The inbound marketing methodology is based on getting found by your potential customers, converting visitors to leads and leads to customers, and analyzing your tactics, methods and results.

Get Found

• Create content that answers questions and solves problems for your potential customer. By creating content such as blogs, e-books, white papers, webinars, and videos you are providing valuable content that attracts prospects to your website.
• Optimize your content and website with keywords, inbound links, and highly rated content that enables potential visitors to find your content through internet searches.
• Promote your content by leveraging the power of social media. 

Convert

• Capture leads with landing pages and contact forms customized around content and outreach campaigns.
• Track visitor engagement with customer relationship management (CRM) tools.
• Nurture leads through email and content designed to move prospects down the sales funnel and convert them to customers.

Analyze

• Measure reach through website analytics, search engine optimization (SEO) ranking, and social media engagement. 
• Evaluate effectiveness of campaigns, content and engagement. 
• Adjust techniques, content and strategy to make better content, that attracts more visitors and converts them to customers.

Inbound marketing is an approach to your online marketing and your website presence. It can be achieved using a variety of online tools or by a comprehensive content management system such as HubSpot. Each business is different. Let's talk about what you need to succeed. 

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Selling on-line is now easier than ever. It does not matter if you are a brick-and-motor store, a hobbyist who wants to make some extra cash or an established brand. The platforms and tools are now accessible to most aspiring entrepreneurs and merchants.

 Sell On-line

• Your on-line store is usually the center of your on-line business. This can be a simple website with eCommerce plug-ins or a dedicated platform. I work exclusively with the BigCommerce sales platform.
• Mobile optimization means making sure that the people who shop on-line using their smart phone can buy your products.
• Seller platforms such as Amazon.com, eBay and Etsy are popular with merchants and can be integrated with your on-line store.
• Accepting payments and processing credit cards is easier than ever with options such as PayPal, Square, or Stripe.  
• Shipping tools enables you to do your own shipping or outsource this task to a third party.
• Inventory management can be as simple as counting items on your shelf or as involved as managing a warehouse.
• Social Media platforms such as Facebook and Pinterest make it easier to connect and sell to your customers.

On-line sales involves coordinating a number of tools and processes from building a website, accepting an order on-line, and finally dropping your product in the mail. How all of this fits together, along with on-line marketing, is different for each business. If you have questions about the best approach for your business please give me a call and let's see what works best for you.

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The barriers to television have decreased to the point that most on-line marketers and businesses have the ability to use some video on-line. I admit, I've been around television so long that I remember when "on-line" video production meant you were renting a high-end video editing facility for hundreds of dollars. Now I can achieve the same production quality with a smart phone and a laptop editor. But there is more to on-line video then uploading smart phone videos. 

On-Line Video

• Quality video and sound still count, even for the simplest videos. This does not mean high production costs, just paying attention.
• Telling a story is still at the heart of any video. People will start watching a video but they will stop if it doesn't help them.
• Marketing goals will determine the type of video you need, the story you tell and where you post your videos. 
• Optimizing your videos for search engines ensures that people can find and view your message. 
• Driving traffic to your website is often the marketing goal of your video. Use video to connect your customers with your website.
• Utilizing the tools available will make your video more successful and useful.

The basics of video have not changed. The tools and the distribution channels have changed. The marketer's goal is to use these tools to attract viewers and convert customers. 

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To say that Social Media is not a part of modern life is to ignore reality. A Social Media marketing strategy is part of any inbound marketing program, but not every social media platform is right for every business or website. An effective strategy is determining the right mix.

Social Media Marketing

• Evaluate your audience and your market to determine the appropriate social media platforms and tools. 
• Business needs often determine the proper tools. For example, do you need to connect and engage with an online community or is social media the best way to deal with customer service issues?
• Best practices on social media are easy to overlook. A misguided tweet can alienate customers and cause bad PR. Social media can also humanize your company, mitigate bad press and connect with your customers.
• Account set-up and integration with your website and online marketing strategy is essential.
• Branding across media platforms and accounts should be consistent with your company and website.
• Customer Support is now built on social media. Unhappy customers tweet and post on Facebook. Happy customers find support and solutions when companies reach out to their customers on social media.
• Management and monitoring your social media accounts is an ongoing necessity. The proper tools and practices can help keep your social media marketing strategy on course.

Each business and organization is unique. If you have questions about your social media marketing give me a call and we can talk about it. 

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How can I help you?

Many of my customers tend to think of me as a generalist. I look at their situation and try to find solutions, what ever that may be. That means maybe building a website one day, editing a video the next day or trying to find the best shipping method the third day. This does not mean I can do everything. I have the tools I prefer and that I work with well, see my Platforms page, I will do the research to find the answers to questions and problems I do not know, and I will let you know if I cannot do it and help you find someone who can.

If you would like to talk to me about your website, your business or your on-line marketing questions I would love to talk. 

I live in Seattle, WA but through the miracles of Skype and email I work with clients around the country and I am in contact with folks around the world. Fill out the form on the right and let me know when and how we can get in touch.