Reasons Social Media Marketing Is Still Underrated

Reasons Social Media Marketing
Is Still Underrated


The numbers on social media marketing are impressive.

More than half of small businesses in the United States are planning to increase their social media marketing budgets in 2017, and the number of businesses using social media marketing has increased, year over year, for more than a decade.Still, social media marketing remains underrated. Business owners and marketers frequently treat it as a second thought—something for an intern to handle, rather than a strategically deep mode of building your reputation and attracting new traffic. Some have even abandoned the idea altogether, refusing to spend any time or money on a strategy that nets a positive ROI for up to 92 percent of businesses that use it. So what’s the deal? Why isn’t everyone on board with the strategy?

The "fad" angle.

Believe it or not, some people still believe that social media—or its use as a marketing strategy—is still a fad just waiting to fizzle out. This is an argument I could have understood back in 2007 when social media platforms were only in use by a small percentage of the population. But now that Facebook has reached more than 1.2 billion users and is still growing, with a corporate foundation that rivals those of Apple or Google, it’s a hard argument to defend. Users have gotten used to the idea of socially interacting online, and platforms keep evolving in new ways to maintain their interest.

You get what you pay for.

Psychologically, people tend to place more value on things that cost more money. For example, in a blind taste test of identical wines whose only difference is price, people claim that the more expensive (yet compositionally identical) wine tastes better. Take this principle to social media marketing; it’s free to claim and build a business profile and to post regularly (as long as you aren’t leveraging paid advertising). Because of that, people don’t value it as much as they do paid advertising. They’re also less likely to pay a professional to work on a social media campaign, knowing that—technically—anyone could do it for free (even if they never actually do it).

Unmeasurable effects.

The return on investment (ROI) of social media is hard to measure, and I’ll be the first to admit it. One of your biggest goals is attracting a large following of people who are enthusiastic about your brand, and improving both your brand’s reputation and brand awareness. These aren’t as objectively measurable as on-site conversions, but they can and do lead to greater consumer interest, which manifests as sales eventually. Trying to pin down an exact value for all these benefits is next to impossible, even for the pros, so the value of a social media campaign is almost always underreported.


People also use anecdotal evidence as a basis for their opinions about the strategy. For example, they may know of another business who used social media and didn’t see any results, so they stay away from it in the present. However, these anecdotal examples often don’t examine the types of tactics these businesses used, and they certainly don’t represent the average across multiple businesses.

Apples and oranges.

Ironically, these same business owners often cite the fact that anecdotal evidence can’t prove a strategy’s effectiveness for everybody. They point to major influencers or big businesses in the social media world and explain that social media works for them because it fits naturally with their industry, or because they have the resources to invest in a heavy campaign. It’s true that some industries may be naturally inclined to perform better on social media than others; tech companies and consumer-facing businesses are two good examples. However, social media marketing can be used by practically any company—it may just require an adjustment to your approach.

Poor targeting.

Some businesses look at their own results and use those results as a gauge of the long-term potential of their campaign. But they may not realise that their strategic targeting is interfering with their results. For example, if you buy 1,000 followers using some super cheap follower-adding service, but only 4 or 5 of them ever interact with your posts or visit your site, it could be that the remaining 995 don’t belong to demographics relevant for your business, or that you haven’t been using the right engagement strategies to cultivate interest. Don’t underestimate the potential of a well-researched, strategically focused campaign.

 Lack of investment.

Effective social media marketing can’t be done on a whim. It needs to be planned, researched, and strategically executed. That means you’ll need to spend a significant amount of time or a significant amount of money to see results; and since many business owners aren’t willing to make that investment, they never see a fraction of their potential results. By that point, they’ve seen what a small investment does, and they’re unwilling to make the jump to a larger investment.

Social media marketing isn’t an “underground” strategy; it’s talked about heavily (and I should know), and there’s no shortage of content covering its feasibility and best tactics. But the perceptions of marketers and business owners are still lagging behind the evidence, and they’re only hurting themselves in the process. The more you learn about the effective implementation of social media marketing, the more plainly beneficial it seems—but you have to treat it as a legitimate marketing strategy if you want to research it appropriately.

Chuck Reynolds

Alan Zibluk – Markethive Founding Member

Ways to monetize your social media followings

Ways to monetize your
social media followings

Turn your social media presence into a way to generate revenue — even if you don't have a massive following on Facebook or Twitter.

