A Kick-Ass Guide to Creating the Ultimate Inbound Marketing Strategy

A KICK-ASS GUIDE
TO CREATING
THE ULTIMATE
INBOUND MARKETING STRATEGY
EDITION 1

CHAPTER 7 | REPUTATION MANAGEMENT
CHAPTER 9 | CONTENT MARKETING
CHAPTER 10 | MOBILE MARKETING PAGES 25-26
TABLE OF CONTENTS
BRANDIGNITY.COM
E-BOOK
CHAPTER 3 | OFFSITE SEARCH ENGINE OPTIMIZATION
CHAPTER 4 | LOCAL SEO & ADVERTISING
CHAPTER 5 | SOCIAL MEDIA MARKETING
CHAPTER 6 | PAY PER CLICK ADVERTISING
CHAPTER 2 | ONSITE SEARCH ENGINE OPTIMIZATION
CHAPTER 1 | WEBSITE & BRANDING
PAGES 8-9
PAGES 10-12
PAGES 13-15
PAGES 16-18
PAGES 19-20
PAGES 5-7
PAGES 21-22
PAGES 3 - 4
PAGES 23-24
CHAPTER 8 | EMAIL MARKETING

WEBSITE DESIGN & BRANDING
A Kick-Ass Guide to Creating the Ultimate Inbound Marketing Strategy
3 // 27
CHAPTER 1

4 // 27
“NOT HAVING PROPER WEBSITE DESIGN CAN BE THE
MAKE OR BREAK OF YOUR ONLINE SUCCESS.”
Your website is the primary way people will get
interested in your brand. You can be funny or
formal, interactive or informative, but there are
certain essentials you need to have in a good
website.
Follow the tips below to make sure your site is
as well-designed as possible.
Up-to-Date Design
What do you think of when you see a website
with nothing but plain text or a site that has a lot
of animated GIFs? You probably think that the
designer hasn’t entered the 21st century yet, and
thus take the brand as a whole a lot less seriously.
Keep these principles in mind:
• Don’t turn your customers off by having an
outdated website. That means no excessive
use of animated GIFs or other poor
graphical choices.
• Keep things clean and easy to read. Check
color and font size.
• Use navigation bars to allow mobile users
easy access to your site.
• Make your site as clean, modern, and
responsive as possible.
Good, Solid Branding
From Amazon.com to Microsoft to McDonald’s,
the most successful companies have consistent
branding throughout the site. You should make
sure your logo is prominent on each page within
your site. Ideally, displaying the logo in a header or
on a navigation bar is the best way to go. Keep your
color themes and visuals consistent with
your logo in order to create brand synergy.
Everything about your website should scream
your brand’s name. Including all external
marketing.
Conversion Aspects
Once somebody has visited your website, how do
you keep in contact with them? Your homepage
should include at least one way to convert a
one-time visitor into a regular customer. One
potential conversion aspect to explore is a lead
form, which is a way that people can use your
services in exchange for their name, address,
and other important contact info. Putting up
an option to join an email list is another great
choice, since it helps your customers by letting
them know when you have new updates while
also making sure that you have a broader reach
with your promotions.
Separate Services Sections
Your homepage shouldn’t be very text-heavy. If
you have a number of different services to offer,
you should make sure that each service has
its own separate page. This will not only help
avoid information overload from customers
visiting your site, but it will also improve your
overall traffic. Search engines like Google will
rank you higher if you have a number of useful,
informative sections rather than just clumping
everything together on one page.
Keep Code Clean
While the coding behind a website isn’t
something the average customer sees, it can
influence your search engine standings. Keeping
your coding clear and easy to understand is great
in case you have a change in staff and somebody
else takes over the website. Garbled code or
sites with a lot of junk code that doesn’t appear
on the site often get flagged as potential spam
pages in Google and other major search engines.
The clearer and more concise you are, the better.
This goes for text your customers can see as well
as code which they can’t see.
These are the basic guidelines you should follow
when developing or editing your brand’s website.
These tips will ensure a better search ranking,
more traffic, and a better conversion rate.

