Introduction  Marketing  methods  such  as  TV  and  radio  advertising  are  no   longer  drawing  as  much  customers  as  they  once  did.  People  like  discovering  services  and  products  themselves.  People  like  to  be  educated  on   a   service   or   product   before   buying.   Marketing   has   changed   to   suit   this   new   world   and   how  people  now  think  before  buying.  Inbound  marketing  is  the  solution  to  this  problem.  

Inbound   marketing   attracts   people   to   your   website   rather   than   bombarding   them   with  advertisements.   People   will   naturally   want   to   visit   your   website   if   you   have   helpful   content   that  answers   their   questions   and   educates   them.   Inbound   marketing   uses   social   media   to   share   this  content   and   for   people   to   create   stories   around   which   will   further   drive   quality   traffic   to   your  website.  By  lead  nurturing  you  will  be  able  to  gently  remind  your  prospects  that  you  are  still  there  providing  them  advice  and  tips.  This  builds  trust  and  respect  in  your  brand  which  is  invaluable.  

Ruler   Analytics   is   designed   to   track   all   visitors   and   conversions.   This   will   give   you   a   better  understating  of  a  lead  when  it  comes  to  the  sales  pitch  or  email  marketing.  Our  analytics  tool  is  able  to  track  traffic  from  social  media,  organic  search  results,  and  paid  search.    

You  can  follow  us  @RulerAnalytics  to  get  more  up-­‐to-­‐date  tips  and  advice  on  inbound  marketing.          

 

We   are   now   going   to   take   you   through   all   the   different   elements   of   inbound   marketing   in  alphabetical  order,  hence  the  title  “The  A-­‐Z  Guide  to  Inbound  Marketing”.  Let’s  get  started  shall  we…  

   

 

 

   

 

 

A/B  Testing  I  bet  when  you  were  sitting  in  your  maths  class,  you  never  thought  you  would  need  statistics  in  the  real   world?  Well   think   again.   A/B   testing   or   split   testing   is   actually   a   very   important   element   to  inbound  marketing.  A/B   testing   is  when  you   test   two  different  variables,   such  as   landing  pages  or  call-­‐to-­‐actions,  to  be  able  to  find  out  which  performs  the  best.  When  testing  different  variables,  you  should  have  a  controlled  element  and  an  element  which  has  been  modified  to  that  of  the  controlled  element.  Marketers   tend   to   split   test   content  on  emails  or   landing  pages,   subject   lines  on  emails,  layouts  of   landing  pages  and  emails,  and   images  and  colours.  When  you  do  run  A/B  testing,  make  sure   to   track   tangible   evidence   which   demonstrates   just   what   revenue   or   leads   each   variable  returns.  Before  you  split  test  anything,  make  sure  that  you  have  set  a  clear  and  definite  goal  in  order  to  measure   the   results  and  decide  which  variable   to  work  with.  Another  point   is   to  not  make   too  many  modifications  as  you  will  not  know  what  actually  brought  back  the  improved  results.  There  is  no  limit  as  to  what  you  want  to  split  test…  go  A/B  crazy!  

           

 

Blogging  Blogging  is  key  for   inbound  marketing  and  the  statistics  shows  just  that.  With  businesses  who  blog  getting  55%  more  traffic  and  70%  more   leads  than  businesses  that  don’t  blog,  why  would  you  not  blog?   So   how   come   blogging   is   so   successful   at   attracting   visitors?   Blogs   feed   search   engines  information   which   then   appears   in   search   results   when   someone   is   searching   for   an   answer   or  looking   for   information.   Think  of  blogs   as   the  bait   in  which  people  will   bite.  As  well   as   attraction,  blogging   is  also  good   for  building  your  brand’s   reputation  of  being  an  expert   in  your   industry.  The  more  you  blog,  the  more  people  will  find  you.  That  is  what  inbound  marketing  is  all  about.  