   Social media has not only revolutionised the way that people communicate

and stay in touch; it has completely transformed business and marketing practices as a whole. Over the past five years, social media websites have become some of the largest and most meaningful pieces of the digital marketing puzzle. While many still maintain that social platforms are for communicating and not slinging products, others would vehemently disagree; just look at Facebook, Instagram and other networks’ efforts to integrate e-commerce options.

Generating revenue is, by many standards, the sole reason why many attempts to accrue millions of followers; massive awareness often leads to either sponsorships or sales. Either way, cash is the ultimate goal. But is it possible to monetize moderate social followings that don’t reach into the hundreds of thousands and beyond? You bet it is. If you’re ready to start having your social followings work for you, here are five ways to turn your social presence into a bona fide stream of revenue.

Create an online course that educates your followers

E-learning is a gargantuan industry that’s poised to grow exponentially over the next several years, reaching $325 billion globally by 2025. Those who have been watching this trend know that now is the time to double down on their own expertise and create a course to offer their audiences. Kajabi, an e-learning platform that boasts a wide array of powerful features for marketing, selling, upselling and hosting digital learning courses to students, recently published a story on its blog about one of its “heroes” (a person who turned their passion into a profit through Kajabi’s offerings) that clearly shows anyone can turn their social audience into customers and advocates.

Makeup and design artist Tiffany Bymaster was introduced to Kajabi by her mentor, who had already achieved massive success through the platform. Bymaster had no email list or social following at the time, but knew her skill set was stellar. She began making videos on how to grow a person’s outreach process — mostly just to help herself become comfortable in front of the camera. Once she set up her Kajabi website, these videos actually became part of her course training materials. From there, momentum started to build as her social presence grew and her online training program took flight. Today, Bymaster has now launched three successful programs which have earned her $80,000 in the past six months. Bymaster is a perfect example of leveraging social to create revenue, as her method incorporates my next two points.

Unveil new products and services to your followers

In order to generate sales from your audience, you need to have something to sell. By posting about new products or services on social media, you are giving your offering a much larger platform to reach prospective buyers. If you want to significantly extend that reach, start running Facebook ads for your products using Custom Audiences and Lookalike Audiences. This will allow you to target the most relevant individuals to help boost your sales. If you want to add a layer of “exclusivity” to your product releases, you could give your social audiences early access to products and deals so as to create a sense of urgency and privilege.

Integrate video into your marketing stack

Video content is en Fuego. Everywhere you turn there is video content, articles about video content, and even videos about video content; it is becoming inescapable. Nearly every social platform is currently generating billions of video views per day; even Snapchat has broken the 10 billion daily view marker. The point is that video content is becoming a marketing necessity — especially when you consider that explainer videos increase a prospect’s likelihood to purchase by 1.81 times.

Videos help increase your chances of monetizing your audience, as the content is engaging, educational and often entertaining — the marketing trifecta. Leverage this by creating video content about your products and using live streaming services like Facebook Live to connect with your audience and explain exactly how your product will help them reach their goals and make life simpler.

Become an affiliate to market products to your audience

Affiliate programs are another sales model that is increasing in popularity. Becoming an affiliate advertiser for brands like Amazon is a relatively simple endeavour which allows entrepreneurial-minded folks to acquire advertising materials for various brands to market to their audiences. These adverts can be circulated across an individual’s blog, website, and yes, social media accounts. Affiliates are paid a commission based on the revenue their particular set of ads generates.

Just be sure when you are promoting these links to your social followers that you are honest with them about your affiliate status and the items you are highlighting; pandering will get you nowhere, except maybe unfollowed. Create long-form reviews on products, and let your followers know your honest opinion; as a bonus, you can even create video content on these items to boost your engagement.

Create a Facebook shop and sell right through social

Social media platforms are integrating all sorts of shopping options for brands and consumers to take advantage of. One of the most comprehensive and in-depth social selling toolkits comes from Facebook. By using Facebook’s shop section, you can list physical products directly on the platform for followers to browse and buy. It just doesn’t get any easier to reach so many people in such an efficient and effective manner.

Selling has never been so easy

The digital age affords brands and entrepreneurs a vast array of options for generating income in a much less back-breaking way than past generations. These are only a few of the many ways that you can monetize your social following and build an online business.