ONSITE SEARCH ENGINE OPTIMIZATION (SEO)
5 // 27
CHAPTER 2

6 // 27
“ONSITE SEO IS THE FOUNDATION TO EVERYTHING
YOU DO MOVING FORWARD.”
Search engine optimization, or SEO for short,
has changed a lot in recent years but remains an
important part of marketing your brand online.
If you hope to rank high on the major search
engines, you need to tune up your site’s SEO
using the following guidelines.
Keyword Research
The most important part of SEO is knowing
what keywords to use. Your keywords should be
something that is relevant to the content you are
posting and that people are likely to type in a
search for. Keywords don’t have to be limited to
just one word, either – a two- or three-word phrase
can work just as well if it is a common search term.
Many search engines provide statistics as to which
keywords are most popular. Among those, the most
commonly used tool is Google’s Keyword Planner,
which is focused specifically on the world’s most
popular search engine.
Inserting Metadata
When people find a search result leading to
your page, the default description will usually
be a random selection of text pulled from your
website. It’s important to make these custom.
You can get better control of the way your
site appears to interested searchers by using
a custom written metadata (or meta tag)
description. This is a simple HTML tag that you
put in as part of the header on any given page.
By making the metadata description concise,
accurate, and engaging, you will attract more
casual searchers to your website. It also helps
with SEO if you use keyword rich descriptions
but don’t abuse it. Write for humans first, search
engines second.

7 // 27
“ONSITE SEO IS THE FOUNDATION TO EVERYTHING
YOU DO MOVING FORWARD.”
Structuring your URLs
Your site’s URL addresses don’t matter to
anybody but the computers, right? Wrong. While
search engines and bookmarks are the most
common way that people access a website, many
people still use URLs to navigate. Keeping your
URLs short and easy to remember will help users
find specific sections of your site easily. Search
engines also tend to rank sites without a lot of
subdirectories in the URLs higher. When you
have multiple words in your URL subheading, make
sure to separate them by hyphens instead
of underscores, as some search engines filter
out underscore-heavy URLs and give them a
lower ranking.
Generate Good Content
While there are all sorts of SEO tricks you can
use to boost your search rankings, absolutely
nothing beats high-quality content. You should
make sure that everything you produce on your
site is relevant to your brand, engaging to the
user, and updated regularly. Avoid redundancy
whenever possible and listen to feedback carefully.
New search algorithms have been ruthless about
dropping rankings for low-content sites, so
putting up the best quality possible is the best
way to survive in the modern SEO environment.
Optimize your Images
The average user waits a grand total of three
seconds for a website to load. If the site hasn’t fully
loaded in those three seconds, the user gives up
and goes elsewhere. Optimize your site through
these notions:
• Reduce the file size of any images you post to your
site to speed up loading times.
• Give your images a descriptive name and include
an alt-text tag, as search engines look for both
these items during image searches.
• Name your file in a clear and distinct manner
so the image can be found in search engines.
Generate a Sitemap
A sitemap is a piece of HTML or XML code
that gives search engines a full layout of your
website. Generating a sitemap gives search
engines a way of determining the key focus of
your website and including it in related searches,
even if those searches don’t use your preferred
keywords. XML is the most common sitemap
format, although both work quite well. HTML,
however, is probably best used for text-heavy
sites only rather than Flash or media-
heavy websites.
Your onsite SEO determines the way in which you
present yourself to the rest of the world. Think of
it as a job interview for your website – the better
the presentation, the more likely people are to
take your website seriously.

