Category Archives: Inbound Marketing

4 Essential Principles of a Successful Inbound Marketing Campaign

Inbound marketing takes time, commitment, and a clear strategy. Guided by the right principles, an inbound marketing campaign can lead to better brand awareness and increased revenues. The principles of a successful inbound marketing campaign bring greater chances for long-term growth.

4 Essential Principles of a Successful Inbound Marketing Campaign

1. Guided by Buyer Personas

Buyer personas are vital when you begin your inbound marketing campaign. If you want to effectively speak to your audience and create content that attracts the right person’s attention, buyer personas must be part of your strategy.

Developing a buyer persona is done by identifying your current and desired customer base and literally creating fictional characters that fit this persona. You should even name them and give them jobs, hobbies, values, and personality traits. When you have fully developed buyer personas, you can then use this as a compass for your content themes.

2. Involve Clear, Measurable Goals

Measuring ROI on inbound marketing can be difficult, and it takes time and patience to see the full benefits. But that doesn’t mean you can’t set specific goals for your efforts. Measurements for inbound marketing generally focus on site visits, readership, leads, sharing analytics, and new contacts.

Before you start, make sure you have established a system for measuring these goals and know how you will compare results between various content pieces.

3. Analytics are Used to Make Strategic Adjustments

If you set clear, measurable goals, you’ll likely have a system for measuring the results through analytics. One of the most essential principles of a successful inbound marketing campaign is that it uses analytics to see what is working and what is not. For example, you may discover that articles about a certain service get the most readership. In this case, it’s a wise (and obvious) decision to create more content on this subject.

4. Consistency

Finally, the best inbound marketing campaigns are consistent. They post content at least once a week, and maintain steady sharing and distribution through the most effective channels. Most of all, they keep adding content, giving the campaign enough time to fully grow and reach its potential. Consistency, above all else, just might be the most important part of a successful inbound marketing campaign.

Use the Principles of a Successful Inbound Marketing Campaign to Reach More Customers

Want to learn more about inbound marketing? Contact 602 Creative Studio today and we’ll make sure you have the information and resources to make a wise decision on your digital presence.

From blog articles for inbound marketing to world-class web design, we’ll help you achieve the best results for your company, no matter what industry you serve!


4 Ways to Find Prospective Buyers

Inbound marketing is based on having potential customers come to you. But they aren’t going to appear out of thin air and land on your website. You have to work to make them come to you, but you need to know the best ways to find prospective buyers first. Here are a few suggestions to start with.

4 Ways to Find Prospective Buyers

1. Consider the basics about your product or service.

When you’re trying to pinpoint your ideal clients or customers, the first thing you should do is think about the product or service you provide. Consider issues such as the ages, gender, jobs and locations of the people who will use your product or service. Then, go to where they are.

For example, if your small business is creating fun cellphone covers with glitz, glitter, text language and Emojis, your customers probably aren’t middle-age adults. More than likely, they are closer to ages 7 to 16 or so.

After you narrow down the demographics about your potential clients or customers, consider where they can be found, especially online. Can you advertise on websites you would expect them to use, for example? Maybe even the websites of places where they are employed? Of course, as we’ve talked about many times before in our past blogs, be sure to make yourself noticed on social media sites that your prospects might be using.

2. Use online analytics programs.

Your online analytics programs can tell you a lot about the people who are visiting your site. Pay attention to the ages of the people who are visiting, which people stayed on your site the longest, and which ones took the extra step to find out more about your product.

3. Have them tell you.

One of the best ways to find prospective buyers or create buyer personas is to have them give you the information. When you create forms for your website, ask visitors to provide information about themselves, such as what made them visit the site and what they were looking for when they did.

4. Talk with people you know — and people they know, and people they know …

But start with the sales team at your own business. Ask them who their customers are, and then talk with the customers. They can tell you what they are looking for and what people they know are looking for. The more you talk with people, the more you’ll get an idea about who your customers are and where they can be found.

