A smart healthcare marketing blog
October 2015

3 steps to improve inbound marketing

There is one major obstacle for growing your brand … your potential customers are saturated with information overload!

So it has become your job as a marketer to make sure that this information is coming to them at the right time, in the right format, and on the right platforms.

That’s where an inbound marketing can become a strategic play!

inbound marketing


Research is really quite easy. You do not need to read through case studies or get intimate with Wikipedia! All you need to know if your industry, your business and your consumer.

1. What is your industry?

Industries evolve swiftly and to keep up to date with these innovations you have to keep an eye on your peers.

  • Who are your competitors?
  • What are they doing?
  • How are they doing it?

2. What is your business?

Your business niche may become overcrowded very quickly. To remain relevant you have to track your goals.

  • What are your revenue goals?
  • What are you key performance indicators [KPI’s] you want to measure?
  • What is your marketing funnel?

3. Who is your consumer?

Knowing who your potential consumer is vital to success but this is often a forgotten aspect of marketing.

  • What are your customer demographics?
  • Where are they located?
  • What messaging to they respond to most?



SEO is critical for any organization today to get discovered on the web. Having good SEO allows you to show up more on search engines, such as Google, and offering the potential for much more traffic to your website.

  • Include keywords within webpage content, in the header and page text
  • Include keywords within the page properties, such as the URL and meta description
  • Include keywords when uploading images by putting keywords in the name of the image, using an alt tag
  • Link keywords in your content to other pages on your website



Content can come in many forms, from images to videos. But blogging is an easy way for you to bring organic traffic to your website and is an eas tactic to grow website traffic. Here are some tips to improve your blogging strategy to support your inbound Marketing.

  • Publish the right content
    Create content around the questions and challenges your potential consumers want the answers to. This will help customers find valuable information, but will also introduce them to your brand.
  • Publish consistently
    Blogging can be labour intensive and depends on your resources and budget. You cant publish once a week or multiple times a day, just make sure it is consistent!
  • Focus on business goals
    Determine upfront what you want your consumers response to be. Use Calls-To-Action in your post encouraging visitors to perform that task, download a whitepaper, call or refer, to grown your leads and increase your conversations.



Now that you have brought in potential consumer leads you have to communicate with them.

  • Decide when to communicate
    You dont want to bombard your new leads with too many emails that they unsubscribe from all email communications. Try sending them an email every few weeks.
  • Decide what to communicate
    Share existing blog posts to engage and active your consumers. This will provide them with more information and push them back to your website where they can interact with your business further.




I hope these tips have given you a better understanding how implementing inbound marketing can help you grow your business. Optimizing for SEO will attract the right types of visitors, who should then convert and allow you to  nurture them with the right types of content.


Lead Nurturing

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