• FAQs

          Search engine optimization (SEO) helps businesses drive visits to their website through organic search traffic. Given that the top organic search results receive a third of the clicks, a decline in ranking could be detrimental for your business. Implementing SEO best practices on your website will help to ensure that your web content is seen by as many potential customers as possible. The more visitors you have, the better your chances are of converting those visits into sales!

          Local search engine optimization (SEO) helps local businesses gain visibility by optimizing their local business listings for local search. A business that leverages local SEO will include its address, phone number, local opening times, and exact location in the form of a local citation. The goal is to rank for local searches which are usually performed by people in a specific geographical region looking for a business near them.

          We typically see results within the first 30 to 60 days, but when it comes to SEO, there are many factors at play. It's important to remember that SEO is a long-term strategy and results may not come as fast at you wish.

        • FAQs

          Digital advertising uses the internet to send advertisements to customers who are online through different websites and social media platforms like Google, Bing, LinkedIn and Facebook.

          The price for Google Ads management depends on the monthly ad spend. For accounts with $1,000 in monthly ad spend, the price is $550/month. Between $1,000 and $5,000 a month in ad spend, the price is $950/month. For $5,000 to $10,000 a month in ad spend, the price is $2,000/month. For more than $10,000 a month in ad spend, the price is $4,500/month.

          The price for Social Media Ads management depends on the monthly ad spend. For accounts with $1,000 in monthly ad spend, the price is $550/month. Between $1,000 and $5,000 a month in ad spend, the price is $950/month. For $5,000 to $10,000 a month in ad spend, the price is $2,000/month. For more than $10,000 a month in ad spend, the price is $4,500/month.

        • FAQs

          This depends on the complexity and size of a redesign and if eCommerce is needed. On average, it takes around 14-18 weeks from the web design intensive stage to launch.

          If your website experiences the following issues: it’s not responsive on all devices, has a slow loading speed, the design appears old and tired, users don’t spend long on the site, sales are stagnant, or your business is going through a rebranding - your website needs a redesign to boost your brand awareness and sales.

          Sometimes there’s no need to rebuild a website. Minor edits, refreshing page content and images, or restructuring page layout for SEO best practices can boost traffic and sales.

        • FAQs

          Semantic search launched in 2013 with the release of Google's Hummingbird update. Since then, Google's search engine has become more complex. The integration of machine learning, with RankBrain, and NLP, with BERT, has enabled the search engine to better understand the context of a query and deliver more personalized and targeted results. Semantic SEO is the process of creating machine-readable content using structured data and linked open data to help search engines better understand your content.

          On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page SEO refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals. From meta tags to page content, website structure, and HTML, on-page optimization services are focused on making your website more visible to search engines.

          Structured data refers to any organized data that conforms to a certain format, such as information in a relational database. When information is highly structured and predictable, search engines can more easily organize and display it in creative ways. Structured data involves using a piece of code that is laid out in a specific format easily understood by search engines. The search engines read the code and use it to display search results in a more dynamic way.

        • FAQs

          An SEO agency has experts in different areas of search engine optimization that may be out of the realm of your marketing team's abilities. SEO can be very complex and time-consuming. Furthermore, as search engine algorithms change it can be difficult to stay current on the latest ranking factors and strategies for improving online visibility. You will likely see a greater return on investment and better results from using a professional SEO agency than you would from tackling this on your own.

          As a digital marketing agency, SMA Marketing provides products and services in four areas: SEO, Local SEO, Digital Advertising, and Web Design

          We focus on building authentic, long-lasting relationships with our clients. We’re goal oriented and results driven and believe in doing good and making a difference in the world.

  • Contact

What are Inbound Marketing Channels? 10 Ways to Attract Buyers

In April 2020, about 4.5 billion people used the internet. That’s 59% of the global population. (Statista) With so many people spending time online, brands have learned they must use an integrated marketing strategy to align their brand messaging across all inbound marketing channels.

Think about your online behavior. Daily, you search for products and services, use social media, read website and email content by media outlets and brands, check reviews before making a purchase, and listen to podcasts either for education or entertainment. Inbound marketing enables companies to reach a highly-targeted audience using the right channels with the right content at the right time. It is the marketing method of choice for local businesses and global brands alike.

Below, you’ll find answers to these frequently asked questions about inbound marketing channels used in an integrated marketing strategy.

What is Inbound Marketing?