   

   

Conversion  Path  The  conversion  path  is  the  path  one  person  takes  from  being  a  stranger  to  submitting  a  lead  capture  form  to  convert  into  a  lead.  There  are  different  conversion  paths  people  take,  depending  on  which  point   they  are   at   in   the  buying   cycle.   For   instance,   a  person   that  has  never  been   to   your  website  before  will  be  on  a  different  conversion  path  to  someone  who  has  bought  from  you  or  used  your    

service   before.   Monitoring   the   conversion   paths   of   leads   will   mean   you   will   have   a   better  understanding   of   their   interests,   needs,   and   wants.   With   this   information,   you   will   be   able   to  segment  your  leads  so  that  when  it  comes  nurturing,  you  will  be  able  to  implement  tactics  in  a  more  customised  and  effective  way.  To  monitor  a  conversion  path,  you  will  need  to  find  out  how  the  lead  came  to  your  website;  was   it   through  a  social  media  post,  a  search  engine,  or  email?  You  will  also  need  to  find  out  what  they  downloaded  or  registered  for  to  convert   into  a  lead.  By  doing  this,  you  will  be  able  to  start  segmenting  leads  by  interest.    

 

Dynamic  Content  Dynamic  content  is  content  that  is  tailored  to  suit  each  stage  of  the  buying  cycle.  For  instance,  you  wouldn’t  send  out  a  welcome  newsletter  to  a  customer  that  has  been  signed  up  to  your  emails  for  over  a  year  would  you?  Dynamic  content   is  all  about  delivering  the  right  content  at  the  right  time.  You  should  be  delivering  different  content  to  strangers,  visitors,  leads,  and  customers.  The  dynamic  content  could  be  delivered  in  the  form  of  a  blog  post,  social  media  post,  call-­‐to-­‐action,  landing  page  content,  or  email  content.  Delivering  dynamic  content  will  help  the  buying  cycle  become  a  lot  more  efficient  and  successful.  

 

 

 

 

 

 

 

 

 

 

 

   

               

Email  Marketing  According  to  Mashable,  around  144.8  billion  emails  are  sent  out  each  and  every  day.  So  how   can   you   make   your   email   stand   out  from  the  rest?  What  you  want  to  do  is  send  an   email   to   the   right   audience   at   the   right  time.   With   outbound   email   marketing,  businesses  would  buy  email  lists  which  they  would   then   send   out   a  mass   email   to.   The  problem   with   this   is   that   the   businesses  don’t   know   anything   about   these   leads   so  the  chances  they  have  the  right  content  are  very   slim.   With   inbound   email   marketing  you   generate   your   leads   by   attracting  visitors   to   your   landing   page   which   offer  them   a   free   download   or   offer   if   they   sign  

up  to  your  emails.  By  tracking  the  conversion  path  and  segmenting  your  leads,  you  will  have  a  much  better   chance  of   sending  out   the   right  email   to   the   right  audience  at   the   right   time   in   the  buying  cycle.  Email  marketing  helps  nurture  leads  and  build  trust  in  your  brand.    

 

Facebook  There  are  over  1  billion  active  users  on  Facebook  which  means  that  you  have  a  potential  to  reach  of  1  billion  people  or  more.  Facebook  is  where  you  need  to  share  your  content  to  attract  visitors  to  your  website  and  landing  pages.  It  is  not  just  blog  posts  you  can  share,  be  more  creative  and  share  funny  images  and  personable  photos.  Putting  a  face  to  the  brand  always  works  well  on  Facebook  as  people  are  more  likely  to  engage  with  a  person  rather  than  a  logo.  Your  Facebook  page  should  be  a  community  where  you  can  interact  with  your  audience  on  a  more  personal  level  and  your  audience  can  interact  with  each  other.  Interacting  with  your  audience  at  this  level  will  build  a  relationship.  The  trick  to  getting  people  to  click  on  links  is  to  not  tell  them  exactly  what  they  are  clicking  on,  but  rather  to  give  a  little  teaser.  By  teasing,  people  will  be  more  likely  to  click  on  the  link  to  find  out  what  it  is.  If  they  already  know  what  it  is,  there  is  no  need  to  click  on  it.  