OFFSITE SEARCH ENGINE OPTIMIZATION (SEO)
8 // 27
CHAPTER 3

9 // 27
“YOUR LINKS TELL A LOT ABOUT YOUR AUTHORITY. THE
BETTER THE LINKS THE BETTER YOUR SEO.”
Your web traffic isn’t determined by what’s on your
site alone. You should also be aware of how your
website interacts with other similar sites. This is
called external SEO and it is an area of focus for
Google and other search engine
leaders. The better you manage your external SEO,
the more successful your site will be.
Safe Linking
Have you ever fallen in with a bad crowd? Just
being around certain people marks you as a
potential troublemaker. On the Internet, search
engines view your site by the “crowd” it is in, which
in this case is determined by links to and from the
website. Avoid creating link directories, as these
often get marked as spam. Also make sure not
to link to low-content sites. If such sites link to
your website, do what you can to get those links
removed. The links to and from your website are
often seen as a direct representation of the type of
content you have on the site.
Business and Niche Profiles
The Yellow Pages is a thing of the past for most
businesses, but there are still lots of directories
you can take advantage of in order to promote your
brand. The size of your industry and your
target customer base should determine whether
you go for a national directory, which has more
listings and a broader reach, or regional directories,
which has fewer listings and a more targeted
audience. If you have the resources and the
desire, you can also target both national and
regional directories to get the best of both worlds.
Content Marketing Techniques
Content marketing can be used for external SEO in
addition to onsite SEO. Connect with other
similar sites and brands that will cooperate with
you and set up a content sharing program. This can
include the following:
• Adding the occasional guest blogger or expert
from another website.
• Issue targeted PR releases at sites that have the
audience you want to reach.
• Use eBooks and white paper to prove users
with content they can take from your site and
can share as they see fit.
Video Marketing
Using sites such as YouTube, DailyMotion, or
Vimeo to host ads or video content about your
brand can help you reach a whole new audience.
You can also get a leg up on the competition with
shorter videos through services like Vine. Make
sure you use strong content in the description of
these videos and include keywords if applicable.
You should see a video description as a sort of
mini-site that tells people about your brand.
Building External Relationships
In almost all industries, it’s not what you know
but rather who you know. You should make sure
to touch base with bloggers and journalists
connected to your industry so you can build a
positive relationship with them. You should also
make sure you generate excellent word of mouth
through strong social media offerings and a
comprehensive link profile. The more people
know about you, the more they will trust you.
By managing your external SEO as thoroughly
as you handle your onsite SEO, you will have a
remarkable advantage over your competition.
SEO is all about how you present yourself, and
following these tips will place your brand in the
best possible light.

LOCAL SEO & ADVERTISING
10 // 27
CHAPTER 4

11 // 27
“YOU CAN BUILD NEW FOOT TRAFFIC TO YOUR
BUSINESS BY BEING EXTRA VISIBLE ONLINE.”
Do you have a physical storefront or the type of
business where local customers are extremely
important? If so, you need to focus at least some
of your web marketing on local SEO to make sure
you bring them in. Some suggestions on how to go
about this include the following.
Google, Bing, and Yahoo!
The three biggest search engines on the web –
Google, Bing, and Yahoo! – all have local business
directories you can tap into. Additionally, new
search algorithms are placing more emphasis on
location so people in Boston, for example, can
find plastic surgeon services in their area even
if they just type “chiropractor” into the search
field. Google Maps allow you to go even further,
providing specific directions to your business
and even a street view that allows people to
immediately recognize your storefront, even if
they’ve never been there.
*Encourage your audience to leave positive
reviews on your Google local listing. It helps
with rankings.