Consumers and B2B customers use the internet to search for answers to their problems, to find solutions to improve their lives or be more effective in their work. Inbound marketing helps brands become the trusted source of information to help customers achieve their goals. By using inbound marketing channels, brands attract the right audience with relevant content, nurture the relationship by continuing to add value and convert them into customers when the time is right for them to purchase.

What are inbound marketing channels you can use to attract buyers?

Based on the preferences of your buyers, use the channels that are most used by your customers. Go where your audience is. Effective inbound marketing channels to reach your buyers may include:

  1. SEO
  2. Website Content
  3. Blog
  4. Video
  5. Social Media
  6. Email
  7. Landing Pages
  8. Reviews
  9. Press Releases
  10. Podcasts

Inbound Marketing Channels infographic


Share This Image on Your Site


How does SEO work in inbound marketing?

Search Engine Optimization (SEO) is the practice of coding and structuring the data on your website to help inform search engines about each page on your site and how it may be useful for searchers and visitors. The goal of SEO is to generate organic traffic from search engines.

SEO works in inbound marketing by informing the search engines that your web content answers searchers’ questions and should be shown in the search engine results page. SEO is critical to inbound marketing because it helps attract relevant searchers to your content.

Why is quality website content critical in inbound marketing?

The purpose of quality content on your website is twofold. 1) Your content educates and informs your website visitors, letting them know how you solve their problems, how you are an authority on the subject matter, and why they should engage in a relationship with your brand. 2) Search engines crawl your website and determine whether or not it meets the needs of searchers. They must have content to crawl – content structured in a way that is easy for crawlers to index and organize.

The main types of content on your website are:

  • Product/Solutions pages describe the features and benefits of your products and solutions and how they solve buyers’ problems
  • Pillar pages broadly cover a specific topic and establish your brand as a trusted expert on a subject. They serve as the content hub of your website.
  • Blog pages cover topics related to the pillar topics in detail. They deepen the relationship with buyers and help convert website visitors into leads.

Why should you have a blog for inbound marketing?

Having a blog is essential for inbound marketing. If you want searchers to find your company online, one of the best ways is to publish valuable content that answers their questions and solves their problems. A blog expands your reach and brand visibility by giving search engines content they can index and serve to searchers.

HubSpot found that companies that blog have:

  • 55% more visitors
  • 97% more inbound links
  • 434% more indexed pages

Read What is the Purpose of a Blog and Do I Need One?

Why is video an important channel for inbound marketing?

Video is a powerful inbound marketing channel that helps businesses attract buyers and convert them to customers. According to Forbes, “59% of executives said they would rather watch video than read text.” 50% of executives also stated that they look for more information after seeing a product/service video. (Insivia)

Demonstrating your product or service on your website helps customers understand what you offer and how it benefits them. Video is easy to use in a multi-channel marketing strategy; each video can be published on many channels. Embed video in your blog articles, publish them on YouTube, and post them on social media. YouTube videos are also featured on Google search results, giving you extra bang for your marketing buck.

How is social media an essential part of inbound marketing?

Social media platforms are one of the best inbound marketing channels B2B and B2C companies can use to reach their target audience. They expand your brand visibility and reach, helping you build community with your followers. Social media enables companies to build brand equity and grow their following on the recommendation of others and via likes, comments, and shares.

The key is to determine the social channels your audience uses and the types of content they like to consume on those channels. For B2B companies, LinkedIn may be the place to focus your attention, with its 200 million monthly users. For B2C companies, Twitter has 1.3 billion registered users. With the right content and hashtags, you’re sure to reach your target audience there. For local businesses, Facebook may be the best place to attract a geographically-targeted following. Research on your buyer persona and monitoring of your social media accounts will help you determine the best channels to use.

Read Which Social Media Platforms are Worth Your Time?

Why are landing pages vital to effective inbound marketing?

Landing pages serve a specific purpose in inbound marketing as a conversion point. The goal of a landing page is to offer the opportunity to download valuable content in exchange for your visitor’s contact information. Once they fill out the form and consent to receive marketing emails, they become a Marketing Qualified Lead. You will nurture these leads and direct them down your sales funnel via email marketing.

Learn how to Create Better Landing Pages.

How can email marketing fuel your inbound marketing?