 

 

 

 

 

   

 Google  Google  has  come  a  long  way  since  1996  from  working  in  a  garage  to  now  being  the  world’s  most  visited  website.  Google  now  gets  more  than  five  billion  searches  every  single  day.  That  could  be  a  potential  five  billion  visits  to  your  website!  Google  was  created  to  provide  web  searchers  with  relevant  websites  to  find  information  and  answers.  The  search  engine  has  become  so  successful  because  of  their  advanced  algorithms.  They  make  their  revenue  from  the  pay-­‐per-­‐click  (PPC)  service  they  offer.  Google  even  has  its  own  social  media  network  called  Google+  where  users  +1  a  post  or  page  if  they  like  it.  Google  is  what  displays  our  websites  to  the  audience  but  will  only  display  websites  that  have  a  high  ranking,  good  social  signals,  and  is  relevant  to  what  that  person  is  searching  for.  This  is  why  it  is  so  important  to  work  on  your  SEO,  social  media,  and  content  creation.  

HTML  HTML   is   an   acronym   for   Hyper   Text  Markup   Language.   HTML   is   the   code  behind   websites,   landing   pages,   and  even   emails.   This   code   is   then  translated   by   browsers   to   what   you  view  as  a  website.  There   is  a   structure  to   HTML   with   all   codes   starting   and  ending  with   <HTML>   and   </HTML>and  having   sections   such   as   <HEAD>   and  <BODY>.  This   is  standard  code  and  will  be  used  on  all  HTML  websites.  Without  HTML,   inbound   marketing   would   not  

exist  as  you  wouldn’t  have  the  coding  to  create  enticing  websites,  well  designed  blogs,  lead  capture  forms,  email  templates,  and  landing  pages.  Without  all  that  you  wouldn’t  be  able  to  attract  visitors,  generate   leads,   or  win   customers.   As  well   as   that,  Google   also   reads   the  HTML   to  make   sure   the  proper  structure  has  been  set  in  order  for  the  algorithms  to  read  it  and  rank  it.  Google  will  also  base  rankings  on  how   long   it   takes   for   the  HTML  code  to  be  uploaded  to  browsers.   I   think   the   internet  would  be  a  very  gloomy  place  if  browsers  only  displayed  websites  as  plain  text,  do  you?  

 Inbound  Marketing  We  can’t  miss  out  the  most  important  one  on  the  list…  inbound  marketing!  Inbound  marketing  is  all  about  attracting  visitors  to  your  website  that  naturally  want  to  engage  and  buy  from  you.  Inbound  marketing  is  the  opposite  of  outbound  marketing  in  that   it  doesn’t  blindly  place  advertisements  or  send  out  blind  emails.   Inbound  marketing   is  about  knowing  who  your  audience   is,  who  your   leads  are,  what  path  they  have  taken,  and  using  analytics  to  track  and  segment  data.  People  will  naturally  want   to   visit   your   website   if   you   have   content   that   they   want   to   read.   Content   that   answers  questions  and  solves  people’s  problems.    

   

   

Journalism  The   old   days   of   journalism  used   to   be   about  waiting   around   for   a  story   to   crop   up   and   start   writing   on   a   clunky   and   very   loud  typewriter.   Journalism   seems   to   be   fading   rapidly  with   newspaper  and  magazine   print   publications   getting   fewer   subscriptions   every  year.  The  reason  for  this  is  that  people  are  discovering  that  they  can  find   all   the   information   they   ever   need   right   on   the   internet.  Journalists   have   jumped  on   the   inbound  marketing   train   and   have  become   bloggers   or   copywriters   to   accommodate   this   online  demand  of  news  and  information.  Because  content   is  king  with   inbound  marketing,   journalism  is  a  very  good  skill  to  have  on  your  team  to  be  able  to  come  up  with  interesting  and  researched  content  on  a  daily  basis.   Journalism   is  very  much  still  alive  but   living   in  a  different  form  through  blogs  and  online  news  sites.  

