The Beginner’s Guide to Inbound Marketing

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If you’re looking to get more qualified leads coming to you then understanding the basics of inbound marketing can help you attract quality leads.

Learn the basics with Smart Cow Marketing

Inbound marketing is all about getting potential clients to find you at the right stage of the sales Journey. 

Our Guide gives easy to follow key points to get you on this proven route to getting more high quality leads to your business. The guide covers topics such as: 

Lead generation marketing

What’s key to your lead generation strategy is the different digital marketing channels that you can utilise to help start the lead generation process. 

Using a mix of activity as part of your inbound marketing strategy is the best way to attract quality leads to your business.

Download The Beginner's Guide to Inbound Marketing
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Attract the right online enquiry to convert leads

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Maintaining good quality leads through your website is key to business growth. For a professional services firm, such as accounting, this is vital to continue business through the current COVID-19 situation and ongoing service to your existing clients.

But to get quality leads to your sales funnel in the first place is the trick. So, here we give a little overview of some of the digital marketing tactics you can employ to help with online lead generation. 

Download The Beginner’s Guide to Inbound Marketing to help you create your inbound marketing strategy to attract quality leads. Read on for a quick summary to get you started.

Quality content 

You’ll be hearing quality quite a lot from us. If you want quality leads then you need to attract clients with quality, tailored content.  

During this time of uncertainty, your content needs to be offering advice to your clients. Keep them informed of legislation, company changes and support through your blog, email marketing, social media channels and webinars.  

Email marketing  

Whilst you may feel that new business is not happening right now, maintaining presence is vital to be certain you will be remembered in the coming weeks when society picks up its pace to the next stage of ‘normal’. 

So, if you don’t already have a newsletter sign up box on the homepage of your website then add that. Capture email addresses and keep in touch with these people who have opted in with regular email marketing campaigns. They clearly want to hear from you so make the most of it.  

Just remember to be GDPR compliant and ensure that you tell people what they are signing up to and make it easy for them to opt out of communication.   

Get quality leads in your sales funnel  

But what should you do to attract the right type of enquiry? 

Make sure you have created a positioning statement about your company, your goals and target audience.  

Create an online persona of your target audience. This simple document will give background to a typical client of yours and provide answers to their challenges.  

Through targeted and relevant content you attract your audience to your website through blogs, optimised website (SEO), social media marketing and Pay Per Click (PPC) ads. It’s worth noting that 89% of online consumers use search engines when making a purchase decision. 

Once a visitor reaches your website, it’s about engaging with your target audience. From the initial landing page with bold calls to action or forms to download ebooks. To close the deal, it’s again about relevant emails and nurturing contacts through a well-managed CRM system.  

Reviews 

Once you have secured a contract with your new client, asking for a testimonial to add to your website or to your Google My Business page can help with gaining further quality leads. With 88% of consumers having read reviews to determine the quality of a local business, it makes sense to add this action into your marketing plan. 

Smart Cow is a digital marketing agency in Croydon. Whether you’re looking for a complete digital marketing strategy or standalone PPC campaign with Google adwords management book a free consultation and we can discuss our marketing services with you.

Digital marketing Croydon resources 

SEO Agency

Improve local SEO by creating local content

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Improving your search rankings by creating local content may sound obvious but you’d be surprised how many businesses relying on local search haven’t optimised their website for such eventuality.

As an SEO company in Croydon, here’s a brief overview of what to consider for improving local SEO by creating relevant and targeted content to help improve local search rankings.

Local search

Firstly, a little background on local search. Four out of five consumers use search to find local information. That’s a lot of potential business and prospects you could be letting miss your sales funnel. When people search Google, Search Engine Optimisation (SEO) or local search is a way for businesses to promote their services to local potential customers and clients.

Search engines look for triggers such as content on a website that is tailored for the area you’re targeting that will showcase local business. Social media pages, external links and a Google My Business page, all help to add to your authenticity of serving a local area and it will help your business appear higher up in the search engines which strive to provide the most relevant results.  

