnel.
4. Crash landing.
Most inbound marketing programs offer free content (white papers, eBooks and shareable infographics) to harvest contact information.
To best facilitate the collection of contact information, it helps to create unique landing pages with campaign specific messaging.
Failing to create a landing page and pointing to the homepage instead, makes it harder to separate organic website traffic from your free content campaign.
specializes in highly integrated PR & marketing strategies that help companies in technology, healthcare and professional services reach their
goals in brand awareness and revenue growth. A version of this article originally appeared on the
PR Over Coffee blog.