Keywords  Keywords  are  SEO  and  what  we  use   to  become  ranked  in  the  organic  search  rankings.  Keywords  are   a   very   important   aspect   of   inbound  marketing.   Inbound   marketing   is   all   about  getting  found,  which  is  what  keywords  do,  which  is   why   you   need   to  make   sure   you   are  making  your  content  SEO  friendly.  Keywords   isn’t   just  a  bunch   of   random   words,   they   are   words   that  your   audience   will   use   to   search   for   a   service,  product,   or   information.   You   need   to   put  yourself  in  the  mind  of  your  target  audience  and  think   about   what   words   they   would   use   to  search   for   what   your   business   does.   The  

keywords   that   you   have   researched  will   become   the   framework   for   all   future   content.   Keywords  should  be  entered  into  your  meta  descriptions,  ALT  text,  onsite  content,  headers,  blog  posts,  social  media,  and  internal  and  external  text  links.  Having  keywords  in  all  your  content  will  help  boost  your  search  rankings  when  people  search  for  those  keywords  you  have  chosen  to  focus  on.    

 

 

 

 

   

 

 

Landing  Page  Many  people   confuse   landing  pages  with  webpages  which   is  understandable.   The  main  difference  between  a  landing  page  and  a  webpage  is  that  a  landing  page’s  main  aim  is  to  convert  visitors  into  leads  through  a   lead  capture  form.  Landing  pages  will  offer  visitors  a  reward   in  the  return  of   their  contact   information.  The  reward   is  usually  a   free  downloadable  guide,  a  special  offer,  or  coupons.  Landing  pages  are  like  the  cocoon  of  inbound  marketing;  a  web  visitor  goes  in  and  a  lead  comes  out.  To  create  landing  pages  that  will  convert,  follow  these  very  simple  steps:  

1. Do  not  offer  more  than  one  reward  on  any  landing  page.  2. Write   content   explaining   the   benefits   of   the   reward   that   will   draw   the   attention   of   the  

visitor.  3. Have  a  compelling  call-­‐to-­‐action  to  direct  the  visitor  to  the  lead  capture  form.  4. Keep  the  content  brief  and  make  sure  that  everything  is  above  the  fold  so  that  everything  is  

immediately  visible  for  the  visitor.  

Meta  Tags≠  We   touched   briefly   on   it   earlier   but   meta   tags   is   what   is  displayed  in  the  organic  search  ads  and  what  search  engines  look  at  for  relevancy.  Meta  tags  is  part  of  SEO  and  needs  to  be   part   of   your   inbound   marketing   strategy   in   order   to  attract   visitors   to   your   website.   Remember   that   inbound  marketing   is   about   being   found  which   is  why   you   need   to  have  your  meta  tags  on  every  webpage  you  have.  The  meta    

 

tags  include  the  title,  description,  and  keywords  which  all  have  to  be  relevant  to  the  page  the  meta  tags  are  tagged  to.  For  this  reason  you  need  to  have  different  meta  tags  on  all  of  your  webpages  and  landing  pages.  You  need  to   include  your  keywords   in  your  meta   tags  but  make  sure   the  keywords  relate  to  the  webpage  otherwise  it  will  have  no  benefit  to  your  search  rankings.  

 Nofollow  Link  Nofollow  links  were  first  brought  in  by  Google  in  2005.  Google’s  original  algorithm  was  based  mainly  on  how  many  backlinks  a  website  has.  The  website  with  the  most  backlinks  would  rank  higher  for  a  search  term  than  those  that  don’t  have  as  many.  After  realising  that  this  was  causing  a  lot  of  spam  websites   ranking   high   after   buying   thousands   of   pointless   and   irrelevant   backlinks,   Google  introduced  the  nofollow  link.  This  HTML  attribute  tells  search  engines  not  to  crawl  nofollow  links  so  that  the  linked  website  does  not  get  any  credit  for  that  link.  It  is  not  just  Google  algorithms  that  use  this  attribute  as  all  major  search  engines  now  do  the  same.  Search  engines  have  now  set  guidelines  for  webmasters  on  when  to  use  nofollow  links,  these  are:  

   

 