Chuck Reynolds

Alan Zibluk – Markethive Founding Member

Essentials for a Winning Social Media Marketing Strategy


Alan Zibluk – Markethive Founding Member

The Cold, Hard Truth About Social Media Marketing

The Cold, Hard Truth About Social Media Marketing


Chuck Reynolds


Alan Zibluk – Markethive Founding Member

Does Your Company Really Need to Focus on SEO?

Does Your Company Really Need to Focus on SEO?


Q: Is search engine optimioptimisation important to your digital marketing strategy?
A: Yes and no

Firstly, let’s break down SEO as I think businesses and marketers have a tendency to overcomplicate it, which results in an overwhelming feeling of "this isn’t for us" or "we don’t have the expertise/time for this." Actually, SEO is quite simple when you dispel the SEO myths and break it down to its core fundamentals: on-site (changes you make to your actual website) and offsite (things you do outside of your own website). On-site SEO is simply the process of making your website search-engine friendly. This includes tactics like optimising your title tags, publishing great content and being strategic about your website’s structure.

Offsite SEO is the process of getting validation from other websites that your website is useful to searchers. The best way to do this is by earning backlinks — in other words, having other websites link to your website (Note: it’s very important that you don’t try to earn what Google calls "unnatural" links — this could result in a penalty if done at scale!)

If that doesn’t make sense, perhaps my blind date analogy will work. Let’s say you’re at work and you see a cute guy or girl that you like. They showered, combed their hair, put on good clothes and perfume, and you like the look of them. What they’ve done is nail their on-site SEO. In other words, how they look on face value to the searcher — or in my analogy, the person looking for love. Naturally, you ask another colleague what the deal is about this mystical human. You learn that they completed their MBA at Harvard, are on the lacrosse team, and they volunteer every summer for a charity you support. What they’ve done is nail their off-page SEO – meaning, other people are telling you they’re great meaning your opinion of them is validated.

In my opinion, the most important component of SEO is on-site SEO. These are things that you can control, and on-site SEO factors quite literally tell Google what your website is about so that they know where to rank it in its search results. As for off-site SEO, it should always be secondary to nailing your on-site SEO. You have control of what’s on your website, so it’s much easier to focus on getting this right first, evaluating the results, and then look into whether off-site SEO is something you should think about doing. When it comes to improving your on-site SEO, the best place to start is by optimising your content for both users and search engines.

Content is important for a few reasons. First, if you don’t have great content, then you have nothing to share on social media, via email marketing, on your website, in ads or on affiliate sites to grow your marketing funnel. These are all core components of digital marketing and are the primary reasons you should be investing in creating content. It benefits your business on so many levels; it’s not just for SEO. When publishing content, the secret to maximising any on-site SEO benefit is being strategic with the keywords you’re using and the way you’re optimising for them on the page itself. Learn how to select the best keywords to drive more traffic, and then make sure you optimise your web page for those keywords to make sure you’re capitalising on all your hard work from an organic search perspective.

But most importantly, creating great content is actually what causes other websites to link to you. Consequently, this improves your off-site SEO metrics because people are more likely to link to your content as a useful resource or reference it as point of discussion. So focusing on great content kills two birds with one stone: it improves your on-site SEO and your off-site SEO. However, there’s a problem: Most people don’t really know what good content is. You may be thinking, “Oh, those people… I’m not one of them.” I’m sorry to break it to you, but you probably are. Head over to your company’s blog or Facebook page now. Do you see any posts that talk about the product or service that you sell? If you do, then you’re probably not doing content right to attract more traffic at the top of the funnel.

Here's one example. I wear glasses. If you’re an online glasses retailer, you most likely create content around new trends or top styles. For example, you might have a blog post titled: “10 Best Glasses Frames for Oval Faces.”Now, this may work for attracting people like me to your website, because I’m already aware of my problem (that I’m short-sighted), and I’m considering my options for solving that problem (I’m thinking about purchasing the solution). However, the largest opportunity for most businesses to scale their traffic and database is to use content to also attract people that don’t know they need your product yet. So, using the same glasses example: what would people that need glasses, but are not aware of this need, search for online?

They may search for things like:

  • Why do I keep getting headaches at work?
  • How to stop squinting at work?
  • Why are my eyes blurry?
  • What are those black dots I see on my eye?