Work with 602 Creative Studio to Help You

As a result of our years of experience in inbound marketing techniques, we know many of the best ways to find prospective buyers. It can be time-consuming, however, which is why you need a good team to help you bring in those customers or clients. If you want our assistance or need additional information, feel free to reach out to us through our 602 Creative Studio website or by phone at 888-602-0197.

13 Best Marketing Blogs to Follow

Blogs are not posted on websites solely to keep the sites active. Blogs, blog pages and blogging sites actually serve many purposes, the most important of which is to inform. You can obtain a wealth of knowledge about nearly any career field from blogs. Specifically, the best marketing blogs to follow will give you pointers and keep you up-to-date on the latest trends. Some resources are more reliable than others, of course, so here are some of our favorites.

13 Best Marketing Blogs to Follow

1. HubSpot

HubSpot is at the top of most of our lists when it comes to outstanding resources to use, as it is the leader in inbound marketing.

2. Moz

Moz is the place to go for SEO. If you want to know more about search engine optimization principles, Moz has the details and resources.

3. Business Insider

Business Insider is basically a new site with tons of business, marketing and financial information.

4. Kissmetrics

Kissmetrics is an analytics tool, but the blogs focus on changes in the field, how to determine what you’re doing best, and tips on what could be improved.

5. Content Marketing Institute

According to its website, the goal of the Content Marketing Institute is to advance the practice of content marketing. It’s a place where you can go for guidance, insight and advice.

6. Buffer

The Buffer blog is a resource for information and updates on social media trends.

7. Seth Godin

Anyone who follows marketing blogs has probably heard this name.

If you want to have fun while staying informed about marketing, social media, analytics and everything else related to the field, the Seth Godin blogs are a great read.

8. Copyblogger

As one of the older blog channels, Copyblogger provides tips on how to write powerful, eye-catching, effective content.

9. Occam’s Razor

The focus of this blog page is digital marketing analytics.

10. Duct Tape Marketing

Duct Tape features relevant news stories.

11. ProBlogger

This is the blog about blogging. It can provide you with tips and suggestions on how to create effective blog posts. The site also can teach you how to make money through blogs.

12. Business 2 Community

Here you can learn more about engaging customers and how to increase sales and conversion rates.

And One of our Favorites of the Best Marketing Blogs to Follow … 602 Creative Studio!

We might be a little biased with this one, but our clients would agree. With our many years of experience in inbound marketing, our blogs are full of information that can help you take your marketing business to a whole new level. Read our blogs to stay up-to-date on the latest trends.

You also can follow us on Facebook and Twitter.

Five Common Misconceptions about Inbound Marketing

Inbound marketing is the way things are done these days. You might not even realize it’s happening, but it’s there – from an advertisement that’s local to your area to the promotions on the sides of your Facebook page. There’s a method regarding how this gets to you; inbound marketing principles allow businesses to get to their exact potential clientele. But there are some common misconceptions about inbound marketing that could hinder the progress of businesses and scare away customers.

Knowing these common misconceptions about inbound marketing is the first step in controlling and correcting them.

Common Misconceptions about Inbound Marketing

#1: Inbound marketing is a term for search engine optimization. … False.

According to our partners at HubSpot, search engine optimization is a component of inbound marketing, not inbound marketing itself.

While SEO involves bringing visitors to your website through search, inbound marketing is the overall practice of earning traffic, turning that traffic into leads, and turning leads into sales.

#2: Inbound marketing works quickly. … False.

While using inbound marketing practices will help a business over time, results will not occur overnight. You have to keep working on it, and even modifying your practices as needed. If you find something that works, enhance it; if you find something that does not, change it. Eventually, effective and appropriate inbound marketing will work, but don’t fret if you don’t see results right away.

#3: All I need is inbound marketing. … False.

All those years of knowledge that business owners gained before the age of technology is not null and void now. The way people promoted their businesses back then still works today. Word of mouth. A great reputation. Being visible in the community. Simply providing great services. Treating customers with respect. Doing what you say you will do when you say you will do it. All of these traditional ideals should be used in conjunction with inbound marketing principles in order to benefit your business and your clients.

#4: Inbound marketing is the same thing as content marketing. … False.

