Kenny Soto 4 areas of Inbound marketing

The Four Areas of Inbound Marketing: The Keys to Online Positioning

Customers have complete power

As an entrepreneur, there are many challenges that you may face promoting your product or services. All companies need to be discoverable in today’s marketplace and inbound marketing is at the core of it all. Today customers have a vast amount of choices for all their consumer needs. Being the company with the best product is not enough anymore. Inbound marketing is the practice of positioning yourself so customers always find you. There are four key areas of focus that are in the heart of this field of marketing.

Search Engine Optimization: Inbound marketing science

Everyone at this point uses Google, Bing, and Yahoo to find out information about everything. If you are selling anything you need to learn how to position yourself at the top of every search query relatable to you. There are many factors that determine how you rank on search pages that are always updated regularly (such as Google Panda). There are both on-page and off page factors that one has to consider to optimize your website’s SEO. For example, the on-page factors include: having a meta description with an excellent call to action that breeds curiosity to learn more about you and your product, doing substantial keyword research (using tools such as SEMRush, Longtailpro and Ubersuggest) to find out with search queries you can target with low-quality content, etc. The off-page factors include (but are not limited to): site history, bounce rate, session rate, ad quotient, location, does the site have shares on social media, spam, broken links, piracy, and much more.

SEO is one of the most important fields of digital technology, marketing, and science to date. No one will ever have a complete understanding and access to any search engine’s crawlers and predictive analysis can only take you so far. At the end of the day, the key component to SEO is user experience. If you cannot provide your customers the information they need exactly when they need it, providing the optimized experience they desire, you not only fail them but, you also fail yourself. Search engine optimization is not something that can be avoided. In addition, simple pay-per-click campaigns through tools such as Google Adwords don’t provide substantial growth models over time. One must consider all facets of SEO that help their business grow, especially since it important for all professionals to know something about the subject.

Blogging never gets old

Blogging, many consumers would say today has become over saturated with useless information. Perhaps this is true, but one thing to consider is that corporations such as Entrepreneur or FastCompany still blog, applications such as: timely, trello, and invision all use blogs because it is an effective way to express thought leadership in your industry (that in addition to infographics makes for very useful displays of your expert insights). Blogging helps show your customers not only that you provide products and services that suit their needs but, that you also share relevant information.

Newsjacking is the act being the number one provider of new and exciting topics in your industry that will determine if users can depend on you for reliable information. “The world of marketing will need more journalists than advertising majors”, was a comment a speaker at my college told a group of students that are aspiring media communication professionals. If you do not have a set of tools, such as Google alerts or Netvibes, that allow you to be the first to see new content on a daily basis, you are surely behind your competition. Lastly, the amount of overall customers that come to your site is relevant to one very important number: the number of guest bloggers you have posting content on your site. The more people you have writing content, the more they share it with members of their own networks which then improves yours.

Social Media (Conversations and Listening)

One thing I have noticed most social media campaign managers not doing is reaching out and contacting the influencers that their followers and potential followers are viewing. If you want to grow your current customer base  on social media it never hurts to contacting other thought leaders in your industry and asking them to share your content (with the bargain that you will do the same). If your content is good enough they will certainly agree and it will boost your reach on your social media platforms.

Another technique (depending on your business model) that works well is having user-generated content on your page. If for example, you are a video hosting service mainly targeting “high schoolers” it would help your business a lot by having users of your product share the content they have made on your social media pages. You could also curate all the content they have and have them share it with each other on a forum page that you create. This works perfectly with businesses whose engines of growth rely on viral marketing (having users attract their friends for you).

Most importantly, focus on one specific platform. Not all social media platforms are built the same and you should be working on developing your customer base to make sure your inbound marketing efforts are rising on in one area. You can then use that social media to transfer your followers onto the other ones. Most businesses that provide business-to-business services would focus on LinkedIn and not Instagram or Pinterest and that is because LinkedIn would naturally provide better results. Inbound marketing requires intense strategy so one must always consider where the majority of their efforts lie on social media.

Being a thought leader: Content Development & Curation 

There is only one thing that can determine that when a customer finds you on the Internet, they will stay and interact with you: content. Content is the only thing that matters to your customers. If you cannot provide them with the content they need at the immediate point of contact they have with you online, they will find someone else who will. If you want to be successful in your inbound marketing efforts you need to provide content such as webinars on your products and services, white papers, provide content on under-served content niches, and curating useful information from other sources so your users don’t have to. Also, you need to know how to properly generate leads by knowing the right time to gate (asking the user for contact information) and when not to. If you can’t build a connection of trust between your users and your business then you need to reconsider your strategies in all your inbound marketing efforts.

Remember, because of the Internet, you don’t need to use paid marketing. Customers are looking for you; you just need to position your business at the right place and always at the right time.

