Inbound Marketing 101

Inbound marketing is a set of activities that attracts your desired audience to your website and converts some of those website visitors into prospects.

It is conceptually simple. Anyone can do it. What makes it hard is the needed dedication and focus. It doesn’t happen by itself, and it doesn’t happen overnight.

But when you do it properly and stay the course, it works. Your website becomes known for whatever you publish, your organic search traffic grows, and when you implement conversion properly, website visitors become prospects for your business.

The list below is the set of activities you must do to “stay the course”. There is more you can do. This post focuses on the needed foundation.


You’ve heard Content is King. Content is articles, stories, videos, interactive calculators (mortgage calculators, Body Mass Index calculators, etc) and anything else your desired audience will find useful.

You need to blog often and in a format that works for both the people you’re attracting AND the search engine robots.

The most important point is to keep it short and get to your point quickly. I’m sure at some point someone sent you a link to a video that was 50 minutes long. Did you watch it? Me neither.

Some important questions are:’

How Often Should You Blog?

More than once a day. Websites that are updated more than once a day attract many more visitors than a website that are updated daily or less. They also generate many more leads.

Five times a day? If you can, but at least twice.

How Long Should Your Blog Posts Be?

Independent of format (text, video, infographic) someone should be able to scan your blog post in a few seconds to decide if it is of interest to them.

Notice how this post uses section headings. This is why. Most of us don’t actually “read” online per se, we scan. Make your posts scan-able.

If your post is a video, describe the video in a paragraph that can be read in less than a minute, and if possible, keep the video to less than 2 minutes.

Of course, if your video is a how-to for rebuilding a toilet, yoga stretches for back pain, how to make hummus from scratch, or some such, you need more than two minutes, but that’s OK. The information you’re offering is sufficiently specialized that people who want it will watch it all.


SEO is the technical aspects of making your website and your web posts easy to find and easy to crawl. SEO is foundational to Inbound Marketing. Without good SEO, your other activities won’t matter.

If the search engine robots don’t find your posts, they can’t bring you visitors.

Within WordPress SEO is two things:

Website Configurations and Plugins

Your website title, tagline, categories, etc, etc all matter.

You need a plugin that builds and submits what is called your sitemap.xml file every time your website is updated.

You need a good SEO plugin that makes it easy to set the SEO metadata for each page and post is also necessary.

SEO Settings for Pages and Posts

For every page and post, you need to set the SEO metadata, which is done within the SEO plugin.


Often you’ll see “Social Media” on the list of necessary activities. I prefer to name this by it’s more generic name.

From an SEO perspective, there are 3 things that matter in terms of sharing.

  1. You need people to link to your posts.
  2. You need people to comment upon your posts.
  3. You need people to share your posts via social media.

This is a critical piece of the puzzle.

One of the most interesting and frustrating aspects of Inbound Marketing is in order to be found you have to have been found already.

The best way to do this is to form or join a community of people who commit to helping each other by sharing with each other.

This will greatly kick start your efforts and get your website ranking up must faster.

The importance of this sharing cannot be overstated.

You also need to learn about link building.

SEO Needs Link Building

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