12 // 27
“YOUR LINKS TELL A LOT ABOUT YOUR AUTHORITY. THE
BETTER THE LINKS THE BETTER YOUR SEO.”
Foursquare
Foursquare is an app for mobile devices that can
help you drive foot traffic to your location. Users
of this app check in at certain participating
businesses and receive a number of points,
badges, or another reward. They can then travel
to the next location in their area. If you join
Foursquare, you are increasing the odds that
somebody will step into your storefront, even
if only briefly.
Groupon
If you have coupons or deals you can offer as a
promotion, Groupon is a great option for you. The
biggest benefit to this system is that if too few
people sign up for the offer, nobody gets it. That
means you can determine what level of discount
is profitable for you but still have protection if it
doesn’t reach the right number of people. There is
no upfront participation cost, so you can easily take
advantage of this opportunity if it makes sense for
your business.
Online Coupons
If you prefer a more traditional coupon strategy,
there are still a number of online venues that can
work for you. You can place special discounts up
on sites like Coupons.com or CouponClipper.com,
both of which have a Local Offers section. You can
also look outside traditional coupon sites, offering
online coupons through local news sites or even on
such venues as Craigslist.org
Google AdWords
One of the most popular ways of marketing a
brand these days is Google AdWords. These ads
appear right alongside search results and can be
embedded into certain content. The two big
advantages that AdWords has over similar
services are the robust analytics options and the
high level of customization. Through simple IP
exclusion and placement targeting, you can make
sure your ads get focused on a local area without
paying a high cost.
Implementing a Strategy
Some of the options listed above require more
than an automatic signup. You will get more out
of Foursquare, for example, if you have a strategy
in place before you sign up. This may mean
allying with other local businesses to make sure
that there is a clear path that leads Foursquare
users to your front door. You should also
implement a content strategy along with any
of these moves, emphasizing information that
will attract a local audience and calling out
your deals wherever possible.
Even if you have an online store or rely on
clientele from around the world, having a strong
local base is good for most businesses. When
you establish that, it makes everything else in
marketing much easier.
Local SEO & Keywords
You can’t rank a website if you don’t have
keywords on your website. We’re not talking
about just jamming them in here and there but
rather strategic placement of targeted keywords
in page meta data, content, image alt tags and
other areas. You want to make sure you are using
your geographical location in your title tags and
meta tag descriptions. Include your business
address in your footer and your contact us page
because it gives Google more meat to bite into.
Just having a website is not enough. You need to
implement various on page and off page SEO to
get your local business ranking correctly.
*Remember, Google is a reader so if it can
read it, it can’t rank it.

SOCIAL MEDIA MARKETING
13 // 27
CHAPTER 5

14 // 27
“SOCIAL MEDIA IS ALL ABOUT SHARING AND
ENGAGING. GET YOUR AUDIENCE TO RECIPROCATE AN
ACTION.”
Social media isn’t the wave of the future – it’s the
wave of the present. Even now, you probably have
multiple ways to access at least one social media
network, be it through your computer, phone, or
tablet. Social media is also a powerful marketing
tool, especially if you follow this advice.
Share Content Frequently
Any major updates to your website, such as a
section redesign, new feature, or new blog entry,
should be added to your social media channels.
Some of the most clickable social media
posts include:
• How-to guides
• Press releases
• General interest blog topics
• Company information
• Like minded content
Make sure that you not only include something to
entice people to click on your link but also include
an image of some sort, since the image will draw
more attention than plain text will.
Important Social Platforms
There are a lot of social platforms out there. Here
are some of the more important ones you should
focus on.
Facebook - This one is pretty obvious. I don’t care
if you “don’t like Facebook”. You need to be there if
nowhere else.
Twitter - Sure it might seem silly but it’s an
important place for website traffic. Follow like
minded accounts and retweet often. Eventually you
will see traction.
LinkedIn - A massive platform you should be active
on. It’s about letting your peers see that you are
serious.
Pinterest - Not just for recipes anymore.
Google+ - When Google has a social platform you
should use it.
Make Frequent Status Updates
New content isn’t the only thing you need to
share on your social media channels. You
should also make frequent status updates on
all your networks. These updates could include
something about your brand or they could be
general interest topics that tap into whatever is
trending at the time. The idea behind a status
update is to show the personality behind the
business so customers can form a personal
connection with you.
Engage Followers
Follower engagement is one aspect of social
media that a lot of businesses drop the ball on.
Creating contests and quizzes, regardless of the
prize offered, is a great way to generate interest
in your brand. Using Instagram and other photo-
sharing services for a contest is also helpful in
this regard, as you can get some very artistic and
interesting uses of your brand that go out to
thousands of different potential customers.
Here are some ideas for engaging followers:
1. Caption contest
2. Ask questions
3. Put out a survey
4. Post controversial content

