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Mike Lieberman, CEO and Chief Revenue ScientistMon, Nov 25, 2013 4 min read

How To Warm Up Your Inbound Marketing Efforts

fireplaceFor most of you, you felt a definite chill in the air this past weekend. From time to time, you might find that your inbound marketing efforts also seem to run a bit cold.

To keep the fire going and continue to drive new visitors to your website, turn those visitors into leads and close more deals, check out these tips.

Increase your blogging – Regardless of how often you are blogging, most businesses don’t blog enough. Our research shows that to get optimal results from blogging, you have to blog three to five times a week, at minimum. If you want to drive more website visitors to your corporate site, pick up the pace on blogging to drive more traffic. Make sure you optimize your content around your most important keywords. Socialize your blog content and encourage your sales teams to use blogs in the sales process. All of this contributes to improved results.

Add fresh content to your website – Today, most people don’t visit your website once; rather, they come back time and time again. Website visitors are looking for educational content and a remarkable experience on your site to make them feel comfortable with your company. By adding educational content to your website on a monthly basis, you provide your visitors with a reason to come back over and over again. More importantly, if you don’t grab the attention of a prospect on his or her first visit, you have a chance to turn this visitor into a lead the next time he or she returns.

Publish content – Besides putting educational content on your website, you have to put it on other websites and communities frequented by your prospects. Most of these sites are looking for educational content from thought leaders like you, so while it does take time to reach out and connect with editors and site managers, it’s not hard to get them interested in publishing your stuff. One type of publishing is guest blogging. This is a relatively easy way to get your voice heard on these sites and to drive people back to your site for more thought leadership.

Add video to your content mix – Video drives many positive results for your business. Your prospects love video, so including it in your website enhances their experiences and gives you a better chance of connecting with them when they visit. Google also loves video, so using video in your marketing allows you a much better chance of getting first page rankings and driving more visitors to your site. Finally, taking those video assets and using them in both social media and sales situations helps tell your story in an efficient and effective manner.

Change up your approach to social media – A lot of businesses are still trying to figure out what exactly to do with social media. Posting your content on your LinkedIn, Facebook, Google Plus and Twitter is fine, but using these sites to start a conversation and encourage discussion is where social media really delivers results. This approach takes more time, but it helps you grow your reach and engagement with prospects and customers.

Inbound marketing takes constant care and feeding. You have to monitor your progress daily, weekly and monthly. Set expectations for each of your inbound marketing tactics and then measure actual performance against those expectations.

Start Today Tip Set goals for your key performance indicators. Website traffic, conversion rates, leads, blog subscribers, email addresses and the total reach of your social media networks are great metrics to be measuring on a weekly basis. Get active reporting on each of these important numbers and set an action plan for metrics that are underperforming.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.