Optimizing Your Inbound Campaign

Optimizing Your Inbound Campaign

Optimizing Your Inbound Campaign

Now that you have created and implemented your strategy and plan, take what you learned in your analysis and optimize your campaigns and strategy for higher efficiency towards your SMART goals. Here are some steps to take when looking to optimize your overall marketing.

Site Pages:

  • Now that you have analyzed your website pages via the Page Performance tool, be sure to update the on-page SEO elements
  • Determine which pages get the most visits and add in at least one CTA to each of those pages. Keep in mind we want content offers that are relevant to all stages of the buyer’s journey
  • Which blog posts get the most views? This is likely an indication of the type of content/topics your audience is interested in. Create more content (blogs/offers/emails) around that topic to drive further engagement

Blog Posts:

  • Ensure blog posts are tailored to your specific buyer personas and focused on and optimized on one primary Long Tail Keyword

 

Pro Tips:
  • Tailor the language of your blog post to mirror the language of your persona. Would they be looking for a blog post on how to "eliminate the burden of debt" or how to "get out of credit card debt"? 
  • Tailor the examples, facts, stories, and other supporting material to your persona. Are they the type to prefer a story or would a fact resonate with them more. What type of analogies respond most to them - pick something that is rooted in an understanding they may already have. Analogies  build strong foundations for learning. It's like building a house, a strong foundation is necessary. Without a strong foundation, the house won't be stable and the structure will easily topple over. We want our content to help our persona build a strong foundation for learning.
  • Tailor the content of your blog post to the persona.  Address their top questions, goals, or pain points around that topic.
    • Include a relevant CTA at the bottom of the blog post. Ensure the CTAs on your blog posts are not always the same, and be sure to include CTAs for educational and awareness stage content