15 // 27
Social Advertising
Never underestimate the power of ads on social
media sites. You can take out advertising space on
Facebook, Twitter, LinkedIn, and other sites in a
targeted way that gives you control over what age
groups, regions, and other key demographics see
the ad. This is a great way to generate more
followers, which in turn increases your brand’s
overall reach. Every new follower has several dozen
friends who are also potential
new customers.
Remarketing
Some visitors might show interest in a social
media post but not visit your site. Maybe they’re
multitasking or maybe they want to check it out
later. Remarketing makes sure that these
potential customers get a gentle reminder through
the form of another ad in the future. AdRoll is the
most popular remarketing site out there, but there
are numerous alternatives as well. This is a good
non-intrusive way of making sure that potentially
interested parties remain aware of your brand in
the future.
Social media is a goldmine for a clever
advertiser. Many companies these days even
employ individuals whose main purpose is to
maintain various social media networks and
keep people engaged. While you don’t have to go
that far, following these tips
will give you the chance to turn your social media
pages into major hubs of activity and get many
new customers in the process.
A few additional resources:
• http://www.brandignity.com/2014/01/a-guide-
in-optimizing-your-social-media-accounts-to-
get-traffic/
• http://www.brandignity.com/2014/01/3-
tips-on-how-to-monetize-your-social-media-
following/

PAY PER CLICK ADVERTISING
16 // 27
CHAPTER 6

17 // 27
“PAY PER CLICK ADVERTISING CAN GIVE YOU INSTANT
VISIBILITY RIGHT NEXT TO THE BIGGEST PLAYERS IN
YOUR INDUSTRY.”
One of the oldest forms on online advertising,
Pay Per Click or PPC for short offers a simple cost-
to-effect ratio where a user displaying your ad is
paid a small amount each time a visitor clicks on
the ad. One of the biggest benefits of PPC ads is
that it allows you to recruit website owners and
many other independent parties to
do your advertising for you. No matter how
widespread your ad becomes, you only pay when
it successfully draws people to click on it.
Google AdWords and Bing Ads
When you enter any search term, you are almost
certain to see some ads on the screen before you
see the results. On Google and Bing, these ads
show up either at the top of the page or to the
right of the search results. Both of these search
engine giants use an ad system that allows you
to customize your audience and tailor your own
specific meta description. Make sure you use all

18 // 27
the SEO principles discussed earlier when
designing these ads in order to get the most
benefit out
of them.
Social Media PPC
Most of the major social media networks,
including Facebook, Twitter, and LinkedIn
offer PPC advertising that you can take
advantage of. This approach works best if
you want to target the Generation Y group
that grew up in the 1980s, as they are the
primary users of these sites. Social media
PPC allows you to combine words and
images in an attractive package and can be
modified so that only specific users or
groups of users are able to access the ad.
Landing Page Optimization
Once you have traffic starting to trickle in
thanks to PPC ads, you should examine
the landing page that people are reaching
and make sure it is properly optimized
to maximize your conversion rate. This
involves making sure that you have a
lot of related content and sales connected
to the selling point that brought the
customer to your page in the first place. For
example, if you sell digital cameras, make
sure you also have accessories available
from your landing page so customers who
have already bought a camera can still
outfit their purchase with something
you are selling.
Ad Copywriting
Good copywriting needs to be present
in any PPC ad. Ad copywriting should
take advantage of your brand’s specific
strengths, but also of your competition’s
weaknesses. You shouldn’t refer to a
competitor by brand name, but if the brand
is popular enough you can easily bring
up flaws that others have experienced
and then emphasize how your product
addresses them. PPC is just like any other
advertising – good copywriting and effective
content is extremely important.
In the end, PPC is something you should
approach like any other sort of marketing, but
you should make sure to recognize the specific
perks of PPC. You can customize these ads in
ways that you can’t customize others, and the
ability to specifically target search engines and
social media networks gives you the ability to
target key demographics with ease.
• http://www.brandignity.com/2014/01/a-guide-
in-optimizing-your-social-media-accounts-to-
get-traffic/
ways-to-find-new-keywords-and-expand-your-
adwords-presence/
• http://www.brandignity.com/2013/11/how-to-
get-creative-with-your-ppc-campaigns/