As stated by HubSpot, content marketing means producing solution-oriented content for your audience, which can result in search and social media visibility. But inbound marketing goes deeper and is a comprehensive lead generation system.

#5: It’s difficult to track the effectiveness of inbound marketing. … False.

The truth is, being able to track numbers is one of the greatest benefits of inbound marketing concepts. Many analytics programs and apps are available that will tell you who visits your site, how long they stay on the site, what they view when they are on your site, if they are one-time or return visitors, and even details such as their ages. Having this information at your fingertips allows you to determine whether or not you are reaching the right audience.

You need help to do all of this. … True!

Very true. If one of your common misconceptions about inbound marketing is that you can “figure it out” alone, think again. Even if you know some of the principles, a professional inbound marketing agency can utilize those principles and more to help you build your agency.

If you’re ready to ask for help to continue growing your business, contact 602 Creative Studio through the website or by phone at 888-602-0197. Also contact the agency to ask more specific questions. We’ll be happy to answer them.

How Inbound Marketing and Sales Teams Work Together for You

When you hear the word “team,” you probably think of The Phoenix Suns, the Arizona Cardinals, or maybe the Arizona Diamondbacks. You probably do not think of a combination of sales and marketing, because, after all, historically they have not been the greatest team players. But all that has changed, and for the better – thanks to the concept of inbound marketing. Today, inbound marketing and sales teams work together to close more business, and it works – almost to the point that they are one team.
How Inbound Marketing and Sales Teams Work Together

Inbound marketing and sales teams are no longer at odds with each other. It made sense that they were before, because people on one side always saw the people on the other side as not holding up their end of the bargain. Through inbound marketing, much of those problems have been resolved. Here’s how.

• The customers are coming to you.

The whole concept of inbound marketing is to bring customers to you, rather than you going out to find people who may or may not be interested in your product. When you go to your targeted customers, you’re more likely to succeed.

• Clients are identified.

Through inbound marketing, buyer personas are set up to help the marketing teams make sure those people see their products. In other words, clients are identified beforehand, taking out some of the guesswork and conflicts between inbound marketing and sales teams that occurred in the past.

• Both teams focus on the clients who are interested in the product.

When clients are identified beforehand, first the inbound marketing team and then the sales team can focus on those clients. Both teams know who those clients are, and now are working together to turn those leads into lifetime customers.

• The facts are now there.

Inbound marketing involves tracking facts and figures as related to goals. A variety of applications allow inbound marketers to analyze website users’ habits. Through analytics programs, inbound marketers can determine what is working and what is not, what needs to be changed and what needs to stay exactly the same, and what should be done in the future to continue the progress of the business. And numbers don’t lie, and they don’t compete; they’re facts. And facts help take the guessing game out of the process and alleviate some of the controversy that once existed between marketing and sales.

• Teams are encouraged to meet with each other.

In addition to taking the guessing game out of the equation, changes in marketing processes also have taken much of the blame game out of the process. Inbound marketing and sales teams work together now. In fact, people who work in sales and those who work in inbound marketing are encouraged to meet together regularly. During these meetings, the teams can set goals, research the numbers, and identify best and worst practices. In other words, all the individual players can get on the same page, literally and figuratively.
Start with the best inbound marketing team

When all is said and done, you need to start by working with the best inbound marketing team. You need to bring in prospective customers before sales teams can turn them into buyers. Contact 602 Creative Studio if you need help generating new and innovative ideas to get more customers interested in your business and products.

Questions to Ask Before Hiring an Inbound Marketing Agency

Hiring an inbound marketing agency is an important step to enhancing your digital presence.

However, you need to take your time and hire the right team. This means asking important questions to discover whether the team can meet your specific needs. You need to know about all their operations if you’re going to commit your time, energy, and reputation to their agency.

To make the hiring process easier, ask these questions and you’ll be better equipped to hire the right team. …

Ask These Questions Before Hiring an Inbound Marketing Agency

How do you determine a content strategy?