An online glasses retailer that creates great content would already know this after doing buyer persona research and identifying their persona’s challenges. If you’ve not done so already, here’s a great free tool to create buyer personas for your business. They may create a blog post that has a few reasons why you may get headaches at work. Some advice they could give to appeal to this persona at the start of their buyer’s journey could be:

  • Leave your desk every 30 minutes and go for a walk
  • Turn your computer brightness down
  • Look at something in the distance every 10 minutes
  • Get an eye test to check on the health of your eyes

This gives the target buyer the option to solve the problem for themselves, without directly trying to sell to them too early. And in the event that walking, turning the brightness down, and looking in the distance doesn’t work, they may very well get an eye test and then buy some glasses from you after remembering how helpful your content was.

Now this is an exaggerated and accelerated example of someone moving through the three stages of the buyer’s journey: awareness (of problem), consideration (of options) and decision (on which product/service to use). However, the point is, when you create content that helps people and is great quality, they’re much more likely to share it on social media, link to it from their personal blog and tell their colleagues about it. If you can pair that with thorough keyword research and a solid on-site SEO strategy, then you have a much better chance of ranking well in Google’ search results.

So, while SEO is an important part of digital marketing for attracting traffic at the top of the funnel, it’s by no means the most important — SEO works best when you implement it as part of a wider content-led marketing strategy. Focus on creating great content and you’ll see benefits not only on the SEO front, but across all of your digital marketing activities.

Chuck Reynolds

Alan Zibluk – Markethive Founding Member

Tips to Improve Your Local SEO in Hours

Tips to Improve Your Local SEO in Hours

Make sure potential customers can find your business locally on Google.


Effort is important, but knowing where to make an effort makes all the difference.

I’ve helped hundreds of local business owners bolster their SEO. In many instances, entrepreneurs have solicited my business after unsuccessfully trying to boost their own SEO for years. The issue isn’t that they are lacking effort, it is that they don’t know the best place to focus their effort.

I’m going to teach all local business owners how to crush it on their own local SEO, taking just five hours to do it. What entrepreneurs don’t realize is that if you have a physical location, you have a huge benefit in your local market. You need to make sure that you use that to your advantage.

What is local SEO? 

I’m sure you have done a Google search and seen the results populate at the top of the page with the map, star ratings, address and phone number. This is what I’m referring to when I say local SEO. This is Google’s Local Snack Pack. Depending on the industry, it has the potential to be the very first result on Google and can make a big difference when it comes to bringing new leads into your business.

Create a Google My Business page.

It is free to create a Google My Business page and shouldn’t take more than 20 minutes to cross this step off your checklist. This will get your business hours, phone number and directions onto Google Search and Maps. Make sure you add pictures of your business and add a great description so people can familiarize themselves with your local brand directly from your Google My Business page. To verify this process, Google will manually send you a postcard with a pin so make sure to check your mail!

Submit your business to local directories. 

After you enter your PIN and verify your Google My Business page, you still have a lot of work left! There are hundreds of local directories across the internet where your business needs to be submitted to. Since you are a busy entrepreneur and we only have five hours to bolster your local SEO, we are going to automate this process. Fortunately, there are services that will take care of this for you. Through Moz Local, Aabaco or Yext, you can get your business submitted to hundreds of directories. The cost associated with this is approximately $89.00 per quarter. This will be one of the most worthwhile investments you can make from a marketing standpoint. After submitting your business to one of the aforementioned services, you will appear on sites like MapQuest, FourSquare and Yahoo Local (to name a few). This process will take you 30 minutes and it will help align your local presence.

Tip: If you have moved businesses or are not confident that all of your local listings are consistent, run this test on Moz to check your listings. It is vital that you have consistency with your brand name, address, phone number and other local indicators.

Get reviews.

I’m frequently asked if reviews on a Google My Business page will help increase rank. The answer, unfortunately, is somewhat wishy-washy. Just because you have more reviews than someone else doesn’t necessarily mean that this will help you surpass them in rank. What reviews will help you do is increase your click-through rate, an important indicator to Google.