REPUTATION MANAGEMENT
19 // 27
CHAPTER 7

20 // 27
“CREATE A BUFFER BETWEEN YOU AND ANY
NEGATIVE MATERIAL THAT MIGHT REAR ITS UGLY
HEAD.”
The classic song goes, “I don’t care about
my bad reputation,” but that doesn’t apply
to businesses at all. Your brand is built on
your reputation. Negative press or bad word
of mouth can destroy you even before you
properly establish your
business. The problem with bad press is
that almost everybody who is moderately
successful receives it at some point. When
your reputation is on the line, what do you
do to defend your brand
The Proactive Approach
One option when it comes to reputation
management is to be proactive and make
sure you stop bad press before it even
starts. This requires a lot of effort in terms
of identifying potential sources that could
harm your reputation and squashing them
before they start. You might need to make
alterations within your own company
in order to respond to issues brought
up before they reach wide circulation.
Alternately, you can have your PR team
focus on keeping your brand in a positive
light, emphasizing ways it helps others and
any philanthropy your company might do.
You shouldn’t go on the attack and tear
down other brands too much, as this may
lead people to perceive you as a bully.
The Reactive Approach
For those companies that have less time
or resources to invest in proactive PR, the
reactive approach can often work as long
as you stay vigilant. If you are going to be
reactive, you need to make sure you are
wired into the news as much as possible.
Follow every newsfeed that might connect
to you so you know exactly what others
are saying about your company. When
a PR disaster does rear its ugly head,
its time to go into overdrive and make
sure the problem is addressed as quickly
and effectively as possible. The reactive
approach is easier on company resources
but still requires a team of people who are
very skilled when it comes to communication so
they can put metaphorical fires out fast.
Using Active Content
Whether you choose to be proactive or reactive
about your reputation management, your
greatest tool is making sure you have lots of high-
quality active content that promotes a positive
image of your company. Some active content you
can includes:
• Let your customers get to know your employees
as people. Doing so gains you valuable empathy
and allows you to get the benefit of the doubt
from your customers when something bad
happens.
• Generate active reputation content through
press releases that highlight the ways you are
helping your community and providing valuable
services to the public.
• Include employee profiles with pictures to show
your customers what kind of people work there.
The key to reputation management is to combat
it with preparation and content. The more you
reinforce the notion that you are a valuable asset
to your
community and the more you emphasize the
personalities of your employees, the better
a chance you will have of people giving you a
moment to explain any lapses or problems that
might come up.
Additional resource:
• http://www.brandignity.com/internet-
marketing-services/online-brand-reputation-
management

