The integration of inbound and outbound marketing practices has become an integral part of any successful marketing plan.  A multi-channel strategy that utilizes each of the tools from both sides will allow you to reach your target audience across several different platforms.  This enables you to communicate with potential customers in their preferred method.  In this series we will provide one tip for each aspect of a multi-channel to help you succeed in 2017.  These ideas are meant to supplement strategies that already include the basic necessities.

SEO

SEO is a constantly evolving practice and it’s important to keep up with the latest strategies.  Social media content is beginning to creep up the search rankings and is blurring the line between social media and traditional websites.  For many brands their social media profiles are among their highest ranking pages.  This is a trend that is continuing to grow as marketers are utilizing social outlets as their primary avenue to distribute content.  With this in mind it’s more important than ever to ensure each social post is fully optimized.

Blogging

Micro blogs ability to communicate thought leadership through condensed content will serve as advertisements for your premium content.  This provides the opportunity to capture your website visitor’s contact information by gating your more detailed content with forms.  While longer posts may garner more likes and shares, often times that content is wasted, as it requires no exchange of information from the reader.  With attention spans are shrinking and the amount of available content is rising, shorter posts below the 500-word threshold will serve as the most successful lead generation tools.

Social Media

The first step to take in your social media strategy is to create a comprehensive profile.  You’ll want to highlight your expertise and accomplishments.  Having a picture may seem trivial, but it is extremely important when it comes to gaining trust.  Most users won’t even consider adding someone that doesn’t have a profile picture.  Make sure your profile remains updated and clearly displays yourself as a legitimate business person.  This can be done by adding all relevant professional information and connecting with current colleagues.

Web Design

Your website menu should be short and concise.  Keeping your menu placement standard and using links versus drop downs not only allows simplicity for your visitors but also enhances search engine tracking. The easier it is for your visitors to find information the more likely it is that they will convert into leads.  Every page on your site should have some kind of call to action.  This can come in the form of a button or link that drives them to provide their information for a value offer.  Your website can contain great information and content, but without a call to action there is no way to convert that visitor into a lead.

Stay tuned for part two of this series involving teleprospecting, email, direct mail and lead nurturing.