I help small businesses carry out the Inbound Marketing methodology, a proven way to attract more qualified website traffic, close more business, and retain long-term customers. Based on your goals and the current state of your marketing, my services will be customized to help you:
Define Your Buyer Personas
Good inbound marketing starts with a deep understanding of your ideal prospects. I’ll work with you to develop stories around your Buyer Personas, so that all of your marketing — from your website to your content offers — is addressing their unique needs and purchasing habits.
Create a Search-Optimized Website
When you’ve got your buyer personas nailed down, it’s time to think about how they’ll want to interact with your website. What keyword phrases are they typing into Google to find you and your competitors? I’ll work with you to craft a brand-appropriate, search-optimized, mobile-ready and memorable experience for your visitors. Depending on the size of your website, turnaround time could be as fast as 2 weeks. Contact me for a quote.
Attract More Visitors to Your Website
If you’re struggling to attract the right types of buyers to your website, there are many things we can do to ramp up traffic without expensive advertising. The best part is that these techniques are reportable, so you’ll always know what’s working and what needs refinement.
- Keyword Research
- Search Engine Optimization
- Top of Funnel Content: How-To Blog Posts, Instructional Videos, etc.
- Social Media Outreach
- Ongoing Analysis
Turn Visitors into Leads
To compel your visitors to give up their precious contact details, you’ll need great content they want to download. Whether eBooks or webinars, I’ll help you identify and create offers that turn looky-loos into self-qualified leads.
- Awareness Stage Content: Blog Posts, eBooks, Recorded Webinars, White Papers, etc.
- Conversion Paths: Call-to-Action —> Landing Page —> Form —> Thank-You/Download Pages
- Follow-Up Emails
- Email List Segmentation
- Social Media Promotion
- CTA and Landing Page A/B Testing
- Ongoing Analysis
Turn Leads into Customers
Every lead you receive comes with unique concerns and possible objections to your services, so you’ll need a variety of conversion paths ready to nurture them through the buyer’s journey. Several tools are available to predict where they are in the process, so you can effectively address their concerns and turn them into customers.
- Consideration Stage Content Offers
- Email Nurturing Campaigns
- CRM Integration
- Ongoing Analysis
Turn Customers into Promoters of Your Company
What’s better than having customers so delighted by your company that they tell their friends, family and even strangers on social media? I know I’ve done this — two that come to mind are CityMD and Warby Parker. I’ll help you achieve delightion status through ongoing email and social media engagement with your clients.
Measure Your Return on Investment
Did you notice that “ongoing analysis” is part of every step of Inbound Marketing? I’ll put tools in place that constantly monitor your:
- Search ranking improvement
- Traffic sources: direct, organic search, email campaigns, social referrals, pay-per-click ads, etc.
- Visit to lead conversion rates
- Lead to customer conversion rates
- Landing page performance
- Email performance: lists targeted, content sent, unsubscribe rates, open rates, click-through rates, bounces
- CTA (call to action) performance and A/B tests
- Social media growth
These metrics will allow us to have a monthly conversation and make sure we’re always on the same page about what’s working and what we can do better.