inbound marketing, lead generation, organic traffic

Does Inbound Marketing for Prospect Attention Generate Leads and Sales?

Attention Grabbing Posts Will Bring Visitors

Attracting visitors via organic search traffic is a matter of publishing a lot, and publishing stuff people want to read.

One tactic is to publish posts that are “timely” which is another way of saying relates to some current news story. This specific tactic is called “News Jacking”.

Is this form of attention gathering worth much?

This post examines if this tactic is good for your business.

While I’ve done this myself, I’m not convinced it brings in the right visitors.

What is The Value of These Visitors?

When you sell advertising, the quality of the visitor is not critical. Eyeballs are eyeballs and you’re paid per advertising impression one way or another.

When you sell goods and services you need more than “just” visitors. You need conversions. You need to attract visitors who are most likely to buy your products or services.

An example of news jacking would be to tie something one of the Kardashian clan members recently did or said into your post.

There are legitimate reasons why this may work for you, but I think they’re few and far between.

If in the course of whatever news story you’re hoping to ride the coat tails of the target celebrity used something you sell, this can work to your advantage. Maybe they wore an article of clothing from a line you sell, or they used a brand of dog food you sell. In these instances your sales may improve by news jacking the story.

I expect these opportunities are the exceptions and not the rule.

Is “Fewer but Better” Better for Your Business?

I’d like to suggest that “better” prospects are to be preferred over “more” prospects.

The single most important aspect of website conversion is having website visitors who have a genuine interest in your products or services.

1,000 visitors who have a real need are better than 10,000 who don’t.

Do You Understand Who Your “Best” Customers Are?

So it make sense to write for a generic audience, or do you know who your best prospects and customers are?

When you do, should you focus all your attention on them?

Different marketing consultants give different advise and solid case studies on this seem to not exist, so my recommendation is the old 80/20 rule.

At least 80 percent of what you publish should be solid content focused on the persona of your best customers, and no more than 20 percent should include any form of news jacking.

Learn More…

Download the eBook: The 7 Fundamentals of Being Found Online

Related Posts

Growing Website Traffic and Generating Leads Requires Posts That Provi... Publishing Posts That Provide Value If you've heard it once you've heard it 1,000 times. Your blog posts must provide value.But since value is in...
Content marketing tips to get the most out of your campaign As much as Content Marketing is significant to businesses, it can sometime be frustrating.Content marketing can feel time consuming and costly. Bu...
Effective Social Media Marketing is Engagement via Blogging Dan Zarella, a Social Media Scientist at HubSpot, is quoted as saying: The next time you hear a social media myth, question it. Ask for the proof, an...
Inbound Marketing vs Outbound | What, Why, and How Much? How Inbound Marketing Differs That is to say inbound marketing differs from outbound marketing. Understanding inbound marketing is helped by first re...
Local SEO Marketing | The Importance Of Targeted Traffic In the spirit of full disclosure, this is a guest post submitted by Melissa who is the Public Relations Manager at http://webtrafficgeeks.com. Zippe.b...

Leave A Response

* Denotes Required Field