EMAIL MARKETING
21 // 27
CHAPTER 8

22 // 27
“AN OLDIE BUT A GOODIE. EMAIL IS STILL ONE
OF THE MOST POWERFUL FORMS OF MARKETING
WHEN DONE RIGHT.”
What is the most effective form of online
marketing in the world? You might say SEO or
social media, but while those are important,
email marketing has been the best way to get
conversions for years. Not only is email
marketing effective, but its dominance in terms
of conversions is unlikely to change in the next
few years. Because of this, you need to make
sure to have a strong email marketing strategy.
The tips below will help you get started.
Gathering Email Contacts
Nobody likes to get unsolicited emails, so you
will need to make sure that you build your email
list from a group of people that specifically want
to hear from you. The best way to accomplish
this is to have a signup section for your email
lists. This can be as simple as a box on your
landing page that allows interested parties to
put in their email addresses. Of course, it doesn’t
hurt to provide incentives to get people to sign
up. Offering coupons, special deals, and other
incentives is a good way of making sure that
people seriously consider signing up for your
emails. Let customers know what sort of benefits
your emails offer and you will be very surprised
at the positive response you receive.
What to Include in your Emails
Once you’ve built your email list, what do you
offer? In addition to coupons, company news,
and the occasional employee profile, you can
repurpose certain parts of your website to make
sure your employees get the featured content
you want everybody to see. This can include blog
entries or even top stories that can be found on
your homepage.
Yes, this might mean that your customers will
be less inclined to check certain parts of your
website if they can expect all the relevant
content on a regular basis, but you should
remember the conversion power of an email
list. If you provide relevant links alongside your
content, your customers are likely to click and
return to your website.
Promote your Content via
Email
As a way to provide additional incentive
for people to sign up for your email list,
you should provide special content to
those who have joined the group. This
can include previews of upcoming
information on your website, which
gives your most dedicated customers a
sort of sneak preview. It can also include
special content that people who aren’t
on the list can’t access. If you make
this content multimedia, such as an
exclusive video or podcast, it becomes
even more desirable. This is a good way
of turning your email list into something
exclusive that people always want to
become a part of.
Your email marketing can take many
different forms. No matter how you use
the list, however, it always represents
one of the best ways to turn casual
readers of your website into regular
visitors and then into customers. Even
in a world of social media and mobile-
friendly websites, email still makes the
world go ‘round and is an extremely
valuable marketing tool.
• http://www.brandignity.
com/2014/01/8-email-marketing-
resolutions-for-2014/

CONTENT MARKETING
23 // 27
CHAPTER 9

24 // 27
“CONTENT MARKETING HAS PROVEN TO BE ONE
OF THE MOST IMPORTANT INGREDIENTS IN ONLINE
MARKETING.”
It is well established that content is king,
especially with modern search algorithms
such as Google Hummingbird. But how do
you go about creating good, consistent
content? Follow the advice below and you
will surprise yourself.
Blog Writing
Blogs are incredibly popular in this day and
age because they land in that sweet spot
between informative content and personal
interest. If you don’t currently have a blog
section on your site, you definitely need
to add one right away. Ideally, you should
update your blog on a weekly basis at least
– preferably more. Once you have the blog
set up, consider bringing in the occasional
guest blogger for cross-promotion
purposes and to provide something new
and interesting for readers.
Press Releases
Press releases are a good way of keeping
your readers up to date on the latest
development within your business, but they
don’t have to be limited to your website
alone. When you develop press releases,
make sure you distribute them to industry
news sites so you can maximize your
exposure to readers. Press releases are
usually best when kept short and concise,
with a maximum length usually not
exceeding 1,000 words unless you have
some extremely big news to share.
Articles
The meat of most websites is the article
content you provide. Your articles can cover
a variety of different topics as long as they
remain relevant to your brand. The ideal
word count for these articles is usually
between 300 and 800 words, which
allows them to be informative without
going on too long. You should also make
sure your articles remain as timeless as
possible, since they will be on your site for the
long term.
Videos and Images
We live in a visual society. People don’t mind
doing some reading, but they tend get much
more engaged when they have something to
look at. Videos are a good way of managing this,
especially considering that major streaming sites
like YouTube and Vimeo are constantly upgrading
their terms of use to make life easier for content
producers. If you want something visual without
getting on film, an infographic might be the way
to go. Infographics combine visuals with dense
information, giving you a great chance to educate
and inform. They are also easy to share and can
often go viral if you make them visually
appealing enough.
Downloadable Publications
Some content works best when people can
download it and take it with them on an e-reader
or smartphone. eBooks and white papers are
both good ways to provide quality content that
can be shared and distributed in a number of
ways.
• eBooks are essentially regular books but in
electronic format. However, you should note that
they can be as long or as short as you want – a
10-page eBook can have the same impact as a
300-page manual.
• White papers are usually how-to guides but
sometimes contain other information. Both
of these are usually downloadable and can be
distributed off-site, so make sure your brand is
prominently displayed so people know where
they came from.
Everything currently done by every prominent
search engine out there is geared toward making
content marketing more important. If you can
follow these suggestions and build up solid
content now, you will be further and further
ahead of the game.