Inbound marketing is essentially based on a strategy of enticing customers to read or view your content. Therefore, the steps taken to define the strategy itself are vital. Your inbound marketing agency should have clear and distinct steps for researching your target market and defining content themes.

One of the most essential aspects of determining content strategy is through “buyer personas.” These personas serve as examples of your desired customers, giving insight to their likes and dislikes, buying habits, and general characteristics. Find out if the team uses buyer personas and other techniques to determine content strategy.

What types of businesses and industries have you served?

The strategy for inbound marketing will change depending on the industry, the business, and the target customers. Before hiring an inbound marketing agency, it’s important that you understand the experience level of an inbound marketing team and whether they are equipped to serve your needs.

Ask an inbound marketing agency whether they are experienced in serving business-to-business clients, business-to-customer clients, or both. You should also ask about the different industries they have served to see whether their experience aligns with your needs.

What resources does your team provide?

Inbound marketing often relies on written blog content, but a good inbound marketing agency will provide more than just blog articles. The top agencies will also provide video editing, strategy definition, graphics, web development, and more. Basically, they should have everything you need for a solid digital presence.

How is performance measured?

How will you know if the inbound marketing agency is meeting their goals and enhancing your business? It’s important to define, from the very beginning, how success will be measured. Will it be visits, lead generation, conversion rates, or social media engagement? There are many ways to define performance, so make sure the agency you hire has a clear and simple definition of success.

What types of analytics do you use?

To achieve the strongest results, an inbound marketing agency should use trusted analytics tools to monitor and measure the performance of your website and blog content.

Ask the agency what analytics tools they use. A good agency will use tools like Google Analytics, Hubspot, Moz, Trello, and other trusted programs. While you’re discussing analytics, ask about how the reports will be delivered and how often you will see them.

After hiring an inbound marketing team, who will be my contact?

Two months from now, when you contact the agency with a question, who will you be talking to? Who will be providing the analytics reports? Who will be discussing content strategy and buyer persona with you and your team?

It’s important that you know the contact point for upcoming projects so that you can easily communicate with your inbound marketing agency.

Let’s Discuss Your Inbound Marketing Potential

We would love to talk with you about the benefits of inbound marketing. Contact 602 Creative Studio today and let us create the right plan for your specific business!

Why Inbound Marketing Works

Have you ever tried to tell a teenager what she should do? Chances are, she yelled, stomped away, and slammed a door. She believes she knows what she wants, and you didn’t need to tell her. Telling her only rattled her nerves, whether you were right or wrong. The same goes for customers of almost any business, and that’s why inbound marketing works. The customers might need some help, suggestions, guidance, and possibly a second opinion, but generally, they know what they want. All you need to do is make sure they know they can get what they want from you.

Inbound Marketing Works Because it does not Disrupt

Does anyone even watch television commercials these days? Most people fast forward through them, watch the program through an online site, or choose to watch a movie on cable instead. Those commercials would be considered “outbound” marketing. With some slight exceptions, like location, they are targeted to anyone and everyone watching the program at that time. Maybe some of the viewers of the program are interested in the product, but most of them are only annoyed by the constant commercials. Inbound marketing works because it is there when people need it, not overwhelming them when they don’t.

Inbound Marketing Works Because the Customers are Identified

With inbound marketing, the customers are identified beforehand. If you know the customers, you can go to them.

Say, for example, that you sell clothes for that teenager. With outbound marketing, you show the clothing line that you are offering to everyone, including that teenager’s grandmother who will probably only shake her head. With inbound marketing, you grab that teenager’s attention specifically and say, “Look at this. We are sure you’ll love it because we know your style.”

When you identify people who are interested in your product, rather than market to the general public, you will be more likely to get them to buy your product or otherwise invest in your business.

Inbound Marketing Works Because Goals are Defined

It’s really hard to tell how many teenagers are looking at the advertisements for the clothing line in the magazine. Inbound marketing, on the other hand, uses analytics that determine how many people are looking at your product online and identify statistics about those users, including their location and age. If you find that you are not reaching your targeted audience, you can reassess your marketing efforts until you do reach that audience – and then make sure those users keep coming back.

