Inbound marketing strategy is centered around providing useful information to people searching the web to learn more about products and services – your products and services. It focuses more on attracting and engaging customers, not pushing a sales message out to them. But with a lot of companies focusing on some of the newer and more exciting channels, like social media and blogging, some of the more basic aspects of inbound marketing have fallen to the wayside. Developing a well-rounded inbound marketing strategy is important, especially given the fact that inbound leads cost 61% less than outbound leads, according to HubSpot. So for those of you scratching your head wondering what you’re missing, here’s a list of six tips for getting your inbound marketing strategy back on track.

1. Update Customer Testimonials

Make sure your customer reviews are current, and – more importantly – sound real. Your customers aren’t naive; they can easily see through an over-the-top review or something that sounds like it’s straight out of the public relations department. Instead, try rotating customer tweets as testimonials on your website which will help keep your website looking fresh and the reviews honest.

2. Review Your Product Pages

You may understand how your product works from the inside and out, but your potential customers don’t. Try having a few friends (or even better, your mom) read the product descriptions on your website and see if the message is coherent. If there is a discrepancy, it may be time to change the message to something more simple, understandable and relatable.

3. Optimize and Personalize Press Releases

Liven up a press release by adding your brand’s own personality and twist. Adding creativity and style while announcing your news is what makes an interesting and eye-catching press release (which is the main goal, right?). For example, try including visual data, like graphs or infographs, to get your message across in an instant. Also, be sure to use search engine optimization (SEO) techniques in your press release to make it easier for people to find when searching your target keywords.

4. Avoid Generic Stock Photos

The quality of your website creative is of utmost importance. It’s tempting to plug in a stock photo of random business people and move on, but those generic, smiling faces of people who clearly don’t work for your company can lower the overall feel of your website. When someone goes to your website, they want to get a feel for the company and the people who actually work there. It may be time to make the investment and hire a photographer for the day. Have him take a few custom shots of your company that can be used now and in the future. You will see a world of difference in the quality and character of your website.

5. Consider Revising Your ‘About Us’ Page

The majority of ‘About Us’ pages are over indulgent, explaining only the story of the company’s beginnings. Your ‘About Us’ page should instead be an opportunity to give new customers insight into your company as it is today. Provide a clear and understandable statement about what your company is all about. You could also identify a handful of strategic business opportunities the company is currently focused on. Or try including recent philanthropic or community events your company has been involved in, providing a better idea of the overall company culture. Also be sure to provide clear navigation leading into other areas of your website.

6. Review Your Email Marketing Strategy

Unless an email is filled with useful information and offers, nobody wants it clogging up their inbox. This is why, when it comes to email marketing, you can’t be everything to everyone. It is much better to segment your emails to different customer bases than suffer declining email numbers. Customize different content and newsletters based on what you know about your audience. See what pages they have looked at on your site or what demographic information you know about them, such as age or location. If possible, try aligning their past consumption habits with messages they would like receiving. For example, if a customer bought items from your website over the holidays, be sure to let them in on future offers and savings.

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