Businesses have a wide range of online tools that they can use for their marketing and promotional strategies. Some of these online marketing strategies were noticeably dominant in 2014. Midway through 2014, businesses shifted their focus from traditional outbound marketing techniques using television, radio and other media to inbound marketing strategies. Inbound marketing strategies focus on the creation of quality content that will attract the attention of potential customers. By aligning content to consumer preferences and interest, inbound traffic can be maximized to increase conversions.
The challenges with content marketing strategy
According to the results of Forrester Research, many businesses are struggling to achieve the best possible results from their content marketing strategies. Only 14% of the businesses that have been interviewed reported that the strategy was effective. It is important for businesses to measure the returns on investment of content marketing strategy in relation to their overall business goals. Content must be relevant and meaningful to the target audience but lack of trained writers is a roadblock that businesses must overcome. Another challenge for a business is to target right traffic since not all types of traffic can be beneficial to business.
Right to tools to achieve quality traffic
- Blogging – is one of the ways to attract new visitors to the site; however, it is important for blogs to be educational, informative and useful so that consumers can get the right answers to their questions.
- SEO – majority of visitors use search engines to look for products and services. If the website is optimized for SEO, there are very good chances of improving the ranking of web pages. What a business needs to do is to research on the keywords that customers use when they search. Content can be created around these keywords and links can be built around the keywords that prospective customers are searching for.
- Pages – web design is a significant factor in attracting potential customers. The website must be transformed into a significant source of informative and useful content that will appeal to customers.
- Social publishing – one of the successful inbound marketing strategies is to share information on social networking sites so that the business can interact with customers. Social publishing increases brand awareness and engagement.