Content marketing strategy

When you create a content marketing plan, make sure you include a continuous focus on content for a local audience.

If you’re an accounting firm, you may want to target new businesses that have just arrived in the area. By creating content that would be relevant to them about the area such as useful resources for businesses to tap into from networking groups to social activities can help with search engines locating your website over others in the prize for better ranking in search results.

Don’t forget to revisit your contact details on your website and any other external site where you may have details such as industry bodies or your social channels. In addition, your Google My Business page is a great source for local information. Make sure you constantly add updates to it.

Discover the benefits of SEO for your business

SEO is a long term digital marketing strategy. If you’re looking to improve your local ranking factor, we can help. We’re a digital marketing agency in Croydon serving businesses across London. If you would like to explore SEO for your website, why not get in touch and we can chat about the ways that we can help improve your results in search to generate high quality leads.

Or please take us up on a free website review as this can also highlight areas that need attention that you can implement yourself.

Local SEO resources

website design and development

Tips to improve website design

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Your website is the centre of your digital world. All digital marketing activity should be focussed on pushing traffic back to your website. Your web design therefore should be attractive to your target audience. The aim is to keep your visitors on your website for longer, providing them with the information you know they want to read about.

Improving your web design can help the user experience of your website and therefore in turn generate more quality leads as visitors sign up for newsletters, download ebooks and request a consultation. All this activity helps you to engage down the line with prospects that are interested to hear from you thus making this a successful inbound marketing strategy.

With this in mind, here’s some top tips to help you with your web design to encourage engagement from quality leads.

White space

Don’t just pack your website with reams information. Be selective, make every word count. Think of how you feel when bombarded with lots of content. It takes the appeal away of staying on the website and browsing further as you try desperately to take on board what it’s saying.

Think of how much calmer you feel when you see space around paragraphs and images. It keeps you focussed. The headings start to stand out along with the calls to action which are enticing you to do something.

Headlines that include keywords

As a website designer and content manager, you’ll often hear us talk about keywords to optimise your website. Your headings on your website are perhaps the most important places for your keywords.

By now you will have created your online buyer persona. In doing so you will know what your target audience is looking for. Therefore, this is the information you need to weave into your headlines. It’s not just about making the design of your headings stand out on the page, it’s also about the content.

If you need help with creating an online buyer persona, read our blog for more information.

Bold calls to action

A good Call to Action (CTA) helps a user navigate a website. Bold and clear actions will entice your visitors to stay on your site longer and ‘take action’.

Read our blog for further top tips for calls to actions.

Add bullet points

Your content should be tailored for your target audience. Provide them with answers to the challenges they’re facing. Make their experience of your website as personal as possible. Ensure your products and services answer their needs.

So why are we including content within web design? What’s key, once again, is making content easy to read. While you need to ensure you have all the vital information showing on the web page, the layout needs to be easy to read. Add bullet points and breakdown lengthy paragraphs. Separate with images to make it attractive. But don’t forget the all-important calls to actions. This is something that a web design agency can help you with at design stage.

Be consistent

Continue your website theme throughout the design of your website. All pages need to be consistent. Similar imagery, same font (size and style), colours and an easy to navigate menu. Visitors will warm to the consistency and it can help keep people on the site for longer as they easily search for what they need.

Web design Croydon

This had been a very quick overview of some of the key things to consider when embarking on a website design or redesign.

If you need help with updates for your website or require a new content managed (CMS) web design such as WordPress websites, then get in touch with us. We’re a WordPress design company in Croydon providing web design for accountants and businesses in the Croydon area and London as well as digital marketing services including Search Engine Optimisation for ongoing website optimisation to improve online presence and visibility in local search.

Once a web design proposal is agreed, we will work on the theme and provide you with a wireframe. This means you can see the look and feel of your new site in advance so that you can make tweaks before it is built.

Website design and development resources

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