Beginner Marketing Basics: Essential Knowledge for all Entrepreneurs
Inbound marketing refers to strategies, tactics and skills that Internet marketers use to drive traffic to your online presence.
It brings visitors to your brand by earning the attention of customers, making the brand easy to find and drawing consumers to your website with interesting and engaging content.
Online marketing is valuable because it pulls your target audience, the people who have use for your product or service, to your brand with the information they want to see.
These six online marketing basics are simple and easy to implement to drive traffic to your website and expand your online presence.
1. Start with SEO and research your keywords
Your website and content could be credible, well-written, authoritative and useful, but it won’t mean anything if your target audience can’t find it.
One of the most important online marketing basics is to configure for search engine optimization (SEO) to make it easy for people to find your information at the opportune moment.
Some of the essentials of SEO include maintaining a healthy word count, adjusting page titles and meta descriptions so they don’t get cut off in search results, helpful internal and external links and a well-chosen keyword or phrase.
If you configure for the wrong keyword, you could still gain some traffic, but from viewers who aren’t interested in your product or service. One of the foundations of inbound marketing is to get traffic from the right audience.
Keyword.io and Google analytics are free online tools you can use to check the interest in different keywords.
2. Publish optimized, valuable and relevant content pertaining to your target audience
Content is the foundation of any marketing strategy, a tenant that holds true with inbound marketing as well. Inbound marketing tactics utilize blogs, landing pages, articles, white papers, ebooks, web pages, and more.
Blogging is especially effective in driving traffic because of the nature of SEO. Blog articles and web pages are indexed by search engines so that readers can easily find the content they are searching for.
The more content you publish, the greater your chances are of being discovered by your target audience. New content shows search engines that your site is active and reflects well on reliability.
However, it isn’t enough to blog frequently. The content you create and distribute online must also be well-crafted, relevant to your chosen keyword, and useful to the audience who discovers it.
Blogging gives you another way to communicate with your market, and it is a powerful way to build brand loyalty and trust. Publishing high-quality content also increases the chances that other pages will link to it, which will help your company’s SERP (search engine page rankings).
If you don’t have the time to create blogs that are consistently high quality, consider contracting with a reputable freelancer to produce the best content.
3. Leverage social media by sharing and re-sharing your content
Social media has the ability to connect individuals, groups and companies alike. Social media has the power to attract attention (ie. what’s trending on Twitter?) and deliver messages with a concise and powerful voice.
Use your social media channels to share content and give your audience another opportunity to click through to your website.
The more people see and share your social media posts, the more likely those posts are to drive traffic back to your website.
This builds credibility and gives you another chance to leave an impression on potential clients.
4. Use email marketing to stay in front of your prospects
Email marketing provides direct line to your audience and results in qualified traffic from people who are truly interested in your brand.
Most individuals who subscribe to your newsletter already have some sort of contact or familiarity with your brand.
They could have signed up at an event, one of your stores or on your website. Regular email newsletters keep your brand top of mind and renew audience awareness and interest.
It is important to listen to what your subscribers want instead of just talking about what you think is important.
For example, you may want to send out newsletters that cover your product features, but your email marketing audience could be more interested in the industry as a whole. Send out engaging emails that have the information your subscribers want in order to build trust, foster relationships, and maintain interest and passion about your brand.
5. Engage your local audiences on mobile devices
Local audiences are looking at your website to provide them with information such as store hours, contact information, directions and more.
Make this information easily accessible through design and content planning in order to drive the best results. According to a study on mobile users and local search, more than 60 percent of mobile adults prefer to use mobile devices for local search.
In addition to having a responsive website with easily accessible information, be sure to update your location in Google maps and other directories that mobile audiences could use to find you.
6. Publish multiple forms of content to drive traffic and deliver messages in your audiences’ preferred format
This could include webinars, white papers, videos, surveys and other forms of content that will represent your brand.
Different audiences prefer receiving information in different ways, and accommodating their preferences makes it more likely for them to enjoy, remember and trust your content.
In all these tactics, make sure your branding and key messages align. Keep your content consistent, stay authentic, and aim to serve your target audiences on the platform they prefer with the information they want.