If you found this article useful, click here to subscribe to my newsletter: SUBSCRIBE

Recommended Articles:

  1. The Truth About SEO

  2. 68 Ultimate Blogging Tips: Bloggers Checklist 2015

  3. 4 Essential Marketing Skills For 2015

digital marketing skills post

4 Essential Marketing Skills For 2015

A skill for the future

I have been recently contemplating how would I be able to propel myself closer to success after college and it dawned on me that there are many skills that I have to capitalize on to stand out from the crowd. I want to share with you what the essential marketing skills are, whether you are looking for a job or beginning to start a business. In the modern job market, hiring managers need to see what more could you offer that makes you stand out as a valuable employee. Whichever industry you are entering it is always imperative that you show some knowledge on marketing (yourself and a company). Having marketing techniques at the very least can help you stand out from your competition when hiring managers are searching for prospective employees. Below are four essential skills/techniques you should have knowledge on if you wish to advance your career this year:

1. Understanding the keyword research and keyword planning

It has become common practice to use search engines such as Google to find all the product information you may need before deciding. Knowing the basics of keyword research is essential knowledge that everyone should educate themselves on. I am a strong advocate in teaching keyword research and keyword planning in college and high school considering search engines are an essential tool in our lives. Knowing which keywords your competitors are competing for and which ones you can use for organic and paid customer allocation is very important in whatever your endeavors are. Google is the most powerful advertising machine in the world and we all need to know how to properly use it. I highly suggest checking out Google’s Keyword Planner, Google Trends, Keywordtool.io and other tools that help generate keywords based on the business you are trying to join. You could also start to see which keywords you should consider researching by using keyword suggestion services such as KeyWordShitter. Another pricier tool I highly suggest everyone should invest in is the LongTailPro.

2. Effective Social Media Campaigning

It has become a need for all businesses now to use social media platforms to reduce customer acquisition costs and to promote a product. Many people do not use social media other than to see how their family and friends are doing, however, there are so many ways to market yourself on social media. Social Media Optimization has become an increasingly important need in any  job, especially in 2015. Here are a list of tools you can use to increase the amount followers you gain in your endeavors. Buffer is a wonderful application that allows the user to plan their posts ahead of time, its free membership features are great for building up a toolkit (they also have a mobile application for iPhone and Android. Two other tools that work wonders with Twitter are TweetDeck and Sumall, which help with managing your account and giving you accurate analytics.

3. Creating Buyer Personas

The power of the buyer persona is strong. A buyer persona is a fictional profile of a person you attempt to engage in your marketing efforts. Using this marketing technique can help you in finding out who you should be marketing to as a customer and/or a hiring manager. Here is a wonderful article that goes more in-depth on the subject. I also recommend utilizing these links as well to  gain more knowledge on buyer personas (I am still learning myself at the moment):

4. Clear and persuasive writing

Lastly, of all the essential marketing skills listed above, the most important one  is simply effective writing. All communication begins with writing and to truly communicate your goals to how you will be an asset to a company and your customers you must be able to express yourself clearly and persuasively. It is imperative that you constantly attend workshops throughout your area and take grammar classes to routinely work on your writing. If there is anything you take from this article is that you should always focus on the basics first which is writing.

If you found this article useful, click here to subscribe to my newsletter: SUBSCRIBE

Recommended Articles:

  1. 5 Essential Marketing Skills Every Person Should Know
  2. Five Essential Skills for the Future Marketing Manager
  3. 15 essential skills for modern marketers
Learn Digital Marketing kenny soto

3 Reasons Why You Have to Learn Digital Marketing

Today, everyone is their own media company.

[Editor’s note: Posted originally on February 8th, 2015]

“To me, job titles don’t matter. Everyone is in sales. It’s the only way we stay in business.”Harvey Mackay

I am currently an intern at SCORE NYC, a not-for-profit small business consulting agency right in the heart of New York City. As an intern, I am being exposed to what digital marketing is and how the marketing world has changed dramatically. Here are the top three reasons why I believe no matter what industry or profession you are going into, you have to be savvy in digital marketing.

Everything is sold on the internet.

Whether you like it or not, most professions rely on the art of selling. When someone is looking for a new product or service, a nonprofit to donate to, or just a new blog to read, understanding how to market on the internet is essential to your success. The more you understand how to market yourself or a business you work for on the internet, the more valuable you become. There is a lot of white noise on the web and you want your potential customers/viewers to reach you. Digital marketing is all about optimizing your online presence.

Your information is being indexed every day.

It should come as no surprise that Google catalogs every Facebook post, Tweet, LinkedIn update and Instagram video you share online. Your information is out there and what you need to do is make sure you are in control of what people see. The first thing employers do today is the Google your name before even deciding to skim your resume (if you’re an entrepreneur looking for investors, be aware that they always do their due diligence in researching who you are before your pitch). Make sure what they see is spectacular and show them you are an asset; the right person for the position. At all costs avoid any damaging information to be posted about you online. Digital etiquette is the one thing you cannot afford to overlook.

Your competition is everywhere.

How can anyone be able to get a job in today’s ever changing job market when thousands of people are applying to the same positions daily through the internet? How do you sell a product to customers when there are thousands of competitors in the same industry creating and giving out content on a daily basis? Business professionals need to know how to stand out from the crowd and the best way to do so is to make your digital presence known. This doesn’t mean only setting up a LinkedIn account, crossing your fingers, and hoping for the best. You have to join forums or message boards and start communicating with people within your industry (creating an active presence is key). Show your potential employers, customers and business partners that you are the expert and authority in your field. It’s all about developing a personal brand that will have employers wanting to know more about you.

Don’t only spend your time on the internet scrolling through news feeds and watching countless YouTube videos. Invest your time into expanding who you are online. Trust me, if you aren’t doing so your competition is.

If you found this article useful, click here to subscribe to my newsletter: SUBSCRIBE

Recommended Articles:

  1. 26 Free Online Marketing Courses: Learn to be a Marketing Mastermind
  2. MAY THESE 4 DIGITAL MARKETING FORCES BE WITH YOU
  3. 5 Steps to Build Your Personal Brand

Page 3 of 3123