Offer  An   offer   is   a   reward   you   offer   visitors   who   land   on   your   landing  pages.  This  offer  is  what  will  convert  the  visitor  into  a  lead.  An  offer  could   be   anything   you   think   your   visitors   will   benefit   from.   This  could  be  a  free  downloadable  eBook,  discount  off  their  next  order,  or  a  chance  to  win  a  prize.  Make  sure  that  the  offer  will  be  of  use  to  the   customer   and   also   relevant   to   your   business   so   that   the   leads  generated   are   of   quality.   Your   offers   can   also   be   placed   on   your  emails  to  convert  leads  into  customers.  Place  the  right  offers  in  the  right  place  at  the  right  time,  and  you  will  get  exactly  what  you  want  and  give  the  customer  exactly  what  they  want.  

Pinterest  Pinterest  is  a  social  media  networking  website  that  allows  users  to  share  and  collect  their  favourite  images.  There  has  always  been  a  debate  with  Pinterest  and  its  value  for  businesses.  With  the  users  being  80%  women  and  the  most  shared  images  being  fashion,  recipes,  and  DIY  tips,  many  businesses  feel  that  Pinterest  isn’t  of  benefit  to  them.  This  is  where  they  are  wrong.  The  trick  is  to  use  Pinterest  like  it  is  meant  to  be  used  and  to  play  on  the  popular  areas.  For  instance,  if  you  were  a  shop  selling  fishing  equipment,  you  might  post  an  image  of  how  to  make  fishing  flies.  This  would  then  fit  in  with  the  DIY  category  and  if  you  make  it  colourful  and  creative,  will  fit  in  with  the  audience.  

Qualified  Lead  You   can   get   as   many   leads   as   you   want,   but   if   they   aren’t   of   quality   and   have   a   slim   chance   of  converting   to   a   sale,   what   is   the   point?   You  will   be  wasting   valuable   resources   and   expenses   on  trying   to   convert   sales   from  endless   low  quality   leads.  What  you  need   to  do   is   find   leads   that  are  qualified.  A  qualified  lead  is  a  lead  that  has  travelled  through  a  conversion  path  set  by  you  and  a  lead  that  actually   is   interested   in  your  business.   If   leads  are  curious  or   interested   in  your  business  then  you  will   have   a  much   better   chance   of   converting   them   into   a   customer   through   lead   nurturing.  Inbound  marketing  is  all  about  digging  deeper  and  analysing  your  traffic,  leads,  and  customers.  

Responsive  Design  People  can  view  websites  from  their  desktop,   laptop,  tablet,  or  smartphone.  It   is  good  that  people  can  view,  interact,  and  buy  from  your  website  when  they  are  on  a  train  for  example.  However  if  your  website  doesn’t  have  a  responsive  design,  then  visitors  aren’t  going  to  be  able  to  do  all  that  meaning  you   lose   out.   This   is   because   the   layout   of   websites   differs   between   devices   and   will   not   be   as  viewable   on   a  mobile   device   as   it   would   on   a   desktop.   Responsive   design  will   help   your  website  orientate  between  devices,  shrinking  content  or  adjusting  columns.  You  need  a  responsive  design  if  you  want  a  successful  inbound  marketing  strategy  as  more  and  more  people  browse  the  internet  on  mobile  devices  every  day.  If  you  don’t  have  a  responsive  design,  your  call-­‐to-­‐actions  won’t  be  seen  on  mobile  devices  meaning  you  get  fewer  leads  and  fewer  sales.  

   

 

Smarketing  Smarketing   is   the   term   used   to   describe   sales   and  marketing   teams  working   and   communicating  together   in  order  to  deliver  a  successful   inbound  marketing  strategy.  The  communication  between  sales  and  marketing   is   important.  For   instance,   if  sales  don’t  tell  marketing  that  the   leads  they  are  generating  aren’t  of  use,  how  is  the  marketing  team  meant  to  know  to  change  their  landing  pages,  call-­‐to-­‐actions,  or  rewards?  If  marketing  don’t  tell  the  sales  team  how  leads  were  generated,  how  is  the  sales  team  going  to  know  anything  about  the  interests  of  the  lead  or  of  their  conversion  path?  This  is  why  it  is  vital  both  sales  and  marketing  teams  are  in  constant  communication  and  are  on  the  same  page.  

