Inbound Marketing is defined as a marketing strategy that involves engaging customers by creating valuable content and building a bond during the personalised buying process. Read our guide to Inbound Marketing on the blog. If this approach is based on customer acquisition and building loyalty, how do I attract these customers? One of the pieces without which Inbound Marketing cannot be understood is people. This methodology bases its success on nurturing people. How do you capture their attention?
All these questions are the first ones that come to mind when you start an Inbound Marketing strategy. However, there is one question that should weigh more heavily: how do I get quality traffic? As a company, I am more interested in hollowing myself out on the Internet, so that customers can find me. But the Internet is so big, it's like looking for a needle in a haystack. It is ideal that I reach a real audience that attributes to me the quality of transparency and proximity .
To capture organic traffic, it's about following the process: attracting, interacting and delighting. The key to making your strategy work is to follow all the stages of this process and accompany your customers at all times, from the moment they become a buyer persona to the moment they become a customer.
Your goal is not just to generate sales and revenue return, but to build customer loyalty so that they become advocates of your brand. We insist that one of the keys is to build a personal brand. Your customers want a brand they can rely on. They want a company they can hold accountable and ask questions of when they have a problem. You must stay in the minds of your prospects, who have a vested interest in your site and your content.
One of the advantages of applying the Inbound Marketing strategy is the possibility of increasing organic traffic - or in other words, a real audience.
sO WHAT IS ORGANIC TRAFFIC?
Organic traffic is understood as free visits to a website. In the online world, traffic is one of the main objectives because the more visits, the more likely it is to generate sales. There are two types of traffic: organic and purchased.
Purchased traffic is traffic for which advertising campaigns have been designed to reach an audience and engagement. In contrast, organic traffic occurs naturally, the audience navigates through the synergy of SEO and comes across your website. The Inbound Marketing strategy, by focusing on SEO positioning, gaining a digital image, voice and brand - whether on the web, social media or other channels - gets the audience to discover you.
Organic traffic itself produces more organic traffic. When a company has a real audience, it demonstrates trust and transparency, which leads to loyalty on the part of the traffic that has just arrived. Your customers are like a letter of recommendation, improving your company's image.
Collaborate with sales and customer service teams to keep the flywheel moving so that the company's traffic does not stop. This way you improve your CRM activity, or the relationship between customers and the company. A good experience with all your company's services generates positive feedback. This is definitely a great task. You should not only worry about SEO. Inbound Marketing is focused on different tasks to get closer to your customers.
5 TASKS TO INCREASE ORGANIC TRAFFIC
- SEO POSITIONING: build strong search authority and rank the topics that matter most to your potential customers. Post blog or video content on social media profiles, it is rewarded by the algorithm. Produce ads to increase brand awareness among the tarjet. Analyse your efforts every step of the way to understand what is working well and where you can improve.
- IDENTIFY YOUR AUDIENCE: analytics help you to set and define your audience objectives. If you are focused on an audience, it is easier to meet the defined objectives. Profile the identity of your buyer persona, to get to know your customers well.
- PROMOTE YOUR SOCIAL NETWORKS: it has never been easier to communicate and make yourself known to the whole world. The Internet is a balcony of visibility. Posting on social networks is essential for your properties to be recognised. It is not enough to have a profile on social networks, you must demonstrate consistency and punctuality. Everything is important, the way you represent yourself online is part of who you are. Your social network followers provide quality, as they have arrived naturally, not through an intrusive strategy.
- USE KEYWORDS: this way, traffic can access our content by doing a keyword search, which may imply that they are interested in the subject matter of our website, in case the keywords are related to the company.
- APPLY LINKBUILDING: build your blogs with other links. Providing other content enriches your own, as it links other blogs to yours. It must be approved by Google so that it is not considered spam.
- USE PERSUASIVE ELEMENTS: a resulting tool is a call to action. A CTA is intended to capture the attention of real people. With this you can redirect them to a service or product, so that the traffic gets closer to a potential customer.
Organic traffic is a KPI (key performance indicator). By knowing the organic traffic that our website reaches, i.e. the number of people who reach our content through search engines, this performance indicator tells us if our website is working properly. We can also identify the problems we need to fix or work on further.
Use the search for organic traffic to increase the humanity of your personal brand and the digital identity of your website. Continue with the Inbound Marketing strategy to increase digital engagement!
