The idea of inbound marketing was put forward in 2005, but it has become clearer to understand these days. At the time there was no need for a well planned web page. More precisely, in those days the fundamental thing was simply having a web page at all. My own first web page falls around 2003, so I remember very well that in Turkey there were no more than 7 or 8 people who could talk about SEO.
From those days to these there have been serious changes in the idea of SEO. We can say that the workload of an SEO consultant has grown a good deal too. Because good SEO only comes about when every input is calculated. Managing the whole process asks for an incredible grasp of logic and statistics. It would not be hard to say that knowing the human being is still the most important quality of an SEO consultant. Understanding the psychology of the person moving around the web feels like getting halfway through SEO. We can comfortably say Google built its own system on that same logic.
This will be a good long piece, and our main point in it is what a company owner who wants SEO work for their own firm will meet, and which processes they will leave to the SEO consultant (true for Türk Sem) to manage. We will also look at what they will expect from us, inside inbound marketing.
I want to say that we at Türk Sem are an SEO firm that takes the inbound marketing system as its founding principle. In short, we do not come into the matter afterwards and watch from outside. We will follow a marketing strategy by taking hold of the work from the foundation. Let us go through our inbound marketing strategy as separate points.
1 – ) Take Inspiration, Know the Sector, Build Your Story
A correctly built web page should be for the human being first. The search engines are the part that comes after. We do of course look at the site for both of them. But if one is going to matter more than the other, it will certainly be the visitors to the site. Work that brings nothing new to the sector, that makes no contribution to humanity, unfortunately does not look very successful for long. We can say the founding principle rests on “whatever we do, let us try to do the best of it”. Here again, as inbound marketing, it holds matters too important to be left to the SEO consultant alone.
In the story building part, which is fundamental to inbound marketing, taking everybody's view is the basic requirement. On this front we build surveys with our “test” team, on subjects such as how the site is used, the shopping stages (if there are any) and the content section people like, and we trust the common mind.
2 – ) A Strong Web Page, a Strong Foundation
The part that comes into play after the project is finished is the foundation of the web page. Because this part is our visible side, it carries serious weight. If your brand is a well known one nationwide, the visible interface on your site may look as though it matters less than it would for a new brand. But the truth of the matter is not what people think. For people to become your brand fanatics, you need to trust the strength of your web page. As a process, while the interface of your web page affects the person, it should be useful and it should bring simplicity to the front. A strong foundation, meanwhile, is measured by speed and by constant service.
3 – ) Text, Image, Video: Three Magnificent Kings
99% of internet content is built on these 3. We too have to use these 3 well. Otherwise the web development process we are following goes through a flat stretch. This stage is one of the most important inside inbound marketing. Because it is both the part where people start to know your brand and the part where they start to share content about your web page “on social media or on their own web pages”.
Building articles decorated with video and photographs matters a great deal, as does sharing content in your sector that nobody has touched yet. We take on the planning of this process so that people come to know your brand, or become your brand fanatics. Have no doubt that every piece of content we add to the knowledge library of the internet will give us feedback.
In the process of drawing new visitors, it matters a great deal for this process that the target audience is made up of people researching within the services of our own brand. If you sell “vacations” on your web page, meaning you take hotel bookings, then somebody who wants to watch a film on the internet visiting your site is wrong for the SEO consultant. That person will leave as they arrived, will get nothing out of it, or will live through an unpleasant “first meeting” with your brand. That is why the content to be shared for the visitor who is coming carries serious weight for our inbound steps.
4 – ) Marketing the Product to the Visitor Who Arrives
In inbound marketing we make things a little easier with the help of HubSpot tools. But this process is the most important and the hardest stage among all the parameters. Once we have brought the audience closest to becoming your customer to our web page, we can enter the marketing process. First of all, showing the relevant products in the relevant content carries serious weight. For instance, if we have built a “wedding anniversary reminder” application on the web page belonging to your travel agency, and we have recorded people's honeymoon dates, and we have said the reminder will come 1 week beforehand, then in a small box somewhere visible in exactly the right place we should include a line such as “Editor's choice” or “the most desirable hotel for your wedding anniversary”.
In short, the relevant product information box should sit inside the relevant content.
Of course, in the period after they close the site, we do not let go of the visitor who is closest to becoming our customer. We have to support the process with our advertising programs. SEO on its own, or advertising on its own, is not enough. Both have to be used in their most suitable form. We must not let ourselves be forgotten, integrated with advertising platforms such as Google Merchant, Adwords and Facebook ads. It is also necessary to make offers specific to the person by telephone or by mail, 1 month before the anniversary and with 2 hotel alternatives, rather than staying on the web alone.
But at this part of inbound marketing our priority is the minute they first arrive at the site. Being able to provide the materials that keep the connection from breaking inside that minute matters. And of course the system has to be built for a sale on that first visit.
5 – ) The Road to Brand Fanaticism
Drawing a new visitor to the page and making a product sale is far harder than selling to an existing customer. That much is already known. So the right choices in the web interface, and the right build in the web foundation, both carry serious weight. More importantly, even “customer service” has an important effect on the process of the person coming back to the site and shopping again. The higher the rate at which site visitors come back, the more that contributes seriously to SEO as well. It will be clearer if we explain it like this: a customer who comes to the page and buys a keyboard contributes to SEO differently from another customer who visits your web page every day over a month of research. If a visitor keeps visiting the site, that points to content worth using. And that sets an important parameter running in the Google algorithm and makes it easier to come up in the front positions in search.
In short, we need to draw the customer back to our page and get them to take other services, or the same service they need again.
6 – ) Figures, Reports, Assessment and Measurement
How many of the visitors who arrived took an action, and how many of those turned into a sale, should be examined carefully. It matters both for the next stage of advertising spend and for new content. Your company's product or service being bought sits at the very center, at the heart, of inbound marketing. In other words, people bringing plenty of visits to your site, or following the SEO rules to the letter, is not more important than the rate of purchases made through your web page. The fundamental thing is that an action is taken, and the effort goes into that.
In Summary
Why Is Outbound Marketing Finished?
Companies have understood that they struggle to compete with the classic marketing strategy. In the United States a move to inbound marketing has been seen at over 50%. Saying those serious figures apply in Turkey does not look very possible. Under the old style advertising models we can list TV ads, brochures, radio, telemarketing and print advertising.
The 3 Fundamental Elements of Inbound Marketing
- Effective content, an effective sales strategy
- Search engine optimization (what SEO is)
- The use of social media
Both holding strategies that can let small businesses reach very serious audiences, and the internet being the most effective way of reaching today's customers, gave rise to the “new marketing strategy”, inbound marketing.