As our partners at HubSpot say, marketing goals should be SMART: Specific, Measurable, Attainable, Realistic, and Timely.

Inbound Marketing Works by Using a Variety of Resources

While identifying your targeted audience, you also want to identify ways to reach them. Make sure useful information about your product is where they will be. If your customers are in an older age group, say in their 30s and 40s, Facebook might be an ideal way to reach them.

That teenager is probably also using Snapchat and Instagram as well as Facebook, so use those social media outlets in addition to Facebook to reach her. That way, she can’t miss you.

But we repeat: useful information. Inbound marketing works by educating, not bombarding. If nothing else, that teenager will appreciate learning something, even if she probably won’t admit it.

There are a variety of ways to identify potential customers and ways to reach them, but it takes some time, effort, and skill. At 602, we have years of research and experience into how and why inbound marketing works.

Contact 602 Creative Studio through our website or by phone at 888-602-0197 if you need help rejuvenating or modernizing your marketing efforts.

Increase Conversion Rates with Inbound Marketing

Increase Conversion Rates with Inbound Marketing

Finding people isn’t hard. Finding people who are interested in investing in your product is a different story. Ideally, people who are interested in your product would find you – after they hear about the fabulous resources you offer. But having prospective customers come to you is only the first step; you also need them to buy your product or otherwise invest in your business. To do so, you need to increase conversion rates with inbound marketing.

With a goal of turning curious prospective customers into clients or buyers, here are some of the best ways to increase conversion rates.

Optimize your website to increase conversion rates with inbound marketing

According to HubSpot, there are three main aspects of website optimization that can help you increase conversion rates.

Segmentation: Because there are so many different types of people on your website, sometimes you should think about focusing on one group’s (or one segment’s) conversion rate – not the web page’s overall conversion rate, according to HubSpot.

Creating content and design for specific audience segments will help you convert those people more efficiently. If you’ve properly segmented your site content to different groups of people that you have identified, you’ll be able to increase your conversion rates for each group.

• Content: The words and images on your website serve more than an aesthetic purpose – although that doesn’t hurt. (According to statistics on website design, given 15 minutes, two-thirds of people would rather read something beautifully designed than something plain.)

The content on your website should also entice viewers into delving deeper into your business and, ultimately, buying your product.

Include content on your site for the specific audience segments that you have identified. That way, viewers can get the sense that you are speaking directly to them and therefore feel a connection with your business.

• Design: The same concepts apply to the design of your website. HubSpot recommends designing conversion rate optimization (CRO) tests with things like color, spacing and the page layout. Changing just the color of a button on a landing page, for example, could impact the number of people who click on it.

Increase Conversion Rates through Social Media

As you are working on breaking down your customers into groups, creating content on your website to attract these individual groups of users, and also designing your site to appeal to these groups, you can’t forget about your social media campaign.

Here, you have numerous options and many ways to target your audience. Research which posts brought the greatest number of users to your site, and consider how those posts looked and which social media outlets you used.

You should always include attention-grabbing photos with your posts on social media, for example.

Another tip is to be a real person, not a robot. When you write your posts on social media sites, make sure you use a genuine tone of voice so that readers feel that you are approachable and reachable. When it comes down to it, human interaction, after all, is one of the greatest strategies to use to increase conversion rates.

There’s a lot to research and think about, so this is where social media marketing services from professionals who have the time, knowledge and enthusiasm to invest into these endeavors could help you and your business. At 602 Creative Studio, we can research the habits of social media users through analytics tracking sites. With that knowledge at the tips of our fingers, we can come up with clever ways to get attention from social media users in order to bring them to your site and increase conversion rates.

Use Targeted Calls-to-Action and Landing Pages

Be sure not to neglect the pages on your website that users will first see. To increase conversion rates with inbound marketing, be sure to use targeted calls-to-action and landing pages.

You also must make sure that your contact information and contact information page are thorough and easy for users to find. Your prospective customers have to be able to contact you. Research shows that 44% of website visitors will leave a company’s website if there’s no contact information or phone number.