Email marketing allows you to build one-on-one relationships with your subscribers, potential buyers, and customers. Unlike your social media accounts, email marketing is a channel you own. You own your lists of subscribers, contacts, and leads. You are in a prime position to communicate directly with those people who have trusted you enough to give you their contact information.

It’s not a relationship to be taken lightly, however. You owe it to your leads to send out personalized content that adds value to their lives. They may not be ready to make a purchase when they first subscribe to your content. Still, with time and helpful content that addresses their needs, you’ll be developing a relationship that will keep you top of mind when they are ready to purchase or renew their subscription to your product.

Are reviews an effective inbound marketing channel?

Yes, reviews are an effective inbound marketing channel. Today’s consumers are educating themselves before they visit local businesses, make an online purchase, or reach out to a sales rep. Consumers who read reviews are close to making a purchase ~ they’re evaluating their options, deciding whether or not they can trust a business.

According to a BrightLocal survey, 82% of local search users read online reviews to help them make a purchasing decision, and 89% of consumers age 35-54 trust online reviews as much as personal recommendations.

Small and medium-sized businesses should leverage reviews sites like Yelp, Facebook, Google, and the Better Business Bureau to build up their reputation with consumers. SaaS companies can attract leads who are in the consideration stage of the buyer’s journey by having profiles on sites like G2, Capterra, and TrustRadius.

Be sure to feature reviews and testimonials on your website, as well. This form of social proof is invaluable in helping your buyers decide to purchase from you. You can even add Google reviews to your website. CWS explains how.

Learn how Reviews Impact SEO and Your Brand’s Reputation Online.

Are press releases an essential part of an inbound marketing strategy?

Press releases are essential in telling your brand story. They help promote your company’s news, innovations, and growth. PR on a trusted third-party site positions you as an industry leader, which helps you attract customers. Press releases are also good for SEO, driving traffic to your website from high-authority sites.

Newsworthy PR pieces are often shared on social channels, expanding your reach to a broader audience. They can also be emailed to your leads and repurposed into blog articles, giving you added ROI on the time you spend writing them. A great way to extend the value of a PR piece is to include quotes from company leaders or statistics on the state of the industry. Journalists and writers are always looking for quotable content to include in their pieces, and you may earn backlinks to your press releases.

How do podcasts help achieve inbound marketing goals?

If it seems like new podcasts are popping up every week, you’re right. Companies are taking advantage of the podcast trend to reach their target audience. According to Statista, there were 88 million podcast listeners in the US in 2019. That number is forecast to surpass 160 million by 2023.

Podcasthosting.org found that as of July 2020, there are more than 1 million podcasts. While the most popular podcasts are in the comedy, news, and education genres, the number of business-related podcasts is growing. 70-72% of business owners with 100-500 employees listen to podcasts. Marketers realize the potential to tap into the content preferences of their target buyers.

Podcasts help businesses achieve their inbound marketing goals by attracting niche audiences who fit their buyer persona. Podcasts enable companies to produce and publish content that speaks to the specific needs and problems of their buyers. Particularly in the B2B space, listeners tune in to hear how others in similar roles solve day-to-day operational and leadership issues. A well-promoted podcast enables organizations to position themselves as thought leaders in their industry by hosting interviews with other industry thought leaders.

How do I know which inbound marketing channels have the best ROI?

The best channel for you depends on your audience ~ where they like to consume content, what social media channels they prefer, and what type of media they engage with most. You will likely find that a multi-channel approach is best. To determine the right channel for your business, first set your marketing goals, or KPIs, and then use Google Analytics to measure the performance of different channels to see what’s working best for you. Over time, you’ll notice trends in your performance in search and on your social channels.

Read What Marketing Channel has the Best ROI?

Developing an integrated marketing strategy that leverages the right inbound marketing channels can be a challenge. There are many inbound marketing tools you can use to determine the right channels for your audience. Knowing which channels will work best for your inbound marketing strategy and where to spend your marketing budget takes expert guidance. At SMA Marketing, we help businesses like yours determine the marketing channels that will yield the highest growth. Our team of experts will guide your marketing for increased visibility across your digital channels. Contact us today to learn how we can help.

New call-to-action

Search by Topic

  • All Resources
  • SEO
  • Digital Advertising
  • Content Marketing
  • Web Development

Get Up-To-Date Digital Marketing Tips and Tricks Delivered Straight to Your Inbox!

SMA Marketing Digital Marketing Agency Giving Back to Kiva Making Loans