How To Nail Your WordPress Inbound Marketing Strategy
Robert-Jan Budding, January 28, 2019
Inbound marketing is becoming more and more important in a digital world where users are no longer clicking on paid ads (the click-through rate for display ads is currently around 0.05%) and are unsubscribing from mailing lists like it’s nobody’s business.
The antithesis of this is inbound marketing — instead of reaching out with needy marketing and aggressive sales pitches, this style of marketing reels the customer in. By using a combination of content marketing, social media, branding, and SEO, brands can draw potential customers to their products and services in a friendlier, more organic way.
The question that people often ask is if WordPress websites are as easy to pair with an inbound marketing strategy. And the truth is that they are if you know how to approach it. In fact, WordPress’s theme system and vast array of plugins can make inbound marketing much more simplified, meaning you can save time and money when it comes down to perfecting your WordPress inbound marketing strategy.
Below we’ve written down some advice on how to nail a WordPress inbound marketing strategy for your WordPress site. Read on to find out more…
1. Clearly define objectives for your site
As with any website, you need to have a clear understanding of what you want to get out of your website. This could be that you want it to be seen by a large number of people, for example. Maybe you want to delight and captive your audience with incredible content. Or you want them to subscribe to your email marketing list, buy your products or enlist your services. Or all of the above!
Having a clear idea of what you want your end goal to be, will help you to define an effective inbound marketing strategy for your WordPress site.
You should also set out short-term goals and realistic timeframes for completion; this will help you (and your team, if you have one) to stick to your strategy. This will ensure you stick to time-constraints and budgets effectively and will have room to maneuver further down the line if you come across any obstacles.
The beauty of owning a WordPress website is that once you do come across any obstacles, you will have plenty of tools handy to fix any issues quickly to avoid missing deadlines or losing prospects and customers. We’ll go over these tools later on in this post.
2. Remember that social media marketing is a must
Regardless of whether your website is WordPress or otherwise, it’s 2019, and you need to include social media in your marketing strategy.
Use this as a chance to “let loose” with your readers and offer a more informal, fun tone to your posts. Using direct, casual language and posting funny or entertaining visual or written content will draw your audience towards your site.
Social media is a great time to balance promotional posts with content that your readers will benefit from, as well as giving you a chance to show your followers the team behind the screens.
You can tailor your content marketing on each social channel to suit each format best, appeal to your chosen audience and post at optimized times — check out this post for more information on making the most of social media for your WordPress site.
3. Perfect your pages
Once you have directed your readers, prospects, and customers to your WordPress site via your social media and other marketing efforts, you need to ensure that your landing pages are up to scratch.
Inbound marketing isn’t just about reeling your audience in with captivating content; it’s about following through once they arrive on your page and fulfilling your promises to them.
This entails having consistent landing and static pages on your WordPress site that are high-quality and follow a theme. For example, if you use a certain style of imagery or a set color palette in your branding and marketing, ensure that your site’s pages follow these guidelines. Deviate from your branding too much and site visitors will be confused or unimpressed by your lack of consistency.
Image optimization is also important when considering how best to tie in site pages with your overall inbound marketing strategy. If too big, image size can impair page loading time; something which not only frustrates visitors to your site but also affects your search rankings.
Ideally, you should be using eye-catching, engaging images that establish your topic and compliment your content. This is great for user experience and means you are far more likely to retain your reader’s attention, thus keeping them on your site for longer, which in turn will boost your ranking. Also, tagging your images with alt and title text will help search engines figure out what your images are, as well as increasing your site’s traffic by showing up in image search results.
Finally, perfecting your pages also means creating compelling, strong and highly visible CTAs (calls-to-action). There are various WordPress CTA plugins that can help you to create and place custom CTA buttons onto your pages. Strong CTAs are vital for converting the leads that your inbound marketing has generated — after all, you don’t want all of your marketing work to go to waste just before the finish line.
4. Offer value with high-quality content
An easy way to build on your inbound marketing strategy is to offer fresh, high-quality content to your readers. If you haven’t set up a blog as part of your WordPress website, then now is the time.
There are many advantages to writing blog posts on your website; blogging will drive traffic to your website, allow you to highlight your products or services if you’re an e-commerce business, and let you give something back to your customers or readers.
Good content and blogging give you a chance to add value to your reader’s experience, whether it’s sharing entertaining posts or useful information — such as a how-to guide or tutorial. Always offer something for free — like an educational flipbook (which are pretty easy to make using online flipbook builders and tools) or white paper, like this one benchmarking the latest PHP versions — to show your readers that you care about them and have something to offer.