Afterward, apply general customer service best practices and respond to emails and phone calls in a timely, respectful, and professional yet friendly manner.

Reach Out to Us

While this process is very useful for your business and your website, there is a lot to do. If you need a team to help you increase conversion rates with inbound marketing, contact us at or 888-602-0197.


How to Create Buyer Personas for your Business

How to Create Buyer Personas

Creating buyer personas is not an easy task, but one that every business – small or large – should be doing. Why? Buyer personas improve sales, lead to more sales, and help you target new trends that you can “pioneer” into creating your business as an industry expert.

Did you ever think about why you no longer buy a certain item? Simple answer: change. And just as your wants and needs changed, so do your customer’s wants and needs change.

Change is the catalyst for innovation, and buyer personas will help you weather those changes without losing sales. Buyer personas will help you target your most sought-after products and services. Buyer personas will help you get to “know” your customers. They help you predict needs, spot trends, and keep them coming back for more. While buyer personas seem like a lot of work, they are key to successful inbound marketing, sales, growth and brand identity. By partnering with HubSpot, the 602 Creative Studio Team has seen, first-hand, how well buyer personas boost sales and brand identity and act as catalysts for industry know-how.

• Buyer personas help you identify your customer base.

Start to create buyer personas by reviewing your customer base and pick out 3-4 major areas that you see as a trend in your customer base. For example, if you sell software, see what types of software your customers are buying. There may be new items you can direct their way that will be better for their needs. Even a journal article on the pros and cons of software will open up a way for you to gain data to use in building the persona. Even little things can help you target future products and services. Little things open doors to knowledge – and that broadens your knowledge for marketing and targeted sales.

• Personas make you do your in-house research.

I cannot stress this more: You will not have any ideas or clues until you take a long look at your customers and ask more in-depth questions.  Example: Customer A is one of your “regulars,” and you have a pretty good idea of what he needs when buying. In the persona, look to see what Customer A’s business role is. This will help you when deciding what to present to him. There are times when the higher the title, the easier to make decisions. This will help you find new ways to solve any buyer challenges.

• How do you communicate with each other (phone, email, in person)?

Knowing what works best will also work best when planning your marketing efforts for better results. If you have known Customer A for some time, dig a little deeper and go personal. Ask about favorite books, activities, education level, family and friends. All of these questions will give you a good idea of how to integrate your products and services to keep Customer A happy and coming back for more. Even adding gender, age and demographics can create noteworthy buyer personas.

• Personas push you to review your analytics for clues.

Your analytics will let you know where people come from, keywords they used to find you, and how long they stayed on your website.  This is a key element for helping you get to know your customers, your audience, and figure out exactly what they need and want.  Keywords can help you find those that might not be finding you. By sorting and grouping keywords (such as bowling balls, running shoes, etc.) you get more “specific” data that helps you reach those yet-to-be-found customers and future sales.

Don’t forget your local customers either! They might be looking to buy from a merchant that is close and easy to get to rather than pay for shipping. Those are the people you want to target because word-of-mouth is one of the best ways to advertise, get sales and add to your analytics.

• Buyer personas are an incentive to use social media.

People on social media are not just chatting away or posting the latest photos. They also are looking for items, deals and bargains. What they really need is – to find you. People who visit your social media page will be checking you out. They heard about you from someone, and they want to learn more about you. Building a persona from visits on social media can open up new data to use in building better personas for future success.

Just make sure your social media page has a way to connect to your website. From there, make it easy for them to visit your site, find what they want and give you more data to use to build personas.

• Buyer personas make you “Go for the Gold!”

Creating and building buyer personas is not easy. It will take time, patience and a lot of digging. Yet by creating and using buyer personas, you are making yourself a vital part of your customers’ needs and wants. Personas help you position yourself and your products and services as relevant. Personas help you to understand how and why a customer buys and how to take that need to buy to a recurring sale.

• Finally, buyer personas give you a way to see the “human face” behind those sales figures. This is one of the most important aspects for inbound marketing, sales, and being an industry expert. Personas allow you to tailor your products and messages to use your data to your best advantage – customer satisfaction and lead conversion.

