Importance of the web in the inbound marketing strategy

It is no use knowing the theory (even being great experts) if we do not have inbound marketing strategies in practice, which is where you learn day by day, not only about its techniques but about what works best, the behavior of your leads, the most effective content and a long etcetera. Therefore, during this chapter we will explain the Importance of the web in your company’s inbound marketing strategy.

First steps on your website

In the Inbound Marketing strategy, the central axis is the web. For this reason, we have to take maximum care of each and every one of the aspects of our website. There are fundamental factors to take into account: the design of our page have a Proper SEO -and therefore good results in searches and a good positioning-, and that users have a pleasant experience when browsing our site.

It is about attracting customers to our products and services, without constantly chasing them (a technique practiced until recently). Users have to “fall in love” with us but do not feel trapped by a constant bombardment of advertising, since many times the opposite effect will be achieved.

Let’s see what are the keys to achieving an optimal marketing strategy. Our goal will always be loyalty, both in the sense of caring for customers who are already real and those who are not yet, but who can be great prescribers on the web and on social networks.

Web elements to consider for your inbound marketing strategy

Today, in MarketiNet we indicate the elements that you have to address on a website so that it is at all times the central axis of the Inbound Marketing strategy.

The design of your website

The first factor of a website, and the one that is played the most when a user enters, is the design. A good web design will open many doors for us because the first image is the one that counts the mostAnd a picture is worth a thousand words. These popular sayings are totally true in the digital environment: with a good design, the attractiveness, credibility and conversion capacity of a website will increase considerably.

Another fundamental factor is the order and clarity: our site cannot be confusing, but must offer all the information in the most orderly way possible, seeking that the user does not get lost, that he or she can continue browsing without the information or design being cumbersome or too complicated.

One of the trends that is most followed today is the inclusion of elements integrated in a dynamic web, such as whitepapers, info-graphics, videos, audios, images and text. But make no mistake, it is not about including an amalgamation of all these resources, but only those that are attractive and essential so that our services or products are explained as quickly (and clearly) as possible.

Some extra tips:

  • Don’t mix the colors too much..
  • Don’t try to get attention over all elements on the page.
  • include a clear and easy-to-read typeface.
  • Do not mix too many types of images.
  • But Ease of finding content.
  • Not be more than 3 levels deep.
  • To be compatible with all devices and operating systems (Android, IOS, Mobile, Tablet, Computer).

The key is in the content

The content marketing is becoming increasingly important. Our users and potential clients want to receive good content and see our expertise and professionalism through him. Content can be generated and distributed in various ways: whitepapers, e-books, infographics, videos, the blog. Estos medios are la clave to get leads.

The basic points to keep in mind are:

  • Create content for our buyer persona: What useful information can we create for our potential customers?
  • Create content for each stage of our client’s decision or stages of the buyer journey: Are you just informing yourself? Are you in the evaluation phase? Have you already made a decision and you only have to choose the company that offers that product or service?

It is true that not all customers are going to buy the first time they visit our website, so we have to provide content that “hooks”, with a close language and unique, updated and documented content. You don’t need to be the smartest, but the one who exposes things the clearest. Only then will you get more followers in the long run. Make it quality content, informative, entertaining, well written and structured. Also, the more content you offer, the better your search ranking and the more content you share on social media. Even so, it is no use giving much, if that much is worth nothing.

The purchase process or the form of contact is another of the elements that must always be well explained and visible, always adapting to the new needs of the market. And web browsing must be understandable to the potential customer.

Regarding the content, what Our goal is to answer these questions in a few seconds: Who are we? What do we do?reinforcing the idea that we are the answer to your question or the solution to your need.

If you want to know more deeply how to develop a plan to strengthen your content strategy download this eBook.

La webcredibility

If our brand is Coca-Cola, El Corte Inglés or Telefónica, congratulations! because the web already has a long way to go when it comes to online credibility. However, in most cases this is not the case: there will always be a large number of users meeting you for the first time.

Rational and emotional factors intermingle, and as usual, many times the emotional prevails over the reaffirmation of the rational. Our challenge is to seduce both parties.

What determines that level of web credibility? Specific, There are several variables for a user to conclude that a website is credible and trustworthy. These are:

  • Design
  • Information organization
  • The information focus
  • The company mission
  • The usefulness of the information
  • The informative rigor

These variables have helped over the years to develop certain tips for creating a website that transmits credibility among which are:

  • Design a site with a professional image.
  • Make it easy for the user be able to compare the information.
  • show that there is a institution/company behind our website.
  • Teach that People you can trust work in our organization.
  • Facilitate Contact forms (email, telephone, address, etc.).
  • Make a easy site with good usability.
  • Update information frequently.
  • Avoid or restrict the inclusion of advertising as much as possible.

SEO for your business

SEO has a fundamental objective on the company page: improve search rankings. A better positioning, more visibility and visits to our page. In other words, by doing SEO we try to increase traffic, while giving a reason for other potential customers to visit us again, since good SEO also reflects good content.

It is important that you analyze everything, looking at what works and what doesn’t, in order to “polish” the content and finally get the most appropriate one. And always: coordinate all traffic actions so that they always go to our website.

Tell it on the blog

The blog is one of the best tools that your company has (as long as you put original and quality content). Being able to talk about (almost) everything in your space and that it can be shared represents a great contribution of great repercussion for companies.

What to do with our blog? First, provide it with a structure and design similar to that of our site. publishing 2 or 3 articles a week on current topics or related to your sector, we will have fresh content related to the public that reads us: We cannot always write for CEOs, or for executives. We write for our current and potential clients.

Related to the blog we find las newsletters, which are also effective, always fed with blog content for all those who are subscribed to our updates.

And finally, use the testimonials of other clients in a professional way, such as case studies, is a way to give relevance to our product or service, with credibility and reputation.

A brand that others have tried and recommend always gives more confidence to the potential future consumer.

Share on social networks

Choosing the most important social networks for your business is essential today. With the relevance that they have gained to this day, it is essential to have at least one of the main social networks: Facebook, Twitter, LinkedIn, YouTube, Pinterest, Instagram or TikTok.

And not just to let us know. Also because all the posts we make on the blog can be shared on social networks. More content, more known and more shares is all that can reach potential customers and leads that become customers.

Use social networks on your blog with widgets that draw attention and attract the reader encouraging you to share content (videos, audios, text…) on all social networks, as well as the author’s social networks.