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Using Inbound Marketing To Fuel Your Company Growth

It really doesn’t matter which business you’re in. You could be cleaning swimming pools, or refurbishing snooker tables. The truth is that inbound marketing will work for you.
You just need to give it time.
All too often, small businesses limit their growth potential, because the company director or the sole trader is the person putting all the hours into the business, travelling crazy hours up and down the country to convert leads into sales.
Sales are the driving force of the business after all, so it makes sense that you’ll want to be there to secure them.
All the cold calls every day that tend to get a less than 10% conversion, all seems worthwhile just to turn a little more profit than you did the year before.
It’s staggering to think of the amount of small businesses around the country that operate like this. They’re more in a survival mode than a let’s thrive mode.
If you’re seeing less than stellar results in your marketing, it’s time to turn your marketing upside down and put your website to work for you.
Every business needs a website.
It’s an online portal for prospects to meet your business, but you need to so much more than that to convert.
You need to make that website work for you, and you don’t do that just by having a contact page there.
Consumers buy based on trust, and that’s how the big boys can dominate. They’re everywhere.
They have their social media presence armed to the teeth with full time support staff.
The heart of inbound marketing is the customer. It’s used to generate conversation, get people talking and more importantly, to inspire them.
Knowledge is power, and that’s key to getting your site to work for you.
What type of content… depends on your business; if you’re a health insurance provider, you’re definitely going to need long-form copy.
There’s two types of content you can use for inbound marketing, but more often than not, the combination of the two create a good mix to strengthen consumer trust in your business.
Long form copy
Long form material is substantial, and generally, most websites do not need this type of copy consistently. They’re highly authoritative pages, written in-depth, often by a journalist with all the resources provided to substantiate the research that’s gone into the content.
For this to work for inbound marketing, it’s more of a white paper and will run thousands of words.
It’s sort of like journalist style writing, entwined with a bit of creative storytelling to engage the reader.
They establish authority and will come with a hefty price tag. They are what are known as ‘pillar’ content; an authoritative resource on your site that can be referenced repeatedly for a number of issues.
There is a problem with long form though. It’s not always easy to digest. It’s a super long page, often broken down into a series of pages.
The simplest way to make this work on a website is to have it laid out like an open book and publish it as separate pages. Page one for chapter one etc. If it’s not on separate pages, then it should at least have a table of contents using the # hyperlink for users to jump to different sections as and when they like. Otherwise, it’ll be a stream of words that nobody will take the time to read.
Short form though has multiple uses
With short form copy, it is easy to digest. It’s suitable to every type of business, and is popular for blog posts.
The simplest way to define a blog post is one problem – one solution reports. A little bit of keyword research and you’ll soon find out the most pressing problems consumers have in any industry.
Take one topic, write or commission a page on that and publish it to your business blog.
Do that every week and your marketing will take a snowball effect. Every piece published is a new entry point in search. Forget splashing £1 on clicks for a few keyword phrases. That’s for the people who still use that method of search anyway.
The power of content marketing
People find their information in different ways. Facebook search, Twitter hashtag search, YouTube search. All of these results in short form copy that provides them the information to solve a problem they’re experiencing.
If you’ve been committed for just three months to one blog post a week, you’d have twelve new one problem, one solution pages on your website. The target keyword phrase won’t matter because the content hones in on that one problem… it could be picked up in search for over two dozen related queries; over a hundred different access points for consumers to reach your website.
That’s when you reap the benefits of organic growth in the search engines.
The more people that search and find your company website popping up consistently in the rankings; the more your company will become a trusted resource.
What causes a consumer to buy-in?
That’s the power of inbound marketing. The more you put in, the more you get back. That’s what will make the difference to business owners continually chasing leads and securing sales, to finally being able to commission a team of sales people and grow the business exponentially.

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