Inbound Marketing – SEO
People want information, not persuasive ads
Consumers have naturally become more curious in the internet era about products before they buy them. Instead of the more expensive trial and error approach of learning over time which products meet specific needs, consumers can learn from other consumers quickly at no cost thanks to online reviews. In the 20th century consumers were generally quiet about products that didn’t deliver what the advertising promised, but in the new century there is much less room for error.
The internet has elevated people’s awareness about the value of product information. Inbound Marketing should be combined with SEO thus devoting entire articles to specific products or services. Storytelling about products in blogs and articles has become a common form of content marketing. At the same time, consumers are learning to be more careful about how they spend money online. More people are using the internet to learn about products, even if they make purchases at physical stores.
At one time consumers weren’t expected to know a lot of product information, back when they were sold one size fits all packages prior to computers becoming mainstream. The computer revolution was part of what changed the consumer landscape, as consumers were expected to choose the variables of hardware and software. People now have a lot of brand awareness about various facets of the computer industry thanks to tech marketing turning common people into techies.
Avoiding the Hype
As the online community has become empowered to know sets of choices for almost any circumstance, online surfers try to maximize search time by avoiding links that do not produce desired results. The weakest web pages are the ones in which the intent was clearly marketing with minimal product information given. There should be a link to deeper information until you get to the product page.
Products no longer need outrageous slogans and taglines to get people’s attention. Now it’s easier to get people’s attention by being more relatable, using sensible SEO. The reason brands are expected to live up to their claims more than ever is that a different brand is always a click away. One of the main causes of people avoiding a brand is pushy sales.People now have many ways to quickly find many different alternative choices.A brand is powerful if it can explain itself using various media that can be instantly accessed.
One of the most evident trends in content marketing is to avoid any type of traditional sales approach. While the goal of traditional marketing was to develop sales leads and convert them as soon as possible, the goal of content marketing is more to nurture leads and worry about sales as they happen. More value is placed on individual relationships than whether or not someone has made a purchase.
The Rise of Blogging
Bloggers became important to the online community the same way DJs became important to the music community. Successful bloggers attract a big online following by sharing useful information. The most popular bloggers are considered “influencers” of other writers and users of social networks. Bloggers try to be early adopters of products to show followers that they are on the cutting edge. Getting your product covered by a popular blogger is free valuable advertising.
Search engines treat authoritative bloggers as priorities when it comes to search rankings, so part of the marketing strategy of a product is researching bloggers. Writing your own blog using SEO also carries more weight than a web page full of ads. Take the lead in content marketing by avoiding persuasive language and focusing on writing that acts more as a gateway to a learning experience.
Ian Conklin is the President of OTR Web a web development company creating market ready websites since 2000, with locations in Canada, USA, Europe and South America.
OTR Web is a Certified Partner with HubSpot and Google.
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