If you Google “Columbus SEO Company,” you should see my company populate towards the top of the page, in maps and organically. What I started to notice was that once I focused on getting reviews from customers, I started to get more high quality leads. It makes perfect sense. Reviews help establish credibility for your brand. When people are deciding between SEO firms, they are likely going to read reviews. If they like what they read from The Media Captain, they are going to click on to my site. Google likes it when you have a high click-through on the search results because it means you are clearly providing value to the user (otherwise, they wouldn’t click on your site).

Business owners should spend at least one hour coming up with a list of 50 customers or clients. Create a customized email for each brand advocate and tell them how important a review would be to your business. It is also important to train your staff to ask customers for reviews. Starting with reviews on your Google My Business page is a good start. But, don’t forget about Yelp, Facebook and the Better Business Bureau. Every Friday afternoon, before closing up shop at your office, make sure you’ve gotten some new reviews!

Tip: Don’t send a massive email out at once to all of your customers seeking reviews. This could raise a red flag to Google if you suddenly go from 0 reviews to 30. Be sure to stagger this out in an organic fashion so the reviews are naturally coming in. I always tell my clients, if you aren’t proactively getting reviews, you 5 Get’ll only get bad reviews! If you have a massive list of customers, signing up for a service like Stars or ReviewBuzz.

Acquire local backlinks.

How exactly is Google determining which local business to populate in the “snack pack” results? There is a lot of correlation between the domain authority of your website and the local SEO results.

If you are unfamiliar with domain authority, it is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines. I wrote an article about this if you want to learn more about domain authority. To make a long story short, to increase domain authority, you need quality backlinks pointing back to your site from external websites.

For a local company, it is imperative that you have local links pointing back to your site. If you are an extermination company, for example, make sure all of your vendors link back to your site on the “partners” section of their sites. If you have a lot of corporate clients, see if they’ll link back to you. Get involved in the local community and sponsor a youth baseball team and they should link back to you on their “sponsor” page. All of these backlinks are indicators to Google that you are a local business.

If you are having a hard time coming up with local clients to link back to your site, revert back to my playbook on knocking on local business owners’ doors! (watch this video on how to acquire local links). Within 60 minutes, you can get at least five local businesses to link back to your site, regardless of whether or not the relationship is already forged. 

Step 5: Improve your on-site SEO.

Google is not going to know you are a lawyer in Little Rock unless you make this clear on your website. Make sure to include your business name, address and phone number on your website. In the title tag of your site, reference your local market. On your contact page, make sure to list out directions to your office and include local landmarks so people can easily find your location.

Your local search results tie back to your website. Your website needs to be a true local indicator. Don’t go overboard though; there is no need to mention Little Rock on your homepage 48 times. Google will get the point if it is naturally worked into the verbiage throughout the site. For a local business, you can optimize your site in 45 minutes to improve its on-site SEO.

Tip: You can sign-up for a 30-day free trial of Moz and use its on-page grader to determine how well your site is optimized for local keywords. For example, if you are curious how your homepage is doing for “Little Rock Divorce Lawyer,” this page will tell you your score and give you tips to improve it.

Open for business

If you haven’t taken the steps above to improve your local SEO, it is the equivalent of having a sign on your front door that says, “We’re Closed.” You want to make it known to Google that you are open for business. A common question I receive is what entrepreneurs should do if they don’t have a local business and work out of their home. This is more of a complex issue that I would have to analyze a case-by-case basis. What I will say is don’t try and game the system. Many businesses in the past have signed up for a Regus Virtual Office Space to improve their local SEO. Google is smart. It was able to pick up on the fact that 15 businesses shared the same suite number. It rolled out an algorithm called Possum and penalized those businesses.

If you have a local office and spend five hours in a smart and efficient manner on your local SEO, you will reap the benefits for years to come. Don't be discouraged if your business isn't ranking in the top three results within a week, though. Like anything in life, it can take time and continued work for Google to recognise your efforts. 

Chuck Reynolds

Alan Zibluk – Markethive Founding Member

SEO Mysteries Solved

SEO Mysteries Solved

If you're adhering to best practices and a sudden disruption occurs, don't feel disheartened. Instead, check out these handy tips.

Even for experienced SEO professionals,

search optimisation can be confusing. There are hundreds, if not thousands, of different factors that can enter into how your site ranks and those factors change frequently (oftentimes, without warning). If you’re adhering to best practices — to the best of your ability — and there’s a sudden disruption in your progress, it’s common to feel disheartened. But take comfort knowing that it’s happened to all of us, and that those pesky SEO mysteries aren’t always as mysterious as they may first seem.Draw insight from these seven common SEO “mysteries” that often plague new campaigns:

Why did my traffic suddenly drop?

