One of the problems that occurs with Inbound Marketing is there is A LOT of mis information out there, and when you’re trying to learn it, how do you know who does and does not know their stuff.
For example, as I write this I’m sitting in a Starbucks in San Francisco waiting to attend an event tonight titled “Dominating Your Industry Through Thought Leadership SEO”.
First, we’ve created the term Thought Leadership to describe people who ideas are believed to be worth listening to.
Second, the title implies there is such a thing as Thought Leadership SEO.
Zippe.biz provides Local SEO Marketing training, consulting, and implementation.
The way things used to work (as in last week), if you were successful in gathering a large audience to your website via SEO, people did want to hear how you did it and you became a Thought Leader even though the term had yet to be invented.
Having said that, I recently stumbled across an article title “5 Inbound Marketing Mistakes I See On A Regular Basis“. The author is Troy Henson.
It is so on target I wish to give it a little SEO juice by writing about it and linking to it.
Let me go through his points one by one.
1. Only Sending Clients to the Home Page
As Inbound Marketing works with Organic Search (at least in my mind) his comment about “make sure your paid advertising…..” will be ignored. His other statement is “make sure your organic [traffic] points to the right landing page…..”.
If you send out Facebook, Twitter, Pinterest, etc types of messages, the same issue applies.
But with organic traffic, how do you “make sure”? By publishing A LOT.
Another website of mine, per Google Webmasters Tools, has 23 posts that are presented for the phrase “bathroom remodel santa clara”. Why? Because over time I’ve published A LOT of posts about remodeling bathrooms and the city name Santa Clara shows up a lot.
2. Ignoring Basic Aesthetics
While technically speaking, aesthetics is not part of people find your site via organic search, it is part of website conversion. If you site is ugly or unprofessional your conversion rate will suffer.
3. Overwhelm Them with Offers
I share his disdain for this practice. I also abhor pop-ups (even though I do believe they work). If you can really solve people’s problems, they’ll take action. Focus on publishing content that addresses the issues of your readers and encourages/suggest they contact you (or take whatever action you want them to take). Find the “Goldilocks zone” where you’re not too aggressive with offers and you’re not too subtle. Although I find it hard to define exactly what this means, you know too much and too little when you see them.
4. Ask for Too Much Information
Here, here! I tell students their Contact Us form should contain 4 or maybe 5 fields at most. The more details you request, the fewer people fill out the form.
5. Muddle the Navigation
Again, here, here! I lump this in with “basic aesthetics”. Most especially make it easy to contact you. You hate it when you want to contact a company and have a hard time finding out. Don’t do this to your website visitors. If you hate it, it’s reasonable to believe others do too.
We can help (in terms of a “call to action” or “offer” how was that?).