The Write Stuff – Blog

Mar 19 2012 Creating a Successful Inbound Marketing Strategy in Less Than 30 Min Per Week
Inbound marketing strategy in less than 30min a week

Last week I shared a fantastic article on my Facebook page from Dynamic Business Magazine called “10 Steps to a Successful Inbound Marketing Strategy”. It was chock full of solid advice on how to create an inbound marketing strategy, but one of my FB fans (Melinda from MinzBeadz) left this comment:

“I don’t have nearly enough hours in the day lately! Can you find the ’3 easy steps takes 5 minutes’ guide for me pleeeeeeeese : )”

Well, Melinda, while I couldn’t find the “3 Easy Steps Takes 5 Minutes” guide for you, I have put together a few tips for streamlining the process and making things a little quicker and easier.

Identify Keywords

Your keywords need to be those words your potential customers are using to find you – and they may not be the words you think they are! One of the quickest and easiest ways to find out what those words are is to check your keyword report in Google Analytics.

If you don’t have Google Analytics set up on your website, check out this quick tutorial. Once you have analytics in place, you can even set up a report* to be emailed to you each week, listing the words your potential customers are using to find you. You don’t even have to log in to your Google Analytics account!

Time:

  • Set up Google Analytics – 5 minutes one time only
  • Set up report – 5 minutes one time only
  • View reports – 2 minutes p/week
* GA has recently changed its layout, so the principles in this tutorial are much the same, although where information is located has changed.

 

Optimise Website

Now that you’ve identified your keywords, you need to make sure they’re being used throughout your website in the right density in all the right places. Ideally this is in the headers, sub-headers, throughout the content (but not excessively or you’ll look like you’re keyword stuffing), page titles and meta-tags and descriptions.

You can use a tool like Wordle to check if your keywords have been used sufficiently throughout your copy; the bigger the word in the word-cloud, the greater presence it has on the page.

Or, you could email your Google Analytics keyword report to an SEO knowledgeable copywriter who can do this for you.

Time:

  • Optimise pages – 10-20 minutes p/page
  • Outsource to a copywriter – 2 minutes to send, 5 minutes p/page to review changes

Targeted Online Advertising

Dynamic Business Magazine used Facebook advertising as a great example of how to create targeted online advertising. Your Facebook Insights will give you a comprehensive breakdown of your target market, including: gender, age and location.

Setting up Facebook ads  is a pretty quick and simple process. Before you commit to spending a cent, you can play around with the various options and change demographic information to get an idea of what your reach will be.

Time:

  • Analysing Insights data and setting up ad – 10-20 minutes
  • Monitoring your ad – 5 minutes a day

Create A Blog

OK, this one does take quite a bit of time and effort if you want to do it yourself. Writing fresh content on a regular basis is not a 5 minute job. But, you can outsource this to a copywriter and all you need do is review the final draft.

Time:

  • Writing blog from scratch – 1-5 hours p/blog
  • Outsource to a copywriter – 30 minutes to establish content, 15 minutes p/blog to review

Get Social

There’s no avoiding it… social is where it’s at! You can choose to ignore it, or you can do your best to be part of it. But let’s be honest, it can be so easy to lose hours tweeting and posting status updates.

To make the best use of your time, you need to develop a strategy. Sit down and work out who you want to connect with and how you want to share that information. Then take advantage of some of the fantastic social media management platforms available (for free) to keep on top of your social media accounts.

Tools such as Hootsuite or Seesmic let you view all of your accounts in one place and make it easy schedule updates, set up notifications, etc. This drastically reduces time flitting between windows.

Time: 

  • Set up accounts and notifications in management platform – 15 minutes
  • Set up automated posts for the week/month – 30 minutes
  • Check in to respond to followers/fans – 10-20 minutes a day (5-10 min in the morning, 5-10 min in the afternoon)

Converting Leads

A great way to keep potential customers interested is by giving them a little extra. By using a lead capture form, you can exchange something of value to your prospect (such as a white paper, video, product sample, etc.) for their email details.

This is one job probably best left to the experts. Talk to your webmaster about setting up a lead capture form on your site and a copywriter or videographer about producing any quality content you wish to give away.

Time: 

  • 1+ hours depending on what you decide to do

Email Marketing

Once you have your lead capture in place, you’ll start to build up a great database to follow up. By nurturing these leads with well-timed email campaigns, you’ll build a relationship and increase the likelihood of closing a sale.

You may opt for sending a regular enewsletter which you write and send yourself (using a tool such as MailChimp), or you could develop a series of targeted email campaigns aimed at more specific groups within the database.

Time:

  • Writing an email and distributing to mail list – 2-8 hours p/campaign
  • Outsourcing to an online marketing agency or copywriter – 1-3 hours p/campaign

As you can see, there are plenty of online resources available to make creating your own inbound marketing strategy quick and simple (find more here) and while some of these projects may take more than 30 minutes, you may only need to do them once a month, or once full stop.

That said, if time is a factor, there are a number of skilled professionals who can help you achieve your goals. Depending on the level of support you need, this may not be as expensive as you think.

I hope Melinda has found some useful advice in this article – and if you’ve got any questions or topics you’d like explored in more detail, get in touch, or drop by the Facebook page and post your suggestions. I’d love to help.

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