You’ve been seeing steady results for a while now, but all of a sudden, your organic traffic has declined. What could be the reason? The answer depends on how severe the decline is. If you notice a decline of 10 percent or less, it’s probably nothing to worry about; you should expect some natural fluctuations due to index refreshes, new competitors and new factors.

At the other extreme, if your traffic drops to almost nothing (which is extremely rare), you have a serious problem. It could mean your site is down or you’re facing a manual Google penalty (you can check to see if either of these are affecting your site in Google Search Console). If you’re somewhere in the middle, check for any recent “bad” inbound links that could be considered spam by Google, any recent content changes to your site that may have changed your page URLs or a new Google update that may have significantly changed your rankings.

Why aren't my pages showing up in search results?

If your pages aren’t showing up in Google search at all, it means they haven’t been indexed. If you’ve created a new site, don’t worry — it typically takes between four and 28 days for Google to index new web content. If you want to speed up the process, you can submit an XML sitemap through your Search Console (which is a good measure to take in general).

If you’re still having trouble with certain pages showing up, check your robots.txt file to make sure you haven’t accidently blocked search bots from seeing your pages. As a last resort, check for crawl errors in Google Search Console to pinpoint the root cause of the problem.

What happened to my link?

If you built a link pointing to your site, but it’s suddenly disappeared, the solution is usually simple: The site that hosted it removed it. The site may have found the link irrelevant, it may have removed your content entirely or it may have replaced it with a “nofollow” link. Double-check with the publisher, and attempt to build a replacement link elsewhere.

Why do my rankings keep changing?

It’s natural to expect some kind of volatility in your rankings. It would be strange, in fact, if your rankings weren’t changing at all. Don’t drive yourself crazy by checking your rankings every day; instead, shoot for bi-weekly or monthly check-ins. Like the stock market, rankings will go up and down over time; what you’re looking for is an overall uptrend. However, if you’re facing extreme volatility (drastic ups and downs on a regular basis), the problem is that something in your strategy is inconsistent (such as alternating between black hat and white hat techniques or producing both low-quality and high-quality content).

Why aren't I seeing better SEO results?

This is a more open-ended problem than the others on this list. If you just started a campaign, remember that SEO is a long-term strategy, and depending on your niche, budget and competition, you might have to wait months before you start to see results. If you’ve been at it for a few months and aren’t satisfied with the results, consider upping your budget — more money means higher quality (in many cases), and higher volume. Don’t be afraid to consult with an expert if you can’t seem to build momentum.

Why is my traffic so volatile?

See my answer to “rankings” in point four. Volatility isn’t specific to rankings; it will affect your traffic, as well. However, traffic bears an additional consideration: the ebb and flow of your business. Does your industry have a “peak” season that could be responsible for driving more traffic, or does your traffic seem to be correlated with specific events (such as more “air conditioning” searches on especially hot days)?

Why is my site running slow?

This isn’t an analytics issue like the other mysteries on this list, but your site speed does have an impact on your rankings and performance. If you know your site loading is a problem, but you can’t get it to load faster, consider downsizing the image files on your site and stripping any plugins you don’t use regularly. Then, delete any meta information or drafts you don’t need and optimize your caching plugins so you can load more quickly on previous visitors’ devices. If speed continues to be a problem, consider upgrading your hosting provider.

These aren’t the only issues you could run into while managing an SEO campaign, but they are some of the most common. Your solution may not be obvious, but as long as you keep digging, eventually you’ll find the root cause — or at least, some way to reverse the situation. There’s usually more than one culprit and more than one way to fix the problem — a gracious side effect of SEO’s complexity — so the next time you face an optimization enigma, remain calm and start troubleshooting. For more help on ways to improve your site’s SEO.

Chuck Reynolds

Alan Zibluk – Markethive Founding Member

How Inbound Marketing Can Turn Your Brand into a Magnet

How Inbound Marketing Can Turn Your Brand into a Magnet


Most conventional marketing techniques

are either too expensive or unviable for SMBs and start-ups who wish to make it big. Inbound marketing for a long time was just one of the elements of the core marketing strategy of an organisation. But as the digital content consumption witnessed an unforeseen rise, inbound marketing has now become a focal point. Not only it’s cheaper than the traditional advertising and marketing techniques but also has an incredible power to attract larger crowds to a brand and turn it into a magnet.