Twitter  Twitter  is  a  great  tool  for  attracting  visitors  to  your  website.  It  seems  this  social  media  site  is  taking  over  the  world  with  us  now  seeing  hashtags  on  the  TV,  radio,  and  billboard  advertisements.  Because  of  hashtags,  news  or  hot  topics  now  spread  like  wildfire  around  the  world.  This  is  a  very  good  thing  for  an  inbound  marketer.  With  only  being  allowed  140  characters  per  post,  you  have  to  make  sure  you   are   clever   and   creative   in   what   you   write.   Twitter   is   perfect   for   teaser   style   posts   to   entice  people  to  click  through  to  your  blog  or  landing  page.  You  can  also  join  in  on  local  hashtag  discussions  which  will  help  build  relationships  and  boost  brand  awareness.  

Universal  Search  Universal  Search  was  first  unveiled  by  Google  in  2007.  It  was  created  to  offer  more  relevant  search  engine  results  pages  (SERPs)  with  the  results  being  shown  in  a  variety  of  different  formats.  If  you  are  new   to   inbound  marketing   then   these   blended   search   results   will   be   of   good   use   to   you.   This   is  because   even   those   well-­‐known   blogs   struggle   to   keep   their   top   ranking   place   in   search   results  without  relevant  inbound  links.  If  you  have  created  a  well-­‐researched  and  significant  blog  post,  then  make  sure  to  get  it  ranked  number  one  with  these  four  steps:  

 

   

 

Video  Marketing  Video  marketing   is  what   it   says  on   the   tin…   using   videos   to  promote   your   business,  products,  and  services.  You  can  use  your  video  marketing  along  with   your   content   and   social  media   marketing.   You   can  embed  a  video  into  one  of  your  blog   posts   to   make   it   more  engaging  or  you  can  share  your  videos  on  social  media   to  build  on  your   reputation  as  an   industry  expert.  You  can  make  your  videos  educational,   informative,  or  creative  which  can  then  be  used  to  increase   your   search   visibility   and   to   build   social   media   content.   Websites   such   as   YouTube   has  made   it  a   lot  easier  for  business  to  create  and  promote  videos…  it’s  a   lot  cheaper  than  TV  adverts  anyway!    

Workflow  Having   a   workflow  will   help   you   convert   more   leads   into   customers   through   a   series   of   “if”   and  “then”  descriptions.  When  these  descriptions  are  set  to  trigger  in  a  strategic  format,  the  time  spent  converting  leads  to  customers  will  be  significantly  reduced.  The  workflow  will  consist  of  you  building  your  leads  through  a  series  of  marketing  efforts  such  as  blogging  and  SEO.  These  marketing  efforts  

will   then  prepare  the   lead   for   the  next  stage  of  the  inbound  marketing  funnel.  Each  stage  of  the  funnel  will   be   triggered  by   a  person   landing  on  your   landing   page,   a   lead   capture   form   being  submitted,   a   sale,   or   customer   review.  Workflows   will   help   you   understand   what   it  takes  to  move  a  lead  to  the  next  stage.  For  your  workflow  to  work,  you  need  to  know  your  exact  goals  and  who  your  target  audience  is.  

XML  Feed  An  XML   feed   is  a  plain   text  version  of  your  website  and   landing  pages,  The  XML   feed  will  make   it  easier  for  you  to  share  your  webpages  on  other  applications  and  websites.  For  example,  a  blog  feed  is  delivered  through  a  XML  feed.  With  an  XML  feed,  your  content  has  the  chance  to  reach  a  whole  new  audience  if  another  website  decides  to  use  your  XML  feed  on  their  website.  If  you  have  links  in  the  content  then  viewers  will  still  be  able  to  click  them  in  the  XML  feed  on  another  website  which  will   then  take  them  to  your  website.  This   is  a  huge  advantage  and  another  great  way  of  attracting  visitors.  Because  other  websites  share  your  XML  feed,  your  brand’s  reputation  will  grow  and  will  also  make   your   website   more   credible.   The   most   common   way   an   XM   feed   is   used   is   to   let   people  subscribe  to  your  blog  so  that  they  can  get  an  email  every  time  you  publish  a  blog  post.  People  who  are   subscribed   to   your   blog  will   be  more   likely   to   respond   to   any   email  marketing   you   do   in   the  future.  

