Inbound Marketing vs. Outbound Or Interrupt Marketing

During the industrial revolution, most users were influenced by public media ads (TV, radio, newspapers) in purchase decisions. With the technology and Internet revolution, there was a 360 degree change in user lifestyles and the way they make purchase decisions.

Outbound marketing is an interruptive strategy. It is one way communication that hard sells the promotion message, for example promotional newsletters or ads slotted in between tv episodes or radio. A one hour TV episode minus the ads, can be shortened to 45 minutes watching time. In comparison, inbound marketing through search engines and social media is more relevant because the information is delivered as per request. Take a payment gateway provider like for example. The company created a news section to attract more readers, and plugged a Facebook like box to encourage subscription. At no point do they hard sell their services. Instead, the process involves earning the user vote.

A survey shows that 86% of people skip TV ads, 44% of direct mail is never read by the receiver, and 84% of users leave a site because of irrelevant ads. Inbound marketing is more cost effective, being 62% cheaper for single lead conversion.

The rise of inbound marketing and decline of outbound marketing

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Link Building Survey Result 2013

Do you still provide clients with link building services? If the answer is yes, this survey may be relevant to you. When Google released the Penguin update, many (previously successful) strategies became ineffective. As a result, webmasters and businesses have had to diversify their efforts, and pay attention to content marketing and social media.

Among the challenges of link building, we agree that finding link prospects is the biggest challenge, because most quality sites either implement no follow tags or disallow link promotion. Linking through link wheels, paid links, and link exchanges is extremely high risk, while link submission to directories and forums returns little value. A workable way is guest blogging, but getting blog owners to respond can be hard.

Fear, uncertainty, and doubt are growing problems and some link builders are planning to move away from it altogether.

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Yahoo! Answers’ Statistics In 24 Hours

Some SEO webmasters offer link building services that include planting links on Yahoo! Answers. They believe Yahoo! Answers is an authority site, which helps with indexing and the potential to generate referral traffic.

After analyzing the statistics below, we think the response is not as good as webmasters expect, because the number of questions asked are much higher than the number of answers. Many questions are ignored, and only a small group of people are contributing.

In addition, questions asked in the local business category is at almost 0%; categories like business, food, travel and transportation mostly have less than 100 responses. Only the entertainment category sees more activity. If no one asks a relevant question, how can a webmaster provide the answer and insert a link for reference purposes?

In conclusion, we don’t think Yahoo! Answers is relevant for the local industry.


The SEO Fundamentals Pyramid

Many webmasters may ask, when it comes to SEO, what strategy do I start with? Social media, link building, keyword research, or maybe run a content campaign first?

The principle of SEO is similar to that of operating a business. A company needs to stabilize its internal administration first, then only continue with marketing promotions. Without a good product or service, users neither repeat purchase nor recommend it to friends. Promoting a product or service before it is ready may result in unexpected issues.

According to the pyramid hierarchy below, link building and social media promotion should come later. Content comes first, because users rely on content and keywords to reach a website; an article with 500 words can easily deliver a thousand keyword combinations.

Through an ongoing content campaign, webmasters can analyze and re-target keywords with the most potential, and produce more relevant content to suit the reader’s needs.

After building a site with rich content and a user-friendly site structure, finally it is time to proceed with link building and social media promotion.


Ways to Drive More Traffic to a Single Content

To achieve online success, one must understand the fundamentals: quality traffic mixed with valuable content results in high online success. A lot of website owners do not face the risk of poor content, but the inability to reach the targeted audience at the right time. There are several sites or blogs that fail to attract more readers. What is wrong with these sites? Are they not properly written? Are there ways to increase the traffic on a single content? Yes, there definitely are.

First Rule: Write quality content

One must be aware of how to write quality content, and then there is a high chance of driving a greater amount of traffic. Always remember, mediocre content fails to attract traffic on a regular basis. So it is necessary to start identifying the problems that viewers are facing when going through your site. Is there any solution available? Is the problem manageable? If the viewers can manage the problems, there is no need to focus on those first. But if the problem is somewhat critical, then you need to focus on sorting out an urgent solution. Also, write content that is exclusive and original. Plagiarized content will never be able to attract crowds at a great level. Epic content is content that is created to target a specific set of people, providing solutions to their problems in a lively and well-defined manner.

Second Rule: Develop a strong foundation

Let us assume that you have written some really great web articles, and you want to attract traffic or readers to the content. You will definitely try to map out every possible step to make it happen. This is what we describe as a strong foundation to a successful blog. You will first try to reach say 50 viewers in the first week. Then, your target will be to progressively increase the number of viewers by the end of the second week, third week, and so on. In a month’s time, the viewership rating should be much greater. The foundation is where the blogger specifies what exactly he/she wants to do in order to popularize a single content. Always focus on the title of the article or post first. It should be highly catchy. Moreover, it should contain the appropriate keywords that help in driving traffic. Believe it or not, nearly 70% of traffic gets attracted to content merely by reading the headline.

Third Rule: Clear navigation is a must

Focusing on the navigation is equally important. This will allow for more views of a single article or post. Never forget to showcase the navigation clearly and properly. This will allow surfers to find it easily. Those who own blog sites should add the post page to the menu navigation bar. Remember, if the content appears on the same menu as that of the home page, it will be deemed highly relevant.

There are several ways to drive traffic to a site. The above-mentioned rules are only a few from a vast list. I hope you find them useful.

About the author: Claudia is a writer/blogger. She loves writing, traveling and reading books. She contributes on Neil Kozokoff.