Inbound & SEO Marketing Consultant for Inbound Authority, says “Inbound Marketing is so powerful because you have the power to give the searcher/consumer exactly what answers they are looking for at the precise point that they need it. That builds trust, reputation, and authority in whatever niche you are practicing this form of marketing in.”

If you are new to the digital marketing landscape, you might still be figuring out what inbound marketing is. Well, if you do figure out, you will realise that it is one of the most viable techniques that help you create the required impetus around your brand so that customers can discover you in several ways. A Gartner Research report predicts that “by 2020, customers will manage 85 percent of their relationship without talking to a human.” If this really comes true, inbound marketing will have a great role to play in giving your brand a voice that speaks to the masses. Listed below are some of the most pertinent inbound marketing strategies that don’t fail to deliver if planned and implemented meticulously.

Content Marketing

Content marketing is an essential pull factor when it comes to inbound marketing. Useful content that helps users find what they are looking for can significantly boost your visibility on the Internet. The content thus posted must be optimised so that it ranks well in the search engine pages. If promoted on both the onsite and offsite platforms, it can generate quality leads that may later become turn into buying customers. You may post blogs, articles, whitepapers, audio-visual content and a lot more to give your brand a voice.

SEO (Search Engine Optimisation)

The best thing about inbound marketing is that it helps you get found by customers rather than you finding them. Getting organic placements on the search engine results pages (SERPS) is one of the best strategies for inbound marketing. Optimizing your website and content so that Google’s web crawling technology can identify and index your site’s content to appear in web searches can be a highly economic way to get significant traffic to your website.

SEO revolves around keywords, website structure, link-building and a lot more. Once you identify the most important keywords, optimize the heck out of them. Gaining the first position in search pages, improving your rank in searches and moving up the order in a range of other keywords could bring you great results. However, don’t try to win in all those keywords at once.

Social Media

Giving your brand a personal identity, a social existence is an important step towards making your content reach a larger audience. Creating content would be futile if you are not sharing it over different online social media platforms. According to a new survey by Pew Research Center, conducted in association with the John S. and James L. Knight Foundation, a majority of U.S. adults – 62% – get news on social media, and 18% do so often.

While trying to increase outreach on the social media, one must not limit themselves to a number of limited sites and focus on proactively remaining active on multiple platforms. Robert Duke, Marketing Manager at Blue Mail Media mentions, “A lot of organisations in the B2B space make LinkedIn a focal point in their social media outreach. They probably believe that other platforms are not good enough in reaching the kind of audiences they wish to connect with. While LinkedIn continues to be the most used B2B social media platform, Twitter, Vimeo, YouTube, Facebook amongst others too are being used cleverly by organisations to create the right amount of buzz around their brands.”

Influencer Marketing  

Influencer marketing is somewhat intricate to practically implement but has a huge potential when it comes to influencing a certain audience. The idea is to identify opinion makers and influencers in your industry and work with them in content promotion and even casual interactions on your social media pages. The toughest part of influencer marketing is to persuade opinion leaders to contribute to your cause as they too expect to gain something from the activity. However, if you ensure mutual benefits, there is a greater possibility that they may agree to work with you.

PPC (Pay Per Click)

While marketing scholars and enthusiasts seem to be divided over the classification of PPC campaigns as an inbound or outbound marketing technique. PPC certainly helps you score a prominent position in web searches and gain considerable traffic to your website. However, it is highly advisable to optimise your PPC campaigns meticulously to do more with less. Failing to plan may lead to wastage of financial resources without bringing you the proportionate returns.

Inbound marketing like any other marketing strategy may get extremely complicated. It requires immense patience as you have to simultaneously work on multiple things and unify your efforts towards a common goal. Though marketers cannot be always certain of the outcome of their inbound marketing strategies, they can surely figure the best way out through trial and error. An inbound marketing strategy may not help you become successful overnight but it is one of the most beautiful ways to construct your way to glory.

Chuck Reynolds

Alan Zibluk – Markethive Founding Member

Look Mom I have a Blog