It’s not a quick-and-easy marketing plan. It will take time and effort, but it will bring about some very exciting results that will end up being one of those stellar business processes. Want more information? can also give you more reasons to build buyer personas and really see the benefits they bring.

Buyer personas are something that every business should build, grow and maintain. It will bring about an increase in sales, better ways to help your customers, and a way for you to gain that competitive edge everyone is looking for.

More questions? Talk to our Inbound Marketing Team at 602 Creative Studio, and let us help you start building the right personas that will become your best asset!

How to Apply Inbound Marketing in Higher Education

ow to Apply Inbound Marketing in Higher Education

Today’s high school seniors and returning college students are very tech-savvy. They know what they want and how to find it. Their time, however, is limited, so they are pulled in many directions. If you don’t catch their attention fast, you will lose them as potential students in your college, university or trade school. To help you get and keep their attention, you need to know how to apply inbound marketing in higher education.

But what is inbound marketing? And how will it help you and the institute you represent?

Inbound Marketing is the Modern Strategy

Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for customers’ attention, according to HubSpot. Inbound marketing is about creating and sharing content designed to appeal to your targeted customers.

You can attract customers through blogs – or informative posts on your website – that include very specific keywords that you would expect them to use during an online search.

Apply Inbound Marketing in Higher Education

Applying principles of inbound marketing in higher education would help your organization attract the students that truly want to attend your school for its programs.

For example, Rita is a high school senior at Mountain View High School in Mesa, Arizona. She is considering becoming an emergency room nurse but does not want to move away from home just yet. She’s not exactly sure which school to attend, so she has to search for the most ideal schools in the area that have great nursing programs. She goes to Google and keys in “best colleges for nursing near Mesa.” If you had a blog on your site that used these keywords, she would probably find the blog easily – and then hopefully find her way to the institute of higher education you represent. If you also had a blog that was even more specific to “emergency room nurse,” she very likely would have been directed right to that specific page on your site.

Rita is only one of millions of potential students, however. Anticipate what any of them could be searching for online that the organization you represent offers, and make sure you provide them with the information they need. Even if they don’t attend your institute of higher education, you can feel good about knowing you assisted them.

Don’t forget about returning or transferring students as you apply principles of inbound marketing in higher education.

Brian, for example, could be a married father of two children who is looking to advance his career in information technology through adult enrichment classes. What do you think he will search for while he is online? Make sure that information is available for him on your website, and you will bring him in – if not physically, then at least regarding his attention.

Remember: A solid, strong reputation is one of the most important aspects of inbound marketing. Maybe your school wasn’t for Brian, but he appreciated what he read. Maybe he will tell his daughter about the classes you could provide that would meet her needs, or maybe Brian will come back for a different adult enrichment class.

Importance of Sharing Posts

In addition to posting relevant blogs on your own website, be sure to share links to those posts on social media websites, including Facebook, Twitter and LinkedIn.

You need to draw people into your website – especially those people who could use your services. If they don’t know about your blogs, they can’t read them. Make sure you post links to your blogs – and therefore your website – on the social media sites that your targeted audience will most likely visit.

In a recent survey of prospective college students, 66 percent said that schools should have a social media presence, and 45 percent said that they have been influenced by a school’s engagement on these platforms, according to a post on U.S. News & World Report.

By the way, don’t forget about Instagram and Snapchat, as these social media sites tend to draw a younger crowd – the kind of users who are probably looking into what options they have regarding higher education after graduation a few years down the road.

YouTube also is one of the hottest social media sites right now, and it reaches a broad audience – from teenagers to adults like Brian and more.

Look for Help to Create and Share your Content

In order to maintain and preferably increase traffic to your website, you have to keep it active. Post as often as possible, but make sure those posts follow search engine optimization principles.

It does take a lot of time, however, so you might not be able to go at it alone. If you need a team to help you create the content that will bring potential students to your website – and then possibly your institute of higher education – 602 Creative Studio has the experience and knowledge you need to help you reach your goals. Contact us at 888-602-0197 for more information about how to apply inbound marketing in higher education.