Inbound Marketing Initial Process

Posted by Andy Evanko

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June 06, 2014

     A content marketing strategy is the process of getting potential customers informed about your businesses products or service by having remarkable content.  Now, the time has come to inform you about the ways in which inbound marketing channels and systems all work together to guide potential customers down the sales funnel.  The key to a successful inbound marketing campaign is understanding in what Search Engines are looking for when finding or “Crawling” your website and, then, how search engines determine where to place your website on a Search Engine Results Page (SERP). Content, keywords, tags, page names, page titles, meta descriptions and so much more can have a large effect on how your website is performing in attracting the right customers and whether or not you make the first page of a SERP. Don’t worry, it is OK if you do not understand all the internet vocabulary. We at The Marketing Department- Malvern are here to help. 

     If there is one thing to take away from reading our blogs, know this, content is the basis of everything. Content is the message. Content is your message.  Take a step back and think, without content the internet would be nothing, just a vast area of space.  Search results equal content but, what do you put in your content? That is where The Marketing Department- Malvern comes in.

Inbound marketing is a process used to attract to and engage visitors on your website, supported by:

  • Keyword optimization techniques
  • Content management strategies
  • Prospect engagement processes to nurture and engage

Core to the content strategy is the ongoing creation and use of blogs, white papers, eBooks, videos, news articles, buying guides, etc., on the website. 



This content gets identified (indexed) by the search engines (Google, Bing, Yahoo, etc.) based on the keywords embedded in the content that consumers will search on. 

Google ranks the website based on the relevance (closeness to the search word) and authority (importance or authoritativeness) of the content on the website. 

Integration and incorporation with Social Media channels (Facebook, Twitter and LinkedIn) combined with inbound marketing plays a very important role in your websites SEO to achieve excellent ranking.

Inbound marketing is an ongoing process (as opposed to a project or event) that must be maintained over an extended period of time to continuously improve the websites relevance and authoritativeness to prospective clients.   It’s the difference between spending a lot of time and money to launch the best website versus having a better website that is always, over time, getting better.  The ultimate goal is being on the first page of the organic search results (as opposed to getting on the first page through a paid-search through a Google ad). 

Companies with multiple products or lines of business will each require their own set of keywords that consumers use to search for the product or service.  This means that not all lines of business will perform equally when searched organically.   This is why we strive to get better search results for each product or service in the business over time, by developing content for each line of business.

Search results will vary depending on:

  • How competitive the market is.
  • The quality of the content being created and posted to the website for each line of business. 
  • How well integrated the content and conversation is with social media channels (Facebook, Linked In, Twitter, You Tube, etc.) into the inbound marketing process. 
  • The frequency of the postings, which means how often we provide new content for the search engines to index. A minimum of once per week is required, but to be noticed by the search engines, you have to show Google that you are serious about producing meaningful “original” content 2 to 4 times per week.
  • The quantity of inbound links that can be generated (from authoritative sources).  An inbound link is a scenario where a link to your website is posted onto another website (or directory, e.g., Chamber of Commerce website, online Yellow Pages, or an online recommendation posted on Angie’s List, etc.).

     The process of doing the best research about your industry, product or service is crucial in determining how to go about your optimization process.  This research will show insights into how your ideal customers searches online, what they are looking for and, most importantly, what type of person your ideal customer is. If a business owner can understand everything about how their potential customers think and makes buying decisions, a business owner can understand what content to post through specific channels and what keywords to focus on. In knowing your buyer persona, we can then proceed to thoroughly engage your customers through every step of the sales funnel with content.  A fully optimized and integrated inbound marketing process can take some time to be perfect.  An exceptionally successful inbound marketing strategy requires an excess of research, planning and, furthermore, monitoring and measuring your results as the marketing campaign moves forward.

   Integrating your web content for search engines and to what appeal to your customers at right moment in the sales cycle is the fundamental process in the inbound marketing strategy.  Synergy between your web optimization and your customer’s eyes on your website can only happen when your content is remarkable, engaging, enlightening and laser-targeted to the right audience in the correct stage of the buyer’s cycle. This synergy is vital in getting leads through your website and converting theses leads into sales.


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Topics: Inbound Marketing, Search Engine Marketing, Market Strategy

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