MOBILE MARKETING
25 // 27
CHAPTER 10

26 // 27
“MORE CUSTOMERS ARE ACCESSING
INFO ON THE GO. DON’T FORGET ABOUT
A MOBILE STRATEGY.”
The percentage of users who access sales
websites via smartphones or tablets
exceeded 50% in 2013. This number is
continuing to climb rapidly with no end in
sight. Because of this, no marketing plan is
complete unless it accounts for the mobile
world. You can provide the same content
to mobile users, but you need to make sure
you customize the look of your website so
it can easily be accessed from a phone or
tablet.
Is your Site Mobile Friendly?
The first starting point in optimizing your
website for the mobile web is as simple
as seeing how it looks when viewed from
mobile devices. Make sure you test your
site on both tablets and smartphones
so you can see what the different screen
resolutions do to your website. If you have
access to multiple devices, you should
check your site on those. For example,
although an iPhone and an Android Phone
usually see a website in the same way, they
sometimes differ. The more thoroughly you
test your site, the more confident you can
be that it looks great on any device. If you
detect issues such as not all of the content
showing up appropriately, make sure you
make the necessary changes as soon as
possible.
App Development
It’s very easy to develop apps for both the
Apple iStore and Android platforms. If you
can think of anything that can make your
customers’ lives easier, you should work
to develop that into a downloadable app.
If you’re having trouble trying to figure
out exactly what you should develop, you
should consider looking at what others in
your field are developing. Don’t steal those
ideas, but do make sure you’re receptive
as to what those innovations do and how
you might be able to improve upon them.
It’s usually best to offer new apps for free,
but if your development costs run higher than
you expect, you can consider putting a price tag
on it that can help your budget while also being
affordable.
Mobile Promotions
Mobile devices are rife with promotion
possibilities. You can:
•Provide downloadable coupons which provide a
discount either on your website or in a brick and
mortar store.
• Host “hot spot” events where people who
gather at a certain point get to download a
special prize or discount associated with your
brand.
• Offer content that only activates if it is shared
successfully with a certain number of people.
The biggest benefit to mobile promotions is that
there is a lot of support from third parties, be it
a major name like Foursquare or a smaller
independent party. Find the promotion that fits
your business best and go to it. The response
you receive will almost certainly be impressive.
If your site isn’t mobile-ready, you are putting
yourself at great risk of falling behind your
competitors. If you’ve read any recent analytics
reports, you’ve almost certainly noticed a steady
increase in mobile traffic, so now is the time to
make sure you are ready to meet the needs of
those potential customers.
• http://www.brandignity.com/2014/01/how-to-
capture-offline-business-with-mobile-payment-
options/
effective-easy-mobile-seo-tactics-for-better-
result/

CONTACT
Address
Brandignity
PO Box 8036
Naples, FL 34101
United States
Phone & Fax
Free Toll: 866-250-4541
Direct: 617-959-3144
Fax: Nope
Online
Email: mfita@brandignity.com
Website: www.brandignity.com
If you have any questions regarding what you read or you would like to learn a bit more about our services
please don’t hesitate to contact us below. Thanks again!
THANK YOU FOR
READING!

A Kick-Ass Guide to Creating the Ultimate Inbound Marketing Strategy

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (11)

Último

Último (20)

A Kick-Ass Guide to Creating the Ultimate Inbound Marketing Strategy