Once you tie this in with social media marketing and post about new content on your social channels, you’ll be successfully drawing plenty of customers to your WordPress site.
5. Tie SEO into your WordPress inbound marketing strategy
If you’re only writing interesting posts or pages without looking at the SEO side of your strategy, your WordPress inbound strategy and website is going to flounder.
You need to drive your audience towards your website and help them to find your content. And essentially, the higher your site appears in search results, the more people you will get clicking through to your site.
This means researching relevant keywords and working them into your content plan, as well as working on the overall content structure for your site. A solid, logical content structure will help your WordPress site to rank higher with search engines, optimize it for crawlers and create a site design that is appealing to users. And as we know, UX isn’t just important for your readers, it’s important for search engines too.
SEO may seem too technical and complicated, particularly if you’re a new user or young business, however, there are plenty of WordPress SEO how-to guides, forum threads and experts out there that can help if you’re stuck. And one of the great things about using WordPress for your website is that WordPress is very SEO-friendly; the code it generates follows SEO best practice, it’s easy to customize metadata, and WordPress sites tend to have fast loading times which will boost rankings.
Another factor working in your favor is that there are some amazing plugins available that can specifically help with SEO, such as Yoast SEO. Use Yoast and keyword research tools to ensure your content is optimized from all angles.
6. Use WordPress-specific tools to finetune your strategy and site
WordPress has a huge selection of different plugins that you can use in conjunction with your site. This is both a blessing and a curse; third-party companies and developers have worked specifically to create a vast array of tools to make owning a WordPress site easier. However, the sheer volume can be both daunting and expensive.
Here are some of the best plugins for inbound marketing that will help you nail your strategy:
- Jumplead is a great all-in-one inbound marketing automation tool that integrates your inbound marketing strategy with your WordPress website. Through a range of different features such as site tracking and conversion forms, Jumplead helps you to navigate through the lifecycle stages of the prospect/customer journey and engage with your audience.
- Inbound Brew is another marketing plugin that can help you to enhance your WordPress website by easily creating custom CTA buttons, landing pages, and It also provides SEO management and a CRM tool for managing leads all for free — perfect if you’re a small business owner on a budget.
- Inbound Rocket is a useful plugin that helps you to track and analyze visitors’ behavior on your WordPress site, and convert leads through building relationships with your site visitors over time. Features include CRM and lead management, social media sharing options and visitor analytics.
Experiment with these different WordPress inbound marketing solutions and see what suits you and your site. You don’t have to spend a fortune on plugins to successfully nail your inbound marketing strategy — many options are free or have free options available.
7. Experiment with the look and feel of your WordPress site
The WordPress theme system gives you the chance to download and preview different themes easily — many of which are free — to make the most of it and experiment with what works for your site.
Ideally, you want your site’s aesthetics to match your branding, tone of voice and imagery so that you are painting your audience a complete picture of your brand.
Visual content is important to incorporate into your inbound marketing strategy. Whether you’re including images or videos in your social media posts, landing pages or blog, you need to pick eye-catching, high-quality visuals. Images increase brand awareness and engagement, and also work in your favor when it comes to search engine optimization.
If you’re a keen photographer, then all the better — you can take your own stunning photographs or films to make your WordPress site really sparkle. Failing that, there are plenty of awesome free stock image libraries online when you can pick up royalty-free images for your own use.
8. Track your success and keep refining your strategy
If you really want to nail your WordPress inbound marketing strategy, you need to be able to measure your performance and keep evolving your strategy.
Trying to understand the direct relationship between your inbound marketing efforts and ROI isn’t always easy. For example, you won’t always be able to track the exact number of leads your inbound marketing has generated. Instead, you can measure more tangible elements. Think of an increase in your social media followers, or likes and shares. You can also track how long visitors stay on your website or watch your videos, and how many downloads any of your resources (such as free flipbooks) get.
Once you start doing this, you’ll be able to establish what really works for your WordPress site and build on that. This could be in terms of your ongoing strategy, permanent changes to your website, or which concepts to implement during your next campaign.
Split testing (or A/B testing) will also allow you to test variations of your inbound marketing campaigns. You can perform split tests on emails (such as subject lines or internal content), CTAs (such as wording, the color of buttons or positioning of buttons) or the formatting of your landing pages. Try to do this regularly to refine your inbound marketing strategy and keep it optimized.
If you want to nail your WordPress inbound marketing strategy, use the tips above to guide your planning. With a clearly thought-out strategy and objectives, along with help from WordPress’s many useful inbound marketing plugins, you can bump your site’s traffic in no time.