The practice of creating quality content to pull people toward your company has been coined as Inbound Marketing by the web advertising company, HubSpot. This creates new connections which can turn strangers to your business into site visitors, which can turn into leads, which can turn into customers and eventually, promoters of your business, leading to more business.
Inbound Marketing graphic by HubSpot
HubSpot encourages business owners and ad agencies to use their software to initialize their inbound marketing campaigns. Whether you decide to use them or employ these methods on your own, we suggest posting a mix of your own content and relevant content found on other websites specific to your industry.
Why your own content?
It’s better to source referenced content on your blog. Posting directly to Facebook does not drive traffic back to your site.
Your own content will establish you as an expert in your field, and posting your blog links to Facebook directs your followers to your website to experience the full story. This drives traffic to your website and simultaneously increases your web-presence and SEO. It’s better to source referenced content on your blog. Posting directly to Facebook does not drive traffic back to your site. Driving traffic to your website will increase the number of your web visitors, resulting in search engines, like Google, recognizing your site as popular. Therefore, if people start searching keywords related to your service, Google’s algorithms recognize your website as a popular site source and serves it higher in search results. You can find an example of this in an article I wrote on video drones and the FAA. The subject matter is a part of my industry, but I hire another company to fly the drones. I wrote my own article about the drones and sourced Fovea Aero Systems as the company I hire.
What is relevant content?
Adding relevant content to your business in the form of articles, news clippings and other social media posts, establishes you as a professional who continually researches and stays current with the trends of the industry. A good example of a relevant post is one I shared directly to Facebook, written by video spokesperson Pete Accetturo, on the Top 5 Reasons Video Will Boost your Online Success.
It’s all about establishing yourself as a well-informed professional in your field. If you are developing content on your own and also sharing relevant existing content, you are doing just that.
It’s all about establishing yourself as a well-informed professional in your field. If you are developing content on your own and also sharing relevant existing content, you are doing just that. This doesn’t mean that you need to put all your efforts into inbound marketing and sit back waiting for the phone to ring. There are times that you will need to pick up the phone and call someone. Networking events and social gatherings also provide great opportunities to talk about your business. You can’t discredit social media and search engine ads either. McDonalds, Disney and buy these ads becuase they do work. A well-executed inbound marketing plan, coupled with these additional avenues will achieve a tremendous difference in web visits and lead generation.
If you have any questions, or need help along the way, please feel free to contact us. We would be more than happy to answer them! If you think you will need help, our web support subscriptions. We can create content for your blog, based on your website or industry and post that to your website and social pages with keywords, etc. You can also submit content for us to post. For example, you send us a photo with a short blurb, we expand upon it, upload it to your site and share to social media.
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