   

   YouTube  YouTube  is  getting  that  much  awareness  now  it  even  has  its  own  channel  for  TiVo  users!  There  are  so  many  reasons  why  you  should  be  using  YouTube  as  part  of  your  inbound  marketing  strategy  that  I  would  be  here  all  day.  There  are  so  many  strange  and  wonderful  videos  on  YouTube  that  you  could  end  up  warped  by  it.  The  great  thing  about  it  is  that  once  you  have  finished  viewing  a  video,  other  related  videos  will  be  highlighted  which  tempts  you  to  watch  another  one.  Because  of  this,  you  need  to  start  adding  video  content  to  YouTube  to  build  your  presence.  Some  people  like  to  read  to  find  a  solution;  others  prefer  to  watch  a  video.    It  really  doesn’t  matter  how  small  or  large  your  business  is  or   how   commercial   it   is;   you   don’t   need   a  massive   budget   as   a   simple   camera   and   drawing   on   a  whiteboard  would  suffice  as  long  as  you  are  providing  helpful  advice  and  solve  problems.  

 

Zeal  “Great  energy  or  enthusiasm  in  pursuit  of  a  cause  or  an  objective.”  

We  think  this  is  a  word  and  definition  that  fits  with  inbound  marketing  beautifully!  To  make  inbound  marketing   successful   and   fully   functional,   a   lot   of   energy   and   enthusiasm   is   needed   in   order   to  create  content  every  day  and  produce  creative  and  resourceful  marketing  campaigns.  Your  objective  is   to  achieve  maximum  ROI   so   you  will   need   to  be  enthused  and  energetic   about   this   throughout  your  inbound  marketing  journey.    

 

   

   

 

Conclusion  More  and  more  people  are  starting  to  plan  or  implement  their  inbound  marketing  strategies  every  day.  Stay  ahead  of  your  competition  by  starting  to  plan  your  inbound  strategy  today!  Provide  content  to  your  audience  that  they  want  to  read  and  share  rather  than  bombarding  them  with  advertisements  and  irrelevant  emails.  Businesses  are  starting  to  become  more  personable  with  their  customers  through  social  media  and  blogging  which  helps  to  build  trust  in  their  brand.  The  inbound  way  is  to  discover  ways  to  encourage  customers  to  visit  your  website  and  buy  from  you  rather  than  paying  for  TV  adverts  and  leaflets  to  their  homes.  

Hopefully  you  have  learnt  some  valuable  tips  from  our  A-­‐Z  guide  to  inbound  marketing  and  now  realise  how  smart  and  more  premeditated  it  is.  By  choosing  to  do  inbound  marketing  you  should  expect  to  see  a  lot  more  results  for  a  smaller  price…  what  could  be  better  than  that!?  Use  all  forms  of  modern  communication  and  technology  such  as  social  media,  blogging,  email  marketing,  and  responsive  design  to  reach  those  that  you  aren’t  reaching  now.  

Think  of  how  many  times  you  have  been  talking  to  a  friend  or  partner  and  googled  something  when  you  wanted  to  find  something  out?  I  bet  it  is  quite  a  lot.  This  is  why  it  is  so  important  for  you  to  start  creating  content  around  these  types  of  searches  so  that  your  website  is  the  website  people  click  on  to  find  an  answer  to  their  problem.  

Now  That  You  Know  The  A-­‐Z  Of  Inbound  Marketing,  Use  Ruler  Analytics  To  Measure  All  Your  Traffic  And  Conversions!